Sales and marketing management Books

Book SynopsisPurna Virji is a globally renowned content strategist and Principal Consultant, Content Solutions at LinkedIn. She previously led global learning and thought leadership programs for Microsoft and is an award-winning former journalist. Virji is a top-rated international keynote speaker and has been featured in The Drum, TNW, Marketing Land and Adweek. She has also been recognized as an Adweek Young Influential, was crowned the Search Personality of the Year by the US Search Awards and was named the most influential PPC Expert in the world by PPC Hero.Trade Review"There are few people out there that understand content marketing and how it drives business impact more than Purna Virji. Her book brings together decades of experience in one of the fastest evolving and most critical areas of marketing today. Not only will you walk away with a better understanding of how we got to where we are, but a step-by-step plan on how to create, deliver and measure content that won't just drive growth, but will build a brand your customers will love and advocate for on your behalf." * Joanna Lord, Global CMO & Marketing Advisor *"If there's someone who we can all learn from about high impact content marketing, that is Purna! She's one of the savviest, most experienced, well-rounded, empathetic digital marketers I know, who has developed some of the most compelling content I've ever read." * Aleyda Solis, International SEO Consultant & Founder, Orainti *"Less is more and relevancy is key. In typical Purna-style with some hilarious examples, this book makes content marketing easy to apply with timeless principles. A must read for every marketer to remind us that despite sophisticated technology and algorithms, it's still about people." * Mascha Driessen, Vice President, Continental Europe Microsoft Advertising *"High-Impact Content Marketing is a thoroughly enjoyable and eminently readable guide for content and marketing professionals who are navigating this moment of singular change. Just as AI powered by large language models disrupts the industry, Purna Virji has created the essential manual to help content professionals not just navigate the storm, but to thrive in a world where behavioural science and human empathy will be the superpowers that help content professionals stay ahead of the machines. The book is chock full of useful tips, inspirational anecdotes, and practical frameworks to help even the most skilled communicators thrive in a changing world. Truly, a must read for content marketing professionals!" * Keith Boyd, Senior Director, Employee Experience, Microsoft *"Content marketing has no end. It always has room for fine tuning to stay competitive and to adapt the market shifts. This book is a comprehensive ultimate guide for the content marketer at any level. It covers the causes and effects, and solutions for a variety of scenarios. Keep it within your reach at work." * Motoko Hunt, President, International Search Marketing Consulting, AJPR *"High-Impact Content Marketing is a game-changing guide that offers a fresh, holistic perspective on content creation and strategy, drawing from Purna's extensive experience in diverse industries and roles. With its practical, easy-to-apply and evergreen principles, this book paves the way for a new, more zen approach to marketing that transcends content marketing alone. Its focus on creativity, trust, empathy and leveraging AI to amplify our humanity makes High-Impact Content Marketing the essential guide for marketers seeking to connect, empower and inspire in a fast-paced digital world." * Jenise Uehara, CEO, Search Engine Journal *"I am thrilled to endorse Purna Virji's ground-breaking book on content marketing, which couldn't have come at a more opportune time. As the world of marketing continually evolves, it is essential for marketers to stay ahead of the curve and adapt to the changing needs of their customers. This book, with its focus on practicability, analysis and customer needs provides a refreshing perspective on how to future-proof your content marketing strategy." * Prof. Dr. Sepita Ansari Pir Seraei, Professor of Digital Marketing, Hochschule für angewandtes Management *"I learned my favourite metric from Purna - ROTS - return on time spent. Purna's ideas have been battle tested for years across a multitude of industries. This book is sure to become your go to guide for building sustainable, high return-on-effort content." * Aaron Levy, VP of Paid Search, Tinuiti *"The ultimate reference guide for content marketing planning and execution. The frameworks here can scale up or down and apply to any industry, a must have for teams of one or one hundred." * Elizabeth Marsten, Vice President, Commerce Strategic Services at Tinuiti *"Purna's book is a game-changer for anyone looking to bridge the gap between content creators and the c-suite. Having watched her in action, I know that Purna has the unique ability to help audiences understand the value of content in the long-term, taking an empathic, audience-focused approach that challenges readers to think beyond what Google wants and instead focus on what's right for the searcher. The real-world examples make this book a must-read for anyone seeking to communicate effectively with executives and solve the right problems with the right content at the right time. In a world full of quick tips and tricks, this book grounds you in an approach that should stand the test of time, that's why I would consider this a must read. Tricks come and go, understanding how to solve problems for customers and communicating that value to inspire action does not." * Wil Reynolds, VP Innovation, Seer Interactive *"This isn't a traditional content marketing book. Purna Virji covers everything from step-by-step audience anthropology to competitive analysis, to specific creative tactics, to distribution. It's a perfect guide for new content strategists and old pros who are looking to reset." * Ian Lurie, Digital Marketing Consultant *Table of Contents Section - Section 1: Evolve or Perish with the Status Quo Chapter - 01: Why it's time to reinvent and future-proof your approach to content marketing Chapter - 02: The must-haves for long-term content marketing success Chapter - 03: Needs analysis: How you'll build a strong foundation Section - Section 2: Build the Right Foundation for High Impact Chapter - 04: The GIFTED way to figure out internal needs Chapter - 05: How to conduct a powerful, conversion-driving customer needs analysis Chapter - 06: Decode the competitive landscape with a competitor content audit Section - Section 3: Design a High-Impact Strategy Chapter - 07: High-impact strategy and measurement planning Chapter - 08: High-impact brainstorming: How the best ideas are born Chapter - 09: Mine, combine, refine: Simple strategies to optimize your brainstorming Section - Section 4: Create and Distribute the High-Impact Way Chapter - 10: Make inclusion the default Chapter - 11: Time-proven copywriting strategies to keep people reading on and on Chapter - 12: Build with distribution in mind: Less effort. More impact.

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Book SynopsisNick Hague, based in Manchester, UK, is co-founder and Head of Growth at B2B International. He has over 25 years' experience working across all industry sectors in B2B market research. He hosts the B2B Insights Podcast where he regularly interviews experts on B2B marketing, customer experience and branding. Paul Hague, based in Manchester, UK, is co-founder of B2B International. He has close to 50 years of practical experience in running a successful market research agency and is the author of Market Research in Practice 5e and The Business Model Handbook, also published by Kogan Page.Trade Review"In the customer experience space, we more often than not tell stories from the B2C world and give examples of customers who have been 'Wowed' or 'Saved' or 'Delighted'. How do we translate these lessons to an environment where the customer isn't buying a $80 jacket but a multimillion-dollar contract? Can these lessons even be translated, or do we need a whole new paradigm shift on what B2B Customer Experience is? This book answers that question." * James Dodkins, Customer Experience Rockstar & CX Evangelist, Pegasystems *"One thing that all businesses and consumers have in common is that they are on the receiving end of customer experiences on a daily basis. While consumer facing organisations have been consciously aware of this fact for many years, organisations that predominantly provide products and services to other businesses have been much slower to catch on. Defining, delivering and managing the customer experience in a B2B environment is becoming ever more critical in a business world that continues to be challenged and disrupted from many fronts. Nick and Paul not only recognise this, but they have pulled together a piece of work that will help any organisation understand how to turn the words 'customer experience' into a tangible reality - a reality that leads to improved customer perception AND financial performance. The authors brilliantly provide the building blocks that turn the science of customer experience into something you will be able to practically adopt and deploy. B2B Customer Experience is a hugely valuable read for anyone who has an aspiration to achieve sustainable growth." * Ian Golding, Global Customer Experience Specialist *"Nick and Paul Hague do a brilliant job of tackling a topic that many have written off as impossible - how to deliver a great B2B customer experience. If you're in a B2B business and have customers who you want to delight, this book is a must-read. The Hagues masterfully take the reader through each of the foundational elements that are critical to designing and delivering a great customer experience in an easy-to-understand approach that is supported by customer stories and case studies, making this book a practical guide for your successful B2B customer experience transformation." * Annette Franz, Founder and CEO, CX Journey Inc. *"Too many of the books that are written about customer experience are dominated by insights and stories from B2C companies and markets. Therefore, it's refreshing to find a book that has been written with B2B companies and markets in mind. This is a really useful guide that will help B2B executives understand and apply the fundamental elements of what it takes to deliver a great customer experience." * Adrian Swinscoe, Adviser and Bestselling Author of How to Wow *"There are more B2B companies than B2C companies in the world. Every B2B company needs to be an experience-led business. This book will help you become one." * Blake Morgan, Customer Experience Futurist *"While much has been written about customer experience in the consumer space, the business-to-business sector is typically neglected. The focus on B2B is what makes this book a compelling read. Nick and Paul Hague's vast experience has been detailed in five easily digestible sections that hold the readers hand from 'Why bother?' through to developing strategies and implementation of CX. The case studies where clients share their experiences in their own words help bring the authors concepts to life." * Shep Hyken, Customer Service and Experience Expert, Shepard Presentations *"Nick and Paul Hague have done an extraordinary job of capturing every aspect of how to create and maintain world class B2B customer service for any industry or organisation and even to help entrepreneurs figure out how to compete with the big guys. I consider myself an expert on customer service after my 42 years with Hilton Hotels, Marriott International and my final role of running Walt Disney World Operations for 10 years, but I can honestly say I learned some new ways to think about going from average to good to great to greater with customer service. Keep this book on your desk as your go-to resource for creating magic for your customers." * Lee Cockerell, Former Executive Vice President of Operations, Walt Disney World Resort *"This book brings the world of B2B CX to life with case studies and data. It's filled with powerful insights that can help B2B companies improve their customer experience." * Peter Weinberg, Head of Development, B2B Institute/LinkedIn *"A goldmine of insights into how to create winning B2B customer experience and its vital role in building loyalty and driving growth. Unlike many B2B texts, Nick and Paul remind us of the importance of emotions to B2B businesses; that 'emotional factors usually trump rational factors when it comes to supplier choice'. This book is powerful support for those who champion emotional intelligence in B2B." * Peter Field, Marketing Consultant *Table of Contents Section - ONE Part one: Why Bother?; Chapter - 01: What is customer experience and what triggers it?; Chapter - 02: The importance of customer experience; Chapter - 03: The Net Promoter Score and customer experience; Section - TWO Part two: A Plan For Delivering Excellent Customer Experience; Chapter - 04: The six pillars of customer experience; Chapter - 05: Staying on track; Chapter - 06: Staying ahead of the competition; Chapter - 07: Drivers of customer experience; Chapter - 08: Customer experience throughout the customer journey; Section - THREE Part three: Turning The Customer Experience Plan Into Action; Chapter - 09: The long and the short of customer experience; Chapter - 10: Selling your customer experience strategy within your company; Chapter - 11: Building a customer experience culture; Chapter - 12: Horses for courses; Chapter - 13: Getting the right people; Section - FOUR Part four: Linking Customer Experience To The 4Ps; Chapter - 14: How your brand affects customer experience; Chapter - 15: How your products affects customer experience; Chapter - 16: How your prices affects customer experience; Chapter - 17: How distribution and the supply chain affects customer experience; Chapter - 18: How advertising and promotions affects customer experience; Section - FIVE Part five: The Role Of IT In Customer Experience; Chapter - 19: Make or break; Chapter - 20: Customer relationship management; Section - SIX Part Six: Moving Forward; Chapter - 21: Continuous improvement in customer experience;

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Book SynopsisDeborah Weinswig is the founder and CEO of Coresight Research, a firm which helps retail clients accelerate innovation and growth. Based in New York City, New York, she was previously Managing Director at Citi Research. She is a frequent keynote speaker and sits on the advisory board of the World Retail Congress. Deborah was recognised as a Top Retail Influencer of 2022 by RETHINK Retail. Renee Hartmann is the founder of consulting firm CLA. Based in Lisbon, Portugal she has over 20 years experience in retail, innovation and global expansion, co-founding several companies including C2 Global.Trade Review"A must-read for anyone interested in the massive $25 trillion retail industry. From customer experience to media, payments, loyalty, the impact of Web 3.0 and supply chain, Deborah Weinswig and Renee Hartmann take an incisive and comprehensive look at the trends impacting the sector, while providing a prescient view of what we can expect to see in this ever more complex industry. Truly a superb read which I highly recommend." * Philip Guarino, Board Director, Harvard Alumni Entrepreneurs *"The last few years have not only presented challenges to the retail industry but also uncovered tremendous opportunities that were never before possible. Next Generation Retail is the ideal guide for early and professional retailers, navigating the myriad of changes in the retail industry to innovate for the future and grab market share." * Guy Yehiav, President, SmartSense *"This book and its authors will change your business and life." * Kay Unger, Kay Unger Design *"When you're connected to Deborah, you are connected to the retail industry. You are connected to the trends. The insights. The possible futures. The up-and-comers. The disruptors. The data. Deborah sets a high bar in the industry and is passionate about challenging while pressing for progress." * Justin Honaman, Head of Worldwide Retail & Consumer Goods, Amazon *"Deborah is one of retail's most dedicated students, offering unique insights from her many years of industry research." * Brian Cornell, Chairman and Chief Executive Officer, Target *"Among the thousands of colleagues I have worked with throughout my career, Renee Hartmann stands out among the very best. She is smart, insightful, thorough, quick, charismatic, and I have watched people young and old, junior and senior, as well as many CEOs, gravitate to her. Next Generation Retail is a treasure trove of insight for anyone wanting to build a retail business while attracting, converting and retaining consumers along the way. This is a mustread for anyone operating, or looking to run, a retail business." * Scott Kronick, Senior Advisor and Former CEO of Ogilvy Public Relations, Asia Pacific *"I had known Deb for 15 years when I first experienced her as a top Wall Street retail analyst. Her take on the consumer and investor was always deeply rooted in data mining, and her sage wisdom on strategy was a distinguishing element of her coverage. I have always been impressed with her critical thinking prowess and how she approaches our industry with a high learning orientation, be that with retail technology, supply chain, or data analytics. Her expanded view of the global economy has also influenced her perspective on sustainability and the transformative trends that retailers must get right in the future. This book is a must read for retail professionals and what lies ahead." * Jeff Gennette, CEO and Chairman, Macy’s *Table of Contents Chapter - 00: Introduction – The changing nature of today’s consumer; Section - ONE: Reaching consumers in new ways; Chapter - 01: Unlocking the metaverse; Chapter - 02: Livestreaming; Chapter - 03: New channels - Instant commerce; Chapter - 04: Connecting with Gen Z and Gen Alpha using their language; Chapter - 05: Creating compelling content to drive commerce; Section - TWO: Monetizing consumers with innovative models; Chapter - 06: Creating retail media to monetize consumer traffic; Chapter - 07: To NFT or not?; Chapter - 08: Bringing blockchain to retail; Chapter - 09: Unique collaborations and crossovers to drive energy and sales; Chapter - 10: Monetizing retail data while maintaining customer trust; Chapter - 11: Embracing Artificial Intelligence (AI) for retail optimization; Section - THREE: What’s ahead? The future outlook for retail; Chapter - 12: What’s ahead?; Chapter - 13: Creating your roadmap

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Book SynopsisJulie Atherton, MBA, based in Bristol, UK, is the founder of the social media advisory and marketing consultancy Small Wonder. As a public speaker, consultant and strategist, she has 30 years' experience working with global brands including Nissan, ITV, Deloitte Digital, Asos and St John Ambulance. She lectures in social media on university MBA programmes and trains marketing professionals in digital, brand, social media and content marketing. Her book B2B Social Selling Strategy, is also published by Kogan Page.Trade Review"While social media platforms may evolve and change, the fundamental principles of effective social media strategy remain relevant. This book focuses on these timeless principles, providing you with a solid foundation that can be applied across different platforms and adapt to future trends." * Paul Wickers, CEO and Founder, Huggg *"A breath of fresh air to creatives who thrill to the freeing constraints of a carefully considered and thoughtfully defined social campaign strategy. This is 30 years' experience and expertise from a social pioneer distilled into an easy-to-navigate guide, updated with provocative interviews and illustrated with compelling case studies. It's not just a handbook on how to develop strategy. It's a handbook on how to inspire breakthrough campaigns that use social media to activate the power of the brand, leverage the differences between social networks and unleash the power of one-to-millions marketing. Not for the sake of awards. Or even campaign KPIs. But for enduring brand, business and customer value." * Debi Bester, Founder & Chief Innovation Officer, Department of Change *"Social media without the strategy is just, 'stuff'. Avoid this by using Julie's book and the principles in it as your North Star, creating social campaigns that deliver both commercial and creative value for the brands and organisations you work with." * Emma Perrett, Strategy Consultant, Industry Unlimited *"This new edition is an essential, encyclopaedic tool that offers actionable guidance supported by real-world examples and insights, making it an indispensable guide for achieving success in an ever-changing social media landscape. Julie's expertise is evident throughout, making this edition an invaluable resource for anyone from experienced leaders to those just getting started." * Deborah Womack, Marketing Transformation Leader, and Founding Member of BRiM (Black Representation in Marketing) *"Julie's analysis and insight into the contemporary social media landscape is enlightening and entertaining - and chock-full of real-world examples any brand manager operating in the modern social space can live and learn by. From reputation management, to influencer and advocacy activity, Social Media Strategy packs in interviews, case studies and takeaways which are both illuminating and practical." * Tom Dennis, Head of Content Marketing, English Heritage *"The first book opened our eyes to the importance of social media to achieve our business aims. In this second edition, Julie has taken this to another level with invaluable learning and expert insights, a perfect mix in today's world." * Thomas Pinington, Managing Director, Pinington *"Social media continues to move at a dizzying pace, and this timely and inspiring second edition guides readers using solid strategic principles that are timeless. It offers practical advice on how to understand markets and consumers to create compelling campaigns, where social media is intrinsic to wider business objectives. Case studies and examples are supported by fascinating and candid interviews, and theory is clear and can be easily applied. A must-read for anyone interested in how to design and deliver successful social media strategy." * Tamsin McLaren, Senior Lecturer in Marketing, University of Bath, UK *"Social media marketing is no longer optional, and those who use it without a clear underpinning strategy run the risk of losing ground to those who do. Julie Atherton carefully unpacks the winning formula for effective social media marketing in this engaging, stimulating and thought-provoking key text. I strongly recommend that any marketer worth their salt should have a copy of this book on their shelf." * Rob Angell, Associate Professor in Marketing Research, University of Southampton, and Co-founder, Angell Sloan Research, University of Southampton *"Social Media Strategy brings together traditional models with the most current of social trends. This is a must read for established industry leaders to keep on top of their game as well as providing a great insight for those wanting to work in the sector." * James Eder, business coach and Co-founder, Student Beans *"A must for anyone engaged in social media. This book manages to be both at the cutting edge, forward thinking and a definitive reference of the best approaches to social. Frankly, it might put me out of a job." * Adam Fulford, Strategic Consultant, The Thread Team *"This is so much more than a social media 'how to' book. By showing where social integrates with the full suite of marketing tools and channels Julie has created a mini marketing handbook too. It's held together by her strong but simple ABC (audience, brand, campaign) model, and usefully covers social in the context of important marketing practices like brand purpose, behavioural economics, and customer journey planning. Interspersed with case histories and interviews with marketing leaders, it was a great read." * Mark Runacus MBE, Strategist, Acting Chair of Outvertising *"In this new edition Julie Atherton shares her extensive experience and continues to de-mystify the world of social media to produce a practical, research-based guide to the successful creation and implementation of social media marketing strategies. The new edition adds up-to-date case studies and covers the impact of emerging AI technologies. The book remains exceptional in linking this to wider marketing strategy and deals effectively with the difficult issue of the development of the brand in social media. I have no hesitation in recommending the book for all those interested in understanding and developing the opportunities for effective customer engagement in this fast moving and fascinating world." * Matthew Housden, Principal Lecturer, University of Greenwich, Visiting Professor, Grenoble Ecole De Management *"This is a powerful and practical social media strategy guide to what makes truly great work, how to implement it and importantly how to measure it. An essential read for anyone who wants to implement successful social media campaigns. Highly recommended." * Pete Markey, Chief Marketing Officer, Boots UK *"This book is the perfect guide to the contemporary digital culture that we are all now immersed in. Social media marketing is now such a huge influence within the consumers choice of brands and customer engagement, that this book is an essential tool in understanding it. On a personal note, Julie has been a huge supporter of our degree course and is a highly knowledgeable and informed person within the realms of social media." * Lee Thomas, Course Leader B.A. ( Hons ) Advertising, University of South Wales *"This new edition successfully combines the theoretical and practical, balancing updated, contemporary cases and interviews with a pragmatic readable approach. It will help anyone in business (or studying it) navigate the rapidly changing technological and social media landscape. The book knits together business purpose with customer/audience understanding, to provide a solid strategic base for successful social media and/or influencer activity. An important read for anyone in the business." * Professor Donald Lancaster, MBA Programme Director, University of Exeter *"Clear and insightful. This book is the go-to guide for creating a far-reaching social media strategy for your brand, corporate campaign or cause." * Susan Walkley, Managing Director, Public Relations & Creative Comms, Havas Life Medicom *Table of Contents Chapter - 00: Introduction – How to use this book; Chapter - 01: Understand how social media is utilized in business, marketing and interpreting customer expectations; Chapter - 02: Integrated customer engagement – How to ensure your social media strategy is integrated into your wider marketing and business development; Chapter - 03: Getting started – Aligning social media goals and KPIs with your wider business objectives; Chapter - 04: Audience – Using social listening to profile your networked audience and generate customer insights for a global social media strategy; Chapter - 05: Brand presence – How to drive action and engagement through integrated content marketing on social media; Chapter - 06: Campaigns – A quick step guide to organic and paid social media channel selection for your objectives and audiences; Chapter - 07: Measuring and benchmarking success – How and when do you know your social media strategy is working?; Chapter - 08: From customers to celebrities – Identifying and attracting a range of influencers to advocate for your brand; Chapter - 09: Crisis and reputation management for social media and PR – A clear guide for the unpredictable; Chapter - 10: Thoughts on the future of social – What will happen next?;

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Book SynopsisAnnie Pace Scranton is the founder and CEO of Pace Public Relations, a certified women-owned global PR agency based in New York City, NY. Specializing in media relations, Pace has represented top clients, such as Away, Inc., Fast Company and the Forward Party, helping them achieve higher brand recognition through valuable press placements. Scranton is passionate about the world of PR and regularly shares her expertise at leading industry events, such as Digital Summit, Silicon Slopes and Adweek. She is an adjunct professor at New York University (NYU), teaching PR Consulting in the Graduate Program.Trade Review"Anyone seeking or holding a career in public relations or a related field should read The Guide to Earned Media. Annie's unmatched expertise is laid out fluently. I will be recommending this to other media professionals and my students." * Patrick Manning, Senior Producer, CNBC *"Annie just 'gets it' when it comes to PR. Having worked on several TV shows across the major national networks, she knows what producers and bookers are looking for and, most importantly, how to insert her clients into the news. She has an abundance of valuable public relations knowledge to offer, and while she already acts as a teacher and mentor to the students who take her course at NYU, it's only fitting that she would pen a book about the ins and outs of working in PR so that others can learn from her. I found this book to be insightful and chock full of PR morsels and tips for both established PR practitioners and those who are thinking of entering the field." * Monique Dinor, Vice President, Earned Media *"The Guide to Earned Media is essential reading for anyone looking to navigate the ever-changing and complex world of media relations. Annie Pace Scranton has basically written the blueprint for both PR pros and entrepreneurs alike who want to build relationships with journalists and land impactful appearances in print, digital and broadcast media. I lived in newsrooms for close to 30 years and I can tell you, The Guide to Earned Media is a must-read for anyone looking to elevate their media presence." * Andrew Hoffman, Senior Media Strategist and Consultant, Pace Public Relations *Table of Contents Chapter - 00: Introduction; Chapter - 01: PR and successful branding; Chapter - 02: The three spheres of influence; Chapter - 03: The origin story; Chapter - 04: Setting goals; Chapter - 05: The brand's elevator pitch; Chapter - 06: Thought leadership; Chapter - 07: Pitching to print media; Chapter - 08: Pitching to broadcast media; Chapter - 09: The expert approach; Chapter - 10: Conclusion

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Book SynopsisRobert Rose, an internationally recognized expert on content marketing strategy based in Los Angeles, California, is Chief Strategy Advisor for the Content Marketing Institute (CMI) and CEO and Chief Strategy Officer for The Content Advisory. He has worked with top enterprises including McDonald's, SAP, NASA, Hilton, CVS Health, Whirlpool, Facebook, Allstate Insurance, Adidas, UPS and The Bill & Melinda Gates Foundation.Trade Review"Robert Rose offers marketers a rich and much-needed understanding of content marketing." * Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing (emeritus); Kellogg School of Management, Northwestern University *"The frameworks and principles in Robert's book are just what you need when it's time for a new strategy, a new project, a refresh of your annual plans or welcoming new leadership to the mix. You'll be bookmarking and highlighting the heck out of this." * Jessica Bergmann, Vice President, Content & Social Marketing, Salesforce *"If your goal is to build a strategic content marketing operation that grows in value over time, this book is your treasure map. You'll have to work hard, overcome obstacles and dig deep to succeed, but this map spells it all out clearly." * Joe McCambley, CMO, Saatva Luxury Mattresses *"Robert's latest masterpiece truly provides the under the hood, nuts and bolts of how to execute superior content marketing strategy. This book is a much-needed deep dive on strategy, and the examples shared along the way are exceptional." * Amanda Todorovich, Executive Director, Digital Marketing - Cleveland Clinic *"Any organization looking to innovate and grow needs this as their modern marketing handbook." * Joe Pulizzi, Author, 'Epic Content Marketing' and 'Content Inc.' *"Inconsistent goals and execution are the poison to successful content marketing. Robert Rose has given us the antidote. This is the ultimate roadmap for building (and more importantly, sustaining) a winning content approach that actually yields real-world business outcomes. Highly recommended!" * Jay Baer, Author, 'The Time to Win: How to Exceed Your Customers’ Need for Speed' *"Robert really does walk the content marketing talk. I am an avid marketing book reader, and I think I may not need another content marketing book." * Ian Truscott, CMO and founder, Rockstar CMO *"This book takes the mystery out of what has become a buzzword in our industry, and made it tangible so as to become a strategic advantage for today's contemporary marketers." * Marcus Collins, Bestselling author, 'For The Culture'; Marketing Professor, University of Michigan *"Content marketing has grown from a fuzzy experiment functioning in a corner of the building into a powerful, integrated discipline. This important book cements Content's strategic role in every marketing department... including yours." * Ann Handley, WSJ bestselling author; Chief Content Officer, MarketingProfs *"I have rarely seen a better explanation of the word 'strategy', or a more hands-on guide to cultivating and managing a brand's content marketing efforts." * Bert Van Loon, Co-Founder, Content Marketing Fast Forward *Table of Contents Chapter - 00: Introduction – A New Old Story; Chapter - 01: Content, Marketing, and Strategy – Maximizing Marketing’s Potential; Chapter - 02: The Three Pillars – Understanding the Fundamental Elements of a Successful Content Marketing Strategy; Chapter - 03: Designing a Strategic Purpose – Assembling Teams, Charters, and Clear Responsibilities; Chapter - 04: The Content Marketing Operating Model – Building a Governance Frame, Process, and Repeatable Approach; Chapter - 05: Understanding Audiences – Engaging and Subscribing Audiences Is the Heart of Content Marketing; Chapter - 06: The Product Management of Content – Creating Differentiating Content Marketing; Chapter - 07: Finding Story – Structure Your Story Before You Create the Content; Chapter - 08: Measurement By Design – Developing the Right Return On Your Investment; Chapter - 09: Story Mapping – Writing the Road Map to Your Content Marketing Strategy; Chapter - 10: Conclusion – Forecasting the Future of Content Marketing Strategy;

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Book SynopsisPaul Hague is founder of B2B International Ltd, a global market research company. Based in Manchester, UK, he is Fellow of the Market Research Society and the author of ten books, sharing 30 years of practical experience in market research and marketing. He is a visiting fellow at Manchester Metropolitan University and a guest lecturer at Manchester Business School. He is the author of Market Research in Practice and co-author of B2B Customer Experience, also published by Kogan Page.Trade Review"This exceptional handbook is a must-have for entrepreneurs and professionals. It provides detailed insights on each model including when to use it, how to use it, practical examples and key considerations. Having personally experienced the benefits of some of these models, I am thrilled to have this invaluable resource of additional tools at my disposal." * Helen Winter, Founder & Managing Director, Business Bullet and author of The Business Analysis Handbook *"An excellent guide from a trusted source, this book will fast-track knowledge for managers wishing to develop their strategy or indeed their strategic thinking." * Professor Stuart Roper, Associate Dean of Research Innovation and Knowledge Exchange, Huddersfield Business School *"Paul Hague has produced an excellent all-in-one handbook that covers a multitude of business models that are used every day by marketing professionals. The Business Models Handbook is a practical text that all marketing experts should read." * Jeroen Beukeboom, Financial Analysis Manager, Henkel Global Supply Chain B.V *Table of Contents Chapter - 01: Introduction – An overview of business and marketing models; Chapter - 02: 3C framework – Maximizing a company’s strength relative to the competition; Chapter - 03: The 4Ps – How to design your marketing mix; Chapter - 04: ADL matrix – Strengthening a product portfolio or strategic business units; Chapter - 05: AIDA – A business model for improving marketing communications; Chapter - 06: Ansoff matrix – How to grow your company; Chapter - 07: Balanced scorecard – Measures and targets for achieving a strategy or improving performance; Chapter - 08: Benchmarking – Setting targets for business and marketing KPIs; Chapter - 09: Blue ocean strategy – Kick-starting innovation and new product development; Chapter - 10: Boston Consulting Group (BCG) matrix – Planning a product portfolio or multiple strategic business units; Chapter - 11: Brand audit – Improving the strength of a brand; Chapter - 12: Bullseye for brand positioning – Finding the core values of a brand; Chapter - 13: Business model canvas – Looking at key building blocks to see where improvements can be made; Chapter - 14: Competitive advantage matrix – Working out requirements to obtain a competitive advantage; Chapter - 15: Competitive intelligence – Assessing market strengths and weaknesses; Chapter - 16: Conjoint analysis – Assessing optimum pricing and the value of component parts; Chapter - 17: Customer activity cycle – Determining opportunities to lock in customers and give them more value; Chapter - 18: Customer journey maps – Assessing the current performance of marketing and sales processes; Chapter - 19: Customer lifetime value – Estimating customer spend over their lifetime with the company; Chapter - 20: Customer value proposition – Creating a compelling purchase motive; Chapter - 21: Diffusion of innovation – Launching new products and services; Chapter - 22: Directional policy matrix – How to prioritize segments or new ideas; Chapter - 23: Disruptive innovation model – Identifying unique ways of beating the competition; Chapter - 24: Edward de Bono’s six thinking hats – Brainstorming problems and generating new ideas; Chapter - 25: EFQM excellence model – Improving an organization’s quality and performance; Chapter - 26: Four corners – Analysing competitor strategies; Chapter - 27: Gap analysis – Improving areas of weakness in a company; Chapter - 28: Greiner’s growth model – Recognition and transition through different phases of company growth; Chapter - 29: Importance-performance matrix – Improving the effectiveness of any business initiative; Chapter - 30: Kano model – Identifying purchase motivations; Chapter - 31: Kay’s distinctive capabilities – Adding value by identifying your distinctive capabilities; Chapter - 32: Kotler’s five product levels – Adding value to a product or service; Chapter - 33: Market sizing – Assessing the size and value of a served or potential market; Chapter - 34: Maslow’s hierarchy – Differentiating market positioning; Chapter - 35: McKinsey 7S – A company ‘health check’ audit tool; Chapter - 36: Mintzberg’s 5Ps for strategy – Devising a competitive strategy; Chapter - 37: MOSAIC – Setting objectives for current and potential opportunities and how to reach them; Chapter - 38: Net Promoter Score® – A tool for driving customer excellence; Chapter - 39: New product pricing (Gabor–Granger and van Westendorp) – Pricing new products; Chapter - 40: Personas – Improving the focus of marketing messages; Chapter - 41: PEST – Assessing four major macro factors that shape a company’s future; Chapter - 42: Porter’s five forces – Assessing five economic factors for competitive intensity; Chapter - 43: Porter’s generic strategies – Pinpointing the strongest competitive position; Chapter - 44: Price elasticity – Outlining opportunities for raising or lowering prices; Chapter - 45: Price quality strategy – Guiding a company’s pricing strategy; Chapter - 46: Product life cycle – Determining a long-term product strategy; Chapter - 47: Product service positioning matrix – Positioning products according to quality and service value; Chapter - 48: Segmentation – Using customer groups to gain competitive advantage; Chapter - 49: Service profit chain – Connecting employee satisfaction and performance with company profits; Chapter - 50: SERVQUAL – Aligning customer expectations and company performance; Chapter - 51: SIMALTO – Identifying the customer value placed on product or service improvements; Chapter - 52: Stage gate new product development – Planning the development and launch of new products and services; Chapter - 53: Strategy diamond – Entering new markets; Chapter - 54: SWOT analysis – Analysing growth opportunities at product, team or business level; Chapter - 55: System 1 and System 2 thinking – Identifying the emotional forces that drive decisions; Chapter - 56: Tipping point – How small changes to behaviour can result in big achievements; Chapter - 57: USP – Pinpointing the unique selling point of a product or service; Chapter - 58: Value chain – Identifying product or service value during the manufacturing process; Chapter - 59: Value equivalence line – Managing price and product benefits in a business strategy; Chapter - 60: Value net – How to benefit from competitor collaboration; Chapter - 61: Value-based marketing – Adding value to products and services to improve profitability; Chapter - 62: VMOST – Defining strategies and preparing a business plan; Chapter - 63: Weisbord’s six box model – Assessing the efficient functioning of an organization;

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Book SynopsisKelly Cutler is a seasoned entrepreneur, technology executive, educator and business leader based in Chicago, Illinois. Through her consulting business, she guides companies across sizes and industries in their digital marketing and technology strategies. As a faculty member at Northwestern University, Kelly also teaches marketing and communication courses throughout various programs at Medill, the Kellogg School of Management and the School of Professional Studies (SPS).Trade Review"Cutler's expertise in search marketing shines through every page of this thoughtful and practical guide to search marketing. This is a book that will help marketers at all levels think strategically about how to apply search to profitably grow their businesses, get the most out of their search marketing spend and enrich their customer interactions. Cutler's writing brings the same energy, enthusiasm and passion to this subject as she does to the classroom and readers will surely be the beneficiaries." * Jonathan Copulsky, co-author of 'The Technology Fallacy' and 'The Transformation Myth'; author of 'Brand Resilience' *"In Search Marketing, marketing expert Kelly Cutler unveils a groundbreaking guide that will transform the way you navigate the digital landscape. Whether you're a seasoned marketer or just dipping your toes into the world of search marketing, this book is your go-to resource for mastering the art of SEO and SEM." * Jim Lecinski, Associate Professor of Marketing at the Kellogg School of Management, Former Vice President Sales and Services, Google, Inc. *"In essence, this book is a distillation of everything one would need to plunge headfirst into the world of SEO and SEM. It doesn't merely instruct; it guides you through the process with an ease that makes learning not only straightforward but also empowering. For marketers who have longed for an accessible, all-in-one package to truly comprehend and master the dynamics of SEO and SEM, your pursuit ends here. With this book, you'll find yourself not just understanding but confidently leading your business's digital marketing efforts. In the world of digital marketing, this book is not just an accessory; it's a necessity." * Sabine Gutsche, Head of Marketing, Deutsche Leibrenten Grundbesitz AG *"Kelly Cutler's Search Marketing is the new must-read guide for all marketers. Search marketing remains the strongest results-driver of all digital marketing strategies. Kelly distills the complexity of SEO and SEM as only a successful veteran entrepreneur of the dot com boom turned highly respected digital marketing professor at one of the country's top universities could. This book truly cements her guru status." * Karrie Sullivan, Founder, Culminate Strategy Group *"From beginning steps to full integration, Kelly unmasks the mystery of the digital marketing sphere. Using her detailed map of SEO and SEM, she gives you a blueprint to develop your strategy seamlessly. Kelly, being an entrepreneur and a professor, is the insider you have been looking for." * Steve Tullar, Managing Director, JonesTrading *"Kelly Cutler's innovative Three-Pronged approach offers a fresh perspective on SEO. Her book serves as a valuable guide, providing essential foundations for a comprehensive and effective SEO strategy suitable for experts and newcomers alike. It's a must-read for anyone looking to understand the art and science of digital marketing." * Herman Bulls, Marketing Professional, 2015 MBA Duke’s Fuqua School of Business *"Cutler injects her engaging and effective teaching style by starting each chapter with clear objectives and key results you can expect to achieve by implementing these best practices in your organization today. You'll leave each chapter empowered with confidence and knowledge to incrementally improve your Search Marketing strategy and drive key business results." * Mara Sackfield, Global Product Manager, Stryker *"Whether you have been around since the early days or are brand new to search marketing, Kelly offers fresh perspectives, tactical tools and real-world examples to help you better optimize SEO and SEM strategies and stay one step ahead of the latest trends." * Jennifer McGinn, Senior Director Marketing, Informatica *"Kelly Cutler has been my go-to expert for all things SEO for 15 years and she's finally sharing her knowledge with the world in this book. A must-read for both SEO newbies and experts looking to fine-tune their craft." * Ajay Goel, CEO of Gmass *"Kelly Cutler has masterfully crafted a comprehensive guide that demystifies the multifaceted world of Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Her expertise shines through as she breaks down the intricate strategies and techniques that drive online success in this space. This book is a must-read for entrepreneurs, marketers and business owners looking to maximize their online visibility and drive results." * Tanya Norwood, Chief Officer, Marketing and Membership, ASCP *Table of Contents Section - 01: The fundamentals of search; Chapter - 01: An overview of search; Section - 02: SEO; Chapter - 02: Search engines and web traffic ; Chapter - 03: The Functionality of SEO; Chapter - 04: A Winning SEO Framework; Chapter - 05: Publishing SEO-friendly Content; Chapter - 06: Measuring Successful SEO Outcomes; Section - 03: SEM; Chapter - 07: Overview of SEM; Chapter - 08: Successful SEM Campaigns; Chapter - 09: Refreshing the SEM Approach; Chapter - 10: Advanced Techniques to Measure and Optimize a Campaign; Section - 04: Conclusion; Chapter - 11: Working together with SEO and SEM; Chapter - 12: The Future of Search Marketing;

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Book SynopsisDiana Verde Nieto, based in London, UK, is a partner at Sustainnovate, co-founded Positive Luxury and is a global leader in sustainability and innovation. Diana also serves on the Advisory Committees of the United Nations Department of Economic and Social Affairs and United Nations Conscious Fashion and Lifestyle Network. She has been trained by former USA Vice President, Al Gore at the Alliance of Climate Protection and was honoured by the World Economic Forum as a Young Global Leader. Diana is a charismatic and globally renowned speaker.Trade Review"Diana was leading the way on sustainable luxury when the notion of ESG was nascent and far from the buzzword it is today; her vision for the industry - embracing authenticity, transparency and demonstrating success with measurable impact has proven to be the key to sustainable success. Diana shares her vision in Reimagining Luxury in practical terms that companies can apply to their businesses to start their transformational journey." * Alyssa Auberger, Chief Sustainability Officer, Baker McKenzie *"Reimagining the way we live is a critical step towards taking the action that is needed - shifting from talking about impact to achieving a positive outcome for nature and society. Diana's book offers a North Star for the luxury industry that could do so much and still has so far to go. " * Dame Polly Courtice, Founder Director, University of Cambridge Institute for Sustainability Leadership *"Diana brings a credible and commanding voice to the movement for a more sustainable luxury industry. She offers a well of actionable insight for building a future in which people and nature thrive together, and we're all better off heeding her wisdom." * Dr. M. Sanjayan, CEO, Conservation International *"Inspiration for action - this book will give you great insights into the future of luxury and sustainability." * George Weissacher, Creative Director, POAN, Former Head of Menswear Vivienne Westwood *"Diana is a pioneer when it comes to ESG and sustainability, she has been leading the way for ethical practice in the Luxury sector for over two decades. Her priceless learning is laid throughout these pages for us all to benefit from and more importantly implement." * June Sarpong, Actress, Environmentalist, Broadcaster and Author *"An invitation to the luxury and entertainment industries to reimagine a collective vision of the future. Compelling and hopeful, Diana Verde Nieto show the opportunities that lie ahead." * Paul Polman, Business Leader, Campaigner, Co-author "Net-Positive" *"By adopting sustainable practices, businesses can unlock innovative opportunities that benefit the planet, their teams and their brand. Embracing sustainability as an innovative opportunity will enable companies to create unique and engaging offerings, cultivate purpose-driven teams and foster communities of passionate brand supporters. Reimagining Luxury showcases sustainability and innovation as avenues for growth and provides guidance for all companies seeking to pursue this path." * Hannah Jones, Chief Executive Officer, The Earthshot Prize *"Diana Verde Nieto helps you see sustainability in a fresh light: Not as a burden to bear, but rather as an unparalleled opportunity to create value for humanity. That is a real luxury!" * April Rinne, Global Futurist and Author of "Flux: 8 Superpowers for Thriving in Constant Change" *"Diana is a remarkable experiences leader within the sustainability industry. She effortlessly combines luxury, tradition and innovation with conscious responsibility. This book inspires action, reflects on what change is possible and provides clear examples of how we can create a better future for all, being catalysts for impact together." * Cristina Ventura, General Partner & Chief Catalyst Officer, White Star Capital *"Diana makes clear the role - if not the responsibility - that even the most exclusive and luxurious brands can play in creating a more inclusive and sustainable world. The examples and insights she shares are sure to spark conversation and inspire action." * Shamina Singh, Founder and President, Mastercard Center for Inclusive Growth *"Diana's grasp of the role sustainability will play in the evolution of luxury is unparalleled - an essential read for anyone who sees their future in the sector." * Robin Swithinbank, Journalist, Author, Luxury Industry Specialist *Table of Contents Chapter - 01: The World Has Changed; Chapter - 02: Is Sustainable Finance the New Normal?; Chapter - 03: The Legislative Context; Chapter - 04: Sustainability and ESG in the Luxury Industry; Chapter - 05: Changing the Luxury Model; Chapter - 06: Mindsets: What They Are and Why They’re Needed in Order to Shape or Change Towards a Sustainability Culture; Chapter - 07: Creating a Climate for Change; Chapter - 08: Successful Storytelling; Chapter - 09: How Can Innovation Get us Out of This ‘Hot’ Mess Chapter - 10: The Inspiration chapter

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Book SynopsisOlivier Duha is the CEO and co-founder of Webhelp, a leading global provider of IT solutions and customer experience management services. Prior to founding Webhelp, he worked Bain & Company and served on the advisory council on strategy and mergers and acquisitions for LEK Consulting. He also served as President and Vice President of CroissancePlus from 2009 to 2013. Based in Brussels, Belgium, he is a member of the Mouvement des Entreprises de France (MEDEF), France's largest employer's federation.Trade Review"A great summary of the challenges companies face when trying to deliver an outstanding customer experience combined with practical ideas on how to address them. A must-read for anyone who has to decide where to invest precious resources in CX, and a timely reminder about the importance of humans in the delivery of exceptional customer experiences." * David Rickard, Partner, Everest Group *"Customers are a firm's most valuable asset. Therefore, it makes economic sense to nurture, protect and develop that asset. The book Think Human extends that view by focusing on the experiences customers have in their interactions with firms. Olivier Duha makes a convincing case that firms need to embrace technology to enhance the human side of the customer experience. After all, customers are human beings and have to be treated accordingly." * Dr Heiner Evanschitzky, Professor of Marketing, Alliance Manchester Business School, University of Manchester *"Behavioural science has consistently demonstrated that experiences are the most critical factors shaping human behaviour. In this hugely insightful and useful book, Olivier Duha uses his extensive research, knowledge and experience in the field to guide readers on what creates game-changing customer experiences. By recognizing that customer relationships are fundamentally human relationships, he provides invaluable advice and frameworks for creating great human experiences for the people who buy from your business - without whom you have no business." * Richard Chataway, author of The Behaviour Business *"This is a vital and amazingly comprehensive reference for all of us involved in the Copernican struggle to make technology work for humans rather than the other way around." * Rory Sutherland, Vice Chairman, Ogilvy *"In a thought-leadership tour de force, Olivier Duha identifies with precision not only the key challenges that have evolved in the art of customer management, but he does so while proposing real-world solutions that all CX professionals should be heeding as they make plans for 2024. In a world where the customer experience sector is filled with theoretical rhetoric and management speak, Think Human is one of the best blueprints for getting CX right that I have had the privilege of reading in some time." * Peter Ryan, Principal Analyst and Founder, Ryan Strategic Advisory *"Think Human provides a timely and compelling explanation as to why human endeavour will continue to be vital in an increasingly digital world. Olivier Duha draws on his own extensive knowledge about the importance of a strong human-first approach to successful customer outcomes. This book is an essential read for decision makers charged with competing choices for their customer operations. Achieving the correct equilibrium of human endeavour and automation is the holy grail of success in businesses of all sectors during today's climate of disruption and significant change." * Anne-Marie Forsyth, CEO, CCA Global *"Olivier Duha's sentiment that human connection is central in our world aligns with my own beliefs. Think Human demonstrates a strong understanding of marketing and its role in customer service as a means for business growth, and the way Olivier Duha builds on the historical foundations of business success with the 4Es is refreshing. Business leaders would benefit greatly from reading this book to give their organizations a chance in the modern world." * Leigh Hopwood, CEO, CCMA (Call Centre Management Association) *Table of Contents Chapter - 00: Introduction; Section - ONE: A digital coup d’état – the customer becomes the new master of commerce; Chapter - 01: Before the digital revolution – the pre-customer era; Chapter - 02: The customer’s copernican revolution; Chapter - 03: The customer’s subjectivity is the number one concern for brands; Section - TWO: How to win the battle for customers; Chapter - 04: Customer experience – the new brand compass; Chapter - 05: The keys to a successful customer journey; Chapter - 06: What can you do ? a toolbox to manage customer relationships; Chapter - 07: Conclusion;

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Book SynopsisCaroline Florence is a trainer and coach in data analysis, insight generation and storytelling based near Cambridge, UK. As founder of Insight Narrator, she was included in the Twenty Women in Data and Tech in 2023. She was also listed in the ESOMAR Insight250 in 2021 as a global innovator in market research, data-driven marketing and insights and speaks regularly at conferences around the world on the value of insight.

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Book SynopsisNick Bennett is TACK's co-founder and chief customer officer, having over a decade of experience in B2B marketing. Based near Boston, he specializes in go-to-market strategies and champions a people-first approach to drive revenue growth.Nick integrates the creator economy into B2B marketing, sharing insights as a creator and professional. He authors the People-First GTM Newsletter, providing weekly insights on modern buying behaviors and co-hosts the GTM News Desk podcast with Mark Kilens, discussing B2B trends and strategies. Through these platforms, he advocates for people-centric approaches in the B2B landscape.

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Book SynopsisSimon Kingsnorth is a marketing expert with over 25 years' industry experience. Based in the UK, he has held senior marketing roles at leading brands, is CEO of the global marketing agency SK and is a regular keynote speaker and contributor to industry publications. He is the author of Digital Marketing Strategy and The Digital Marketing Handbook, also published by Kogan Page.

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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).

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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.

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Book SynopsisDaniel Rowles, based in Jersey, has more than 20 years of digital marketing experience on both client and agency sides. A CIM Fellow and course director, he is the lead judge for the CIM Marketing Excellence awards. Rowles also lectures at Imperial College London and co-hosts the Digital Marketing Podcast, a global top-ten business podcast on iTunes. His digital marketing company TargetInternet.com supports clients such as the BBC, Vodafone, Sony, Oracle and Tesco.

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Book SynopsisJean-Eric Pelet is Assistant professor at The Leonardo de Vinci Business School, Paris, France. He leads the Consumer Behaviour teaching at Masters level at EMLV, and is a visiting professor both in France and abroad in England, Switzerland and Thailand.

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Book SynopsisBev Burgess is founder and Chief Executive at Inflexion Group, and is best known as a worldwide authority on Account-Based Marketing. She has held senior marketing roles at British Gas, Epson, Fujitsu and ITSMA, and since she first codified ABM in 2003, she has personally helped over 40 of the world's most influential firms accelerate account growth. Based near London, UK, she is also the author of A Practitioner's Guide to Account-Based Marketing, Account Based Growth and Executive Engagement Strategies, all published by Kogan Page.

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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.

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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.

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Book SynopsisMichael Brito is a digital strategist, author, TEDx speaker, and adjunct professor at San Jose State University, with almost 20 years' experience helping organizations solve marketing challenges. Michael Brito is currently Head of US Digital Marketing and GM of San Francisco for LEWIS Global Communications, and previously was the Head of Social Marketing at W2O Group, and Senior Vice President of Social Strategy at Edelman Digital where he consulted for Fortune 500 companies globally.Trade Review"Employees are the most valuable asset of any company. If you know how to unlock their passion, you can build an army of powerful advocates for your brand. It's not about training your employees to parrot your company's message. It's about building passion around your company's brand and its purpose - and shaping your company's culture such that it empowers your employees to advocate. Brito, a leader in the industry, helps you do just that: beginning with the fundamentals and then sharing practical tips on how to weave employee storytelling into the fabric of your organization." * Maria Poveromo, Vice President, Communications, Adobe *"It's widely known that employees are viewed as trusted and credible sources when others are seeking information about a company or brand. Brito delivers a very structured plan that guides large and small companies on how to truly activate employees to be storytellers and drive brand relevance." * Jascha Kaykas-Wolff, CMO, Mozilla *"If you're wondering how to inspire and mobilize your employees to be brand storytellers, ask Michael Brito. His book is an exceptionally thoughtful and actionable "how to" guide and a journey through the learnings of courageous companies creating true engagement and informed, digitally connected brand advocates." * Jerilan Greene, CMO, Yum! Brands *"The key to successful digital transformation is building a culture of trust and transparency, starting with the employee experience. Brito does a fantastic job of bridging the gap between internal employee engagement and external customer relationships. The result being a powerful community of brand storytellers who are constantly engaged and adding value with customers, prospects and partners." * Elise Steele, Former CEO, Jive Software *"Your business is already filled with promoters and every marketer needs to figure out how to unlock the power of employee advocacy. Brito shows you how to do this and then integrate that trusted employee-driven content into larger brand marketing initiatives." * Lauren Vaccarello, Vice President, Marketing, Box *"Trust and authenticity are critical factors for marketers today. And there's nothing more trustworthy than employee voices. Brito builds a strong case for employee advocacy and shows marketers how to integrate trusted employee-driven content into broader marketing initiatives." * Jackson Jeyanayagam, CMO, Boxed *"Participation Marketing unequivocally puts the transformation back into digital transformation by focusing on the single most underplayed element of successfully reimagining markets - our people. Brito offers a practical blueprint for how to put your employees at the tip of the spear of your transformation goals by first making them your biggest fans and then, your most genuine and loudest advocates." * Sameer Patel, CEO, Kahuna *Table of Contents Chapter - 00: Introduction by Russ Fradin: your people are your brand; Section - ONE: Setting the groundwork; Chapter - 01: Employee advocacy: making a believer out of you; Chapter - 02: The future of work: the new office, inside and out; Section - TWO: The business case for employee advocacy; Chapter - 03: Contextualizing the marketplace for employee activation; Chapter - 04: The psychology of ‘what’s in it for me?’ and how it affects employee advocacy; Chapter - 05: For brands, employee advocacy is a business imperative; Chapter - 06: Employee advocacy as a business model; Section - THREE: Blueprint: launching your employee advocacy programme; Chapter - 07: Employee advocacy: a model for disruption; Chapter - 08: Building your employee activation plan: who is responsible for what?; Chapter - 09: Identifying, segmenting and training the workforce for brand engagement; Chapter - 10: Bringing employee storytelling to life; Chapter - 11: Choosing the right employee advocacy technology;

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Book SynopsisRebecca Lieb is a strategic advisor, research analyst, keynote speaker, author and columnist. She works with many of the world's leading brands on digital marketing innovation. Clients range from start-ups to non-profits to Fortune 100 brands and regulated industries, including Facebook, Nestlé, Adobe, Fidelity, IBM, Save the Children, Pinterest, Cisco and The Federal Reserve Bank of New York. Previously, she was Altimeter Group's digital advertising and media analyst, and prior to that she was Vice President at Econsultancy. Lieb was VP and Editor-In-Chief of The ClickZ Network for over seven years.Trade Review"Content strategy has become marketing's darling, and with its arrival comes a chorus of pundits and gurus attempting to define it and counsel brands mired in overwhelm and confusion. Out of that chaos comes Rebecca Lieb's clear, lucid and logical voice. To understand content marketing bottom-up, top-down, and inside-out, read this book." * Stephanie Losee, Head of Content, Visa *"The high priestess of digital marketing and media, Rebecca Lieb channels her wisdom into the most comprehensive book on the complex topic of content marketing. Content: The Atomic Particle of Marketing is the strategic big-bang marketers can't afford to miss." * Jason Miller, Global Content Marketing Leader, LinkedIn Marketing Solutions *"The majority of global marketers have no discernible content marketing strategy. With this book, they have no more excuses." * Joe Pulizzi, Founder, Content Marketing Institute and author of Content Inc. and Epic Content Marketing *"If content is the atomic particle of marketing, Rebecca is a quantum physicist. She has, once again, deftly articulated the imperative for content as a strategic function in the enterprise. If you're looking for the foundational elements of a content marketing strategy, you can stop. You've found it here." * Robert Rose, Chief Strategy Advisor, The Content Marketing Institute *"Content: The Atomic Particle of Marketing, should be required reading for any role with a 'C' in their acronym. Rebecca's book will absolutely weaponize you with frameworks and industry examples to support successful integration of content marketing and strategy into your growth and transformational activities. It will help you rise above the noise and deliver real relevance to real people, in support of goals and objectives, at scale, globally. No one surpasses Rebecca's breadth and depth of understanding of content as practiced today." * Carlos Abler, Content Marketing Strategy Leader, 3M *"There is a reason so few companies get content marketing strategy right: It's hard. This book, however, is just what everybody have been waiting for. It's insightful, intelligent, inspiring, structured and generous - just like Rebecca Lieb herself. If you only have time to read one book this year - choose this one!" * Jesper Laursen, CEO at Brand Movers *"Rebecca Lieb is a rare sane voice in an industry noisy with hype. Content: The Atomic Particle of Marketing simultaneously cuts through the B.S. and teaches marketers exactly how they need to think to succeed in content. In a word, it's brilliant." * Shane Snow, co-founder of Contently *"In deconstructing marketing to the atomic level, Rebecca Lieb has penned an essential guide to forces that are continually reshaping how businesses attract and retain customers. Professionals at all levels will learn from her frameworks, formulas, and countless examples that elucidate both the science and art of content marketing." * David Berkowitz, Chief Strategy Officer, Sysomos *"From understanding the importance of-and difference between-Content Strategy and Content Marketing Strategy to Real-Time and Contextual Marketing, Content: The Atomic Particle of Marketing, is a manifesto for how to succeed with content marketing now-and into the future with the IoT and artificial intelligence. I love the way Lieb connects the dots!" * Ardath Albee, author of Digital Relevance *"This is a must-read book for anyone working with content marketing - old pros as well as beginners. Rebecca Lieb provides us with useful insights and tools on everything from strategy and processes to distribution and measurements. The book makes for both an inspiring read and a practical guide to keep handy." * Pontus Staunstrup, Content marketing strategist, Staunstrup *Table of Contents Section - 01: The shift to content marketing; Section - 02: Content marketing versus content strategy; Section - 03: Converged media; Section - 04: Native advertising; Section - 05: Organizing for content; Section - 06: A culture of content; Section - 07: Global content strategy; Section - 08: Real-time marketing; Section - 09: Content marketing software; Section - 10: Content marketing performance; Section - 11: Contextual campaigns;

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Book SynopsisCo-published with the Institute of Communication Agencies. Every few years, business is galvanized by a new concept. Accountability is the latest idea in the spotlight. It's a huge topic, and in the broadest sense embraces ethics, corporate governance, and all the issues spawned by the recent spate of business scandals. Vulcans, Earthlings and Marketing ROI deals with a more pragmatic aspect: the accountability behind the question ""Are our investments in marketing and advertising sensible and successful, short and long term, from a business point of view?"" In Part 1 the authors establish that finance, marketing, and advertising share common ground in the value of brands. Part 2 reviews the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Part 3 outlines what it takes to build an accountability culture and profiles some techniques that are useful for framing and measuring the business impact of marketing and advertising investment. The book is intended for anyone with an interest in accountability as it applies to short- and long-term marketing effort.Trade Review``This is a refreshing, often witty, and bang up-to-date review of what could have been a very dull subject! It breaks the key issues into bite-sized chunks so that you can open this book at any page and learn something. The authors draw from a broad range of highly respected sources--and skillfully blend academic substance with good marketing common sense.'' -- Leslie Butterfield, founder of BDDH, a leading UK advertising agency; author/editorof AdValue and Excellence in Advertising -- 200712``A book for thought leaders. Marketer-friendly and Finance-credible (a very rare combination) with significant managerial implications for marketing, customer value and shareholder value. The logic is strong and compelling. And the writing is a breath of fresh air.'' -- Richard Ettenson, Professor of Global Marketing, Thunderbird School of Global Management -- 200712``Superb! A must read for anyone who aspires to be a great marketer and every CEO who wants to be truly successful. The book illustrates how brand building investment can drive both short-term results and superior long-term shareholder returns.'' -- Stephen Graham, EVP Corporate Marketing and Convergence Officer, Rogers Communication (#1-ranked global marketer by Advertising Age) -- 200712Table of ContentsTable of Contents for Vulcans, Earthlings and Marketing ROI: Getting Finance, Marketing and Advertising onto the Same Planet by David Rutherford and Jonathan Knowles Foreword from the ICA Preface Introduction Part 1. Finding Common Ground 1.1 Accountability and ROI 1.2 A Trilingual Story 1.3 No Simple Answer 1.4 What Business Are You In? 1.5 Words, Words, Words 1.6 The Two Meanings of Value 1.7 Vulcans and Earthlings 1.8 Agreeing What Brands Are 1.9 Agreeing That Brands Are Valuable 1.10 Brand EquityâMarketing and Advertising Version 1.11 Brand EquityâFinance Version 1.12 The Idea of UtilityâRemoving Some Myths 1.13 The Idea of Intangible Assets 1.14 Profit, Growth and Risk Part 2. Winning Hearts and Minds 2.1 What Would Emerson Say? 2.2 The Marketing Mindset 2.3 The Brand Mindset 2.4 Short- and Long-Term Roles 2.5 Choosing amongst the Possibilities 2.6 Advertising as Investment 2.7 Advertisingâs Impact on Profitability 2.8 Advertisingâs Long-Term Effect 2.9 The Long Term, from Another Perspective 2.10 The Erosive Effect of Not Advertising 2.11 The Value of Marketing Part 3. Creating a Shared Accountability Culture 3.1 The Need for TeamworkâLed from the Top 3.2 Measurability 3.3 The âNow and Laterâ Mindset 3.4 Defining the Causal Model 3.5 The Sales Funnel Model 3.6 The Brand Value Chain Model 3.7 What to Measure 3.8 Drilling Down 3.9 Measuring Brand Equity 3.10 Brand ValuationâWhen to Do It 3.11 Brand ValuationâHow to Do It 3.12 Scorecards and Dashboards 3.13 The Unisys Example 3.14 Drawing the Strands Together 3.15 A Final Word Useful Links Glossary References Diagram Sources Index Easy Reference Card

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Book SynopsisIn a fast-moving era of increased international competition, frontier markets must devise innovative ways to meet demanding sales targets and maintain profitability. These efforts will only succeed when local businesses abandon the concept of sales as a checklist of persuasive arguments that lead a customer to make a purchase and accept that building enduring customer relationships is the key to achieving sales goals. To understand what it means to sell successfully, sales representatives must develop a solid foundation in selling skills and an understanding of the critical elements needed to achieve sales goals.By delving into the foundational concepts related to leveraging sales as a tool for organisational profit, the authors give readers important insights into the critical elements of the sales process, including consultative selling, sales force management, qualities of effective leadership in sales, and the use of technological tools such as Customer Relationship Management (CRM) and Sales Force Automation (SFA) systems.This book includes insightful contributions from leading sales and marketing practitioners across the continent of Africa on characteristics of successful salespeople and how to recruit them, the crucial role of sales leadership, sales team training methods and strategies for developing customer relationship management programs. Case studies tie theory to practice and short quizzes help readers test their understanding of the material. Written in an accessible and reader-friendly format, this book is primarily aimed at undergraduate students with a secondary audience comprised of postgraduate students and business practitioners.Trade ReviewSuccessful corporate marketing strategies are formulated around the delivery of value to consumers while maintaining a competitive advantage. Sales Management: A Primer for Emerging Markets offers innovative ways to locate, nurture, and develop long-term win-win relationships with key stakeholders. Readers will be rewarded with achievable concepts that will lay the foundation for developing a pattern of profitable sales. Highly recommended for undergraduate and graduate students as a well-crafted textbook drawing on real-world experience, for academicians as a reliable teaching tool, and for practitioners in the world of business seeking tested guidelines for marketing success."" — Amon Chizema Professor of Corporate Governance & Strategy Birmingham Business School University of Birmingham, UK.""Sales Management: A Primer for Frontier Markets is a “must read” for future and current managers seeking innovative strategies for ensuring long-term repeat business with customers and consumers while maintaining a sustainable competitive advantage. Discussions on consultative selling, the role of ethics in sales, and the stages of the personal selling process have been specifically detailed and grounded in peer-reviewed case-study findings. A highly recommended read for undergraduate and graduate students, academicians, and business managers pursuing up-to-date insights into selling, customer service, marketing management, small business management, and retailing."" — Patrick Awotwi Commercial Director, The Coca-Cola Bottling Company of Ghana and Author Consider it Sold: A Seller’s Point of ViewTable of Contents Foreword, Louis I. Nzegwu. Preface. Chapter I: An Introduction to Personal Selling. Chapter II: The Personal Selling Process. Chapter III: General Sales Management. Chapter IV: Developing Sales Forecasts. Chapter V: Field Sales Management: Organising the Sales Effort. Chapter VI: Sales Force Planning, Recruitment and Selection. Chapter VII: Sales Training. Chapter VIII: Sales Force Reward Systems and Compensation Plans. Chapter IX: Information Management and Customer Relationship Management. Chapter X: Leading the Sales Force. Chapter XI: Evaluating Sales Force Performance. Answers to One Quick Quiz.

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Book SynopsisIn a fast-moving era of increased international competition, frontier markets must devise innovative ways to meet demanding sales targets and maintain profitability. These efforts will only succeed when local businesses abandon the concept of sales as a checklist of persuasive arguments that lead a customer to make a purchase and accept that building enduring customer relationships is the key to achieving sales goals. To understand what it means to sell successfully, sales representatives must develop a solid foundation in selling skills and an understanding of the critical elements needed to achieve sales goals.By delving into the foundational concepts related to leveraging sales as a tool for organisational profit, the authors give readers important insights into the critical elements of the sales process, including consultative selling, sales force management, qualities of effective leadership in sales, and the use of technological tools such as Customer Relationship Management (CRM) and Sales Force Automation (SFA) systems.This book includes insightful contributions from leading sales and marketing practitioners across the continent of Africa on characteristics of successful salespeople and how to recruit them, the crucial role of sales leadership, sales team training methods and strategies for developing customer relationship management programs. Case studies tie theory to practice and short quizzes help readers test their understanding of the material. Written in an accessible and reader-friendly format, this book is primarily aimed at undergraduate students with a secondary audience comprised of postgraduate students and business practitioners.Trade ReviewSuccessful corporate marketing strategies are formulated around the delivery of value to consumers while maintaining a competitive advantage. Sales Management: A Primer for Emerging Markets offers innovative ways to locate, nurture, and develop long-term win-win relationships with key stakeholders. Readers will be rewarded with achievable concepts that will lay the foundation for developing a pattern of profitable sales. Highly recommended for undergraduate and graduate students as a well-crafted textbook drawing on real-world experience, for academicians as a reliable teaching tool, and for practitioners in the world of business seeking tested guidelines for marketing success."" — Amon Chizema Professor of Corporate Governance & Strategy Birmingham Business School University of Birmingham, UK.""Sales Management: A Primer for Frontier Markets is a “must read” for future and current managers seeking innovative strategies for ensuring long-term repeat business with customers and consumers while maintaining a sustainable competitive advantage. Discussions on consultative selling, the role of ethics in sales, and the stages of the personal selling process have been specifically detailed and grounded in peer-reviewed case-study findings. A highly recommended read for undergraduate and graduate students, academicians, and business managers pursuing up-to-date insights into selling, customer service, marketing management, small business management, and retailing."" — Patrick Awotwi Commercial Director, The Coca-Cola Bottling Company of Ghana and Author Consider it Sold: A Seller’s Point of ViewTable of Contents Foreword, Louis I. Nzegwu. Preface. Chapter I: An Introduction to Personal Selling. Chapter II: The Personal Selling Process. Chapter III: General Sales Management. Chapter IV: Developing Sales Forecasts. Chapter V: Field Sales Management: Organising the Sales Effort. Chapter VI: Sales Force Planning, Recruitment and Selection. Chapter VII: Sales Training. Chapter VIII: Sales Force Reward Systems and Compensation Plans. Chapter IX: Information Management and Customer Relationship Management. Chapter X: Leading the Sales Force. Chapter XI: Evaluating Sales Force Performance. Answers to One Quick Quiz.

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Book SynopsisThis is the loose-leaf version of Sport Marketing, Fifth Edition, which offers students a less expensive, printed version of the text. Sport marketing is more accessible than ever, with sport business professionals, companies, the media, athletes, teams, coaches, and fans connecting in new ways and with new experiences. Sport Marketing, Fifth Edition With HKPropel Access, presents a modernized, current-day approach to the dynamic industry of sport marketing. A full-color presentation brings this vibrant field to life with comprehensive coverage—balanced between theoretical and practical—to provide an understanding of the foundations of sport marketing and how to enhance the sport experience. Building on the legacy that Bernard Mullin, Stephen Hardy, and William Sutton established in the first four editions, a new author team, handpicked by their predecessors, draw from their modern experience in the field to add a fresh perspective to this essential text. They bring the sport industry directly to the reader through extensive industry examples, interviews of top sports executives, challenging case studies, and global perspectives from teams, leagues, and other agencies around the world. Reflecting the evolving landscape of sport marketing, the text will prepare students to stay on the leading edge with the following updates: A focus on current and emerging technologies and how they have revolutionized the sport industry—ranging from mobile video streaming and fantasy sports to artificial intelligence and virtual reality Greater emphasis on data and analytics to make more informed business decisions In-depth examination of how social media and digital platforms serve as critical communication channels to drive sport marketing strategy and execution New content on target marketing, including understanding millennial sports fans and engaging with Generation Z Updated coverage of sales processes, addressing both traditional methods and new strategies for the mobile age Discussion of modern ticketing practices and the secondary ticket market, including how leagues partner with secondary ticket providers and the impact on pricing strategies Also new to the fifth edition are related online learning aids, now delivered through HKPropel, designed to engage students and test comprehension of the material. Exclusive video interviews with sport industry leaders offer insights into how they incorporate marketing strategies into their daily work. Discussion questions and activities for each chapter guide students to apply core concepts, and web search activities provide opportunities for students to compare strategies found on sport organization websites and other online locations. In addition, chapter objectives, an opening scenario, sidebars highlighting key concepts, and Wrap-Up, Activities, and Your Marketing Plan sections at the ends of chapters offer students additional learning tools as they explore how fans, players, coaches, the media, and companies interact to drive the sport industry. With Sport Marketing, Fifth Edition With HKPropel Access, students will develop valuable marketing skills and prepare for a successful career in the competitive world of sport marketing. Note: A code for accessing HKPropel is included with all new print books.Table of ContentsChapter 1. The Special Nature of Sport Marketing Sport Marketing Then and Now The Sport Industry Sport Marketing Defined Marketing Myopia in Sport Uniqueness of Sport Marketing Wrap-UpChapter 2. Strategic Marketing Management Marketing Planning Process Strategic Step 1: Develop Vision, Mission, and Values Strategic Step 2: Develop Strategic Goals and Objectives Strategic Step 3: Develop a Ticket Marketing, Sales, and Service Plan Strategic Step 4: Integrate the Marketing Plan Into a Broader, Strategic Resource Allocation Strategic Step 5: Control and Evaluate Implementation of the Plan Eight-Point Ticket Marketing, Sales, and Service Plan Model Marketing Models Wrap-UpChapter 3. Understanding the Sport Consumer Socialization, Involvement, and Commitment External Factors Internal Factors Responses Wrap-UpChapter 4. Market Research and Analytics in the Sport Industry Sources of Information Users of Market Research in Sport and Entertainment Application of Market Research in the Sport Industry Performing the Right Research Data Analytics Wrap-UpChapter 5. Market Segmentation and Target Marketing What Is Market Segmentation? Four Bases of Segmentation Target Marketing Wrap-UpChapter 6. The Sport Product What Is the Sport Product? The Sport Product: Its Core and Extensions Key Issues in Sport Product Strategy Wrap-UpChapter 7. Managing Sport Brands What Is Branding? Importance of Brand Equity Benefits of Brand Equity How Brand Equity Is Developed Leveraging Brand Equity Identifying and Measuring Your Brand Protecting the Brand Additional Brand Management Considerations Wrap-UpChapter 8. Promotion and Paid Media Promotion: The Driver to Sales Paid Media Advertising Media for Sport Promotional Concepts and Practices Promotional Components Ultimate Goal of Sport Marketing: Get and Keep Consumers in the Frequency Elevator Putting It All Together: An Integrated Promotional Model Wrap-UpChapter 9. Public Relations What Is Public Relations? Public Relations in the Sport Marketing Mix Sport Public Relations and Content Creation in the Digital and Social Media Age Public Relations, Advocacy, and the Art of Influencing Public Opinion Sport, Television, and Entertainment Influence on Sport Public Relations Wrap-UpChapter 10. Sponsorship, Corporate Partnerships, and the Role of Activation What Is Sponsorship? Sponsorship in the Marketing Mix Growth of Sponsorship What Does Sport Sponsorship Have to Offer? Corporate Objectives Athlete Endorsement Sponsor Activation Selling Sponsorships Ethical Issues in Sponsorship Wrap-UpChapter 11. Social Media in Sports What Is Social Media? Social Media and the Marketing Mix Building an Audience Engaging Fans Social Media Platforms Leveraging Players and Talent Wrap-UpChapter 12. Sales and Service Relationship Between Media, Sponsors, and Fans and the Sales Process What Is Sales? Database Sport Marketing and Sales Typical Sales Approaches Used in Sport Pricing Basics Secondary Ticket Market Customer Lifetime Value, Service, and Retention Wrap-UpChapter 13. Delivering and Distributing Core Products and Extensions Placing Core Products and Their Extensions Theory of Sport and Place Facility Marketing Channels Product-Place Matrix Wrap-UpChapter 14. Legal Aspects of Sport Marketing Intellectual Property Trademark Infringement Copyright Law and Sport Marketing Patents Sport Marketing Communications Issues Ambush Marketing Right of Publicity and Invasion of Privacy Contractual Issues Involving Consumers Promotion Law Issues Emerging Issues Wrap-UpChapter 15. The Evolving Nature of Sport Marketing Cross-Effects Among the Five Ps Controlling the Marketing Function The Shape of Things to Come Wrap-Up

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Book SynopsisMarketing is the process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. A comprehensive textbook that covers all the fundamental concepts and theories of marketing. The content coverage is presented in a clear and concise manner, making it easy for readers to understand and apply the concepts. The book is aimed at students of marketing, as well as professionals who want to refresh their knowledge and skills. It includes real-world cases and examples, which help readers to see the practical applications of marketing concepts.

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Book SynopsisThis Handbook examines the area of consumer behavior from the perspective of current developments and developing areas for the discipline, to new opportunities that comprehend the nature of consumer choice and its relationship to marketing. Consumer research incorporates perspectives from a spectrum of long-established sciences: psychology, economics and sociology. This Handbook strives to include this multitude of sources of thought, adding geography, neuroscience, ethics and behavioral ecology to this list. Encompassing scholars with a passion for researching consumers, this Handbook highlights important developments in consumer behavior research, including consumer culture, impulsivity and compulsiveness, ethics and behavioral ecology. It examines evolutionary and neuroscience perspectives as well as consumer choice. Undergraduate and postgraduate students and researchers in marketing with interests in consumer behavior will find this enriching resource invaluable. Contributors: P.J. Albanese, R. Belk, C.S. Craig, S.P. Douglas, G.R. Foxall, R.E. Goldsmith, L. Green, C.S. Gulas, D.A. Hantula, M. Hubert, U. Javed, P. Kenning, M. Linzmajer, L.L. Oliveira, K. Peattie, D. Ross, H. Timmermans, R.H. Tsiotsou, M.G. Weinberger, M.F. Weinberger, V.K. Wells, J. Wirtz, M. Yani-de-Soriano, S.Y. Yousafzai, J.L. ZaichkowskyTrade Review‘. . . this Handbook could be recommended for everybody willing to establish or deepen the knowledge in consumer behavior, discover potential research areas and understand challenges of future consumer research.’ -- TransferTable of ContentsContents: 1. Developments in Consumer Behaviour Gordon R. Foxall and Victoria K. Wells PART I: CONSUMER CULTURE 2. People and Things Russell Belk 3. Culture and Consumer Behavior: Contextual and Compositional Components C. Samuel Craig and Susan P. Douglas 4. The Role of Culture in Advertising Humor Marc G. Weinberger, Charles S. Gulas and Michelle F. Weinberger PART II: CONSUMERS IN CONTEXT 5. Retail and Spatial Consumer Behavior Harry Timmermans 6. Consumer Behavior in a Service Context Rodoula H. Tsiotsou and Jochen Wirtz 7. Researching the Unselfish Consumer Ken Peattie 8. New Developments in the Diffusion of Innovations Ronald E. Goldsmith PART III: CONSUMER IMPULSIVITY, COMPULSIVENESS AND BEYOND 9. Discounting and Impulsivity: Overview and Relevance to Consumer Choice Luís L. Oliveira and Leonard Green 10. Addictive, Impulsive and Other Counter-normative Consumption Don Ross 11. A Template Matching Technique of Personality Classification for the Study of Consumer Behavior: Case Study of Lois the Compulsive Buyer Paul J. Albanese PART IV: NEUROSCIENCE AND CONSUMER CHOICE 12. Consumer Neuroscience Peter Kenning, Mirja Hubert and Marc Linzmajer 13. The Role of Neurophysiology, Emotion and Contingency in the Explanation of Consumer Choice Gordon R. Foxall, Mirella Yani-de-Soriano, Shumaila Y. Yousafzai and Uzma Javed 14. Consumer Involvement: Review, Update and Links to Decision Neuroscience Judith Lynne Zaichkowsky PART V: CONSUMER BEHAVIOR IN EVOLUTIONARY PERSPECTIVE 15. Consumers are Foragers, Not Rational Actors: Towards a Behavioral Ecology of Consumer Choice Donald A. Hantula Index

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Book SynopsisNew Methods of Market Research and Analysis prepares readers for the new reality posed by big data and marketing analytics. While connecting to traditional research approaches such as surveys and focus groups, this book shows how new technologies and new analytical capabilities are rapidly changing the way marketers obtain and process their information. In particular, the prevalence of big data systems always monitoring key performance indicators, trends toward more research using observation or observation and communication together, new technologies such as mobile, apps, geo-locators, and others, as well as the deep analytics allowed by cheap data processing and storage are all covered and placed in context. Scott Erickson goes beyond the buzzwords to provide relevant explanations of the meaning and impact of both big data and analytics, placing them in context with traditional marketing research. His engaging subject matter focuses on the practical aspects of big data concepts, precisely defining and illustrating key concepts and providing illuminating real world examples. This approachable style enables marketers to understand what data scientists are doing with big data systems and analytics, giving them a taste of the capabilities of contemporary statistical software and its practical applications.This book can be used as a supplement to a traditional marketing research text or on its own. It will serve as a key reference for graduate students and advanced undergraduates in marketing research, marketing analytics, or business intelligence courses as well as marketing professionals looking to stay up to date with current trends and have them explained in a context they understand.Trade Review'This is a wonderfully well-written, highly readable, book that covers the rapidly changing and increasingly complex landscape of data-driven marketing in depth. The distance traveled from ''Mad Men-esque'' focus groups to sophisticated inferential analyses of vast data arrays is very well captured. Erickson's use of real-life, and very current, examples, to frame critical issues and explain key concepts and details is remarkable. The reader often feels as if he/she is virtual member of a marketing analytics workgroup working on problems for firms like Tesco, Bloomberg, Lego, LiveAnalytics, Amazon, and others.' --Charles R. Christian, former Director of Employee Analytics, Johnson & JohnsonTable of ContentsContents: 1. Big Data and Marketing Analytics 2. Exploratory Research Design 3. Descriptive Research Design 4. Causal Research Design 5. Other Topics in Research and Analytics 6. Analytics 1: Big Data 7. Analytics 2: Marketing Analytics Index

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Book SynopsisThis groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book. Incorporating global research conducted by scholars based all over the world, this book covers various aspects of innovation and creativity, discussing the concepts themselves as well as adopting both a company and consumer perspective. Standout topics discussed in this Handbook include product and service innovation, organizing for innovation, co-innovation, and the impacts of culture on innovation as well as the impacts of personality, the impacts of zen, and the applications of creativity in management and marketing. Eric Shiu presents an integrated discussion of both disciplines, which will inevitably lead to early-stage frameworks of knowledge, new research ideas, and a more holistic understanding of innovation and creativity combined.This Handbook targets readers who are interested in innovation and creativity in general as well as those interested in how the topics apply to marketing management. Business and management students as well as scholars who are researching, teaching or studying a subject that relates to innovation or creativity will be of interest.Contributors: A. Antonietti, I. Carlsson, C. Cheng, B. Colombo, S. Harnow Klausen, E. Hoff, Y. Qian, F. Rasulzada, N. Salari, E. Shiu, A-.G. Tan, M.K. TranTrade Review'The originality of this Handbook is in exploring conceptual and practical links between creativity and innovation at micro and macro level. The contributors take a multi-disciplinary approach to generate new insights into the meaning of innovation and creativity, and the integration of the concepts, that will stimulate academics and professionals engaged in marketing research.' --John Dawson, Universities of Edinburgh and Stirling, UK'This book contains a contemporary and important collection of the most recent research from a multinational team of innovation and creativity scholars. The focus of the articles, mixing creativity and innovation with relevance to marketing management, puts this new book in a unique position.' --Per Kristensson, Karlstad University, SwedenTable of ContentsContents: Introduction Eric Shiu 1. What is innovation? Søren Harnow Klausen 2. Product design innovation – Trade-off decisions on functionality, aesthetics and sustainability from the consumer perspective Eric Shiu 3. Innovation performance in service industries – unlocking the intricate effects of strategic orientations and the business model Colin Cheng 4. Organizing for creativity Farida Rasulzada 5. Four Decades of Engaging Customers in Product Innovation Mai Khanh Tran 6. Developing a Conceptual Model of the Impacts of Electronic Word-of-mouth on Innovation Adoption Yingying Qian 7. Cultural influences on innovation resistance: A conceptual framework Nasir Salari 8. The influence of personality on creativity Eva Hoff and Ingegerd Carlsson 9. Chan/Zen of Creativity Management Ai-Girl Tan 10. Creativity in Advertisement: How Advertisements Strike People - A Critical Discussion of the Role of Original Ideas and Background Music Alessandro Antonietti and Barbara Colombo Concluding remarks Eric Shiu Index

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Book SynopsisAgency leaders spend the majority of their time on three areas – their people, clients and new business. These are all important levers for consultancy growth. But too often, agency owners forget two more essential tools for growth: attention to the numbers, and investment in their leaders. The consultancy leadership role can seem like an endless stream of fires to put out. It can leave leaders feeling as if their team, or their clients, are running their business rather than themselves. That's where this book comes in. Grow, Build, Sell, Live features practical and implementable advice and tools to address the day-to-day reality of running a successful agency. In addition to giving guidance on people, clients and new business, the book covers leadership and the numbers in detail to ensure leaders have the tools and knowledge to be in control. The content draws on proven approaches, helpful science and real-life examples to give practical recommendations to improve readers’ ability to achieve the controlled growth which is essential to agency success. If you are thinking about starting your own agency; have started one and hit your first round of growing pains, or are a veteran looking for an exit, this book is for you. It will appeal to current and aspiring agency owners who want to understand and be conscious of their choices and take control of their agency.Trade Review'Whether you’re an existing or wannabe PR agency boss, stop whatever you are doing and buy this book. It’s so good, I wish I’d written it. With explicit guidelines on how formalising your purpose can revolutionise your culture and cashflow, and a must read section on innovation, it’s the best investment you’ll make this year. Hands off my copy!' -- Sarah Waddington, Founder and Editor of #FuturePRoof and Vice-President of the Chartered Institute of Public Relations‘Crispin has been helping me develop my agency for the past six years. Thanks to his suggestions I’ve made major changes in financial, HR and client management. This has transformed our profitability and enabled me to develop a sustainable business that is helping me achieve my personal life goals. I recommend Crispin and Richard’s book to anyone intent on building a great agency.’ -- Patrik Schober, CEO PRAM Consulting, Prague‘This guide will not only inspire, but more importantly also focus minds on what really matters at an agency, giving owners renewed vigour to actually get out of bed in the morning. It should help distil disparate ideas into a coherent strategic overview, ensuring companies have a clear purpose to be successful.’ -- Henry Griffiths, Partner, Little Red Rooster PR‘Running an agency has unique challenges, stresses and opportunities for growth. If I’d read this book 15 years ago, I would have made many different decisions, and reached them with more focus and less turmoil. In short, reading this book is one the best investments you can make in yourself, and your business. I've read several books on agency performance in the 30 years I’ve run my firm, and this is possibly the most incisive, and useful.’ -- Amy Bermar, President, Corporate Ink, Boston, USA‘This book is a great resource for PR agency owners – and anyone wishing to build a great agency. I wish I had read it when I founded my agency. Every business leader working in a people-based business should have a look at it, the real-life examples can be helpful in every stage of the agency life-cycle: start-up, growth, sale or succession.’ -- Diego Biasi, Founder & CEO, BPRESS, Italy‘Whether you’re an existing or wannabe PR agency boss, stop whatever you are doing and buy this book. It’s so good, I wish I’d written it. With explicit guidelines on how formalising your purpose can revolutionise your culture and cashflow, and a must-read section on innovation, it’s the best investment you’ll make this year. Hands off my copy!’ -- Sarah Waddington, Founder and Editor of #FuturePRoof and Vice-President of the Chartered Institute of Public RelationsTable of ContentsChapter 1. Introduction Chapter 2. Purpose Chapter 3. People Chapter 4. Culture Chapter 5. Leadership Chapter 6. Client Handling Chapter 7. Marketing Chapter 8. Innovation Chapter 9. Sales Chapter 10. Commercials Chapter 11. Good Enough to Sell

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Book SynopsisA Research Agenda for Sales presents a roadmap of the future of sales. Eight recognized sales scholars discuss ideas that scholars are exploring and that firms can use for success in hypercompetitive markets with demanding customers. Featuring original research and current developments in the field, the chapters focus on critical topics and provide answers to important questions by company leaders and sales scholars.Salespeople are leveraging technological developments and shaping the evolution of customer orientation. At the same time, there are challenges and opportunities from artificial intelligence and digitalization. This book looks at these topics and explores ways that entrepreneurs and family business owners can overcome sales challenges and use professional selling to grow their business as well as what can sales managers do to attract talented millennials and Gen Z salespeople and keep them motivated. Traditional sales concepts and process practiced in the developed economies may apply to emerging economies and one chapter looks at this process. Lastly, the book explores what business executives can do to promote an ethical climate while reducing salespersons' burnout and strain.Academically rigorous and user friendly, these pages explore timely concepts that are important for researchers, practitioners, and scholars in the sales field.Trade Review’A Research Agenda for Sales provides an overview of timely research conversations occurring in sales today. I believe this book is a particularly useful tool for academics. Each chapter offers a comprehensive review of relevant literature, generates important new insights, and reveals research priorities and questions that still need to be addressed.’ -- - Karen Flaherty, Oklahoma State University, US'This book is a captivating reservoir of ideas and compelling research evidences. In a complex and uncertain sales world, this book provokes answers to several unsettling questions that are weaved around issues like service ecosystems, technological changes, entrepreneurial sales, small business, or the new generation sales force, anxiety and ethics. The authors also provide sense making solutions to several sales challenges. Personally, it was a delight to go through the chapters of this book. Recommend everyone in sales domain to read it.' -- - G. Sridhar, Indian Institute of Management, Kozhikode, IndiaTable of ContentsContents: Preface xv Jay Mulki and Fernando Jaramillo 1 An exploration of sales activities from a service ecosystems perspective 1 Nathaniel N. Hartmann, Heiko Wieland and Bruno Lussier 2 From sales force automation to digital transformation: how social media, social CRM, and artificial intelligence technologies are influencing the sales process 21 Raj Agnihotri 3 Entrepreneurial selling 49 Vincent Onyemah and Martha Rivera-Pesquera 4 The challenges of transitioning to professional selling in family businesses 73 John H. Friar, Joe Ippolito and Ted Clark 5 Managing the latest generations of sales representatives: what Millennials and Generation Z want 91 Dawn R. Deeter-Schmelz 6 The same only different: seven steps of selling in emerging markets 111 Selma Kadić-Maglajić, Nawar N. Chaker and Maja Arslanagić-Kalajdzić 7 Salesperson burnout: the state of research, scaling, and framework advancement 141 Scott C. Ambrose, Brian N. Rutherford, C. David Shepherd and Armen Tashchian 8 Ethics in the workplace: the reality of sales 161 Rebecca Dingus Index

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Book SynopsisDisillusionment with globalization, along with a rise in nationalist sentiment, may lead us to ask whether cross-cultural or international research will be necessary in the coming years and, if it is, what form it will take. While all international marketing is cross-cultural, not all cross-cultural marketing is international. Cultures are defined as groups of people who share a common language, set of norms, institutions, beliefs and values. There are many ways such groups can be defined - only one of which is country. Regardless of the definition parameters, one thing remains clear: cross-cultural marketing is a broad topic in today's technological, always-connected world. This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics, addresses the methodological challenges of cross-cultural research, and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research. Cross-cultural marketing research scholars, Ph.D. students and cross-cultural and international marketing practitioners will benefit from this thorough examination of current trends as well as forward thinking concepts from some of the field's foremost experts.Trade Review‘The collection of seventeen chapters is indeed a welcome addition to the global marketing literature, and I did enjoy reading them very much.’ -- Abhijit Roy, Journal of International Consumer MarketingTable of ContentsContents: Foreword xiii Jean-Claude Usunier 1 Introduction to the Handbook on Cross-Cultural Marketing 1 Glen H. Brodowsky PART I CROSS-CULTURAL MARKETING THEMES AND THEORIES 2 Cross-cultural marketing insights 9 Camille P. Schuster 3 Glocalization: companies’ search for the right balance between globalization and localization 20 Svend Hollensen 4 The country image literature: intellectual basis and future research directions 37 Saeed Samiee and Brian R. Chabowski PART II METHODOLOGICAL CHALLENGES OF CROSS-CULTURAL MARKETING RESEARCH 5 Cross-cultural market and marketing research 52 Michael R. Czinkota and Camille P. Schuster 6 Methodological issues in cross-cultural research: establishing equivalence 65 V. Kumar PART III APPLIED CROSS-CULTURAL MARKETING RESEARCH 7 Consumers’ perceptions and attitudes toward product placements: exploring similarities and differences between Finland and the United States 83 Siva K. Balasubramanian, Deepa Pillai, Giacomo Gistri, Nadia I. Sabour and Hemant Patwardhan 8 Global luxury brands: researching cross-cultural differences in motivations to consume 104 Annie Peng Cui, Christopher A. Nelson and Alexis Yim 9 Intra-national cultural differences in thinking styles and the importance of technological product attributes for brand perceptions 115 Kelly Hewett and Helena F. Allman 10 Partnerships in cross-cultural marketing and retail internationalization: research propositions 133 Fatima Wang and Pervez Ghauri 11 To the big go the spoils: empirical evidence of the advantages of large players in global and local markets 152 Maxwell Winchester and Tiffany Winchester 12 Family-owned businesses in the global marketplace: a taxonomy for generational evolution and directions for future research 166 Phil Harris and Ozlem Ozdemir 13 The impact of indigenous administrative norms on cross-cultural research: leveraging smartphone platforms to reduce potential bias threats 187 Eric S. Rhodes PART IV NEW PARADIGMS AND FUTURE RESEARCH 14 Marketing research across cultures 204 Fons Trompenaars and Peter Woolliams 15 Advances in methods and theory for research in international business negotiations 225 John L. Graham 16 Future directions of cross-cultural marketing research 249 Jagdish N. Sheth and Atul Parvatiyar 17 The future is now 265 Glen H. Brodowsky Index 277

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Book SynopsisIn today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.Trade Review"An incredibly clear-minded book. The very word brand has become increasing devalued through misuse; this book is part of a vital counter movement." * Rory Sutherland, Vice Chairman, Ogilvy, and author of Alchemy: The Surprising power of ideas that don’t make sense *"A master work. Lucid, covers all the bases, well organized and accessible to the reader. Indispensable for every communications student, practitioner and thought leader." * Nancy R Tag, Founding Director, Branding + Integrated Communications MPS at The City College of New York and author, Ad Critique: How to deconstruct ads in order to build better advertising *"Minsky and Geva have brought together a smart combination of theory and relevant insights from leading brands and experts that will be a valuable guide in both strategy and execution." * Paul Bennett, Global Brand Director, AXA *"Skilfully demystifies brand and branding with vivid examples in an international setting." * Salma Ghanem, Interim Provost, DePaul University, and Former Dean of its School of Communications *"Whether you are a brand manager, designer or educator, this is a comprehensive resource for developing, building and managing an international brand." * Robin Landa, Distinguished Professor, Michael Graves College at Kean University, author of Graphic Design Solutions, Designing Brand Experiences and Advertising by Design *"Brand management has never been more important, yet can often be a confusing and impenetrable subject, requiring an up-to-date understanding of many topics. This book provides a much needed, clear, detailed and intelligent overview of the subject." * Darren Bridger, Consultant at NeuroStrata, author of Decoding the Irrational Consumer and Neuro Design *"Whether you are a branding professional using this as a personal reference, or a professor employing it as a text, you, too, will likely come to believe, as the authors state in the opening, that 'brand managers from any country can learn from the best practices of others to improve their outcomes'." * Chuck Kent, Contributing Editor, Brandingmag *"Appreciates the global nature of brand development today while reminding us of the importance of creating brand experiences that are personal, memorable and enriching - ones that make you feel right at home." * Jim Misener, Principal, President, 50,000 feet *"A truly insightful book and a must read for those who want to advance their careers." * Radu Florescu, CEO, Centrade-Cehil South-East Europe *"This book has been written for marketing professionals and students, but it should be for everyone. Deconstructing the principles about how brands are constructed, take on meaning, and persevere is the core of this book and should be the exercise of anyone who wants to make a place for themselves in the expanding universe of branding." * Patrick Hanlon, founder Thinktopia, primalbranding.co, author, entrepreneur, investor *"Offers the facts and reality of how brands are nowadays, how a brand is not just a brand anymore." * Joaquin E Bonilla, Executive Creative Director, Golin Romania *"Minsky and Geva have written more than a book. It's a complete do-it-yourself MBA in branding." * Karen Mallia, Professor, Advertising + Brand Communications, University of South Carolina, and author of Leadership in the Creative Industries: Principles and practice *"Offers just the kind of comprehensive, yet heartfelt and personal, approach to brand management that today's business students need to truly understand this concept." * David Aron, Professor of Marketing, Brennan School of Business, Dominican University *"Detailed case studies, practical tools and tips, clear and direct writing without the industry speak, original and insightful essays by world-class branding experts combine to make this the most authoritative book on global brand management ever written." * Bryan Mattimore, author, 21 Days to a Big Idea, and Chief Idea Guy at Growth Engine Innovation Agency *"This game-changing book clearly explains why new brand management approaches are needed, and convincingly shows how and why these approaches work. Extremely useful and insightful." * Jonathan Schroeder, William A Kern Professor of Communication, Rochester Institute of Technology, New York, co-author of From Chinese Brand Culture to Global Brands *"If you are in need of a one-stop-shop of all concurrent brand management issues in a digital and fast changing world, don't look further." * Joeri Van Den Bergh, Co-founder and Managing Partner, InSites Consulting, author and speaker: How Cool Brands Stay Hot *"This book covers a vast range of topics, from basic theoretical concepts of brand strategy and planning to the practicalities of brand management. Most importantly, though, it challenges the reader to think about brands from many angles and encourages a deeper curiosity about their psychological and sociological underpinnings." * Nick Liddell, Director of Consulting, The Clearing *"A really good and comprehensive read about all aspects of this gift that culture has given to commerce. A good balance of theory and real-life examples that will interest every reader." * Jacob Benbunan, Co-founder and CEO, Saffron Consultants *Table of Contents Section - ONE: Theoretical and strategic foundations; Chapter - 01: A definition of brands and branding; Chapter - 02: The strategic role branding plays; Chapter - 03: Internal branding vs. external branding; Chapter - 04: MarTech, Programmatic, and more technological innovations; Section - TWO: Practical and tactical applications; Chapter - 05: Brand foundational development; Chapter - 06: Brand actualization; Chapter - 07: Branding and the marketing communication ecosystem; Chapter - 08: Brand management; Section - THREE: Branding issues and opportunities; Chapter - 09: Branding in a global economy; Chapter - 10: Brand architecture; Chapter - 11: Speciality application areas; Chapter - 12: Digital asset management (of branding elements)

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Book SynopsisWin the attention of high-level decision makers in large corporations; spark their interest and earn their trust to achieve long-term, sustainable mutual value. When it comes to buying and selling complex, high value products and services, people buy from people. Big businesses and public sector organizations rely on solutions to keep their essential services running - things like payroll, IT, property maintenance and communications technology. For the companies that provide those services, winning the business can mean huge, multi-year, multi-million contracts. Executive Engagement Strategies is a comprehensive guide to engaging with the senior professionals making the buying decisions - to win sustainable, long-lasting business. It provides an easy-to-follow guide that will help professionals interact at each step of the B2B buying process using a combination of people, messages and communication channels. Highly practical, Executive Engagement Strategies provides a clear, step-by-step process to capture the attention of busy c-suite executives, and keep them engaged and motivated throughout the lengthy buying process. Filled with global case studies and examples, it will help readers know what to say, and when and how to say it, to build trust and win the business. With key takeaways at the end of each chapter and clearly actionable guidelines and instructions, it is the only resource you'll need to build truly customer-centric engagement with core decision makers.Trade Review"Bev Burgess has the rare talent of being able to unravel complex topics and spell out a practical way forward. This book is about how to build relationships with the most senior prospects. She writes brilliantly and with great clarity, and has filled a major gap in our knowledge." * Malcolm McDonald, Emeritus Professor, Cranfield University School of Management *"A comprehensive overview of how to approach a game-changing services marketing activity." * Ian Hunter, Vice President, North West Europe Marketing, Fujitsu *"Will help anyone looking for new ideas, great examples, and a structured process for developing successful business relationships with target executives in today's hyper-competitive market." * Barbara Robidoux, Senior Vice President, Marketing, Dell Technologies *"A successful business relationship demands a strategic, disciplined, structured and intelligent approach. Bev Burgess' latest 'how to' is accessible, compulsive and bang on the money." * Allan Evans, Global Head of Business Development and Marketing, BDO International Limited *"Bev Burgess has a talent for breaking down the complex and sharing pragmatic advice that anyone can follow. If you're serious about building great relationships with your customers, this book is a great place to start." * Stella Low, Chief Communications Officer, Cisco Systems *"Burgess provides a wealth of ideas, practical insight, industry research, and real-world examples on the critical aspects of orchestrated executive engagement. Whether you are looking to up your company's game around executive engagement or your own personal success, this book is a must-read." * Keith Pranghofer, Director of Account Based Marketing & Engagement, Microsoft *"This is a vital and urgently needed book. If you only read one book at marketing or business this year, make it this one." * Joel Harrison, Editor-in-Chief, B2B Marketing *"Packed with clear insights into the increasingly complex world of business-to-business marketing." * Fiona Czerniawska, Joint Managing Director, Source Global Research *"This clear and easy to follow book is essential reading for managers seeking to create and sustain business relationships and successfully engage with key business stakeholders. An important book for top management, senior marketers and students." * Adrian Payne, Professor of Marketing, University of New South Wales, Australia and visiting Professor in Marketing Cranfield University, UK *"Bev Burgess demonstrates that selling successfully to businesses need not be a matter of chance. Rather, by understanding how to engage with senior executives, it can be the result of a carefully considered and controllable marketing strategy." * David Sharp, CEO, International Workplace *"The book reinforces the client-focussed messages for every element of executive engagement, demonstrating that the client journey and experience can be strategically managed to influence success in building relationships and directly supporting the sale." * Nigel Pyke, Head of EMEA Marketing & Communications, Cushman & Wakefield *"Compelling writing, terrific case studies, and action-oriented advice. A great companion piece to her book on account-based marketing!" * Jonathan Copulsky, former CMO, Deloitte Consulting and Lecturer of Marketing, Northwestern University *"A fantastic source of thoughtful guidance and practical approaches. Bev Burgess has set out a complex subject with great clarity and purpose." * Steve Andre, CEO and founder of Spirit AI *Table of Contents Chapter - 01: Business buyers don’t behave like consumers; Chapter - 02: What is executive engagement?; Chapter - 03: Understanding executives; Chapter - 04: Who should engage?; Chapter - 05: Having something to say; Chapter - 06: Knowing when to engage; Chapter - 07: Engaging with peer networks; Chapter - 08: Engaging small groups; Chapter - 09: Engaging individuals; Chapter - 10: Measuring success;

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Book SynopsisWin the attention of high-level decision makers in large corporations; spark their interest and earn their trust to achieve long-term, sustainable mutual value. When it comes to buying and selling complex, high value products and services, people buy from people. Big businesses and public sector organizations rely on solutions to keep their essential services running - things like payroll, IT, property maintenance and communications technology. For the companies that provide those services, winning the business can mean huge, multi-year, multi-million contracts. Executive Engagement Strategies is a comprehensive guide to engaging with the senior professionals making the buying decisions - to win sustainable, long-lasting business. It provides an easy-to-follow guide that will help professionals interact at each step of the B2B buying process using a combination of people, messages and communication channels. Highly practical, Executive Engagement Strategies provides a clear, step-by-step process to capture the attention of busy c-suite executives, and keep them engaged and motivated throughout the lengthy buying process. Filled with global case studies and examples, it will help readers know what to say, and when and how to say it, to build trust and win the business. With key takeaways at the end of each chapter and clearly actionable guidelines and instructions, it is the only resource you'll need to build truly customer-centric engagement with core decision makers.Trade Review"Bev Burgess has the rare talent of being able to unravel complex topics and spell out a practical way forward. This book is about how to build relationships with the most senior prospects. She writes brilliantly and with great clarity, and has filled a major gap in our knowledge." * Malcolm McDonald, Emeritus Professor, Cranfield University School of Management *"A comprehensive overview of how to approach a game-changing services marketing activity." * Ian Hunter, Vice President, North West Europe Marketing, Fujitsu *"Will help anyone looking for new ideas, great examples, and a structured process for developing successful business relationships with target executives in today's hyper-competitive market." * Barbara Robidoux, Senior Vice President, Marketing, Dell Technologies *"A successful business relationship demands a strategic, disciplined, structured and intelligent approach. Bev Burgess' latest 'how to' is accessible, compulsive and bang on the money." * Allan Evans, Global Head of Business Development and Marketing, BDO International Limited *"Bev Burgess has a talent for breaking down the complex and sharing pragmatic advice that anyone can follow. If you're serious about building great relationships with your customers, this book is a great place to start." * Stella Low, Chief Communications Officer, Cisco Systems *"Burgess provides a wealth of ideas, practical insight, industry research, and real-world examples on the critical aspects of orchestrated executive engagement. Whether you are looking to up your company's game around executive engagement or your own personal success, this book is a must-read." * Keith Pranghofer, Director of Account Based Marketing & Engagement, Microsoft *"This is a vital and urgently needed book. If you only read one book at marketing or business this year, make it this one." * Joel Harrison, Editor-in-Chief, B2B Marketing *"Packed with clear insights into the increasingly complex world of business-to-business marketing." * Fiona Czerniawska, Joint Managing Director, Source Global Research *"This clear and easy to follow book is essential reading for managers seeking to create and sustain business relationships and successfully engage with key business stakeholders. An important book for top management, senior marketers and students." * Adrian Payne, Professor of Marketing, University of New South Wales, Australia and visiting Professor in Marketing Cranfield University, UK *"Bev Burgess demonstrates that selling successfully to businesses need not be a matter of chance. Rather, by understanding how to engage with senior executives, it can be the result of a carefully considered and controllable marketing strategy." * David Sharp, CEO, International Workplace *"The book reinforces the client-focussed messages for every element of executive engagement, demonstrating that the client journey and experience can be strategically managed to influence success in building relationships and directly supporting the sale." * Nigel Pyke, Head of EMEA Marketing & Communications, Cushman & Wakefield *"Compelling writing, terrific case studies, and action-oriented advice. A great companion piece to her book on account-based marketing!" * Jonathan Copulsky, former CMO, Deloitte Consulting and Lecturer of Marketing, Northwestern University *"A fantastic source of thoughtful guidance and practical approaches. Bev Burgess has set out a complex subject with great clarity and purpose." * Steve Andre, CEO and founder of Spirit AI *Table of Contents Chapter - 01: Business buyers don’t behave like consumers; Chapter - 02: What is executive engagement?; Chapter - 03: Understanding executives; Chapter - 04: Who should engage?; Chapter - 05: Having something to say; Chapter - 06: Knowing when to engage; Chapter - 07: Engaging with peer networks; Chapter - 08: Engaging small groups; Chapter - 09: Engaging individuals; Chapter - 10: Measuring success;

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Book SynopsisConversion rate optimization (CRO) is about understanding people and behaviour, not simply website visits. This book is an all-encompassing guide to the how, the why and the tools and techniques. Grounded in best-practice theory and research, E-commerce Website Optimization brings together usability, analytics and persuasion to offer a detailed, step-by-step guide to increasing the percentage of visitors who buy from your site and subsequently the amount that these visitors spend when they do. In a complex and evolving field, it will help you improve conversion rates, increase ROI from online marketing campaigns, generate higher levels of repeat business and increase the e-commerce value of websites. In the fast-moving world of e-commerce, this fully revised second edition includes updates on test metrics, prioritization and personalization, alongside updated case studies and newly recommended tools. E-commerce Website Optimization is an invaluable book for those seeking to implement a data-driven ethos for their organization's e-commerce programme, for everyone from chief digital officers and heads of online sales, to entrepreneurs and small business owners.Trade Review"'A must-have for any e-commerce business, this book captures technical expertise and the methodologies required to run very successful optimization programs.'" * John Donnellan, Director, E-Commerce EMEA, Canon Europe *"'At last, a practical guide dedicated to Conversion Rate Optimization (CRO) for online retail.'" * Dr Dave Chaffey, co-Founder, SmartInsights.com *"'This book explores how to understand people, their behaviour, their feedback, their testing choices and win bigger revenues.'" * Avinash Kaushik, Digital Marketing Evangelist, Google and author of Web Analytics 2.0 and Web Analytics: An Hour a Day *"'Highly recommended for anyone who's looking to optimize their online store.'" * Paras Chopra, Founder & Chairman, VWO *"'Dan and Johann draw from their own in-the-trenches experience to craft an essential read for the developing CRO practitioner. From their strategic approach down to targeted tactics, they provide the playbook on how to uncover insights for e-commerce growth.'" * Bratt Wittwer, former CEO, Qualaroo *Table of Contents Chapter - 01: Introduction to e-commerce website optimization; Chapter - 02: The kick-off; Chapter - 03: How people buy; Chapter - 04: Essential research; Chapter - 05: Add depth with further research; Chapter - 06: Merchandizing analytics; Chapter - 07: Creating the optimization plan; Chapter - 08: Hypotheses and creative work; Chapter - 09: Testing your hypothesis; Chapter - 10: Personalization; Chapter - 11: Optimizing the optimization; Chapter - 12: People and culture; Chapter - 13: Persuasive website copywriting; Chapter - 14: Launching a new website

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Book SynopsisConversion rate optimization (CRO) is about understanding people and behaviour, not simply website visits. This book is an all-encompassing guide to the how, the why and the tools and techniques. Grounded in best-practice theory and research, E-commerce Website Optimization brings together usability, analytics and persuasion to offer a detailed, step-by-step guide to increasing the percentage of visitors who buy from your site and subsequently the amount that these visitors spend when they do. In a complex and evolving field, it will help you improve conversion rates, increase ROI from online marketing campaigns, generate higher levels of repeat business and increase the e-commerce value of websites. In the fast-moving world of e-commerce, this fully revised second edition includes updates on test metrics, prioritization and personalization, alongside updated case studies and newly recommended tools. E-commerce Website Optimization is an invaluable book for those seeking to implement a data-driven ethos for their organization's e-commerce programme, for everyone from chief digital officers and heads of online sales, to entrepreneurs and small business owners.Trade Review"'A must-have for any e-commerce business, this book captures technical expertise and the methodologies required to run very successful optimization programs.'" * John Donnellan, Director, E-Commerce EMEA, Canon Europe *"'At last, a practical guide dedicated to Conversion Rate Optimization (CRO) for online retail.'" * Dr Dave Chaffey, co-Founder, SmartInsights.com *"'This book explores how to understand people, their behaviour, their feedback, their testing choices and win bigger revenues.'" * Avinash Kaushik, Digital Marketing Evangelist, Google and author of Web Analytics 2.0 and Web Analytics: An Hour a Day *"'Highly recommended for anyone who's looking to optimize their online store.'" * Paras Chopra, Founder & Chairman, VWO *"'Dan and Johann draw from their own in-the-trenches experience to craft an essential read for the developing CRO practitioner. From their strategic approach down to targeted tactics, they provide the playbook on how to uncover insights for e-commerce growth.'" * Bratt Wittwer, former CEO, Qualaroo *Table of Contents Chapter - 01: Introduction to e-commerce website optimization; Chapter - 02: The kick-off; Chapter - 03: How people buy; Chapter - 04: Essential research; Chapter - 05: Add depth with further research; Chapter - 06: Merchandizing analytics; Chapter - 07: Creating the optimization plan; Chapter - 08: Hypotheses and creative work; Chapter - 09: Testing your hypothesis; Chapter - 10: Personalization; Chapter - 11: Optimizing the optimization; Chapter - 12: People and culture; Chapter - 13: Persuasive website copywriting; Chapter - 14: Launching a new website

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Book Synopsis"How do we get customers to choose us over our competitors?"In a crowded market it's imperative to demonstrate that you understand what your customers value and can communicate how you can solve their problem better than the competition. Stand-out Marketing presents original research which compares the content produced by organizations in a range of sectors which demonstrates that customers are left swimming in a "sea of sameness" by copycat marketing that makes choice difficult. On the back of this unique and fascinating research, Stand-out Marketing sets out a framework of five competencies for business leaders, marketing and sales professionals to successfully differentiate themselves from competitors. These include seeing the next competitive move, staying in tune with your customers and becoming indispensable to them, activating and evaluating initiatives, as well as building an organizational culture which enables these competencies. Featuring interviews with industry experts, tools and exercises throughout, Stand-out Marketing is an essential resource to help companies stand out, deliver genuine value, and achieve competitive advantage.Trade Review"Based on highly credible, thorough research, this pragmatic book deals with an age-old problem of how to give customers something of stand-out value that they are prepared to pay for. I commend it to you." * Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management *"It's increasingly hard for businesses to differentiate themselves in today's hyper-crowded marketplace. Far too many companies are pumping out the same bland messages that fail to resonate with customers. This excellent book equips sales and marketing professionals with the capabilities to stand out in this 'sea of sameness'." * Nick de Cent, Editor-in-chief, The International Journal of Sales Transformation *"For organizations to stand out they need people to stand out. This book offers invaluable advice, based on credible research, about how your marketing and sales professionals excel now and into the future." * Clare Kemsley, Managing Director, Hays Marketing, UK and Ireland *"Makes you look in the mirror and identify some potentially uncomfortable truths, while providing some fantastic insights on sharpening your clarity and cut through to target customers. A book I would highly recommend and will often come back to." * Tom Craig, CEO, Craig Roxburgh Consulting *"Great to find a book that recognizes that to give customers something meaningfully different, you need the people competencies and the leadership to be able stand out from the crowd. A must-read for sales and marketing leaders who want to develop the talent to set their organization apart." * Andrew Crouch, CEO, UniTek Global Services *"The fact that organizations all seem to offer the same things that don't appear to help customers, often means customers are paralyzed as the choice becomes too difficult. If you want to find out how to help your organization develop the competency to swim away from this 'sea of sameness' and differentiate yourself, you must read this book!" * Colin Shaw, CEO and Founder, Beyond Philosophy *"Top-performing companies that get ahead of the competition have great alignment between sales and marketing rooted in customer thinking. I commend this book as it provides great clarity for both marketing and sales leaders about the competencies required to develop and deliver outstanding customer value." * Andy McFarlane, Value Creation Executive, Telstra *Table of Contents Chapter - 01: B2B organizations are stuck in a Sea of Sameness; Chapter - 02: Why does sameness happen in B2B marketing?; Chapter - 03: The V.A.L.U.E. competency framework – core competencies for B2B differentiation; Chapter - 04: The role of sales and marketing in B2B organizations – what is important?; Chapter - 05: The visionary – competencies for seeing the next competitive move; Chapter - 06: The activator – competencies for getting things done; Chapter - 07: The learner – competencies for staying in tune with your customers; Chapter - 08: Usefulness – competencies for becoming indispensable to your customers; Chapter - 09: The evaluator – competencies for making good decisions; Chapter - 10: Building a V.A.L.U.E. competency culture; Chapter - 11: Using V.A.L.U.E. competencies to stand out from your competitors;

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Book Synopsis"How do we get customers to choose us over our competitors?"In a crowded market it's imperative to demonstrate that you understand what your customers value and can communicate how you can solve their problem better than the competition. Stand-out Marketing presents original research which compares the content produced by organizations in a range of sectors which demonstrates that customers are left swimming in a "sea of sameness" by copycat marketing that makes choice difficult. On the back of this unique and fascinating research, Stand-out Marketing sets out a framework of five competencies for business leaders, marketing and sales professionals to successfully differentiate themselves from competitors. These include seeing the next competitive move, staying in tune with your customers and becoming indispensable to them, activating and evaluating initiatives, as well as building an organizational culture which enables these competencies. Featuring interviews with industry experts, tools and exercises throughout, Stand-out Marketing is an essential resource to help companies stand out, deliver genuine value, and achieve competitive advantage.Trade Review"Based on highly credible, thorough research, this pragmatic book deals with an age-old problem of how to give customers something of stand-out value that they are prepared to pay for. I commend it to you." * Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management *"It's increasingly hard for businesses to differentiate themselves in today's hyper-crowded marketplace. Far too many companies are pumping out the same bland messages that fail to resonate with customers. This excellent book equips sales and marketing professionals with the capabilities to stand out in this 'sea of sameness'." * Nick de Cent, Editor-in-chief, The International Journal of Sales Transformation *"For organizations to stand out they need people to stand out. This book offers invaluable advice, based on credible research, about how your marketing and sales professionals excel now and into the future." * Clare Kemsley, Managing Director, Hays Marketing, UK and Ireland *"Makes you look in the mirror and identify some potentially uncomfortable truths, while providing some fantastic insights on sharpening your clarity and cut through to target customers. A book I would highly recommend and will often come back to." * Tom Craig, CEO, Craig Roxburgh Consulting *"Great to find a book that recognizes that to give customers something meaningfully different, you need the people competencies and the leadership to be able stand out from the crowd. A must-read for sales and marketing leaders who want to develop the talent to set their organization apart." * Andrew Crouch, CEO, UniTek Global Services *"The fact that organizations all seem to offer the same things that don't appear to help customers, often means customers are paralyzed as the choice becomes too difficult. If you want to find out how to help your organization develop the competency to swim away from this 'sea of sameness' and differentiate yourself, you must read this book!" * Colin Shaw, CEO and Founder, Beyond Philosophy *"Top-performing companies that get ahead of the competition have great alignment between sales and marketing rooted in customer thinking. I commend this book as it provides great clarity for both marketing and sales leaders about the competencies required to develop and deliver outstanding customer value." * Andy McFarlane, Value Creation Executive, Telstra *Table of Contents Chapter - 01: B2B organizations are stuck in a Sea of Sameness; Chapter - 02: Why does sameness happen in B2B marketing?; Chapter - 03: The V.A.L.U.E. competency framework – core competencies for B2B differentiation; Chapter - 04: The role of sales and marketing in B2B organizations – what is important?; Chapter - 05: The visionary – competencies for seeing the next competitive move; Chapter - 06: The activator – competencies for getting things done; Chapter - 07: The learner – competencies for staying in tune with your customers; Chapter - 08: Usefulness – competencies for becoming indispensable to your customers; Chapter - 09: The evaluator – competencies for making good decisions; Chapter - 10: Building a V.A.L.U.E. competency culture; Chapter - 11: Using V.A.L.U.E. competencies to stand out from your competitors;

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Book SynopsisDISTINGUISHED FAVORITE: NYC Big Book Award 2021 - Marketing & PR Many organizations and leaders struggle to respond effectively to fast-evolving customer expectations driven by innovations in products, services and technologies such as AI and mobile. Failing to build the necessary strategy, culture and processes, they suffer from high costs, dissatisfied customers and brand damage. The mandate to get customer experience right is real and urgent. Leading the Customer Experience is a guide to shaping experiences that win loyalty and deliver outstanding business results. It provides a bold, step-by-step approach that will get you and your team pointed in the right direction. And equipped to make sound decisions along the way. Leading the Customer Experience is easy to understand and imminently practical. It is based on the author's extensive experience both as a founding partner of one of the world's most influential customer management organizations, and his work with B2B and B2C organizations in the private and public sectors. The author's down-to-earth explanations cut through jargon and clutter, while stories and examples bring important principles to life. Leading the Customer Experience is relatable to anyone leading, managing or aspiring to better understand customer experience.Trade Review"Sooner or later, every successful business realizes that customer experience is the experience that really matters. Brad's book lays out the road map for any leader who wants to make a difference for the customers they serve." * Seth Godin, author of This is Marketing *"In his book, Brad Cleveland generously gives his considerable years of experience in leadership and methodology to his readers. Read it, swallow it up and use it to advance your course!" * Jeanne Bliss, Author, Chief Customer Officer 2.0; Cofounder, Customer Experience Professionals Association *"There are many books about the customer experience, but few as good as this one. Written by an accomplished practitioner with a depth of expertise, you'll learn everything you need to lead the customer experience if you read it and apply the lessons. Highly recommended." * Mark Sanborn, President, Sanborn & Associates, Inc.; author of The Fred Factor and You Don’t Need a Title to be a Leader *"Now, more than ever, every organization must innovate to stay relevant, to stay on top. This book outlines a step-by-step approach to listening to your customers, engaging your employees, and delivering products and services they love." * Robert Pasin, CEO (Chief Wagon Officer), Radio Flyer *"Leading the Customer Experience is a practical and easily understood approach that resonates and is an excellent guide for leaders at all levels. Brad's experience and wealth of knowledge shines through. All that's left to do after the read is to get on with it!!" * Matt Clarke, General Manager, Digital Services, Services Australia (Government of Australia) *"Leading the Customer Experience is exactly what it says it is: a book designed for leaders focused on their companies' customer experience. If you're trying to figure out how to get your own company's CX efforts under way and operating on all cylinders, you'll find this book to be a very practical, organized and helpful tool. Use it!" * Don Peppers, author of Customer Experience: What, How, and Why Now *"Brad's new book is perfect for new leaders as well as veterans who want to be sure they're current on best practices. The book is an easy read and provides tons of new ideas for packaging and delivering the voice of the customer upward, and the nature of the customer's needs and journey to the front line. I came away with five new ideas I can apply with my clients tomorrow." * John Goodman, author of Customer Experience 3.0 *"I will use Leading the Customer Experience as a textbook for my teams by assigning reading, crafting study questions, then facilitating discussions on the assignments. It will allow us to further our goals of improving knowledge, enhancing the team dynamics and finding actionable strategies to incorporate into our business practices. The book is a low-cost, high-yield, must-have addition to any customer experience professional's library." * Dr Debra Bentson, Senior Workforce Management Manager, Kaiser Permanente *"Brad is an industry expert and amazing at breaking down the keys to successful customer engagement, retention and expansion. He establishes a clear pathway towards effective customer experience that can be exercised at every stage of a company's maturation." * Hasan Ali, Founder and CEO, Air Tutors *"Leading the Customer Experience is a thorough analysis of how culture and values determine results. The directives in the book are very clear and based on a deep understanding of worst or best practices that lead to either dysfunction or sustainable success." * Blair Clark, President, Canyon Bicycles USA, Inc. *"Brad Cleveland has spent decades traveling the globe witnessing the upside and downside of customer experience first-hand. This book captures not only his most valuable insights, but also provides a roadmap for customer experience leaders on how to approach strategy, planning and operations more effectively. Brad's voice is accessible, informed and practical. You'll be referencing this business-critical guide for years to come!" * Tara Gibb, Group Portfolio Director, ICMI and HDI, parts of Informa *"An amazing customer experience doesn't just happen. It takes work and involves everyone in the organization. Brad's book provides an easily digestible foundation for anyone in any role or industry to remove barriers and elevate the customer experience while continuing to adjust to ever evolving customer needs." * Jenny Dempsey, Consumer Experience Manager, Apeel Sciences *"In this new book, Brad Cleveland provides insightful and powerful knowledge in a very clear format. I recommend it for students and experienced professionals." * Professor KJ Cheong, President, CIRC, Korea *"Our city is going through an explosive growth period as many people look for the small town, outdoor recreational, experience. It could be easy to lose focus on our customers: our citizens, visitors and business owners. Brad's book comes just in time to reemphasize our dedication to the customer experience. It will be a valuable tool in thinking about and implementing our strategic planning, our organizational structure and our continual evaluation of success." * Peter Hendricks, Mayor, Sun Valley, Idaho *"Brad's book is the work of an experienced and trusted consultant who clearly knows how to explore the many facets of customer experience. I enjoyed the case studies and many key recommendations in this well-crafted instructional manual accessible to all level of professionals. The structure of ideas and approach of implementation are creating a thread of continuity that keeps you focused on strategic CX objectives. It's also a great source of immediate takeaways." * Pierre Marc Jasmin MBA, Co-founder, Services Triad, Board, SOCAP Canada Chapter *"Brad applied his vast, multi-industry experience and expertise to the intimately connected and burgeoning realm of customer experience. Today, the stakes for any company looking to survive, compete and grow in an ever-increasing customer expectations environment are higher than ever. By devouring and applying the concepts, strategies and tactics meticulously outlined in Leading the Customer Experience, CX leaders have a fighting chance of coming out on top." * Dominick J Keenaghan, President, INSIGHTS Middle East, Dubai *"You know customer experience is important, but where do you start? Brad Cleveland answers that question in Leading the Customer Experience. The book is an essential guide to the broad steps needed to lead a successful customer experience initiative." * Jeff Toister, CPLP, PHR, Toister Performance Solutions, Inc. *"In this time of significant change, this book can help you and your team chart a successful course to the future. Everyone has a role in delivering a great customer experience, and it makes relevant principles clear, and easy-to-understand and apply." * Anna Toikka, Head of Customer Center and External Sales, Odd Magnus Barstad; Head of Claims, If P&C Insurance Ltd (Finland, Sweden, Denmark, Norway) *Table of Contents Chapter - 00: Introduction; Chapter - 01: Build Your Approach - Getting Started; Chapter - 02: Build Your Approach - Engaging Your Team; Chapter - 03: Listen and Learn - Hearing Your Customers; Chapter - 04: Listen and Learn - Leveraging Customer Service; Chapter - 05: Educate and Design - Telling Your Customer's Story; Chapter - 06: Educate and Design - Shaping Processes and Technology; Chapter - 07: Inspire and Execute - Building Customer Advocacy; Chapter - 08: Inspire and Execute - Delivering Perfection; Chapter - 09: Adjust and Innovate - Assessing and Improving; Chapter - 10: Adjust and Innovate - Keeping the Momentum Going

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Book Synopsis"The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. I recommend it if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns." Dave Chaffey, Co-founder and Content Director, Smart Insights This book has the strongest focus of online and offline integration of any marketing communications textbook. A blended approach to marketing is in its DNA. Compared to the competition that too often uses a bolts-on approach to integration, this book is essential for giving students the precise skills employers will look for - to be able to implement genuinely integrated marketing campaigns. This new, seventh edition combines professional and academic expertise to ground big picture theory into real-world case studies, drawing from cutting-edge global companies like Snapchat and Spotify, that will teach students the why behind the how. With increased focus on social media and the latest digital technologies, this new edition will teach students: - How AI, the Internet of Things, Big Data, AR/VR and marketing automation can be used successfully in campaigns - The opportunity and risks of social media - How to navigate ethical and data management challenges - How to use the current preferred digital marketing tools and technology Covering the key themes of customer engagement, experience and journey, this book will allow students to become truly confident working in an environment of ongoing technological transformation. Online resources include lecture slides for each chapter, multiple choice question banks and video reviews.Trade Review"The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. The latest edition of Marketing Communications is filled with examples to inspire you, and I recommend it if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns." * Dave Chaffey, Co-founder and Content Director, Smart Insights *Table of Contents Section - ONE: Communications background and theories; Chapter - 01: New integrated marketing communications; Chapter - 02: Branding; Chapter - 03: Customer relationship management; Chapter - 04: Buyer behaviour; Chapter - 05: Communications theory; Chapter - 06: Marketing communications research; Chapter - 07: Marketing communications agencies; Chapter - 08: International marketing communications; Chapter - 09: The marketing communications plan; Chapter - 10: The changing communications environment; Section - TWO: Communications tools; Chapter - 11: Selling, social selling, marketing automation and martech; Chapter - 12: Advertising; Chapter - 13: Publicity and public relations; Chapter - 14: Sponsorship; Chapter - 15: Content marketing and other sales promotion; Chapter - 16: Direct mail, email, messaging and chatbots; Chapter - 17: Exhibitions, events and experiential marketing; Chapter - 18: Merchandizing and point of sale; Chapter - 19: Packaging; Chapter - 20: Owned media – websites and social media; Chapter - 21: Index

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Book SynopsisTeaching Marketing prompts the reader to reflect on why marketing is taught, how it is taught and what should be included in curricula in tertiary-level programmes. The international contributors have a wide range of expertise in marketing education and provide their own perspectives on these questions while considering a variety of different points of view so encouraging the reader to develop their own opinion.Topics range from all-encompassing issues such as the importance of grounding marketing education on a sound ethical foundation, to focused explorations of how to teach subjects that marketing students typically find tricky, such as research methods, business-to-business marketing, and marketing science. The use of new classroom techniques such as business simulation games is also covered, as well as how to teach marketing theory and critical marketing.With sound advice from experienced marketing educators at both curriculum and classroom level, this book will be essential for those looking for assistance with curriculum development and programme planning in marketing.Trade Review‘Teaching Marketing is a valuable contribution to both curriculum development and the enhancement of teaching in marketing. The book is pertinent to the teaching of both advanced students and non-specialist groups. The chapters on the successful teaching of research methods and the use of simulations I find to be most insightful and helpful. Contributions from many highly respected and experienced marketing scholars make this something that all novice teachers of marketing should read, and which experienced teachers should review to refine their art. A valuable and timely contribution to marketing education.’ -- John Nicholson, University of Huddersfield, UK‘Whether you are new to teaching marketing or have more experience than you want to admit, Teaching Marketing has something for you. The authors bring you back to the historical development of some marketing sub-disciplines, including more recent developments such as social marketing and the triple bottom line, and ground marketing concepts in their academic context. New instructors can find inspiration and contemporary techniques that are more palatable to today’s students. A go-to reference manual to keep yourself motivated and your students engaged!’ -- Martine Spence, University of Ottawa, CanadaTable of ContentsContents: 1 Introduction to Teaching Marketing 1 Ross Brennan and Lynn Vos 2 Ethics and responsibility from the outset 21 Anita Peleg 3 Teaching marketing theory and critical thinking 55 Caroline Tynan and Teresa Heath 4 The marketing curriculum 75 Michael Harker and Andrew Paddison 5 Integrating learning with marketing simulations 102 Lynn Vos 6 Teaching consumer behaviour 131 Andrew Corcoran 7 Teaching marketing history 158 Ben Wooliscroft 8 Teaching business-to-business marketing 181 Ross Brennan 9 Why do students dislike research methods modules and what to do about it? 201 Barbara Czarnecka and Maria Rita Massaro 10 Teaching social marketing 223 Ariadne Beatrice Kapetanaki and Fiona Spotswood 11 Teaching international marketing 255 Jonathan Wilson 12 Teaching marketing science 285 Dag Bennett Index

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Book SynopsisInvestigating how markets are becoming increasingly similar across countries while simultaneously becoming more diverse and heterogeneous within countries, this timely Handbook explores novel and under-researched sub-cultural marketing segments. Contributions from a diverse group of established and emerging marketing scholars examine how we might better understand and serve new generations of consumers from a variety of generational, ethnic, and religiously diverse market segments. Cognisant of the cultural diversity within cultures, the Handbook considers the ethical ramifications of culture- and race-based targeting and segmentation, advancing a culture-based marketing approach that addresses the similarities and differences across groups while recognising the variety that exists within them. Chapters explore a compelling array of topics, from advocating for a departure from the white, Eurocentric, and heteronormative ideals that dominate the global beauty industry and investigating how Hip Hop’s move into the mainstream raises questions about authenticity and cultural appropriation, to addressing the role played by religion in consumer behaviour and mapping the diverse and complex markets of Latin America and Asia. Featuring multidisciplinary research which builds towards a more vibrant ethnic and sub-cultural marketing literature, this compelling Handbook will inform and inspire the work of current and future marketing scholars. It will also be an essential resource for corporations interested in targeting ethnic and religious marketing segments.Trade Review‘This volume provides key insights into ethnic marketing, in particular how to segment markets into a seemingly intra-cultural consumer landscape, while taking into account age, gender, religion, and ethical issues. Many of the 16 chapters focus on a large range of ethnic contexts (Hispanic, Muslim, Asian) with an applied approach, both research and case-study based. This book is a must-read for both researchers and practitioners interested in ethnic and intra-cultural marketing.’ -- Jean-Claude Usunier, University of Lausanne, Switzerland‘Since the sixties, cultural diversity has been steadily growing in the US while technology is becoming more convergent. This gives a great opportunity for marketers to develop micro segments anchored to intra-cultural differences. The Handbook of Research on Ethnic and Intra-cultural Marketing is an excellent source of new concepts and methods for targeting segments in a unique way.’ -- Jagdish N. Sheth, Emory University, USTable of ContentsContents: Foreword xv 1 Introduction and overview to the Handbook of Research on Ethnic and Intra-cultural Marketing 1 Glen H. Brodowsky PART I INTRA-CULTURAL MARKETING SEGMENTATION 2 Ethical issues in target marketing: inclusion, exclusion, and consumer vulnerability 14 Terri L. Rittenburg and Matthew B. Lunde 3 Ethnic marketing: the good, the bad and the unknown 29 Tana Cristina Licsandru and Charles Chi Cui 4 Trans-cultural marketing: when intra-cultural and cross-cultural marketing collide 43 Christian Eichert and Jack Coffin 5 Omnicultural branding 59 Fernanda Muniz, Francisco Guzmán and Ram Krishnan PART II GENERATIONAL AND GENDER AND MARKET SEGMENTATION 6 Generation Z and before: 21st century online consumers 79 Florinda Giorgia Pannofino and Kristin Stewart 7 White gaze in fashion markets 88 Lena Cavusoglu and Deniz Atik 8 Willfulness and the market: (post)feminist subjectivities and women’s body work 104 Carly Drake PART III ETHNICALLY DEFINED MARKET SEGMENTS 9 Started from the bottom and now we’re here?: Hip-hop culture and its impact 120 Johnny Graham, Takisha Toler, Nakeisha S. (Ferguson) Lewis, Robert Arias and Alonso Avila 10 Más allá del Español (beyond Spanish): the influence of Hispanic and Latin cultural identity on marketing communications 138 Tessa Garcia-Collart 11 Segmenting the Hispanic market: practical implications for researchers and practitioners 148 Enrique P. Becerra 12 Hispanic (or Latinx) identification, consumption and acculturation 162 Luis E. Torres and Phillip Hartley 13 Re-interpreting marketing’s role in the study of the Asian consumer 172 Foo Nin Ho and Jared Wong PART IV RELIGIOUSLY BASED MARKET SEGMENTATION 14 Religious diversity and target marketing 184 Sally Sledge 15 Reaching halal and Islamic market segments: tapping marketing opportunities beyond the borders 200 Mohammad Mominul Islam 16 New directions in intra-cultural marketing research 213 Rebeca Perren Index

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Book SynopsisElgar Research Agendas outline the future of research in a given area. Leading scholars are given the space to explore their subject in provocative ways, and map out the potential directions of travel. They are relevant but also visionary.Tracking the seismic shifts in consumerism over time, this cutting-edge Research Agenda provides a theoretical and methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in brand management give insights into the exponential growth of the field and identify promising directions for future investigation.Illustrating the significant depth and breadth of research in brand management, contributors explore both foundational topics and contemporary work in the field. They synthesise diverse approaches to provide a holistic and dynamic understanding of the major areas of brand management. Alongside this theoretical taxonomy of the field, this Research Agenda also examines the application of branding principles and best practices in common business contexts. Chapters analyse cutting-edge developments in brand management research including brand co-creation, conscientious brands, online brand communities, non-profit branding, and internal brand management.Providing a concise overview of key brand management topics and illustrating important areas for further research, this Research Agenda will be an invaluable resource for doctoral students and scholars in marketing, strategic management, and branding.Trade Review‘King and Murillo’s edited volume level sets the agenda for advancing our understanding of foundational branding topics including brand experience, brand co-creation, brand design, and brand architecture. These thoughtful contributions will inspire the scholarly work of doctoral students and scholars for years to come.’ -- Susan Fournier, Boston University, US‘Professors King and Murillo have edited a must-read volume for any researcher interested in the brand management field. The different chapters address the key changes in brand management that are arising as a response to the new consumer demands and provide inspiring avenues for future research.’ -- Oriol Iglesias, ESADE Business School, SpainTable of ContentsContents: Introducing A Research Agenda for Brand Management in a New Era of Consumerism 1 Enrique Murillo and Ceridwyn King PART I FOUNDATIONS OF BRAND MANAGEMENT RESEARCH 1 Design-led brand management: a new territory 17 Catarina Lelis, Beatriz Itzel Cruz-Megchun and Yujia Huang 2 The emergence and evolution of corporate branding 35 Nicholas Ind 3 Brand architecture: a literature review and future research directions 49 M. Berk Talay, M. Billur Akdeniz and Janell D. Townsend 4 How does brand equity work? A review of theory and a research agenda 73 Salvador del Barrio-García, María Eugenia Rodríguez-López and Álvaro J. Rojas-Lamorena 5 Brand value co-creation: field emergence, applications, measurement and future research directions 89 Michela Mingione and Samuel Kristal 6 Consumer responses to branding 107 Kevin Kam Fung So, Jing Li and Hyunsu Kim 7 A roadmap of brand experience 123 Lia Zarantonello and Daniela Andreini 8 Reflections on brand communities academic research 143 Cleopatra Veloutsou 9 A theoretical framework exploring three foundational benefits of brand attachment 161 Andreas B. Eisingerich, Deborah J. MacInnis, and C. Whan Park 10 The coming of age of internal brand management research: Looking back to look forward 177 Ceridwyn King, Enrique Murillo and Lina Xiong PART II SPECIAL INTEREST BRANDING RESEARCH 11 B2B branding: a review and research agenda for turbulent times 201 Susan M. Mudambi 12 Destination branding 217 Asli D.A. Tasci and Ady Milman 13 Third-party employment branding: current status and future directions 239 Filip Lievens, Mukta Srivastava and Gordhan K. Saini 14 Building brands for nonprofit organisations: a review of current themes and future research directions 257 Zoe Lee 15 Luxury brand research: four decades of innovation 273 Charles Aaron Lawry Index

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Book SynopsisElgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world’s leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas.This unique Advanced Introduction offers an insight into how sales leaders seek and maintain a sustainable competitive advantage for both organizations and customers. Lawrence B. Chonko explores how sales leaders take professional selling to the next level by focusing on serving the customer. Discussing the key skills of sales leaders - technological proficiency, managing change, and harnessing and using knowledge - Chonko analyzes how sales leaders are distinguished from other sales professionals. Key features include: analysis of how sales leaders anticipate future events focus on sales leaders emphasizing long-term customer relationships rather than transactions discussion of how sales leaders have adopted the servant leadership philosophy in order to enhance the overall customer experience. This Advanced Introduction will be a useful resource for scholars and advanced students studying marketing. Its focus on the qualities of sales leaders will also be beneficial for sales professionals interested in enhancing their customer relations skills. Trade Review‘Once again, Larry Chonko delivers tested sales insight with memorable prose. No matter where someone is on their professional sales journey, they’ll find this book inspirational and thoughtful, ever useful, and never dry. More importantly, his servant-based perspective will resonate deeply with today’s sales professional. Larry has produced another gem that will get well-worn with use.‘Table of ContentsContents: Preface 1. Sales leader foundations 2. Sustainable 3. Competitive 4. Advantage 5. Through 6. Sales 7. Leaders References Index

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