Sales and marketing management Books
John Wiley & Sons Inc The Sales Acceleration Formula
Book SynopsisUse data, technology, and inbound selling to build a remarkable team and accelerate sales The Sales Acceleration Formula provides a scalable, predictable approach to growing revenue and building a winning sales team.Table of ContentsForeword Neil Rackham ix Acknowledgments xiii Introduction xv Part I The Sales Hiring Formula 1 Chapter 1 Uncovering the Characteristics of a Successful Salesperson 3 Chapter 2 Five Traits Great Salespeople Have and How to Interview for Them 11 Coachability 12 Curiosity 16 Prior Success 19 Intelligence 20 Work Ethic 21 Chapter 3 Finding Top-Performing Salespeople 25 Build a Recruiting Agency within Your Company 26 Find Quality Passive Sales Candidates on LinkedIn 28 Find Quality Passive Sales Candidates through Your Team: The “Forced Referral” 33 Understand the Sales Talent Pool in Your Area 33 Chapter 4 The Ideal First Sales Hire 37 Part II The Sales Training Formula 45 Chapter 5 Setting up a Predictable Sales Training Program 47 Defining the Three Elements of the Sales Methodology: The Buyer Journey, Sales Process, and Qualifying Matrix 50 Create a Training Curriculum around the Sales Methodology 53 Adding Predictability to the Sales Training Formula 54 Constant Iteration on the Sales Process 57 Chapter 6 Manufacturing Helpful Salespeople Your Buyers Trust 59 Train Your Salespeople to Experience the Day-to-Day Job of Potential Customers 60 Enable Your Salespeople to Build Their Personal Brand with Potential Customers Using Social Media 62 Part III The Sales Management Formula 67 Chapter 7 Metrics-Driven Sales Coaching 69 Implementing a Coaching Culture throughout the Organization 71 Creating the Coaching Plan Together with the Salesperson 72 Examples of Metrics-Driven Skill Diagnosis and Coaching Plans 74 “Peeling Back the Onion” 79 Measure the Coaching Success 80 Chapter 8 Motivation through Sales Compensation Plans and Contests 83 Criteria to Evaluate a New Commission Plan 88 Involve the Sales Team in Compensation Plan Design 89 Promotion Tiers: Removing the Subjectivity from Promotions and Compensation Adjustments 90 Using Sales Contests to Motivate the Team 93 The Best Contest I Ever Ran 95 Chapter 9 Developing Sales Leaders—Advantages of a “Promote from Within” Culture 97 Prerequisites for Leadership Consideration 102 From the Classroom to the Real World 103 Common Potholes from New Sales Managers 104 Part IV The Demand Generation Formula 109 Chapter 10 Flip the Demand Generation Formula—Get Buyers to Find You 111 How Can Your Business Rank at the Top of Google? 113 This Does Not Happen Overnight 115 Create a Content Production Process 116 Complement Content Production with Social Media Participation 121 Long-Tail Theory 123 Chapter 11 Converting Inbound Interest into Revenue 127 Marketing’s Role in Converting Interest into Revenue 128 Sales’ Role in Converting Interest into Revenue 137 Chapter 12 Aligning Sales and Marketing—The SMarketing SLA 149 The Marketing Service Level Agreement (SLA) 151 The Sales Service Level Agreement (SLA) 154 Part V Technology and Experimentation 161 Chapter 13 Technology to Sell Better, Faster 163 Accelerate Lead Sourcing with Technology 165 Accelerate Sales Prospecting with Technology 167 Accelerate Lead Engagement with Technology 170 Automated Reporting with Technology 171 Chapter 14 Running Successful Sales Experiments 175 Generating Ideas for Experiments 176 Best Practices of Experiment Execution 178 Chapter 15 HubSpot’s Most Successful Sales Experiments 183 The HubSpot Value Added Reseller (VAR) Program 183 GPCT 186 Chapter 16 Conclusion: Where Do We Go from Here? 191 Index 195
£17.85
Kogan Page The Revenue Operations Manual
Book SynopsisSean Lane is a Founding Partner at BeaconGTM, host of the "Operations with Sean Lane" podcast, and is based in Boston, Massachusetts. He has spent more than a decade building Revenue Operations teams at fast-growing B2B software companies, including Drift and Upserve. Laura Adint is currently a partner and operations executive for a financial services company in Los Gatos, California. With over 25 years of experience, her prior roles included Vice President of Field Operations at Drift, and Vice President of Sales and Services Operations at Adaptive Insights (a Workday company).
£28.49
John Wiley & Sons Inc If Youre Not First Youre Last
Book SynopsisDuring economic contractions, it becomes much more difficult to sell your products, maintain your customer base, and gain market share. Mistakes become more costly, and failure becomes a real possibility for all those who are not able to make the transition.Table of ContentsIntroduction v Chapter 1 Four Responses to Economic Contractions 1 Chapter 2 Power Base Reactivation 23 Chapter 3 Past Client Reactivation 33 Chapter 4 The Most Effective Call to Advance and Conquer 45 Chapter 5 Converting the Unsold 57 Chapter 6 Multiply through Existing Clients 71 Chapter 7 Delivering at “Wow” Levels 81 Chapter 8 The Importance of Price 89 Chapter 9 Activate Second Sale to Boost Profits 97 Chapter 10 The Value-Added Proposition 105 Chapter 11 Act Hungry 113 Chapter 12 Expand Acceptable Client Profile 121 Chapter 13 Effective Marketing Campaigns 127 Chapter 14 Repackaging for Increased Profits 137 Chapter 15 The Power Schedule to Advance and Conquer 147 Chapter 16 An Advance-and-Conquer Attitude 161 Chapter 17 Your Freedom Financial Plan 175 Chapter 18 The Most Important Skill Needed to Advance and Conquer 185 Chapter 19 The Unreasonable Attitude 199 Conclusion How to Guarantee Your Position 209 Afterword 215 Glossary 219 Index 249
£17.85
John Wiley & Sons Inc Sales Leadership
Book SynopsisTable of ContentsPreface The Power of Why xix CHAPTER ONE Preparing for the Cultural Evolution 1 What’s Your Business DNA? 1 Burn the Bridge of Mediocrity 2 Boardroom or Bored Room: Defining Corporate Culture 4 The Company Ecosystem 4 You’re Not Coaching Effectively 5 A 10-Year Coaching Study 7 Assessing Your Culture and the ROI of Coaching 8 34 Characteristics of a Coaching Culture 11 Preparing for Your Cultural Evolution 12 Preparing for Your Cultural Journey 14 Can’t Change Your Company’s Culture? Create a Subculture Instead 19 Stop Selling, Start Coaching 23 CHAPTER TWO L.E.A.D.S.: Your Guiding Framework for Transformational Coaching 27 Questions Are the Universal Language 29 A Universal Definition of Coaching 30 The Revised L.E.A.D.S. Model for Masterful Coaching 31 24 Types of Questions in the L.E.A.D.S. Coaching Framework 38 How to Coach in 10 Minutes or Less 45 Coaching Simplified: The Only Three Coaching Gaps You’ll Ever Uncover 47 CHAPTER THREE The L.E.A.D.S. Coaching Model at Work 51 Directive Coaching Is Not a Thing 51 Using the L.E.A.D.S. Coaching Model 53 Ten-Minute Coaching Moments 53 The Cost of Not Coaching 57 Justifying Your Role as the Super Salesperson 58 Coaching versus Training: What’s the Difference? 61 CHAPTER FOUR How to Coach in 10 Minutes or Less 65 “Coaching Takes Too Long” 66 The Five Parts of the 60-Second Coaching Question 69 Ask for an Opinion, Not a Solution 71 Impromptu Situational Coaching—the ABCs of Leadership 72 Team Coaching or Team Meetings? 75 Your Meetings Suck: How Managers Facilitate Influential, Productive Meetings 76 Lead with Questions, Not Answers 78 Abandon Absolute Thinking and Embrace Dualities 82 CHAPTER FIVE Tools to Manage the Coaching Process and Assess Results 85 The Revised Coaching Prep Form 86 Capturing the Measurable Impact of Coaching 87 Are You Reviewing Results or Performance? 92 Enter the Coaching Action Plan 93 CHAPTER SIX Transforming Critical Conversations into Positive Change and Measurable Results 97 The Hard Truth 97 Coach and Be Happy 98 Resign as Chief Problem Solver 99 Control Freak? A Case for Letting Go 102 Performance Coach or Chief Problem Solver? You Decide 103 An Eight-Minute Coaching Conversation 105 CHAPTER SEVEN Creating Unity, Trust, and Buy-In: The Art of Enrollment 113 What Is Enrollment? 114 Everyone Loves Confrontation 117 There’s No Such Thing as a Difficult Conversation 118 The Six Steps of Enrollment 120 Coaching versus Enrollment: The Difference and Synergy 123 How to Destroy Trust and Isolate Your Team 127 The Cost of Not Enrolling 129 Manage Expectations with Precision: A Different Kind of Conversation 131 CHAPTER EIGHT Seven Essential Enrollment Conversations That Create Companywide Alignment 133 Prepare Your People for Change 134 A Subtle Distinction 150 CHAPTER NINE Coach Tracks: Turn Difficult Situations into Coaching Wins 151 Conversation #1: Eliminating Departmental and Interpersonal Silos 151 Conversation #2: Inheriting an Existing Team 155 Conversation #3: Peer Yesterday, Boss Today: Changing Roles from Peer to Boss 158 Conversation #4: The Revised 30-Day Turnaround Strategy for Underperformers 158 Conversation #5: The Evolution of the 30-Day Turnaround Strategy: The Success Acceleration Program 161 CHAPTER TEN Mindful Coaching: The Inner Game of Coaching Champions 163 Assumptions in Communication 164 Coach the Written Message 174 Coaching the Elusive Topic of Time Management and Personal Productivity 177 Coaching a Top Producer to Change Their Toxic Attitude and Behavior 180 Can You Coach Fear and Confidence? 184 CHAPTER ELEVEN Know Your Players: Transforming Talent Through Observation and Feedback 185 Three Ways to Uncover the Gap 186 Coach the Person, Not the Spreadsheet 188 Sharing an Observation versus Developing Someone: What’s the Difference? 197 CHAPTER TWELVE 15 Common Coaching Killers That Sabotage Coaching Success 201 Toxic Tactic #1: Nine Painfully Stupid, Disempowering Words to Stop Using 201 Toxic Tactic #2: Are You Coaching People or Closing Them? 203 Toxic Tactic #3: Coaching in Your Own Image 209 Toxic Tactic #4: Living Everywhere but Now 211 Toxic Tactic #5: Coaching Multiple Gaps at a Time 217 Toxic Tactic #6: Double-Dipping on Questions 219 Toxic Tactic #7: Coaching Is for Losers 220 Toxic Tactic #8: In Search of the Perfect Coaching Question 221 Toxic Tactic #9: Caring Too Much 222 Toxic Tactic #10: Is Everyone Truly Coachable? 222 Toxic Tactic #11: The Coachee Answers the Question—Not You! 223 Toxic Tactic #12: Getting Suckered by These Two Common Phrases 223 Toxic Tactic #13: Thinking You’re Super Coach 225 Toxic Tactic #14: Losing Patience in Coaching 226 A GPS for Your Patience 226 Toxic Tactic #15: Dishonoring the ABCs of Leadership 228 CHAPTER THIRTEEN Culture-Shift: Sustaining The Habit of Coaching 231 Six Strategies to Build and Maintain Your Coaching Culture 232 1. Peer-to-Peer Coaching 232 2. Cross-Team Coaching and Observation 234 3. Monthly Coaching Mindshare Sessions 234 4. Get Your Own Coach 235 5. Create Coaching Evangelists 235 6. Leverage Technology or Build Reciprocated Accountability 235 PART I YOUR JOURNEY BEGINS HERE 237 CHAPTER FOURTEEN The Final Transformation 239 16 Final Guidance Principles to Become a Coaching Prodigy 243 Appendix Seven Steps to Creating a Top Performing Coaching Culture 247 Become the Model of Exemplary Sales Leadership 251 Bring This Coaching Code into Your Company 251 Acknowledgments 253 About the Author 255 Index 257
£19.55
John Wiley & Sons Inc Revenue Operations
Book SynopsisTable of ContentsFORWARD ACKNOWLEDGEMENTS INTRODUCTION – Growth Is Good PART I: REVENUE OPERATIONS, A SYSTEM FOR GROWTH CHAPTER 1: A Bold Approach to Take Control of the Entire Revenue Cycle Introducing Revenue Operations, a New Way to Create Sustainable, Scalable Growth The Financial Link Between Firm Value and Growth The Challenges of Growth in the 21st Century: Customers, Disruptions and Fragmentation CHAPTER 2: The Value and Impact of Revenue Operations How Revenue Operations Creates Value Eight Ways Revenue Operations Creates Financial Value The Change Management Hurdle PART II: A MANAGEMENT SYSTEM TO ALIGN YOUR REVENUE TEAMS CHAPTER 3: The Six Pillars of the Management System Commercial Leadership that Unifies Marketing, Sales, and Service Consolidated Operations that Support All Growth-related Functions Commercial Architecture that Maximizes the Return on Selling Assets Commercial Insights Built upon Customer Engagement and Seller Activity Data Commercial Enablement Capabilities that Turn Your Technology into a “Force Multiplier” Best Practices for Managing Data, Technology, Content, and Intellectual Property Assets CHAPTER 4: Leadership That Aligns Sales, Marketing and Service Growth Levers across Executive Functions A New Generation of Growth Leader Emerges CHAPTER 5: Three Leadership Models: The Tsar, the Federation and the Chief of Staff The Tsar: Putting a “CXO” in Charge of Revenue Teams The Federation: An Alliance Among Leadership Functions The Chief of Staff: A Revenue Operations “Rock Star” CASE STUDY: Enhancing Value Across the Company at GHX PART III: AN OPERATING SYSTEM FOR CONECTING TECHNOLOGY, DATA, PROCESSES, AND TEAMS CHAPTER 6: Assemble the Nine Building Blocks of Revenue Operations What Does an Operating System for Business Look Like? The Building Blocks of the Revenue Operating System (ROS) The Team That Connects the Most Dots Wins CHAPTER 7: Connect Your Data, Technology and Channels to Acquire More Customers Building Block #1: Revenue Enablement: CRM, sales enablement, content and learning technologies that support selling Building Block #2: Channel Optimization: selling channels that engage customers in human interactions Building Block #3: Customer Facing Technology: the “owned” digital selling infrastructure that engage customers digitally CHAPTER 8: Blend Data into Insights that Inform Selling Actions, Conversations and Decisions in Real-Time Building Block #4: Revenue Intelligence: Manage and Measure Financial Value Building Block #5: Engagement Data Hub: Leverage Advanced Analytics to Connect Growth Assets to Value Building Block #6: Customer Intelligence: Use Customer Data to Inform Decisions, Actions and Conversations CHAPTER 9: Extract More Revenue and Margins from Your Teams and Resources Building Block #7: Talent Development: Attract, Develop and Retain Commercial Talent Building Block #8: Resource Optimization: Allocate People, Time and Effort Against Opportunities Building Block #9: Revenue Enhancement: Increase Revenue Yield with Packaging, Pricing and Personalized Offers CHAPTER 10: Tune the Operating System to Get Maximum Performance Digitize Planning Processes to Improve Agility in Deploying Your Resources Use Analytics to Make Better Predictions, Forecasts and Investment Decisions Adopt Advanced Modeling Techniques to Evaluate More Scenarios and to Build Consensus PART IV: HOW TO GET STARTED AND DRIVE IMPACT CHAPTER 11: Six Smart Actions to Deliver Growth Get Better Visibility into the Revenue Cycle Simplify The Selling Workflow Share Marketing Insights with Frontline Sellers Develop and Retain High Performing Selling Talent Make Selling Channels More Effective Streamline and Personalize the Selling Content Supply Chain CHAPTER 12: Big or Small: Tailor Revenue Operations to Work for Your Business How Revenue Operations Can Grow Revenues, Profits and Value in Your Business Actions Enterprise Leaders Should Be Prioritizing Achieving Hyper-growth for Small Companies CHAPTER 13: Activity to Impact: Make the Business Case for Your Growth System Prioritize the Actions that Will Generate Short- and Long-Term Value A Financially Valid Framework for Connecting Smart Actions to Firm Value: The Revenue Value Chain Use the Revenue Value Chain to Create Budgets, Earn Buy-In and Take Action APPENDIX: PRACTICAL TOOLS TO IMPLEMENT REVENUE OPERATIONS Glossary A Simple Way to Assess the Current Maturity of Your System of Growth Citations Index
£21.24
i2i Publishing How to be a Successful Sales Person: And how to
Book SynopsisAn easy to read training guide to becoming a successful sales person. Explained with humour and coloured illustrations
£11.68
Pearson Education Limited Marketing Management Global Edition
Book SynopsisPhilip Kotler is one of the world's leading authors in Marketing. He is the S.C.Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University (Emeritus). 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 been the author and co-author of over thirty books and has published over 150 articles in leading journals, including Harvard Business Review, Management Science, and Journal of Marketing Research. Kevin Lane Keller is the E. B. Osborn Professor of Marketing and Senior Associate Dean for Marketing and Communications at the Tuck School of Business at Dartmouth College. His research has been published numerous times in all the major marketing journals and has received numerous awards for his research accomplishments, having published over 120 papersTable of ContentsPART I: FUNDAMENTALS OF MARKETING MANAGEMENT Defining Marketing for the New Realities Marketing Planning and Management PART II: UNDERSTANDING THE MARKET Analyzing Consumer Markets Analyzing Business Markets Conducting Marketing Research PART III: DEVELOPING A WINNING MARKETING STRATEGY Identifying Market Segments and Target Customers Crafting a Customer Value Proposition and Positioning PART IV: DESIGNING VALUE Designing and Managing Products Designing and Managing Services Building Strong Brands Managing Pricing and Sales Promotions PART V: COMMUNICATING VALUE Managing Marketing Communications Designing an Integrated Marketing Campaign in the Digital Age Personal Selling and Direct Marketing PART VI: DELIVERING VALUE Designing and Managing Distribution Channels Managing Retailing PART VII: MANAGING GROWTH Driving Growth in Competitive Markets Developing New Market Offerings Building Customer Loyalty Tapping into Global Markets Socially Responsible Marketing
£69.34
John Wiley & Sons Inc The Power of Value Selling The Gold Standard to
Book SynopsisTable of ContentsForeword—The Power of Value Selling: The Gold Standard to Drive Revenue and Create Customers for Life xv Introduction: The More Things Change, the More They Stay the Same xix I Why ValueSelling, Why Now 1 1 Specialized Sellers, Exploding Sales Tech, Sophisticated Buyers (What’s Changed) 3 2 How You Sell Is Just as Important as What You Sell 13 3 Modern Selling Is ValueSelling (Why Value Is Still Important) 21 II Put the Pro Back in Sales Professional 31 4 People Buy from People: Building Credibility, Trust, and Rapport 33 5 Think Like an Executive 51 6 Mastering Sales Conversations: Asking the Right Questions, at the Right Time 63 III Create Sales Opportunities You Can Win 81 7 Earn Time on Their Calendar 83 8 Uncover Business Problems Worth Solving 109 9 Eliminating No-decision Opportunities and Improving Forecast Accuracy 125 IV Enable the Buying Process 139 10 Reverse Engineering the Buying Process 141 11 Speak Value to Power 153 12 Handling Objections and Negotiating on Value, Not Price 169 V Cement Customer Relationships 185 13 Land and Expand: Strategies for Account Penetration 187 14 Creating Brand Advocates and Customers for Life 197 Notes 211 Acknowledgments 217 About the Author 221 Index 223
£18.69
Bloomsbury Publishing PLC Guide to Producing a Fashion Show
Book SynopsisGuide to Producing a Fashion Show, Fourth Edition, explains all aspects of fashion show production including: reasons to produce a show, planning, model selection, merchandise selection, staging and music, budgeting, show preparation, execution, and evaluation. The fourth edition has behind-the-scenes examples, best practices and innovative approaches in fashion show productionfrom promotion using social media to selecting music and models. Whether you are experienced or a novice, this text shows you step-by-step how to plan, organize, promote, and execute an exciting fashion show.New to this Edition- Includes examples from couture and ready-to-wear shows, as well as innovative approaches including non-traditional fashion shows and fashion presentations- New information on careers in the fashion industry that are related to fashion show production, like styling, public relations, and event management- New perforated worksheets include documents and templates to pla
£67.49
Marshall Cavendish International (Asia) Pte Ltd How to Hook a Whale: Secrets of Selling to the
Book Synopsis
£15.29
Pearson Education Limited Framework for Marketing Management A Global
Book SynopsisTable of Contents I: Understanding Marketing Management 1.Defining Marketing for the New Realities 2.Developing and Implementing Marketing Strategies and Plans 3.Capturing Marketing Insights and Forecasting Demand II: Connecting with Customers 4.Creating Long-term Loyalty Relationships 5. Analyzing Consumer and Business Markets III: Building Strong Brands 6.Identifying Market Segments and Targets 7.Crafting the Brand Positioning 8.Creating Brand Equity and Driving Growth IV: Shaping the Market Offerings 9. Setting Product Strategy and Introducing New Offerings 10. Designing and Managing Services 11. Developing Pricing Strategies and Programs V: Delivering Value 12. Designing and Managing Integrated Marketing Channels 13. Managing Retailing, Wholesaling, and Logistics VI: Communicating Value 14. Designing and Managing Integrated Marketing Communications 15. Managing Digital Communications 16. Managing Mass Communications 17. Managing Personal Communications VII: Managing the Marketing Organization for Long-Term Success 18. Conducting Marketing Responsibly in the Global Economy
£61.74
Pearson Education Global Marketing Global Edition
Book SynopsisTable of ContentsPART 1: INTRODUCTION 1. Introduction to Global Marketing PART 2: THE GLOBAL MARKETING ENVIRONMENT 2. The Global Economic Environment 3. The Global Trade Environment 4. Social and Cultural Environments 5. The Political, Legal, and Regulatory Environments PART 3: APPROACHING GLOBAL MARKETS 6. Global Information Systems and Market Research 7. Segmentation, Targeting, and Positioning 8. Importing, Exporting, and Sourcing 9. Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances PART 4: THE GLOBAL MARKETING MIX 10. Brand and Product Decisions in Global Marketing 11. Pricing Decisions 12. Global Marketing Channels and Physical Distribution 13. Global Marketing Communications Decisions I: Advertising and Public Relations 14. Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication 15. Global Marketing and the Digital Revolution PART 5: STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY 16. Strategic Elements of Competitive Advantage17. Leadership, Organization, and Corporate Social Responsibility
£72.99
Penguin Putnam Inc Ultimate Sales Machine
Book Synopsis
£15.29
Practical Inspiration Publishing Infinite Selling
a huge range and FREE tracked UK delivery on ALL orders.
£15.19
Kogan Page Ltd The New Strategic Selling
Book SynopsisRobert B Miller is co-founder of Miller-Williams Inc., which has developed patented research methods that provide accurate measurements of how customers think and behave. Their clients include blue-chip companies such as ARAMARK, Coors, General Motors, Rockwell Automation, Sabre and Sikorsky Aircraft. Miller is one of the original co-founders of Miller-Heiman.Stephen E Heiman is the former President, CEO and Chairman of Miller Heiman, and has worked in sales development for over 30 years, including as an IBM national account salesman, where he increased sales by over 35 per cent. Tad Tuleja is staff writer at Miller Heiman Inc, and has co-written five MHI books (published by Kogan Page) as well as many other books, including Beyond the Bottom Line, a study of business ethics. He also directed the School of Management writing programme at the University of Massachusetts at Amherst.Table of Contents Chapter - 00: If it ain’t broke: the ‘why’ behind the new Strategic Selling; Section - ONE: Strategic Selling; Chapter - 01: Successful selling in a world of constant change; Chapter - 02: Strategy and tactics defined; Chapter - 03: Your starting point: position; Chapter - 04: A glance at the strategy blueprint: the six key elements of Strategic Selling; Section - TWO: Building on bedrock: laying the foundation of strategic analysis; Chapter - 05: Key element 1: buying influences; Chapter - 06: Key element 2: red flags/leverage from strength; Chapter - 07: Buyer level of receptivity; Chapter - 08: Key element 3: the four response modes; Chapter - 09: The importance of winning; Chapter - 10: Key element 4: win-results; Section - THREE: Common problems, uncommon solutions; Chapter - 11: Getting to the economic buying influence: strategies and tactics; Chapter - 12: The coach: developing your prime information resource; Chapter - 13: What about the competition?; Section - FOUR: Strategy and territory: focusing on your Win-Win customers; Chapter - 14: Key element 5: ideal customer; Chapter - 15: Your ideal customer profile: demographics and psychographics; Section - FIVE: Strategy and territory: managing your selling time; Chapter - 16: Of time, territory and money; Chapter - 17: Key element 6: the sales funnel; Chapter - 18: Priorities and allocation: working the funnel; Section - SIX: From analysis to action; Chapter - 19: Your action plan; Chapter - 20: Strategy when you have no time; Chapter - 21: Strategic Selling: a lifetime approach
£29.99
Kogan Page Growth Marketing Strategy
Book SynopsisRose Jia is an award-winning marketing and product leader based in the United States. She leads growth marketing at Amazon after previously working in marketing and product development at Twitch and American Express, as well as having worked as an investment banker at the start of her career at Citi. She has founded community-based platforms like RenaissanceMarketer.com, The Techseries Company, and Whiskey Me Up, been a keynote and guest speaker at major conferences like AdWeek and Marketing Offensive and appeared on podcasts including The CMO Whisperer, The CPG Guys, and Looking Outside.
£31.34
Kogan Page Marketing Technology
Book SynopsisDr Ediz Edip Akçay is a Senior Lecturer in Digital Marketing and BSc (Hons) Marketing Programme Leader at the Business School, Bournemouth University, UK. He has published work in publications including Journal of Customer Behaviour and Qualitative Market Research, across subject areas of digital advertising, cause-related marketing, user experience in mobile apps and branding.
£42.74
HarperCollins Publishers Graft
Book SynopsisGET OUT THERE, GIVE IT 110% AND ABSOLUTELY SMASH IT!Tom Skinner is a grafter. Born and bred in Romford, he?s spent a lifetime on market stalls and has always had an eye for opportunity. He?s sold everything from laughing monkeys to luxury mattresses! Like a magician, Tom can make something out of nothing, although he?s seen it all disappear just as quickly, too.Graft is a window into the world of a professional wheeler-dealer who knows exactly what it takes to stay afloat and keep your chin up when the going gets tough.Inside, Tom shares his story and the hilarious escapades he?s found himself involved in while trying to make a quick buck. He also reveals how you, too, can make your own luck using the simple mantras he abides by and how to bounce back off the ropes when it feels like you?re down and out.From fuelling yourself with a big breakfast (preferably down Dino?s Cafe) to the importance of making mistakes, Tom offers an entertaining, motivational read for anyone who wants to do bigger and better things ? or just wants a good laugh.This is how to smash life the Skinner way. BOSH!Trade Review‘The boshfather strikes again. A funny man and a funny book. I give it 5 boshes out of 5. Bosh’ Rob Beckett ‘This book could ruin my life, I've known this pest for too long’ Rylan ‘What a great addition to the literary canon. Tom Skinner is like the cockney Oscar Wilde.’ Jack Whitehall
£9.49
The Marketing Directors Ltd The Marketing Directors Handbook The Definitive
Book Synopsis
£44.99
John Wiley & Sons Inc Copy Copy Copy
Book SynopsisTHE #1 HACK FOR SMARTER MARKETING We all want new answers and new solutions for the very real and pressing challenges that our organizations face. New things to point to and talk about, new ways of working and new ways of thinking that might just be better than the old ways.Trade Review“This is a gem of a book – one you’ll read then keep in your bottom drawer so you can dip in and out of it to bring clarity to your thinking” (PR Week, June 2015)"Earls has written a thoughtful and well-presented volume here" (The Irish Times, June 2015) “ an entertaining book…” (Flight Time, August 2015)Table of Contents1 In Praise of Copying Copying, originality, invention, innovation and the King of Rock ‘n’ Roll 1 2 How to Copy Well Good, bad, tight, loose, close or far away 21 3 ‘What Kinda Thing?’: Maps and Drawing What kind of thing are you trying to change? 59 4 Where to Copy From: The Pattern Books 52 different strategies to copy, borrow or steal 89 5 Copy Better Applying what we’ve learned to real world problems 129
£21.24
John Murray Press 7 Lessons in Sales
a huge range and FREE tracked UK delivery on ALL orders.
£9.50
John Murray Press The Ultimate Sales Book
Book SynopsisTHE ULTIMATE SALES BOOK gives you everything you need to succeed in sales and account management. It is a dynamic collection of essential skills covering the topics that will help you make a seismic impact upon your performance - faster than you ever thought possible.
£15.29
APress Developing Data Migrations and Integrations with
Book SynopsisMigrate your data to Salesforce and build low-maintenance and high-performing data integrations to get the most out of Salesforce and make it a go-to place for all your organization''s customer information.When companies choose to roll out Salesforce, users expect it to be the place to find any and all Information related to a customer-the coveted Client 360 view. On the day you go live, users expect to see all their accounts, contacts, and historical data in the system. They also expect that data entered in other systems will be exposed in Salesforce automatically and in a timely manner. This book shows you how to migrate all your legacy data to Salesforce and then design integrations to your organization''s mission-critical systems. As the Salesforce platform grows more powerful, it also grows in complexity. Whether you are migrating data to Salesforce, or integrating with Salesforce, it is important to understand how these complexities need to be reflected in your desiTable of Contents
£49.49
Practical Inspiration Publishing MarketLed Growth
a huge range and FREE tracked UK delivery on ALL orders.
£14.24
Kogan Page Applied Consumer Psychology
Book SynopsisGareth J Harvey lectures in Consumer Psychology at HEG Geneva, Switzerland. He is also a guest lecturer Lancaster University, UK and Bangor University, UK, where he was previously Professor in Consumer Psychology. In his previous role as the Director of the Laboratory of Consumer Psychology, he ran projects for the likes of Unilever, Cadbury and Aldi, applying principles of psychology to improve their marketing. He is a Chartered Psychologist and also the Director of Consumer Psychology for DECIDE, the UK's longest established independent marketing agency, and is regularly featured on radio and television, including BBC Radio.
£35.14
Pearson Education Limited Marketing Communications
Book SynopsisChris Fill BA, MSc. is a Director of Fillassociates and was a Principal Lecturer at the University of Portsmouth. He was also a Fellow and for 15 years, Senior Examiner for Marketing Communications at the Chartered Institute of Marketing. He has worked with the Institute of Practitioners in Advertising on special projects and for clients in the UK and overseas. Having authored over 36 textbooks, and published papers in many leading academic journals, he is recognised internationally for his contribution to marketing communications. Sarah Turnbull Ph.D., MBA, MSc, FCIM, FHEA, is Professor of Marketing at the University of Portsmouth. Sarah is a Freeman of the Worshipful Company of Marketors and a Fellow of The Chartered Institute of Marketing. Prior to joining academia she worked in a number of global advertising agencies. Her research on advertising practice and creativity has been published in leading acaTable of ContentsPreface Acknowledgements Part 1 An introduction to marketing communications The scope of marketing communications Communication: theory, interactivity and influencers Understanding buyer behaviour and improving engagement How does marketing communications work? Part 2 Managing marketing communications Marketing communications: strategies and planning Marketing communications: objectives and positioning Branding and marketing communications Integrated marketing communications Budgeting and evaluation Part 3 The marketing communications mix Advertising: role, forms and strategy Public relations and sponsorship Direct marketing and sales promotion Brand: placement, experience and packaging Content: messages, credibility and creative approaches Media: principles, practice and formats Media planning: concepts and practices Author index Subject index Credits
£61.99
Kogan Page Ltd Marketing Analytics
Book SynopsisMike Grigsby, based in Orlando, Florida, has more than 30 years' experience in the field of marketing analytics. He was formerly vice president of customer insights and advanced analytics at Brierley and Partners and of strategic business analysis and advanced analytics at Targetbase and has also held leadership positions at Hewlett-Packard and Gap. Previously an adjunct professor at the University of Texas at Dallas, he taught analytics at both graduate and undergraduate levels. He is the author of Advanced Customer Analytics, also published by Kogan Page.Trade Review"In Marketing Analytics, Mike Grigsby takes passionate marketing strategists on a practical, real-life journey for solving common marketing challenges. By combining the concepts and knowledge areas of statistics, marketing strategy and consumer behaviour, Grigsby recommends scientific and innovative solutions to common marketing problems in the current business environment. I highly recommend reading this book as it adds a completely new dimension to marketing science." * Kristina Domazetoska, Project Manager and Implementation Consultant at Insala – Talent Development and Mentoring Solutions *"Grigsby's book is the right blend of theory applied to the real-world large-scale data problems of marketing. It's exactly the book I wish I'd had when I started out in this field." * Jeff Weiner, Senior Director, Analytics, One10 *Table of Contents Section - 00: Introduction; Section - PART ONE: How can marketing analytics help you?; Chapter - 01: Overview of statistics; Chapter - 02: Consumer behaviour and marketing strategy; Chapter - 03: What is an insight?; Section - PART TWO: Dependent variable techniques; Chapter - 04: Modelling demand and elasticity; Chapter - 05: Polynomial distributed lags; Chapter - 06: Using Poisson regression; Chapter - 07: Logistic regression and market basket analysis; Chapter - 08: Survival modelling and lifetime value; Chapter - 09: Panel regression and same store sales; Chapter - 10: Introduction to forecasting; Section - PART THREE: Interrelationship techniques; Chapter - 11: Simultaneous equations; Chapter - 12: Principal components and factor analysis; Chapter - 13: Segmentation overview; Chapter - 14: Tools of segmentation; Section - PART FOUR: Focus on media and loyalty; Chapter - 15: Modelling marcom value; Chapter - 16: Media mix modelling; Chapter - 17: Overview of loyalty; Chapter - 18: Loyalty with SEM; Chapter - 19: The customer loyalty journey; Section - PART FIVE: More important topics for everyday marketing; Chapter - 20: Statistical testing; Chapter - 21: Introduction to Big Data; Chapter - 22: Conclusion - The finale; Chapter - 23: References; Chapter - 24: Further reading;
£31.34
Kogan Page Marketing Communications
Book SynopsisPR Smith is a marketing consultant, bestselling business author and inspirational speaker. He has helped hundreds of businesses, from innovative start-ups to established blue-chip companies. He is founder of SOSTAC Planning framework, voted in the Top 3 Business Models worldwide by the Chartered Institute of Marketing's Centenary Poll, and created the Great Sportsmanship Programme.Ze Zook is an integrated marketing author, lecturer, producer and consultant specializing in helping the creative industries fulfil both their missions and business goals. He is a visiting academic at Regent's University London and consults on digital marketing for private-sector disruptive start-ups.
£44.99
Oxford University Press Inc The Nonprofit Crisis
£22.01
John Wiley & Sons Inc The Pricing Model Revolution
Book SynopsisAn incisive and accessible blueprint to pricing your company's products and services In The Pricing Model Revolution: How Pricing Will Change the Way We Sell and Buy On and Offline, world renowned pricing expert Danilo Zatta delivers an essential and engaging blueprint to building an enduring competitive advantage with insightful pricing models. In the book, you'll learn to identify the best monetization approaches for your products and how to execute the one that makes the most sense for your business. From freemium to subscription, pay-per-use, and even neuropricing, the author discusses every available option and shows you how to choose. Although it's rigorous and evidence backed, The Pricing Model Revolution avoids an overly academic perspective in favour of providing you with concrete, practical guidance you can apply immediately to start generating more revenue. You'll learn things like: How to make smart and innovative pricing a core component of your next product offeringHow to distinguish between every new, future-oriented monetization approachWhich factors to consider when you're choosing on a new pricing model for your most popular products An essential read for C-level executives, managers, entrepreneurs, and sales team leaders, The Pricing Model Revolution belongs on the bookshelves of every business leader seeking to learn more about one of the foundational topics driving top-line revenue and bottom-line profitability today.Table of Contents Preface xi Acknowledgments xiii Part I The Pricing Model Revolution 1 Chapter 1 Monetization as a priority 3 Part II New Approaches to Monetization 15 Chapter 2 Pay-per-use/per-wash/per-mile/… 17 Chapter 3 Subscription pricing 39 Chapter 4 Outcome-based pricing 57 Chapter 5 Psychological pricing 77 Chapter 6 Dynamic pricing 97 Chapter 7 Artificial-intelligence based pricing 119 Chapter 8 Freemium 133 Chapter 9 Sympathetic pricing 149 Chapter 10 Participative pricing 163 Chapter 11 Neuropricing 181 Part III How to Win 197 Chapter 12 Success with new pricing models 199 Notes 211 About the Author 225 Index 227
£23.99
Bloomsbury Publishing PLC The Essentials of Contemporary Marketing
Book SynopsisAn essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs.As the effectiveness of traditional marketing techniques continues to diminish, contemporary marketing increasingly becomes the most reliable method of expanding outreach and reflecting the needs of the modern consumer. When implemented, these contemporary strategies offer the greatest support for their client base, with a product range that adapts to the desires of the target market. The channels used to underpin these strategies are also radically different from traditional methods placing emphasis upon platforms such as social media.Designed for both undergraduate and postgraduate students, as well as those in executive education and general business, The Essentials of Contemporary Marketing covers a wide range of themes, including:- Consumer behaviour- The latest marketing research- Services marketing- Brand manageTrade ReviewDispenses with the vast amount of marketing jargon and clearly lays out the foundations for marketing success. -- Matthew Housden, marketing consultant, author, academic and trainerOne of the most comprehensive marketing books that every student and practitioner should use to learn about the latest theories, tools and techniques to take their marketing potential to new heights. -- Ritchie Mehta, Founder and CEO, School of MarketingA straightforward, easy to understand marketing roadmap on how to thrive in our fast changing times. -- Hap Klopp, Founder and former CEO, The North FaceComprehensive yet concise and insightful, The Essentials of Contemporary Marketing is highly engaging and easy to read. Key concepts balanced with practical applications provide a valuable resource to students or those seeking to better understand marketing. -- John Bredican, Teaching Fellow in Marketing, King’s College London
£22.50
Canbury Press Sole Survivor
£18.00
John Wiley & Sons Inc Fanatical Prospecting
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
£18.70
Kogan Page The HighPerforming Key Account Manager
Book SynopsisJavier Marcos is Professor of Strategic Sales Management and Negotiation at Cranfield School of Management, UK. He is co-author of Implementing Key Account Management, published by Kogan Page.Rodrigo Guesalaga is Professor of Marketing at Universidad Alberto Hurtado, Chile. He is co-author of Implementing Key Account Management, published by Kogan Page.Andrew Hough is Lecturer in Sales Leadership and Performance at Cranfield School of Management, UK and is founder of the Association of Professional Sales.Richard Vincent is Visiting Fellow, Cranfield School of Management, UK and is a founding Fellow of the Association of Professional Sales.
£25.64
Kogan Page Ltd Brand Protection in the Online World
Book SynopsisDavid N. Barnett has spent the last 12 years as Head of Analysis and Consultancy at NetNames, a leading global provider of online brand protection and domain name strategy, assisting global brands to prevent brand abuse online. David's professional history has allowed him to acquire an understanding not only the requirements of the online brand-protection industry, but also the associated methodologies and underlying technologies. David has worked with clients in a broad range of different industry areas, giving him extensive knowledge of the needs of, and the questions typically asked by, brand owners.Trade Review"This is the ultimate handbook for every online brand protection focused individual - be that a brand owner or a vendor side trusted advisor. It is incredibly comprehensive, outlining all the key areas of importance for those creating a strong online intellectual property and brand protection strategy. Understanding where online brand abuse occurs and knowing how to enforce effectively is the key to having a strong online brand presence. David's book offers an informative breakdown of each area of brand infringement and gives the reader a roadmap to taking the appropriate action. At last we have a hugely valuable and comprehensive dossier of online brand abuse in all its forms and how a company can take appropriate action to combat this abuse. I have worked within the online brand protection world for the last ten years and this book is the first of its kind - comprehensive, educational, advisory and informative. Online Brand Protection demystified for everyone involved in digital brand management." * Lisa Deegan, Online Brand Protection Trusted Advisor; Sales Director Online Brand Protection and Anti-Piracy, MarkMonitor (2006-2014) *"As more and more business moves online, so does criminal activity from fraudsters and counterfeiters. Dr. Barnett's book offers valuable insights written in a clear, accessible style and is highly recommended to professionals in the field of intellectual property - or indeed anyone curious about how brands protect themselves from online threats. As a guru of online brand protection, Dr. Barnett really knows his subject and its inner workings comprehensively." * David Franklin, Global Sales Director, Brand Protection, NetNames *"Understanding brand protection is an opportunity to get a step ahead of the competition. This book demystifies the complexity in this space and David is one of the best to help explain and share examples to bring this to life. I worked with David at NetNames and his deep knowledge and technical expertise in Brand Protection is immense! A very good read, I highly recommend his book to businesses who want to get an edge." * Edwina McDowall COO, NetNames (2012-2016) *"The ever changing internet landscape is often a complex and difficult space to identify and understand a brand's true presence across the various digital streams. The security and brand protection industry has seen a rapid rise in activity and in turn requirements from major global corporates to provide a holistic and clear strategy to protect their intellectual property. "Brand Protection in the Online World" provides a perfect insight into this world and allows anyone from a legal professional through to Bachelor student the insight and detailed view of the industry. An easy reference guide as well as a comprehensive overview of the industry, the script and content is superbly written and is a must for anyone that wishes to gain a foothold into the online brand protection industry." * Tom Smith, Head of Account Management, NetNames *"This is a very important book for any IP legal counsel. David defines brand protection in cyberspace with great professionalism and technical understanding. The online world brings new challenges and new threats. This comprehensive guide helps to mitigate these IP risks and set standards for the best practice." * Tomas Abelovsky, IP Counsel, Swiss Re *"At last, we have a clear comprehensive guide to all things Online Brand Protection! Before Dr. David Barnett's encyclopedic book, brand owners, legal professionals and anyone needing an all-encompassing bible of all the kinds of online threats to brands were left scrambling around only finding incomplete pieces of information here and there. Now, everything you'd need to know on what and how to keep a brand safe in the digital world is in one convenient place. I can't recommend this guide enough if you are in search of the A-Z of brand protection." * Darcy Delich-Coull, Online IP & Social Media Risk Expert, Crisp Thinking *Table of Contents Chapter - 01: Introduction; Chapter - 02: Domain Names; Chapter - 03: General Brand Use and Abuse; Chapter - 04: E-Commerce Activity and Marketplaces; Chapter - 05: Social Media; Chapter - 06: Online Fraud; Chapter - 07: Digital Piracy; Chapter - 08: Mobile Apps; Chapter - 09: Sponsored-Ad Monitoring; Chapter - 10: Affiliate Monitoring; Chapter - 11: ‘Deep’ and ‘Dark’ Web; Chapter - 12: Additional and Future Areas of Interest
£33.24
Kogan Page Ltd Malcolm McDonald on Key Account Management
Book SynopsisProfessor Malcolm McDonald was formerly a Professor of Marketing and Deputy Director at Cranfield University School of Management and is now an Emeritus Professor. Based in the UK, he is also an Honorary Professor at Warwick Business School and the author of Malcolm MacDonald on Marketing Planning, also published by Kogan Page. Dr Beth Rogers was formerly a Business Development Manager at Portsmouth Business School and chaired project board developing National Occupational Standards for UK professional sales. Based in the UK, she is now the Director of two organisations and writes articles for business publications.Trade Review"Soundly based on accepted theory, this book represents an inestimable practical guide to key account management. As a rare collection of wisdom and insight into KAM, it has great value for practitioners and students, and is highly recommended for those aiming for the AKAM Diploma. Malcolm McDonald and Beth Rogers were among the very first in the UK to acknowledge and research KAM, making important contributions to this professional discipline which is still poorly understood by most companies." * Dr Diana Woodburn, Chairman of the Association for Key Account Management *"This book is an up-to-date and comprehensive piece of knowledge on key account management. The solid frameworks and practical insights it contains, together with the expertise and passion of the authors, offer the reader an engaging learning tool for successful KAM." * Dr Rodrigo Guesalaga, Director of the KAM Best Practice Research Club, Cranfield University *"I found this book to be integrating and interesting as it offers some new insights into Key Account Management. I believe that this book is a 'must read' for anyone who is working as a Key Account Manager or who is planning to introduce KAM into their organisation." * Dr Kenneth Le Meunier-FitzHugh, Senior Lecturer in Marketing, University of East Anglia *"Key account management has become increasingly critical to business success. A great combination of key account theory and practice, this book is a must-read for all business leaders." * Nick Porter, Chairman of the Association of Professional Sales *Table of Contents Section - 01: Introducing key account management; Section - 02: The role of key accounts in achieving business growth; Section - 03: Selecting the right key accounts; Section - 04: Understanding buying decisions; Section - 05: Key account plans; Section - 06: Understanding account-based marketing; Section - 07: People and skills for key account management; Section - 08: Going global with key accounts; Section - 09: The risks of key account management; Section - 10: The future of key account management; Section - Appendix 1: The McDonald and Rogers 10 guidelines for profitable key account management; Section - Appendix 2: A quiz for key account managers; Section - Appendix 3: Important research articles on key account management;
£24.99
Kogan Page Global Marketing
Book SynopsisHelen Millward is a lecturer in Marketing at Keele Business School, Keele University. She leads the Principles of Responsible Management Education (PRME) at Keele Business School and is a Certified Management and Business Educator (CMBE). Millward teaches Marketing at both undergraduate and postgraduate level.
£42.74
Pearson Education Limited Selling Today Partnering to Create Value Global
Book SynopsisAbout our authors Gerald Manning is an international author, consultant, speaker, and successful businessperson. Professor Manning's book Selling Today: Partnering to Create Value, now in its 14th edition, is today's international #1 selling textbook on negotiations and partnering. With Chinese, Spanish, International EnglishSpeaking, Canadian, Croatian, and US editions, millions have profited from the strategies and tactics presented. He is author of 4 additional books on management and sales, all published by large, international publishing companies. Gerald Manning also serves as a sales and marketing consultant to senior management and owners of more than 500 businesses, including both national and international companies. He appears regularly as a speaker at national sales and management conferences, and is featured regularly in training videos on sales and management. Professor Manning served as chair of the Marketing/ManageTable of ContentsPART 1: DEVELOPING A PERSONAL SELLING PHILOSOPHY Relationship Selling Opportunities in the Information Economy Evolution of Selling Models That Complement the Marketing Concept PART 2: DEVELOPING A RELATIONSHIP STRATEGY Ethics: The Foundation for Partnering Relationships That Create Value Creating Value with a Relationship Strategy Communication Styles: A Key to Adaptive Selling Today PART 3: DEVELOPING A PRODUCT STRATEGY Creating Product Solutions Product-Selling Strategies That Add Value PART 4: DEVELOPING A CUSTOMER STRATEGY The Buying Process and Buyer Behavior Developing and Qualifying Prospects and Accounts PART 5: DEVELOPING A PRESENTATION STRATEGY Approaching the Customer with Adaptive Selling Determining Customer Needs with a Consultative Questioning Strategy Creating Value with the Consultative Presentation Negotiating Buyer Concerns Adapting the Close and Confirming the Partnership Servicing the Sale and Building the Partnership PART 6: MANAGEMENT OF SELF AND OTHERS Opportunity Management: The Key to Greater Sales Productivity Management of the Sales Force APPENDICES Reality Selling Today Role Plays and Video Scenarios NewNet Systems Regional Accounts Management Case Study Partnership Selling Role Play
£63.89
HarperCollins Focus Sales Management. Simplified.
Book SynopsisBefore blaming your sales team, take a look within. What costly mistakes is management making?Trade Review'If you want a clear and concise overview of exactly what you need to do to run a superstar sales team, this is the book for you. Mike takes his years of experience and shares with you his best ideas on how to make successful sales management...simple. I highly recommend this book to anyone in sales.' --John Spence, Top 100 Business Thought Leader in America, and author of Awesomely Simple'Mike's book does exactly what it needs to for executives: Part One unsettles you by holding a mirror uncomfortably close while Part Two delivers a SIMPLE, straightforward plan to improve your sales team.' --Bill Hinderer, President, Tacony Corporation'This is the first blunt, spot-on sales management book that will unsettle you to the core about how you lead people. A must-read for every sales manager, for every salesperson to buy for their manager, and for anyone who wants to be a manager!' --Mark Hunter, 'The Sales Hunter,' and author of High-Profit Selling'Weinberg has clearly and simply laid out the recipe for success in sales management in this easy-to-read and easy-to-follow common sense book. I will be distributing it to all my fellow business owners and clients as mandatory reading for growth and profit improvement.' --Gina Hoagland, President, Collaborative Strategies, Inc.'Weinberg's book drips with the common sense wisdom of experience. Topic after topic, he finds the sweet spot between sound theory and practical advice. The chapters on manager conversations and business plans are worth the price alone! Stock up on highlighter pens -- you'll need them.' --Charles Green, CEO, Trusted Advisor Associates, and co-author of The Trusted Advisor'Wow! This is the best book for sales leaders I have read in 20 years. If you're not afraid of the truth and serious about getting better, use this guide to transform your sales team. Merci, Mike!' --Sebastien Zuchowski, Vice President, Marketing and amp; Sales, ERP GuruTable of Contents Contents Foreword by Jeb Blout Introduction Part OneBlunt Truth from the Front Lines: Why So Many Sales Organizations Fail to Produce the Desired Results Chapter 1As Goes the Leader, So Goes the Organization Chapter 2A Sales Culture Without Goals is a Sales Culture Without Results Chapter 3You Can’t Effectively Run a Sales Team When You’re Buried in Crap Chapter 4Playing CRM Desk Jockey Does Not Equate to Sales Leadership Chapter 5You Can Manage, You Can Sell, But You Can’t Do Both at Once Chapter 6A Sales Manager Either Wants to Make Heroes or be the Hero Chapter 7Sales Suffer When the Manager Wears the Fire Chief’s Helmet Chapter 8The Trouble with One Size Fits All Sales Talent Deployment is that One Size Does Not Fit All Chapter 9Turning a Blind Eye to the Perennial Underperformer Does More Damage Than You Realize Chapter 10 COMPensation and COMPlacency Start with the Same Four Letters Chapter 11 An Anti-Sales Culture Disengages the Heart of the Sales Team Chapter 12 The Big Ego Senior Executive “Sales Expert” Often Does More Harm than Good Chapter 13 Entrepreneurial, Visionary Leaders Forget that Their People Can’t Do What They Can Do Chapter 14 The Lack of Coaching and Mentoring Produces Ineffective Salespeople Chapter 15 Amateurish Salespeople Are Perceived Simply as Vendors, Pitchmen and Commodity Sellers Chapter 16 Sales Leaders Chase Shiny New Toys Searching for the Magic Bullet Part TwoPractical Help and a Simple Framework to Get Exceptional Results from Your Sales Team Chapter 17 A Simple Framework Provides Clarity to the Sales Manager Chapter 18 A Healthy Sales Culture Changes Everything Chapter 19 Sales Managers Must Radically Reallocate Their Time to Create a Winning Sales Culture Chapter 20 Regular 1:1 Results-focused Meetings Between Sales Manager and Each Salesperson Will Transform Your Sales Culture Chapter 21 Productive Sales Meetings Align, Equip, and Energize the Team Chapter 22 Sales Managers Must Get Out in the Field with Salespeople Chapter 23 Talent Management Can Make or Break the Sales Leader Chapter 24 Strategic Targeting: Point Your Team in the Right Direction Chapter 25 The Sales Manager Must Ensure the Team is Armed for Battle Chapter 26 Sales Managers Must Monitor the Battle and be Ruthless with Their Time Index
£17.00
John Wiley and Sons Ltd Coffees for Closers
Book SynopsisTable of ContentsForeword xvii Preface xxi About the Author xxv 1 Introduction to Sales 1 Do Not Listen to Respond, Listen to Learn 4 Asking Intelligent Questions 4 Mindset 5 The Lesson 7 The Whale 8 Tenacity 18 Why Do People Buy? 25 2 It Is Not Just About the Destination 29 3 Give, and You Shall Gain 37 4 Every Second Counts 43 5 Preparation 51 Preparation for a Call 57 The A–Z of Success 61 Prepare for a Meeting 71 6 My Best Sales Lesson Yet 77 7 Motivation 91 Reflect on Past Triumphs 99 8 Building Rapport 105 What Is Rapport? 105 Using Keywords 114 The Two Golden Rules of Rapport 116 9 Who Is Your Ideal Client? 123 Building Your Hit List 128 Strategic Alliances 129 How to Be Seen as the Expert in Their Field 132 10 Getting Past the Gatekeepers 139 Voice Mails 144 11 Smart Calling 147 Funnelling Process 157 12 Direct Marketing 159 13 I Only Have Capacity for Seven Clients 171 14 Questioning 183 Tag- On Questions 187 Statement Question 188 Opinion Question 188 Replay Question 188 Clarification Question 189 Future Pace Question 189 Pain Questions 190 Benchmarking Question 191 Decision- Maker Questions 191 Thought- Provoking Questions 192 Discovery Questions 193 Why Do We Ask Closed- Ended Questions? 194 15 Listening 195 A Smart Salesperson Listens to Emotions, Not Facts 195 Limit the Time You Speak 196 Reflective Listening 196 Tag- On Questions 197 Improving Active Listening Skills 199 Opportunity Antenna 201 Listening to What Is ‘Not’ Shared 202 Listen to Learn 206 16 As Nike Says, ‘Just Do It’ 209 17 Conducting a Meeting 213 18 Proposals 219 19 Selling with NLP 223 What Is NLP? 223 How People Buy 228 NLP Epistemology – The Communication Model 229 Internal Representation 229 Selling to Visual Learners 233 Selling to Auditory Learners 234 Selling to Kinaesthetic Learners 234 Selling to a Group 235 20 Handle the Person, Not the Objection 239 Why Do You Think People Object? 240 What Do We Do if the Client Has an Objection? 241 Market Is Not Good at the Moment (Property) 242 Bad Experience 243 Need to Speak to My Partner 244 I Am Happy with My Current Supplier 245 Your Product Is too Expensive 249 Send Me Information 250 Your Competitor, Who Is Very Similar to You, Is Cheaper 251 21 Positive Words and Language 253 22 Lead Generation 259 Lead Generation Ideas If You Work in Recruitment 263 Pipeline 264 23 Gaining Referrals 267 24 FAB Selling 275 25 Cross- Selling and Upselling 283 Create the Need and Fill It 285 26 Handling Rejection 289 27 Six Components of Success 293 Talent 294 28 Negotiations 297 Rule 1 300 Rule 2 302 Rule 3 302 Rule 4 303 Rule 5 304 Rule 6 305 Rule 7 305 Rule 8 306 Rule 9 306 Sell the Difference 307 29 Time Management 309 Unnecessary Meetings 316 Elephant Tasks 316 30 Gaining Commitment and Closing 319 Examples of Some Closing Techniques 322 31 Howlers 329 My First B2B Sales Job 329 My First Field Meeting 330 Call Centre Selling Gas and Electric 331 Double Glazing 336 Door- to- Door Sales 338 32 Conclusion 341 Complimentary Resources 343 Tony Morris International 345 Mention of Studies or Research 347 Book Mentions 349 References 349 Book Mentions 350 Index 351
£17.09
Taylor & Francis Ltd Value First Then Price
Book SynopsisValue-based pricing pricing a product or service according to its value to the customer rather than its cost is the most effective and profitable pricing strategy. Value First, Then Price is an innovative collection that proposes a quantitative methodology to value pricing and road-tests this methodology through a wide variety of real-life industrial and B2B cases.This book offers a state-of-the art and best practice overview of how leading companies quantify and document value to customers. In doing so, it provides students and researchers with a method by which to draw invaluable data-driven conclusions, and gives sales and marketing managers the theories and best practices they need to quantify the value of their products and services to industrial and B2B purchasers. The 2nd edition of this highly-regarded text has been updated in line with current research and practice, offering three new chapters covering new case studies and best practice examples oTrade Review"A ‘must read’ for any B2B marketer. These seminal cases not only illuminate the essentials of value based business marketing, but with detailed examples show you how to implement a value based approach in the turbulent world of today’s business market. Real, Good, Practical stuff from professionals who’ve done it."Ralph A. Oliva, Director, Institute for the Study of Business Markets and Professor of Marketing, Smeal College of Business, Penn State University, USA"By combining an impressive list of expert analysts with real-world case studies, Value First, Then Price gives businesses the latest strategies and tactics needed to improve company margins and profit performance. Because the focus here is on customer quantifiable values, the book correctly shifts emphasis from a producer’s features to an end-user’s benefits."Kevin Mitchell, President, The Professional Pricing Society, Inc."Todd Snelgrove’s description and measurement of a new view on Total Cost of Ownership (TCO), a more holistic measurement focused around Cost, Benefit, and Value called Total Profit Added™ (TPA) is a great step in the evolution of enabling both buyers and sellers to make the right decisions based on best value not lowest price."Thomas Choi, Professor, Arizona State University and Executive Director, Center for Advanced Procurement Studies"Recent research shows that far less value (and cost reduction) is achieved through traditional negotiation than can be gained through understanding markets, needs and opportunities for creative collaboration. If you care about business and personal success, value must be your priority."Tim Cummins, President, World Commerce and Contracting"The war for value is today’s biggest business challenge. Value First, Then Price is an invaluable, thought-provoking guide to this debate."Nigel Barlow, International Consultant on Innovation and Value"In our work with some of the world’s industrial manufacturers, we’ve seen that companies that focus on value from both the buy and sell side enjoy a competitive edge. Top-performing industrials are eight times more likely to take a value-based approach toward pricing, and companies that measure and buy based on total cost of ownership are 35% more profitable. Buyers have never been better informed on the total cost of ownership, and companies that are still talking about features and benefits are getting left behind."Stephen Gold, CEO of MAPI—Manufacturers Alliance for Productivity & Innovation"My own research confirms McKinsey’s, that only 5% of companies have value propositions. No wonder buyers have the upper hand! The world really needs this book and I congratulate Andreas Hinterhuber and Todd Snelgrove on putting together a truly fantastic piece of work."Malcolm McDonald, MA (Oxon) MSc PhD DLitt DSc, Emeritus Professor, Cranfield University School of Management, UK"In business-to-business markets, managers must bridge the gap between those who say that it is only by value that firms can thrive in the long term and those who suggest that buyers will buy on price. Value can be created and captured. The bad news is that it is extremely difficult, but the good news is that a systematic approach is likely to yield dividends. In this important book Andreas Hinterhuber and Todd Snelgrove have harnessed the world’s top value creation experts to provide an insightful and complete roadmap."John Roberts, Fellow, London Business School, UK and Professor, University of New South Wales, Australia"What a comprehensive way to present value. From the discussions to the articles, a must have guide for professionals and companies that want to buy, produce and sell any product or services based on value."João Ricciarelli, Executive President America's, Leadec"It’s not often you read a business book, learn from it and have fun doing so. Value First, Then Price by Hinterhuber and Snelgrove is one of those rare exceptions. I don’t care whether you are on the buy or sell side of the equation, this book is for you. It is a fantastic engaging read. The material is thought provoking with great integration of theory: from value, to ROI and results. It is simply a very practical business book."Stephen Kozicki is on the Advisory Panel for HBR and lectures at business schools including Macquarie University, University of Technology and The Australian Catholic University, Australia"Much has been said and written about value in industrial markets. But how to put the idea to practice? This book focuses on what matters most: to 'challenge' customers and help them rethink their assumptions, vendors need data and value quantification. The authors provide a practical, hands-on roadmap for value pricing that both buyers and sellers can follow for achieving better business results."Wolfgang Ulaga, Senior Affiliate Professor of Marketing, INSEAD, France"Value First, Then Price is a much-needed work and deserves a place in most CPO and sales offices."Keld Jensen, Author of ‘The Trust Factor—Negotiating in SMARTnership’, Professor and Advisor in Negotiations"SAMA research emphasizes that most companies are significantly lacking in internal processes for value-based negotiation, value creation, value-based pricing and value monetization. Snelgrove and Hinterhuber provide great insights and methodologies for companies to fill these gaps."Bernard Quancard, Retired President and CEO Strategic Account Management Association (SAMA)"Quantifying and understanding the value proposition is key to business success. This book gets directly to the bottom line by taking both a buyer and seller perspective and presenting value based purchasing in a way that all purchasing professionals need to understand."Wendy L. Tate, PhD, Associate Professor of Supply Chain Management, University of Tennessee, USA"Value First, Then Price is a timely and rare contribution, providing not only invaluable insights, but also a practical methodology of how to perceive, quantify and capture value. From the perspective of emerging and new market economies, it offers the ultimate answer on how to escape the enduring 'lower cost—lower price' trap, and how to shift towards a sustainable, value creation driven path that leads to business and economic development."Modestas Gelbūda, PhD in International Business, Aalborg University, Denmark; Managing Director, Baltic Institute for Leadership Development, Lithuania and Associate Professor, ISM University of Management and Economics, Lithuania"At a time when both customers and suppliers are over focused on product prices as a determinant of business transactions, this book offers a fresh way out by arguing for a new way of looking at the economics of exchange between buyers and sellers where price is just one element in determining the true value of what is bought and sold. More specifically, the book informs purchasing officers about the often ignored actual cost and inherent value (in total savings, returns on investment, etc.) of what they buy, and provides suppliers with tools to quantify and communicate the hidden value in what they sell. I highly recommend this book to professionals in procurement, sales and marketing, and general management."Kamran Kashani, IMD, Switzerland"The Editors and their authors have tackled a problem that has faced buyers and sellers for years: how to define the concept of value that aligns with two different views of the world. Sales claims to sell based on value, and purchasing claims to buy based on value, yet both parties view this concept from fundamentally different viewpoints. This book articulates these differences, and creates a framework that can help resolve the issues, creating a mutually compatible lens for understanding this often misunderstood concept."Robert Handfield, Bank of America, Distinguished Professor of Supply Chain Management and Director of Supply Chain Resource Cooperative, North Carolina State University, USATable of ContentsPart I: Introduction 1. Introduction Part 2: Selling Value: Value Quantification Capabilities 2. Value First, Then Price: The New Paradigm of B2B Buying and Selling 3. Interview: Processes and capabilities for value quantification 4. Muddling through on Customer Value in Business Markets? 5. Interview: Nurturing value quantification capabilities in Strategic Account Managers 6. Salesforce Confidence and Proficiency: The Main Cornerstone of Effective Customer Value Management Part III: Selling Value: Best Practices in Value Quantification 7. Value quantification: Processes and best practices to document and quantify value in B2B 8. Quantifying your value so customers are willing and able to pay for it 9. An inside-look at value quantification of competitive advantages: how industry leaders prove value to their customers 10. Value quantification for services 11. Quantifying intangible benefits: best practices to increase willingness to pay while creating longer-lasting customer relationships 12. Towards a shared understanding of value in B2B exchange: Discovering, selecting, quantifying, and sharing value Part IV: Buying on Value: Value Quantification and B2B Purchasing 13. Value first, cost later: Total Value Contribution as a new approach to sourcing decisions 14. Interview: Selling value to purchasing 15. Using Best Value to Get the Best Bottom Line 16. Value Selling: The crucial importance of access to decision makers from the procurement perspective 17. The Sourcing Continuum to Achieve Collaboration and Value Part V: Value Quantification and Organizational Change Management 18. Interview: Implementing value quantification in B2B 19. Interview: The ring of truth - value quantification in B2B services Part VI: Buying and Selling on Value: Value Quantification Tools 20. A Question of Value: Customer Value Mapping versus Economic Value Modeling 21. Why start-ups should consider using value propositions 22. Creating and Sustaining Competitive Advantage Through Documented Total Cost Savings Part VII: Epilogue 23. A call to action: value quantification in B2B buying and selling 24. Quotes and Statistics to Help you on Your Value Selling Journey 25. The Present and Future of Value Quantification
£45.99
Taylor & Francis Ltd Contemporary Issues in Marketing and Consumer
Book SynopsisThis third edition of Contemporary Issues in Marketing and Consumer Behaviour has been revised and updated to reflect the fast-changing world we live in. The new state of the art chapter on digital marketing digs deeply into two new frontiers of marketing which have significant impact on contemporary social life: influencer marketing, and online gaming. Other new topics help us to understand how marketing can perpetuate local and global inequality through creating and sustaining hierarchies of knowledge and influencing norms of race, disability, gender and sexual orientation.Topics new to this edition include: Digital Markets and Marketing Hierarchies of Knowledge in Marketing Marketing Inequalities: Feminisms and intersectionalities The Ethics and Politics of Consumption New case studies include: Emerging Economy Brands The Fairtrade Brand Trade ReviewThis updated edition takes account of the significant changes that have impacted marketing and consumers in recent years. In covering a range of critical issues from ethics to inequalities, it prioritises perspectives that are not only relevant to marketing practice but also to society at large. It offers a very timely and thought-provoking resource that will be of use to anyone with an interest in marketing and consumer culture. I will definitely recommend this book to my students with the hope it will encourage and inspire them to rethink the role of marketing in society. -Kathy Hamilton, Professor of Marketing, Strathclyde Business School, UK Contemporary Issues in Marketing and Consumer Behaviour is a much-needed alternative to run-of-the-mill marketing textbooks that have failed to keep pace with global change. Acknowledging that marketers make markets, this text challenges students to understand how marketing impacts contemporary problems of climate change, social inequality, and digital surveillance. In the face of these and other wicked problems, marketers must develop new strategies through strong consumer insights. Through clear explanations of contemporary marketing theory, this text encourages students to understand the importance of these considerations, and to recognise their responsibilities as powerful intermediaries in meeting the challenges of 21st Century business practice. -Robin Canniford, Professor of Marketing, KEDGE Business School, France Table of ContentsChapter 1 Introduction: How Has Marketing Changed? Chapter 2 Building Brand Cultures Chapter 3 Digital Markets and Marketing Chapter 4 Ethical Debates in Marketing Management Chapter 5 The Ethics and Politics of Consumption Chapter 6 Marketing Inequalities: Feminisms and Intersectionalities Chapter 7 Psychoanalysis in Marketing Chapter 8 Hierarchies of Knowledge in Marketing Chapter 9 Marketing, Spaces and Places Chapter 10 The Globalised Marketplace
£39.99
Taylor & Francis Ltd Marketing Skills in Practice
Book SynopsisBased around research into marketing education and marketing practice, Marketing Skills in Practice: Developing a Successful Marketing Career helps students embarking on their career to develop their professional identity, as well as the key skills required by employers in the industry.Divided into four core sections, the book begins with an overview of the field of marketing. Section two shows students how to relate practice to their own transferable skills, while section three gives students the opportunity to consider how they lead, develop, and manage within marketing. Section four provides students with the opportunity to reflect on their own learning and identify what knowledge and skills they have enhanced for their future careers. Fundamentally, the book identifies the key skills required in the marketing industry whilst also addressing the challenge of developing a career in leading and managing in a marketing context. Theoretical aspects are applied through rTrade Review“This is the book our Marketing students have been waiting for. It blends theory and practice seamlessly and makes sure that the skills needed to become successful, both on their course and in their future job, are embedded in every chapter. The writing is engaging and informative and the use of real-life case studies helps bring the subject to life. Highly recommended!” Dr Peter Wolstencroft BSc (Econ) PGCE MA PhD SFHEA CMBE, Deputy Director: Liverpool Business School, Liverpool John Moores University"Marketing Skills in Practice provides a comprehensive and contemporary overview of the essential marketing skills required in today’s competitive business landscape – skills which take the reader beyond those specific to marketing – management, leadership, reflection. The text adeptly combines theoretical concepts with practical applications, enabling readers to bridge the gap between classroom knowledge and real-world marketing scenarios. The writing style is clear and concise writing style, making complex marketing principles accessible and engaging for readers of all levels of expertise. The authors have masterfully curated a wealth of industry insights, case studies and real-life examples that provide a rich learning experience. This approach ensures that readers not only comprehend the fundamental concepts but also develop a keen understand of their practical implications." Dr Karen Hadley PhD, MA, LLB, PFHEA, Director (Academic) | Institute of Business, Industry & Leadership, University of CumbriaTable of ContentsChapter 1. Understanding the Role and Scope of Marketing.Chapter 2. Trends in Marketing. It is not all Digital!Chapter 3. Introducing Management: Theory to Practice.Chapter 4. Careers in Marketing.Chapter 5. The Skills and Knowledge Needed in Marketing.Chapter 6. Professional Identity in Business and Marketing.Chapter 7. Self-management in a Marketing Career.Chapter 8. Managing Others in Marketing.Chapter 9. Being a Leader and Personal Reflector in Marketing.Chapter 10. Marketing in Industry 5.0
£39.99
Taylor & Francis Marketing
a huge range and FREE tracked UK delivery on ALL orders.
£20.89
John Wiley & Sons Inc Employer Branding For Dummies
Book SynopsisAttract the very best talent with a compelling employer brand! Employer Branding For Dummies is the clear, no-nonsense guide to attracting and retaining top talent.Table of ContentsIntroduction 1 About This Book 1 Foolish Assumptions 2 Icons Used in This Book 3 Beyond the Book 3 Where to Go from Here 3 Part 1: Getting Started with Employer Branding 5 Chapter 1: Building a Strong Employer Brand 7 What Is Employer Branding? 8 Recognizing the benefits of employer branding 8 Stepping through the employer branding process/cycle 9 Laying the Foundation for Your Employer Brand 11 Aligning with business goals and objectives 11 Fitting in with your other brands 12 Rallying the troops (and leaders) 12 Taking an Honest Look at Your Employer Brand 13 Putting the Pieces in Place 14 Defining the give and get of the employment deal 15 Establishing employer brand guidelines 16 Giving your target talent a reason to tune in 17 Spreading the Word through Various Channels 19 Staying True to the Promise of Your Employer Brand 20 Monitoring Your Employer Branding Success 21 Chapter 2: Preparing for the Journey 23 Finding Your Fit within the Overall Company Strategy 24 Aligning with the corporate brand 25 Aligning with the customer brand 27 Supporting the business strategy 29 Getting the right talent onboard 29 Aligning with human resources 34 Building Your Business Case for Employer Branding 34 Considering cost-cutting benefits 35 Checking out possible performance benefits 36 Making Friends and Influencing People 38 Getting senior leadership onboard 38 Convincing marketing and communications to go along with the idea 39 Getting HR comfortable with the language and thinking of brand management 40 Chapter 3: Conducting an Employer Brand Health Check 41 Taking a Look in the Mirror 42 Finding out what you already know 42 Conducting employee surveys and focus groups 43 Taking a Look from the Outside In 47 Gauging employer brand awareness, consideration, and preference 47 Identifying your key talent competitors 49 Evaluating the strength of your organization’s employer brand image 50 Evaluating the factors that shape your organization’s brand image 53 Weighing Your Competition 54 Benchmarking your competitors’ media presence 55 Mapping your competitors’ brand positioning 56 Spotting generic plays and opportunities to be different 57 Part 2: Developing an Effective Employer Brand Strategy 61 Chapter 4: Defining Your Employer Value Proposition 63 Setting Your Sights on the Goal: A Sample Employer Value Proposition 64 Brainstorming to Generate Ideas and Content 66 Gathering the right people 67 Drawing insights from your data 67 Conducting a productive employer value proposition development workshop 69 Balancing Competing Perspectives 73 Clarifying the give and get of the employment deal 73 Weighing current strengths and future aspirations 74 Balancing global and local considerations 75 Differentiating Your Organization from the Competition 76 Choosing Your Core Positioning 77 Writing Your Employer Value Proposition 78 Sense Checking and Stress Testing 79 Identifying tangible claims and proof points 79 Field-testing your draft employer value proposition 80 Chapter 5: Building Your Employer Brand Framework 83 Aligning Your Employer Branding with Your Corporate and Customer Branding 84 Working with a monolithic brand 84 Navigating within a house of brands 86 Optimizing the parent-subsidiary house of brands framework 87 Creating a Visual Brand Identity with Impact 88 Developing Overarching Recruitment Campaigns 90 Setting campaign objectives 90 Writing a creative creative brief 91 Choosing the right creatives to work with 92 Testing Creative Solutions 95 Checking whether a creative solution works across different target groups 95 Choosing the best creative solutions 97 Chapter 6: Generating Engaging Content 101 Grasping the Need to Go Beyond Recruitment Advertising 102 Mastering the Principles of Content Marketing 103 Balancing immediate engagement with long-term brand building 104 Local engagement hooks 105 Exploring Different Ways to Pitch Your Story 105 Showcasing existing talent: Employee profiles and stories 106 Be bold: Cutting through the corporate speak 110 Delivering facts, figures, and infographics 112 Making the most of video 113 Gaming your system 114 Promoting Employee-Generated Content 114 Facilitating employee-generated content with the right technology 116 Developing policies to prevent misbehavior and mishaps 116 Managing Your Content 117 Assembling a content marketing and management team 117 Conducting a content audit 118 Tagging and categorizing content to facilitate indexing and raise its search engine ranking 119 Building a content marketing editorial calendar 119 Chapter 7: Rolling Out Your Employer Brand Strategy 121 Winning Internal Hearts and Minds 121 Briefing Managers before Engaging Employees 123 Briefing Key Management Stakeholders 124 Engaging leadership 124 Pitching your plan to the HR/talent community 125 Ensuring alignment with corporate communications and marketing 126 Briefing Your Recruitment Teams 127 Developing your employer brand toolkit 127 Creating content playbooks 128 Providing guidance on localization 129 Getting team managers onboard 130 Engaging Employees 132 Think: Taking a rational, measured approach 134 Feel: Nurturing emotional engagement 135 Do: Inspiring employee commitment and behavior change 136 Maintaining consistency and continuity 137 Part 3: Reaching Out through the Right Channels 139 Chapter 8: Constructing Your Recruitment Marketing Plan 141 Sizing Up Your Audience 142 Segmenting your audience 142 Prioritizing your audience segments 143 Creating talent personas 144 Evaluating Target Talent Media Preferences 146 Mapping out your media options 146 Reaching people on the move (mobile) 147 Connecting with active and passive job seekers 148 Setting Out Your Plan 149 Balancing inbound and outbound marketing activities 150 Putting a recruitment marketing system in place 151 Chapter 9: Creating a Winning Career Site 153 Making a Great First Impression 154 Checking off landing page essentials 154 Integrating with your social properties 155 Optimizing for mobile 157 Staying a step ahead of the Joneses 157 Delivering the Goods: Content 158 Aligning your website with your employer value proposition 159 Tailoring content to target groups 159 Writing effective job descriptions 160 Making it easy to apply 162 Personalizing your response letters 163 Creating Job Microsites 164 Chapter 10: Developing Your Talent Network 165 Leveraging the Networking Power of Current and Former Employees 166 Understanding why referrals make great hires 166 Setting up an employee referral program 167 Building an alumni talent network 171 Boosting Your Rejected Candidate Referral Rate 173 Creating Your Own Talent Communities 174 Chapter 11: Engaging Talent through Social Media 177 Getting Your Head in the Game 178 Where to show up: Choosing social channels 178 How to engage potential candidates 178 Laying the Groundwork 180 Choosing a social dashboard 180 Budgeting for ads and sponsored content 181 Making time for social media 181 Recruiting on LinkedIn 182 Building your Company and Career pages 182 Posting regular status updates 183 Measuring and optimizing engagement 183 Having employees update their profiles 184 Giving Job Seekers a Backstage Pass with Glassdoor 184 Making a Splash on Facebook 187 Creating a Facebook Page 187 Hosting Facebook Groups 189 Broadcasting via Facebook Live 189 Attracting Top Talent on Twitter 190 Picking up strategies by observing others 190 Using hashtags to source candidates 190 Engaging prospects 191 Getting your employees involved 192 Gauging your Twitter impact 192 Adapting to a New Model: Snapchat 192 Leveraging Video 193 Exploring ways to use video in recruitment marketing 194 Recognizing the importance of YouTube 194 Exploring Chat Platforms and Regional Channels 195 Building a Social Media Calendar 196 Chapter 12: Making the Most of Recruitment Advertising 199 Raising Your Employer Brand Profile in Search Engine Results 200 Using search engine optimization to improve your site’s search engine ranking 201 Gaining traction with search engine marketing 202 Sizing Up Paid Media Channels 203 Evaluating your potential media mix 204 Programmatic media buying 206 Getting the Best out of Job Boards 207 Adding a Personal Touch with Direct Engagement 208 Personalizing your message 208 Cutting through the spam 209 Chapter 13: Making a Splash on Campus 211 Marketing to College Students 212 Understanding the student/graduate mind-set 212 Attending to key touch points 213 Evaluating regional differences 215 Converting interns 215 Designing an attractive graduate program 216 Balancing targeting with diversity 217 Choosing Schools Wisely 218 Supporting College Career and Job Placement Services 219 Reaching Out to Less Prominent Institutions 220 Part 4: Delivering on Your Employer Brand Promises 223 Chapter 14: Shaping a Positive Brand Experience 225 Applying Customer Experience Thinking to HR Processes 226 Thinking differently about HR 226 Reviewing your current employment experience 227 Engaging in Touch-Point Planning 230 Conducting a touch-point review 230 Touch-point action planning 232 Designing signature experiences 233 Chapter 15: Making a Positive Impression on Candidates 237 Building Candidate-Friendly Application and Selection Processes 238 Designing a professional and courteous application and selection funnel 238 Tailoring your application, screening, and selection process to your EVP 242 Ensuring a Positive Brand Experience through Induction and Orientation 243 Focusing on the fundamentals 244 Preboarding new hires 246 Providing a warm welcome 247 Designing an extensive orientation process 248 Chapter 16: Engaging and Retaining Your Talent 249 Conducting Engagement Survey Action Planning 249 Considering the conventional approach to engagement action planning 250 Leading with your EVP 251 Leading from the top 254 Ongoing Engagement and Retention Processes 255 Conducting team briefings 255 Engaging in key people-management conversations 256 Identifying and responding to retention risks 257 Establishing an early-warning system 258 Maintaining Attraction and Engagement in the Midst of Organizational Change 260 Navigating a reorganization 260 Smoothing the transition during an acquisition 261 Rebranding a merger of equals 261 Part 5: Measuring the Success of Your Employer Branding Strategy 263 Chapter 17: Gauging Your Immediate Impact on Audience Engagement and Hiring 265 Linking Recruitment Marketing Activities to Objectives 266 Measuring the Effectiveness of Recruitment Advertising 267 Advertising costs 267 Audience exposure 268 Engagement 268 Source of application and source of hire 268 Analyzing the effectiveness of recruitment advertising 269 Measuring the Effectiveness of Social Campaigns 269 Social media costs 270 Audience exposure 270 Engagement 270 Source of application, source of hire, and source of influence 271 Using the results of your analysis to enhance your recruitment marketing 272 Measuring the Effectiveness of Career Site Content 272 Career site costs 273 Audience exposure 273 Engagement 274 Source of application and source of hire 274 Improving career site effectiveness through analysis 275 Measuring Referral Effectiveness 275 Referral costs 275 Audience exposure 276 Engagement 276 Source of application and source of hire 276 Improving referral effectiveness through analysis 277 Analyzing Your Overall Recruitment Marketing Strategy Success 277 Calculating cost-per-hire 278 Measuring success in terms of quality applicants and hires 279 Comparing your results to external benchmarks 280 Chapter 18: Monitoring and Maintaining Long-Term Impact on Employer Brand Value 281 Tracking Employer Brand Awareness and Reputation 282 Measuring improvements in brand awareness, consideration, and preference 282 Examining conversion ratios 285 Conducting employer brand image surveys 285 Drawing conclusions from external brand tracking 287 Tracking the Internal Impact of Your Employer Brand Strategy 289 Evaluating employee engagement 289 Tracking your employer brand experience 290 Evaluating the candidate experience 292 Assessing the onboarding experience 294 Evaluating employer branding’s impact on employee performance 294 Analyzing Your Employer Brand Index 296 Keeping Pace with Talent Market Trends 297 Part 6: The Part of Tens 301 Chapter 19: Ten Success Factors to Embrace 303 Getting Your Leadership Team’s Buy-In 303 Bridging the Gap between HR and Marketing 304 Sizing Up Your Company’s Talent Needs 305 Defining a Clear and Compelling Employer Value Proposition 305 Building Flexibility into the Framework 306 Getting Current Employees Onboard First 306 Making the Most of Social Media 307 Keeping an Eye on Your Competition 307 Getting into the Right Shape for Talent 308 Investing in Metrics 308 Chapter 20: Ten Common Mistakes to Avoid 311 Treating Employer Branding as a Project 311 Failing to Focus 312 Promising the Sun, the Moon, and the Stars 312 Playing It Too Safe: Corporate Bland or Industry Generic 313 Getting Obsessed with the Tagline 314 Over-Policing Your Local Teams 314 Underestimating the Resources Required to Create Quality Content 315 Forgetting to Connect Communication with Experience 315 Turning Off Your Brand Investment When the Going Gets Tough 316 Failing to Learn from Experience 317 Chapter 21: Ten Ways to Minimize Cost and Maximize Impact 319 Building More Talent Than You Buy 320 Maximizing Referrals 320 Hiring Above-Average Talent for an Average Wage 320 Targeting Efforts to Attract Fewer, But Higher-Quality Candidates 321 Focusing Your Creative Spend 321 Shifting from Paid to Owned and Earned Media 322 Localizing Content Creation 322 Encouraging Employee-Generated Content 323 Creating Your Own Talent Pools 323 Learning from Failure and Building on Success 324 Index 325
£18.69
Bloomsbury Publishing PLC Fashion Wholesaling
Book SynopsisGet to know the activities, processes and people involved in wholesaling and its crucial role in the wider fashion industry. From working with fashion vendors and trend forecasting companies, to navigating trade shows, and working in different territories, Fashion Wholesaling is the ultimate guide to an often overlooked but rewarding career path.Clearly illustrated case studies and industry-focused exercises put the journey from apparel factory to retailer into a practical, real-world context for anyone looking for a way into the business of fashion.Trade ReviewInvaluable in detailing the ins and outs of fashion wholesaling. It combines theory and practice in a thought-provoking way that allows the student to envision their own entry and success in the field! -- Jaye Thompson, Professor & Interim Director of Retail Merchandising, University of Minnesota, USATable of ContentsPreface Introduction 1. The Fashion Wholesale Business Wholesale Selling as a Career Option Structural Overview of the Fashion Industry Types of Wholesale Sales Reps Vendor-Rep Contracts Resources, Activities and Further Reading 2. Fashion Vendors and Wholesale Customers Wholesale Vendors Fashion Vendors The Implications of Scale Brand Goals Wholesale Customers Building a Customer Base Resources, Activities and Further Reading 3. The Wholesale Selling Environment Different Types of Selling Environments Fashion Trade Shows Trend Forecasting Companies Resources, Activities and Further Reading 4. The Wholesale Fashion Selling Process Making the Sales Presentation Sales Territories Forecasting Sales After the Order is Written Resources, Activities and Further Reading 5. Trends in Fashion Wholesale Selling The Changing Environment for Retailers and Wholesalers Trends in Fashion Wholesale Selling Wholesale Internet Selling Theories of Fashion Market Changes Resources, Activities and Further Reading Conclusion Glossary Bibliography
£21.84
HarperCollins Focus TechPowered Sales
Book SynopsisCreate sales success by leveraging technologies that are changing business-to-business selling forever. Become superhuman in how you operate with technology by embracing AI automation and platforms that transform results.
£12.34
G&D Media Close That Sale
£16.08
