Sales and marketing management Books
Kogan Page Ltd Think Human
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;
£21.99
HarperCollins Focus TechPowered Sales
Book SynopsisCreate sales success by leveraging technologies that are changing business-to-business selling forever. Become superhuman in how you operate with technology by embracing AI automation and platforms that transform results.
£12.34
Taylor & Francis Ltd Airline Marketing and Management
Book SynopsisThrough six previous editions, Airline Marketing and Management has established itself as the leading textbook for students of marketing and its application to today''s airline industry, as well as a reference work for those with a professional interest in the area. Carefully revised, the seventh edition of this internationally successful book examines an exceptionally turbulent period for the industry. It features new material on: *Changes in customer needs, particularly regarding more business travellers choosing - or being forced - to travel economy, and analysis of the bankruptcy of ''All Business Class'' airlines. * An explanation of the US/EU ''Open Skies'' agreement and analysis of its impact. *The increase in alliance activity and completion of several recent mergers, and the marketing advantages and disadvantages that have resulted. * Product adjustments that airlines must make to adapt to changes in the marketing environment, such as schedule re-adjustments and the reconfigurTrade Review'Overall, with the textual changes made and topics added, Shaw has ensured the latest edition of his book remains one of the leading textbooks on airline management and product planning.' Aerlines, e-zine issue 53Table of ContentsThe Fundamentals -- What is Marketing? -- Definition -- The ‘MarketingMix’ -- Stages in the Application of Marketing Principles to Airline Management -- Benefits of a Marketing-Based Approach Successful Airlines ... -- The Market for Air Transport Services -- What Business Are We In? -- Transportation -- Communication -- Leisure -- Logistics -- Information -- Selling Services -- Who is the ‘Customer’? -- Definitions -- ‘Apparent’ and‘True’ Needs -- Industrial Buying Behaviour -- The ‘Customer ’ in the Business Air Travel Market -- The ‘Customer ’ in the Business Air Travel Market -- The ‘Customer ’ in the Air Freight Market -- Market Segmentation: Air Passenger Market -- The Concept -- Segmentation Variables in the Air Passenger Mark -- Customer Requirements: Business Travel Market -- The Business Travel Market: Demographics and Psychographics -- The Leisure Segment of Demand -- Segmentation of the Air Freight Market -- Differences between the Air Passenger and Air Freight Markets -- Segmentation Variables: Air Freight Market -- Successful Airlines ... -- 3 The Marketing Environment -- The Theoretical Basis: PESTE Analysis -- PESTE Analysis: Political Factors -- Terrorism Fears /Political Instability -- Deregulation and ‘Open Skies’ -- Marketing Policies for a Deregulated Environmen -- Privatisation -- ‘State Aid’ -- Airport Slot Allocation -- PESTE Analysis: Economic Factors -- Economic Growth and the Trade Cycle -- PESTE Analysis: Social Factors -- The Ageing Population -- Changing Family Structures -- Changing Tastes and Fashions in Holidays -- The Uncertain, Deregulated Labour Market -- The Female Business Traveller -- PESTE Analysis: Technological Factors -- Video-Conferencing -- The Internet -- Surface Transport Investment -- New Aircraft Developments -- PESTE Analysis: Environmental Factors -- Climate Change and Global Warming -- Shortages of Infrastructure Capacity -- ‘Tourism Saturation ’ -- Successful Airlines ... -- Airline Business and Marketing Strategies -- Porter’s ‘Five Forces’ and their Application to the Airlim -- Industry -- Rivalry amongst Existing Firms -- Substitution -- New Entry -- Power of Customers -- Power of Suppliers -- ‘Disintermediation ’ -- Strategic Families -- Cost Leadership, Differentiation and Focus: -- The Principles -- Cost Leadership in the Airline Industry: Background -- ‘True Low Cost’: Fundamentals of the Business Model -- ‘Hybrid ’Low-Cost Carrier Models -- Cost Leader Airlines: Current Issues -- Cost Leader Airlines: The Future -- ‘Differentiation ’ in the Airline Industry -- Airline Alliances -- Airline Industry Consolidation: The Latest Developments -- ‘Differentiation’ Airlines: The Future -- The Concept of the ‘Legacy Airline ’ -- ‘LegacyAirlines’: Strategic Options -- ‘Focus’ Strategies -- Types of Focusing in the Airline Industry -- ‘Value Added’Focusing: ‘Integrated Carriers ’ -- ‘Value Added’Focusing: ‘All Business-Class ’Air -- ‘Low Cost’ Focusing: Charter Airlines -- ‘Lost-in-the-Middle ’ -- Airline Business and Marketing Strategies: Common Mis -- Objectives -- Diversification vs Specialisation -- Pace of Expansion -- Competitive Response -- ‘Control’ -- Over-Optimism /Fall-Back Position Successful Airlines ... -- 5 Product Analysis in Airline Marketing -- What is the ‘Product’? -- The Theory of Product Analysis and its Application to the Airline Industry -- The Product Life Cycle -- Product Life Cycles in the Aviation Industry -- Managing a Product Portfolio: The ‘Boston Box ’ -- Balancing Risk and Opportunity: The ‘Ansoff Ma -- Fleet and Schedules-Related Product Features -- Cabin Configuration and Classes of Service -- Network, Frequencies and Timing -- Punctuality -- Customer Service-Related Product Features -- Point-of-Sale Service -- Reservations and Overbooking -- Airport Service -- In-Flight Service -- Controlling Product Quality -- 5.6 The Air Freight Product -- Air Freight Capacity -- Successful Airlines ... -- Pricing and Revenue Management -- Building Blocks in Airline Pricing Policy -- Pricing - A Part of the Marketing Mix -- Deregulation -- Revenue Management Systems -- ‘Willingness-to-Pay’ and ‘Capturing the Value’ -- ‘A La Carte ’Pricing -- ‘Uniform’ and ‘Differential’ Pricing -- The Principles -- Differential Pricing: Arguments in Favour -- Differential Pricing: The Case Against -- The Management of Discount Fares -- Pricing Response and Pricing Initiatives -- The Structure of Air Freight Pricing Successful Airlines . -- Distributing the Product -- Distribution Channel Strategies -- Types of Distribution Channel -- The Concept of ‘Super Profits’ -- The Travel Agency Distribution System -- Advantages and Disadvantages -- Today’s Distribution Channels -- The Future of Distribution -- Global Distribution Systems (GDSs) -- History and Background -- Current Issues -- 10 Airline Selling, Advertising and Promotional Policies -- The Anatomy of a Sale -- The AIDA Model and the SPIN Cycle -- Sales Planning -- The Sales Budget -- The ‘CommunicationsMix’ -- Marketing Communication Techniques -- Sponsorship Policy -- Database Marketing -- Media Relations -- The Field Sales Team -- Airline Advertising -- The Functions of Advertising -- Advertising Decisions -- What are the Features of ‘Good ’Airline j -- Selling in the Air Freight Market -- The Sales Task in the Air Freight Market -- Marketing Communication Methods -- Successful Airlines ... -- 11 The Future of Airline Marketing -- Glossary of Aviation Terms Glossary of Marketing Terms Index
£35.14
John Murray Press Successful Key Account Management In A Week
Book SynopsisKey account management just got easier''This little book is a real gem'' Professor Malcolm McDonaldKey account management is increasingly important and must keep pace with its customers as they continually develop and evolve, often resulting in increasingly sophisticated buying structures. The key account manager therefore requires a wide variety of skills in order to be successful; this is not only an important job role in its own right, it is often a stepping stone to career development, leading to more senior management jobs.Successful Key Account Management In A Week is a week long course. On Sunday you are encouraged to Know your customer as success depends on a relationship that is both rewarding and valuable. On Monday you will Analyse your growth opportunities. The competitiveness of the company must be appraised to enable the identification of sales growth opportunities and all major accounts should be comparTrade ReviewAnything from Grant Stewart is bound to be of high quality, given his background, experience and wisdom. So it is of no surprise to me that this little book is a real gem, which you should read, use and keep handy for continuous reference. The days have long gone when a traditional sales approach was sufficient for major accounts. Given the electronic availability of data, companies know instantly, for example, what products are available to them worldwide and at what price, so the most likely source of differential advantage will come from in depth supplier relationships that enable them to avoid costs, reduce costs, or add value in some way. The only way this can be done by a supplier is by knowing as much, if not more, about the customers' business than they know about their own. Only then does a supplier have a chance of developing a relationship, which will not only help the customer to avoid disadvantage (let's be clear that any supplier can do this), but to create advantage for the customer. If you follow the straightforward guidelines in this book, your company's future is assured. -- Professor Malcolm McDonald, Former Professor of Marketing and Deputy Director, Cranfield University School of ManagementTable of Contents : Sunday: Know your customer : Monday: Analyse your growth opportunities : Tuesday: Measure profits by account : Wednesday: Plan for success : Thursday: Negotiate Win/ Win : Friday: Relationship management/ team selling : Saturday: Partner your accounts
£10.44
O'Reilly Media Product Leadership
Book SynopsisThis insightful book presents interviews with nearly 100 leading product managers from all over the world. Authors Richard Banfield, Martin Eriksson, and Nate Walkingshaw draw on decades of experience in product design and development to capture the approaches, styles, insights, and techniques of successful product managers.
£25.59
Bloomsbury Publishing PLC Guide to Producing a Fashion Show
Book SynopsisGuide to Producing a Fashion Show, Fourth Edition, explains all aspects of fashion show production including: reasons to produce a show, planning, model selection, merchandise selection, staging and music, budgeting, show preparation, execution, and evaluation. The fourth edition has behind-the-scenes examples, best practices and innovative approaches in fashion show productionfrom promotion using social media to selecting music and models. Whether you are experienced or a novice, this text shows you step-by-step how to plan, organize, promote, and execute an exciting fashion show.New to this Edition- Includes examples from couture and ready-to-wear shows, as well as innovative approaches including non-traditional fashion shows and fashion presentations- New information on careers in the fashion industry that are related to fashion show production, like styling, public relations, and event management- New perforated worksheets include documents and templates to pla
£67.49
Penguin Putnam Inc Ultimate Sales Machine
Book Synopsis
£16.14
Harvard Business Review Press Sales Management That Works: How to Sell in a
Book SynopsisNamed to the longlist for the 2021 Outstanding Works of Literature (OWL) Award in the Sales & Marketing categoryIn this smart, practical, and research-based guide, Harvard Business School professor Frank Cespedes offers essential sales strategies for a world that never stops changing.The rise of e-commerce. Big data. AI. Given these trends (and many others), there's no doubt that sales is changing. But much of the current conventional wisdom is misleading and not supported by empirical data.If you as a manager fail to separate fact from hype, you will make decisions based on faulty assumptions and, in a competitive market, eventually fall behind those with a keener grasp of the current selling environment.In this no-nonsense book, sales expert and Harvard Business School professor Frank Cespedes provides sales managers and executives with the tools they need to separate the signal from the noise. These include how to: Hire and deploy the right talent Pay and incentivize your sales force Improve ROI from your training programs Create a comprehensive sales model Set and test the right prices Build and manage a multichannel approach Brimming with fascinating examples, insightful research, and helpful diagnostics, Sales Management That Works will help sales managers build a great sales team, create an optimal strategy, and steer clear of hype and fads. Salespeople will be better equipped to respond to changes, executives will be able to track and accelerate ROI, and readers will understand why improving selling is a social as well as an economic responsibility of business.Trade ReviewNamed to the Longlist for Porchlight's Best Business Book Award in the Marketing & Sales CategoryShortlisted for the Outstanding Works of Literature (OWL) Award in the Sales & Marketing Category"The epitome no-nonsense book...comprised of fascinating examples, insightful research, and helpful diagnostics...a 'must read' for all business and sales managers." — Midwest Book ReviewAdvance Praise for Sales Management That Works:"Frank Cespedes has developed an essential guide to help companies reconfigure their selling motions and create collaborative internal relationships to deal with changing buying habits. This is a must-read for sales and marketing leaders alike." — Tiffani Bova, Chief Growth Evangelist, Salesforce; author, Wall Street Journal bestseller Growth IQ"Sales Management That Works is phenomenal. Packed with practical examples, compelling insights, and real-world takeaways, the book presents evidence-based strategies for navigating today's challenging marketplace. I highly recommend it!" — David Hoffeld, CEO, Hoffeld Group; bestselling author, The Science of Selling"Sales Management That Works separates the signal from the noise and clearly explains how to be successful in today's world of perpetual change." — Julie Weissman Havsy, Market Insights and Analytics Leader, Philips North America"Mastering the complexities of the omnichannel landscape requires more than just new software; it demands a thoughtful understanding of how channels and incentives come together to drive meaningful growth. Sales Management That Works provides precisely that explanation. Frank Cespedes presents an exceptional, case-backed framework that is destined to become an essential book for any leader looking to transform their sales operations." — Neil Hoyne, Chief Measurement Strategist, Google"Frank Cespedes has done it again. Using his trademark pragmatism, developed over decades of teaching the world's top business leaders, he provides the tools needed to build essential strategies for sales excellence that all too often are suboptimized in today's companies. Sales Management That Works will help you drive enormous value." — Jay Galeota, former President and CEO, Inheris Biopharma; former Chief Strategy and Business Development Officer and President, Emerging Businesses, Merck
£21.85
G&D Media Sales Journey
Book SynopsisWhether you're just starting out or are an experienced veteran, this book will help you achieve more and better results. You will learn practical steps, tactical applications and insights that will help you improve continuously. Most importantly, you will learn a proven process that can be applied again and again to increase sales and build a great business.You will learn how to: Become a thought leader in your company and for your industry Develop an unstoppable mindset Discover how to motivate yourself instantly Become a better thinker Set big goals and achieve them Generate more leads and prospects without the need for a marketing department Build trust and credibility quickly Develop insights that elevate your status and get your prospects to see you as an expert Glean valuable information from your prospect by uncovering pain points, challenges and problems Build an irresistible offer for your future clients & customers Present powerfully and persuasively Remove the barriers that prevent buying decisions Close more deals by using techniques that work in this century Build a referral machine that keeps on delivering
£18.95
Rethink Press The Heart of Finance
Book SynopsisThe success of the relationship between financial adviser and client hinges on your ability to build meaningful connections.Being a financial adviser goes beyond conveying financial knowledge. Leveraging the power of emotional intelligence ensures you are better able to relate and respond to your clients, allowing you to unlock higher sales, generate more referrals and achieve better client retention.Read The Heart of Finance to: Master techniques to quickly establish and maintain trust and rapport with your clients Create deeper, more meaningful connections and enhance client relationships Boost sales performance and improve customer retention Navigate difficult conversations and challenging interactions with empathy and professionalism Tailor your communication strategies to meet the unique needs of each client
£15.29
Rethink Press Leads Machine
Book Synopsis
£16.99
Practical Inspiration Publishing The Customer Success Pioneer: The first 12 months
Book Synopsis*SHORT-LISTED FOR THE BUSINESS BOOK AWARDS 2020!* Are you a Customer Success Executive or making your way up the Customer Success ladder? Do you want to transform churn into maximum recurring revenue and growth? Are you looking for a clear route to an established framework? Are you determined to be proactive, rather than constantly firefighting, with your customers? Is your company invested in or implementing a customer-focused philosophy? If you answered yes to any of these questions, this book is for you! Customer Success is an emerging discipline for professionals pioneering revenue growth through customer relationships, outcomes, trust, loyalty, retention and referrals.The Customer Success Pioneer is a practical handbook for creating a best-in-practice Customer Success function from the ground up. It will help you ensure that your existing portfolio of customers become successful partners - delighted, committed and renewing - by putting in place processes that will work across your portfolio and into the future. This book will help you find the essential frameworks to maximise customer retention, recurring revenue and growth, build a productive and balanced team and excel as a Customer Success professional.Trade ReviewThe book provides a thorough overview on what is customer success. Most of the book expands on the author’s experience in building a customer success organization from the ground up. It’s rich with examples, including questions you should ask yourself, how to measure your success, how to scale your team etc. Definitely worth a good read. * Amazon.com *Table of ContentsList of figures xiiiAcknowledgements xvForeword xviiPart I Welcome to your journey 1Customer Success is…? 3How to use this book 19Part II Design. Implement. Measure. Evolve (DIME) 291.0 DIME cycle stage: Design 311.1 Research 321.2 Success is made of strong foundations and firm beliefs 451.3 Planning for Implementation 752.0 DIME cycle stage: Implement 1292.1 Commit and communicate 1302.2 Portfolio management 1452.3 Roles and resources 1573.0 DIME cycle stage: Measure 1653.1 Analysis and review 1663.2 Customer Health 1733.3 Demonstrating Value 1884.0 DIME cycle stage: Evolve 2054.1 Iterate 2064.2 Scale Customer Success 2194.3 Team development 233Key imperatives for your journey 249Glossary 253Resources 263About the author 267
£13.59
Emerald Publishing Limited Marketing Accountability for Marketing and
Book SynopsisThis latest volume of Review of Marketing Research, Marketing Accountability for Marketing and Non-Marketing Outcomes is divided in three parts: (1) measures of firm performance, (2) measures of social interaction, and (3) measures related to broader societal outcomes such as sustainability and quality of life. Measures of firm performance covered include the marketing implications of financial accounting, customer feedback metrics, drivers of brand equity, brand failure, market orientation capabilities, and multichannel attributions. Measures of social interaction encompass environmental and social performance, social networks, and attitudinal word-of-mouth drivers. The final chapter is devoted to measures related to societal outcomes and focuses on attractiveness of inner city for society. Each chapter presents thought-provoking discussions and new insights which will be relevant to researchers, professionals and students of marketing, branding and consumer behaviourTable of ContentsPart I. Measures of Firm Performance Chapter 1. An Integrative Framework for Marketing Accountability of Marketing and Non-Marketing Outcomes; V. Kumar and David W. Stewart Chapter 2. The Marketing Implications of Financial Accounting; Neil Thomas Bendle, Jonathan Knowles, and Moeen Naseer Butt Chapter 3. Customer Feedback Metrics for Marketing Accountability; Evert de Haan, Peter C. Verhoef, and Thorsten Wiesel Chapter 4. What Drives Brand Equity? A Comprehensive Study of Price and Volume Premiums; Jianjun (John) Zhu, Thomas S. Gruca, and Lopo L. Rego Chapter 5. Do Retailers Get Blamed When Manufacturer Brands Fail? The Case for Multi-Loci Attributions and Spillover Effects; Frank Germann, Ronald L. Hess, Jr., and Margaret G. Meloy Chapter 6. Linking Market Orientation Capabilities to Organizational Performance: A Research Framework and Empirical Test; Kåre Sandvik, Karoline U. D. Dahr, and C. Jay Lambe Chapter 7. Multichannel Data-driven Attribution Models: A Review and Research Agenda; Ben B. Beck, J. Andrew Petersen, and Rajkumar Venkatesan Part II. Measures of Social Interaction Chapter 8. Accountability beyond Profitability: Understanding the Impact of Marketing Actions on Environmental and Social Performance; Amalesh Sharma, Sourav Bikash Borah, Anirban Adhikary, and Tanjum Haque Chapter 9. A Social Network Research Paradigm for Marketing: A Review and Research Agenda; Aditya Gupta and Alok R. Saboo Chapter 10. The Unintended Consequences of Attitudinal Word-of-Mouth Drivers; Timothy L. Keiningham, Roland T. Rust, Bart Larivière, Lerzan Aksoy, and Luke Williams Part III. Measures Related to Social Outcomes Chapter 11. What drives Inner City Attractiveness for Society? The Role of Brick-and-Mortar Stores; Julian R. K. Wichmann, Thomas P. Scholdra, and Werner J. Reinartz
£90.24
Book Brilliance Publishing The Million Dollar Sprint - Zero to One Million
Book SynopsisIn his latest book, Richard Woods shares the quickest and most viable way to scale your service business to a million in revenue. He covers cutting-edge sales and marketing techniques - including LinkedIn automation, Facebook advertising and online event marketing - plus a whole host of other top hacks and tips that will see your revenue grow exponentially. And, to make life easier, there are lots of helpful templates you can simply swipe and add into your marketing mix. With plenty of Aha! moments along the way, if you're looking to scale your business rapidly, this book is the game changer you need.Trade Review"A game changing sales and marketing system that is super easy to implement, and WOW what a treasure trove of templates." -Amanda C. Watts, Founder of Oompf Global
£11.69
Create Marketing Solutions 156 Ways To Market Your Local Business: And Stand
Book Synopsis
£8.96
Penguin Random House India The Ultimate Sales Accelerator
Book Synopsis
£17.05
De Gruyter Strategic Retail Management and Brand Management:
Book SynopsisThe retail industry and associated business models have gone through a significant phase of disruption. The rapid emergence of new technologies, digital business models and the evolution of social media platforms as a new sales channel continue to influence the sector. Key contextual or external trends will affect and shape the retail landscape in the years to come. Therefore, it seems important to prepare for this situation and be ready with a head start in terms of knowledge. This textbook provides its readers basic knowledge about the national and international retail sector and gives important insights into trends and developments. It deals with key trends, in particular new patterns of personal consumption, evolving geopolitical dynamics, technological advancements and structural industry shifts. Moreover, it explains why it is so important that retailers use these trends, adapt their retail strategies and tactics, create strong brands and come up with innovative, new ways of doing business. Today we are living in a challenging time for retail. This textbook tries to give insights and explanations to better understand these challenges and provide managerial implications.
£26.25
Kogan Page Ltd ECommerce Growth Strategy
Book SynopsisKunle Campbell is an e-commerce growth advisor and co-founder of Octillion, a digital-first CPG brand house. Based in Oxford, UK, he advises online and omnichannel retailers and operates multiple consumer brands. As the host of the top-rated 2X eCommerce Podcast, Kunle has interviewed over 300 commerce business leaders. He has spoken at conferences by SAP Commerce and Barclays and has been featured in international news outlets like the BBC, New York Times, and The International Herald Tribune. Kunle is a recognized top e-commerce influencer by Neil Patel, Klaviyo and eDesk.Trade Review"In E-commerce Growth Strategy, Kunle Campbell expertly unravels the complexities of scaling an online business. His unique perspectives and practical advice make this book an essential resource for e-commerce entrepreneurs and teams." * Nir Eyal, Wall Street Journal Bestselling Author of "Hooked" and "Indistractable" *"As a lifelong CX and e-commerce leader, I'm delighted to see Kunle Campbell write THE book to lead the e-commerce direction for the future. No longer do businesses desire to simply exist in the e-commerce channel, they want to thrive. Kunle's guidance marries strategy and profitability expectations with business potential, providing a clear roadmap for exceptional e-commerce leadership." * Jen Bailin, Chief Commercial Officer, Nintex *"Kunle's E-Commerce Growth Strategy is like having a savvy mentor by your side, showing you the ropes of building a successful business online. If you wish you could have been a fly on the wall in the rooms where he interviewed business leaders, this is the book for you." * Jason Wong, Founder, Doe Lashes *"A solidly researched guide by an industry veteran to avoiding the landmines of e-commerce. Get it before your competitors do!" * Tim Ash, International keynote, bestselling author and executive advisor, TimAsh.com *"Kunle's E-commerce Growth Strategy is a must-read, packed with innovative ideas and crucial insights for navigating the e-commerce world." * Chase Dimond, Partner, Structured *"If you want to sell online, buy this book NOW. As an industry veteran who has made all possible mistakes (and even invented new ones!), I can attest that E-commerce Growth Strategy is genuinely transformative. I find myself wishing I could turn back time and gift this to my younger self. Kunle has meticulously crafted the most comprehensive and accurate guide for launching and sustaining e-commerce success." * Moshe Saraf, CEO, Pareto.Solutions *"E-commerce Growth Strategy is a must-read for anyone who wants to grow their online business. Kunle Campbell provides clear and concise advice on how to reach your target market, acquire new customers, and retain existing ones. This book is packed with valuable insights and strategies that will help you take your e-commerce business to the next level." * Gary Ingram, Co-Founder and CRO, The Diamond Store *"E-commerce is both a blessing and a curse, the blessing is that anyone can now set up a business and launch a new brand or product direct to consumer, the curse? Is exactly the same. D2C will be the most competitive and essential industry over the coming decades, so arming yourself with a resource to equip you to compete on a level playing field with any other brand or in any product/service category is key, and in the E-commerce Growth Strategy you have just that. Kunle has expressed his passion for this space into an incredible read that dives deep into the key functions and elements any e-comm business needs to survive and thrive." * Thomas Hal Robson-Kanu, Founder, The Turmeric Co. *"E-Commerce Growth Strategy is a masterful guide that navigates the intricate and rapidly evolving landscape of digital commerce. Being in a digital-first era, this book provides businesses with a competitive edge, making it a must-read for anyone serious about e-commerce success." * Josh Snow, Founder, Snow Teeth Whitening *"Just dug into E-commerce Growth Strategy. This thing's a gold mine. Real talk, it takes you from 0 to 100 real quick. Master the e-commerce world and build a rockstar brand. My advice? Dive in and soak it all up." * Jake Karls, Co-Founder, Mid-Day Squares *"Kunle's E-commerce Growth Strategy is THE playbook every DTC professional should read if they want to take their business to the next level. It is an incredibly detailed guide to everything a brand or operator needs to know (and more). I promise, if you read Kunle's book, you will gain ecommerce superpowers!" * Ben Parr, President & Co-Founder, Octane AI *Table of Contents Chapter - 00: Introduction; Chapter - 01: How to think about and approach e-commerce growth; Chapter - 02: Collaborative cross-functional growth; Chapter - 03: Brand core – the foundation for growth; Chapter - 04: Consumer behaviour; Chapter - 05: Customer data; Chapter - 06: Customer acquisition; Chapter - 07: Retention for long-term growth; Chapter - 08: Audience and community building – why high-growth e-commerce brands are publishers; Chapter - 09: Lifecycle marketing and personalized experiences; Chapter - 10: Search engine marketing; Chapter - 11: Paid social advertising; Chapter - 12: Channel marketing; Chapter - 13: Product development cycles for growth; Chapter - 14: How to cultivate a culture of experimentation; Chapter - 15: Alternative but effective routes to e-commerce growth; Chapter - 16: Finance – what you should know and an overview for growth; Chapter - 17: Tracking success – team makeup and key metrics; Chapter - 18: Develop your growth roadmap;
£25.64
Kogan Page Ltd Using Semiotics in Retail
Book SynopsisDr Rachel Lawes is recognized as one of the original founders of commercial semiotics. Based in London, UK, she is a Fellow of the Market Research Society, and for 15 years has convened its Advanced Qualitative Methods Masterclass. She supplies brand and marketing strategy to businesses such as Unilever, P&G, Kraft, Nike and Diageo, as well as clients in specialized sectors such as pharmaceuticals and finance. A regular international conference speaker, she is the author of Using Semiotics in Marketing, also published by Kogan Page.Trade Review"An essential guide for retailers and marketers looking to leverage the competitive advantage that comes from gaining a deeper understanding of customers and how they see your brand. Rachel Lawes provides some great insights, backed up by examples from her work with brands from across the globe and provides a toolkit that allows you to apply the principles to your role right away." * Gareth Lloyd, Head of Marketing, Pricing, Morrison Supermarkets *"What a fantastic read, full of thought-provoking insights for retailers, providing a great balance between theory and real-life application of semiotics in the commercial world. It was hard to put it down!" * Kamila Cedro, Insight Manager, Boots *"Rachel Lawes's book is as fascinating as ever in terms of her bottom-up semiotic analysis. What makes it vital though is the top-down cultural analysis. She details a cultural milieu riven with anxiety, loneliness and depersonalization but, critically, provides the thinking, tools and ideas for companies and brands to start to take remedial and ameliorative action. A vital read for the times we now live and work in." * Richard Warren, Director, Marketing Communications, Lloyds Banking Group *"Rachel Lawes takes us on a journey of semiotics, encouraging us to ask and address the killer consumer questions through this engaging read. She propels our understanding of the consumer, enabling an improved retail experience with a revenue-driving focus at the root." * Hugo Proffitt, Head of Ecommerce, Singapore, adidas *"Whether you are a retailer, a retail marketer or a brand marketer who relies on consumers for brand engagement, affinity, advocacy and sales, Rachel Lawes has written the playbook to inform your future success. Lawes is not only a leading global authority on semiotics, but a futurist who shares her vision for the future of retail and shopper marketing. Using Semiotics in Retail is required reading for every executive who conducts business at the intersection of retail, shopping, consumers and marketing." * Mark Beal, Assistant Professor of Professional Practice in Public Relations, Rutgers University, Author, Engaging Gen Z *"Finally, a book about semiotics in retailing by a semiotics veteran who lists Unilever, Procter and Gamble, Diageo, Boots, Morrisons and Mondelez among her present and former clients. Rachel Lawes knows the industry well! If you're a retailer, you need to read this book. If you're studying marketing, branding, retail UX and/or consumer behaviour, you need to read this book. In fact, if you're in any way, shape or form part of a digital ecosystem, you must read this book." * Zubin Sethna, Professor of Entrepreneurial Marketing and Consumer Behaviour, Regent’s University London, Co-Author, Consumer Behaviour *"Semiotics can often feel daunting and un-accessible; this book will unlock understanding in how you can practically harness this methodology. I especially loved the case-studies which really help to bring the theory to life - a must read for anyone interested in how consumers assign meaning to colours, signs and symbols - then importantly how you can harness this insight to create meaningful experiences." * Hayley Ward, Director of User Research & Insight, Deliveroo *"Using Semiotics in Retail is a potent cocktail of knowledge on retail and shopper behaviour. Offering a much-needed reality check, the book helps readers see the bigger picture and understand the power that semiotics can wield. Deep diving into digital ecosystems, behavioural futures markets, and decentralized economies, it is not only sensitive to emerging digital culture, diversity and inclusivity, it is an excellent follow up to Rachel Lawes' first book, Using Semiotics in Marketing." * Muchaneta Kapfunde, Founder of FashNerd.com *"Rachel Lawes is one of the most provocative and unique thinkers in the field of marketing I've ever encountered. Her approach to semiotics is weapons-grade insight for modern marketers. Her writing is not only clear and immediately helpful, it's also entertaining - something one rarely encounters in marketing literature." * Bhavin Pabari, Strategy Director, Mother *"An insightful, surprising and highly enjoyable read. Rachel Lawes explains the theory and practice of semiotics with an energy that makes the pages turn themselves. But beyond that, it's also a brilliantly useful tool, because she never takes her eye off the end goal - how can all of this be used to create a competitive advantage?" * Ruth Chadwick, Head of Strategy, Lucky Generals *"Wow! I loved the first book and this one is even better. I couldn't put it down. Entertaining, gripping and humorous - this book is all those things and still manages to be a serious, solid dive into the way shoppers shop, coupled to straight-forward, practical advice that every marketeer can use. Rachel Lawes combines the literary style of a novelist with no-nonsense advice on actions every marketeer can do to improve sales, brought to life with real world examples. Learning about Semiotics has never been more engaging for non-academics, nor more practically valuable for everyone." * Andrew Cowen, Founder, Bluespark Commercial Strategy *"This book will get you thinking differently about things you see every day. As someone who works in the creative side of advertising, this is the greatest gift I could ask for. Lawes' whirlwind tour through human behavior, psychology and the shop aisle deepens your understanding of what it means to shop both in person and online. A must read for everyone in marketing who wants to stay forever curious." * Audrey Madden, Creative Strategist Huel *"Rachel Lawes' personal writing style is engaging, evocative, and enjoyable. She guides you through what was and what is now retail and marketing and the total experience of shopping, as well as the rise of consumer activists. More importantly, the book highlights the power of semiotics to influence individuals and society beyond consumerism towards responsible living. This resonates with current viewpoints in design practice and education, which is why I will be using this book to underpin learning and teaching in my Undergraduate and Postgraduate modules." * Dr George Torrens, Senior Lecturer in Industrial Design and Assistive Products, Loughborough University *"With 95% of purchase decisions being habitual, it is important to understand the rules your customer's brain uses to make a choice (so you can help them choose you). The subconscious buying brain is constantly looking for signs, symbols and other associations to help it make those decisions and Using Semiotics in Retail does a fantastic job of showcasing how to apply this skill. Everyone working for a retail brand needs to read this book so they can make it easier for customers to do business with them." * Melina Palmer, Founder & CEO, The Brainy Business,® LLC *"Part semiotics bible, part personal diary, this is a fascinating account of all those delicate touches in malls and markets that subtly win us over. Using Semiotics in Retail will compel you to analyse every shelf, aisle and shop window in an attempt to uncover the layers of social intelligence that went into their design. This book has - quite literally - opened my eyes, and will probably make me money, thanks to all the new knowledge I have. No one knows the subject better, and for the insider intel alone, it's an absolute must for every communications student and marketer." * Amy Charlotte Kean, Founder and CEO, Six Things Impossible *"I've had the pleasure of working directly with Rachel Lawes, collaborating on research projects conducted all around the world. Having the opportunity to not just tell a story about data, but instead tell a story about people, is what continues to drive me towards semiotics and collaborate with THE expert herself." * Dana DiGregorio Global Managing Director, MESH Experience *Table of Contents Section - PART ONE: Case studies - semiotics in real-world retail; Chapter - 01: Semiotics will change your career in retail or retail marketing; Chapter - 02: How Unilever uses semiotics; Section - PART TWO: The present day; Chapter - 03: Desire; Chapter - 04: ‘Premium, natural, sensational!’ How to create meaning; Chapter - 05: Shopper needs and behaviour; Chapter - 06: Shopping and identity; Section - PART THREE: The future; Chapter - 07: The future of business; Chapter - 08: The future of consumers; Chapter - 09: The future of retail; Chapter - 10: The future of everything; Section - PART FOUR: You can do semiotics - tools for retailers; Chapter - 11: Fast answers to everyday questions; Chapter - 12: Tools for thinking - how to generate ideas using semiotics; Chapter - 13: Acknowledgements;
£31.34
Kogan Page Ltd B2B Social Selling Strategy
Book SynopsisJulie Atherton is the founder of the social media transformation advisory and marketing consultancy Small Wonder which specializes in advising organizations on embedding social media in their strategic development and growth. Her social media strategy books are built on 30 years' experience gained advising and training global brands, small independents and innovative start-ups including Deloitte Digital, Mott MacDonald, Nissan, Axa Group, St John Ambulance, Parcelforce Worldwide, Emerge Digital, Arnolfini, SmartViz and Ulster Bank. She is the author of Social Media Strategy, also published by Kogan Page.Trade Review"'Social selling' is nothing new. People have been doing it for years over breakfast, lunch, dinner and invites to events. But the numbers are generally small, and it takes time. Social selling today is on a different scale and to manage a strategy at this scale needs some guardrails. Julie has written a much needed 'how to' guide which brings everything up to date for us." * Tony Spong, Lead Consultant, AAR Group and Chair of DMA Creative Committee *"Building trusting relationships - as Julie rightly points out in the opening pages - is central to any successful business and B2B Social Selling Strategy offers the complete "go to" guide to making this a reality. It covers all the bases from why social selling works, what an effective plan looks like, and how to deliver results and embed best practice." * Susan Walkley, Managing Director, Public Relations & Creative Comms, Havas Health & You *"B2B marketing and sales has long been recognised as relationship-led. Relationships are increasingly online, social media continues to grow and traditional media and sales landscapes are upended, so new strategies are needed - and this book offers just that. Practical, accessible and evidence-based solutions for today's and tomorrow's B2B issues, relevant to novice and professional alike, helping businesses and individuals navigate and succeed in this VOCA environment. A great and timely achievement." * Prof. Donald Lancaster, PhD, University of Exeter Business School, Director of MBA; Assoc Professor, FHEA, CMBE, Fellow, Worshipful Company of Marketors *"As an experienced marketing practitioner and trainer, Julie doesn't just give you the theory but demonstrates the practice of how you can truly put the customer at the heart of B2B social media to build authentic relationships and deliver results." * Rachel Aldighieri, Managing Director, Data & Marketing Association *"B2B Social Selling has seen significant growth in recent years. However, many seem to miss the point that success comes from building trusted relationships rather than from a continuous sales pitch. Julie draws on her wide and deep experience, explaining how to use Social Selling as a key relationship and business-building technique. I thoroughly recommend this book to anyone serious about Social Selling." * Mike Berry, Strategic Marketing Lecturer, Trainer, Consultant and co-author of Digital Marketing Fundamentals *"B2B Social Selling Strategy is a great addition to the literature. Insight driven, it provides a guide to best practice in social selling that will help improve business and personal performance. It is ideal both for those running businesses or studying this often-overlooked aspect of marketing." * Matt Housden Principal Lecturer, University of Greenwich and Chair of the Marketing Skills Trust *"A Julie Atherton book is always essential reading. This one doesn't disappoint. Clear, constructive but practical insights and advice adorn every page! The text represents a manual for B2B selling that few students and practitioners will want to miss out on." * Dr. Rob Angell, Associate Professor in Marketing, University of Southampton, Co-author of the State of Martech Survey *"Julie is one of the most respected professionals in the social media sector. Her experience gives her a unique perspective on the challenges facing marketers trying to get to grips with the complexities of social media selling. This book explains how to target and convert prospects with optimal efficiency and effect in a channel that is increasingly important." * James Sutton, Strategy and Commercial Director, The Chartered Institute of Marketing *"Packed full of actionable and impactful tactics that I'll certainly be implementing with my own clients." * Jenna Yhearm, MD at Gumption Agency and Founder of The Social Media Union *"Social engagement is well recognised as a valuable way of building engagement and - more importantly - trust, with clients. In my experience, far too few companies truly embrace this cultural approach across their client facing teams. With this book, Julie provides a great overview with excellent insights that will help to truly drive social client-facing and trusted engagement." * Chris Boorman, Independent Business Advisor *"After working at Google for six years, I thought I knew how social media worked, especially in B2B. Wrong! This book has shown me not just how much more I can be doing to promote my awards business but how to do better what I am doing already." * Patrick Collister, Custodian of The Caples Awards, Fellow of the IPA, author of 'How to Use Innovation and Creativity in Business' *Table of Contents Chapter - 01: Introduction - How To Use This Book; Chapter - 02: The Modern B2B Sales Challenge - Who Sells, How They Do It And Why It Works; Chapter - 03: Getting Started - Creating Your Own B2B Social Selling Strategy With Achievable Objectives And KPIs; Chapter - 04: Networked Audiences - Finding Your Networked Audiences On Social Media, What Do They Look Like, And How Can You Understand Them?; Chapter - 05: The Interdependent Brand - Differentiating Your Business Through Mature Relationships And Effective Content Marketing; Chapter - 06: Campaigns - How To Take An Integrated Approach To B2B Social Selling Channel Selection; Chapter - 07: Campaigns - Building And Implementing A B2B Social Selling Plan; Chapter - 08: B2B Social Selling Tools - How To Select The Best Tools To Improve Efficiencies, Increase Insight, And Transform Results; Chapter - 09: Using B2B Social Media Influencers - Making The Most Of Influencer Relationships; Chapter - 10: Monitoring And Measurement - Measuring The Effectiveness Of Your B2B Social Selling Strategy; Chapter - 11: Social Transformation - Creating A B2B Social Selling Culture In Your Business
£28.49
Kogan Page Ltd Marketing Metrics
Book SynopsisChristina Inge is the Founder and CEO of Thoughtlight, a tech consulting company which specializes in digital marketing and analytics strategies. She has worked with well-established brands such as Nissan, Smithsonian and Pega Systems, as well as a range of startups and nonprofits. Based in Boston, Massachusetts, she is a member of the Massachusetts Technology Leadership Council and has served on the board of the American Marketing Association-Boston. An instructor at Harvard University Extension School and Northeastern University College of Professional Studies, she is a frequent and sought-after speaker and has been published in numerous industry publications.Trade Review"Christina J Inge dives deep into building a data-driven culture to catalyze business growth. She goes beyond best practices and details techniques that any business can deploy to make better decisions based on data." * Dale Bertrand, Founder, Fire & Spark marketing agency *"This is a book for anyone who is interested in learning about the numbers and data behind successful marketing campaigns. From direct mail to email, social to mobile, whatever channel is being used to market products and services, you'll learn what it takes to set goals with confidence, gather the data and analyze the results.It's a book for anybody who wants to ace the subject of Marketing Analytics." * Bob Cargill, Past President, New England Direct Marketing Association and Past President, American Marketing Association, Boston *"Whether you're justifying your marketing spend or trying to predict future market conditions, measurement skills are key to a successful marketing career. This book insightfully weaves practical measurement tips and techniques into a series of strategic frameworks that will help marketers make the right choices no matter what the challenge may be." * Todd van Hoosear, Senior Lecturer, Mass Communication, Advertising & Public Relations, College of Communication, Boston University *"For years I've turned to my friend and colleague Christina Inge for any and all questions related to marketing metrics. Not only does she know the subject inside and out, she explains it in simple and clear ways for those of us who are novices. Now that I have my copy of Marketing Metrics, I may not need to bug Christina quite so much!" * Ed Powers, Faculty Lead, M.S. in Corporate and Organizational Communication, Northeastern University *Table of Contents Chapter - 01: Data-driven strategy; Chapter - 02: Customer data - The core four; Chapter - 03: Metrics-driven customer journeys and personas; Chapter - 04: Channel metrics; Chapter - 05: Data-driven branding; Chapter - 06: Content marketing metrics frameworks; Chapter - 07: Content marketing: the essential metrics; Chapter - 08: Data-driven product strategy; Chapter - 09: Price and place metrics; Chapter - 10: Marketing performance metrics; Chapter - 11: Data governance and the new privacy laws; Chapter - 12: Building dashboards and data evangelism; Chapter - 13: What are the skills of a metrics-driven marketer?; Chapter - 14: Marketing metrics resources; Chapter - 15: Dictionary of marketing metrics and related terms
£28.49
Kogan Page Ltd Search Marketing
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;
£31.34
Kogan Page Data Storytelling in Marketing
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.
£30.39
Kogan Page B2B Influencer Marketing
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.
£30.39
Kogan Page Consumer Behaviour
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.
£42.74
Human Kinetics Publishers Sport Marketing
Book SynopsisSport Marketing presents a modernized, current-day approach to the dynamic world of sport marketing. With engaging, comprehensive coverage, students will develop valuable marketing skills and prepare for a successful career in this competitive industry.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
£105.30
De Gruyter Data Science for Supply Chain Forecasting
Book Synopsis Using data science in order to solve a problem requires a scientific mindset more than coding skills. Data Science for Supply Chain Forecasting, Second Edition contends that a true scientific method which includes experimentation, observation, and constant questioning must be applied to supply chains to achieve excellence in demand forecasting. This second edition adds more than 45 percent extra content with four new chapters including an introduction to neural networks and the forecast value added framework. Part I focuses on statistical "traditional" models, Part II, on machine learning, and the all-new Part III discusses demand forecasting process management. The various chapters focus on both forecast models and new concepts such as metrics, underfitting, overfitting, outliers, feature optimization, and external demand drivers. The book is replete with do-it-yourself sections with implementations provided in Python (and Excel for the statistical models) to show the readers how to apply these models themselves. This hands-on book, covering the entire range of forecasting—from the basics all the way to leading-edge models—will benefit supply chain practitioners, forecasters, and analysts looking to go the extra mile with demand forecasting. Events around the book Link to a De Gruyter Online Event in which the author Nicolas Vandeput together with Stefan de Kok, supply chain innovator and CEO of Wahupa; Spyros Makridakis, professor at the University of Nicosia and director of the Institute For the Future (IFF); and Edouard Thieuleux, founder of AbcSupplyChain, discuss the general issues and challenges of demand forecasting and provide insights into best practices (process, models) and discussing how data science and machine learning impact those forecasts.The event will be moderated by Michael Gilliland, marketing manager for SAS forecasting software:https://youtu.be/1rXjXcabW2s Table of Contents I Statistical Forecast Moving Average Forecast Error Exponential Smoothing Underfitting Double Exponential Smoothing Model Optimization Double Smoothing with Damped Trend Overfitting Triple Exponential Smoothing Outliers Triple Additive Exponential smoothing II Machine Learning Machine Learning Tree Parameter Optimization Forest Feature Importance Extremely Randomized Trees Feature Optimization Adaptive Boosting Exogenous Information & Leading Indicators Extreme Gradient Boosting Categories Clustering Glossary
£36.55
Oxford University Press Cultural Strategy
Book SynopsisCultural Strategy provides a step-by-step guide for managers and entrepreneurs to building businesses based upon innovative ideologies: ideas that leverage social change and needs. Analyzing classic cases such as Nike, Starbucks, Marlboro, Jack Daniels, and Ben & Jerry's, Holt and Cameron show how the theory works as an actionable strategy.Trade ReviewReview from previous edition May well be one of the most important books on advertising and branding in the past ten years. * Richard Huntington Adliterate.com 15.10.10 *Table of ContentsPART I: CULTURAL INNOVATION THEORY; PART II: APPLYING THE CULTURAL STRATEGY MODEL; PART III: ORGANIZING FOR CULTURAL INNOVATION
£30.49
Kogan Page Ltd Marketing Analytics
Book SynopsisMike Grigsby, based in Orlando, Florida, has more than 30 years' experience in the field of marketing analytics. He was formerly vice president of customer insights and advanced analytics at Brierley and Partners and of strategic business analysis and advanced analytics at Targetbase and has also held leadership positions at Hewlett-Packard and Gap. Previously an adjunct professor at the University of Texas at Dallas, he taught analytics at both graduate and undergraduate levels. He is the author of Advanced Customer Analytics, also published by Kogan Page.Trade Review"In Marketing Analytics, Mike Grigsby takes passionate marketing strategists on a practical, real-life journey for solving common marketing challenges. By combining the concepts and knowledge areas of statistics, marketing strategy and consumer behaviour, Grigsby recommends scientific and innovative solutions to common marketing problems in the current business environment. I highly recommend reading this book as it adds a completely new dimension to marketing science." * Kristina Domazetoska, Project Manager and Implementation Consultant at Insala – Talent Development and Mentoring Solutions *"Grigsby's book is the right blend of theory applied to the real-world large-scale data problems of marketing. It's exactly the book I wish I'd had when I started out in this field." * Jeff Weiner, Senior Director, Analytics, One10 *Table of Contents Section - 00: Introduction; Section - PART ONE: How can marketing analytics help you?; Chapter - 01: Overview of statistics; Chapter - 02: Consumer behaviour and marketing strategy; Chapter - 03: What is an insight?; Section - PART TWO: Dependent variable techniques; Chapter - 04: Modelling demand and elasticity; Chapter - 05: Polynomial distributed lags; Chapter - 06: Using Poisson regression; Chapter - 07: Logistic regression and market basket analysis; Chapter - 08: Survival modelling and lifetime value; Chapter - 09: Panel regression and same store sales; Chapter - 10: Introduction to forecasting; Section - PART THREE: Interrelationship techniques; Chapter - 11: Simultaneous equations; Chapter - 12: Principal components and factor analysis; Chapter - 13: Segmentation overview; Chapter - 14: Tools of segmentation; Section - PART FOUR: Focus on media and loyalty; Chapter - 15: Modelling marcom value; Chapter - 16: Media mix modelling; Chapter - 17: Overview of loyalty; Chapter - 18: Loyalty with SEM; Chapter - 19: The customer loyalty journey; Section - PART FIVE: More important topics for everyday marketing; Chapter - 20: Statistical testing; Chapter - 21: Introduction to Big Data; Chapter - 22: Conclusion - The finale; Chapter - 23: References; Chapter - 24: Further reading;
£31.34
Pearson Education Strategic Brand Management
Book SynopsisKevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is also the co-author with Philip Kotler of the all-time best selling introductory marketing textbook, 'Marketing Management.' Dr Tony Apéria is Visiting Professor at Jönköping International Business School in Sweden. Dr Apéria has a background in industry and he has more than 20 years' experience from the marketing and branding field. Mats Georgson leads the brand consultancy firm Georgson & Co based in Stockholm, Sweden. He has worked with a multitude of major international brands, including the role of the global brand director of Sony Ericsson. He is also an Assistant Professor at Stockholm University.Table of ContentsTable of Contents Guided tour Preface About the authors Authors' acknowledgements Publisher's acknowledgements Brands and brand management Preview What is a brand? Why do brands matter? Can anything be branded? What are the strongest brands? Branding challenges and opportunities The brand equity concept Strategic brand management process Chapter review Discussion questionsReferences and notes Customer-based brand equity Preview Customer-based brand equity Making a brand strong: brand knowledge Sources of brand equity Four steps to building a brand Brand building blocks Creating brand value Chapter review Discussion questions References and notes Brand positioning Preview Identifying and establishing brand positioning Positioning guidelines Defining and establishing brand mantras Chapter review Discussion questions References and notes Choosing brand elements to build brand equity Preview Criteria for choosing brand elements Options and tactics for brand elements Putting it all together Chapter review Discussion questions References and notes Designing marketing campaigns to build brand equity Preview New perspectives on marketing Product strategy Pricing strategy Channel strategy Chapter review Discussion questions References and notes Integrating marketing campaigns to build brand equity Preview New media Overview of marketing communication options Developing integrated marketing communication campaigns Chapter review Discussion questions References and notes Using secondary brand associations to build brand equity Preview Conceptualising the process Company Country of origin and other geographical areas Channels of distribution Co-branding Licensing Celebrity endorsement Sporting, cultural and other events Third-party sources Chapter review Discussion questions References and notes Developing a brand equity measurement and management system Preview The new accountability The brand value chain Brand audits Designing brand tracking studies Establishing a brand equity management system Chapter review Discussion questions References and notes Measuring sources of brand equity: capturing the customer mindset Preview Qualitative research techniques Zaltman Metaphor Elicitation Technique Quantitative researchtechniques Comprehensive models of consumer-based equity Chapter review Discussion questions References and notes Measuring outcomes of brand equity: capturing market performance Preview Comparative methods Holistic methods Chapter review Discussion questions References and notes Designing and implementing branding strategies Preview Brand architecture Brand hierarchy Designing a branding strategy Using cause marketing to build brand equity Chapter review Discussion questions References and notes Introducing and naming products and brand extensions Preview New products and brand extensions Advantages of extensions Disadvantages of brand extensions Under
£78.99
Pearson Education Customer Relationship Management
a huge range and FREE tracked UK delivery on ALL orders.
£77.99
Taylor & Francis Ltd Responsible Leadership
Book SynopsisThe second edition of Responsible Leadership offers orienting knowledge on how to lead in a world of contested valuesa world where leadership work extends beyond leaders and direct reports to a whole range of stakeholders inside and outside an organization. The new edition comes at a time where leaders face growing expectations to do better, and more, and where leadership challenges such as the ethical tragedy of climate change and global pandemics highlight the urgency of collective action. Updated and significantly extended, the second edition of this much acclaimed volume assembles leading scholars and practitioners in the field. It includes new chapters on inclusive leadership, the study of responsible leadership, the purpose of organizations, authenticity and values, virtuous leadership, irresponsible leadership, the paradoxical nature of responsible leadership, responsible leadership in context and in Asia, artistic expression to enable responsible leadersTrade Review'Business leadership must have at its core an extraordinary obligation to do the right thing. Here, for the first time, we have a comprehensive study of what doing the right thing really is - of how Responsible Leadership can and should become a central feature of how we do business.'Samuel A. DiPiazza, Jr., retired global CEO, PricewaterhouseCoopers and Chairman of the Board of Trustees of Mayo Clinic.'Seldom has a single book united so many different voices so well. A global list of premier thinkers and successful practitioners tackle the definition of "responsible leadership." The result is provocative and multi-layered.'Thomas Donaldson, Mark O. Winkelman Professor of Legal Studies, The Wharton School, University of Pennsylvania'At last! A book that takes ethics and responsibility as serious and central components of leadership. This is one of the rare books on leadership that is worth reading and re-reading. The chapters give us a deep and practical understanding of how "responsible leadership" can work. It should change the way that we think about leadership and organizations.'R. Edward Freeman, Olsson Professor of Business Administration & Academic Director, The Business Roundtable Institute for Corporate Ethics, The Darden School, University of Virginia'A unique exploration of the multiple facets of responsible leadership, this fascinating book certainly challenges and inspires leaders to reconcile moral dilemmas, to lead from within with authenticity and integrity, to develop responsible leaders, and to pave the way towards a society where ethics and economics meet together. A great(ly awaited) second edition that should become the compass of a growing number of leaders for the years to come.'Luc Janin, Senior Partner, Korn Ferry'Are most leaders irresponsible, or do they just not know how to be(come) responsible leaders? Surely, it takes character and competence to fill a leadership role, but to be successful over time, any leader needs to consider the interests of their constituents and serve the common good, rather than their own and their organisation’s self-interest. If you are one such leader, congratulations – you won’t need this book. If you have any doubt, you will! Learn from the authors’ insights, put into practice, and lead the change. That way, a third edition will be a celebration of what we learned by listening. Susanne Stormer, Partner and Head of Sustainability, PwC Denmark, Visiting (Associate) Professor at UC Berkeley HaasTable of Contents1. Introduction: The ongoing quest for responsible leadership in business Part I: What is responsible leadership? 2. Why ethics is at the heart of leadership 3. Responsible leadership—A relational approach 4. Inclusive leadership for our global era 5. Reflections on the study of responsible leadership 6. Responsible leadership and societal purpose: Reframing the purpose of business as pursuing good dividends 7. Values, authenticity, and responsible leadership 8. Responsible leadership as virtuous leadership 9. A compass for decision making 10. Responsible leadership: A shift from individual leaders to leader relations 11. (Ir)responsible followership Part II: What makes a responsible leader? 12. Different approaches toward doing the right thing: Mapping the responsibility orientations of leaders 13. Exploring the paradoxical nature of responsible leadership 14. Servant leadership and virtues from an Aristotelian viewpoint 15. Moral intelligence: Leadership in a world of contested values 16. Developing responsible leadership: The case of Fabio Barbosa Part III: Responsible leadership in and across cultures 17. Leading responsibly across cultures 18. Towards responsible leadership through reconciling dilemmas 19. Leading responsibly in the Asian-led digital age: Towards a theory of virtuous responsible leadership 20. Responsible leadership in context: Four frames and two nations Part IV: How to develop responsible leadership 21. Principle-based leadership: Lessons from the Caux Round Table 22. Responsible leadership and transformative cross-sector partnering 23. The development of responsible leaders: A case study of a responsible leader in Colombia 24. The Ulysses Program and the development of globally responsible leaders in a VUCA world 25. Dialogarchitecture: An artistic co-creation process to enable responsible leadership learning and implementation Part V: Conclusion 26. Responsible leadership: New directions in the 2020s and beyond 27. Responsible leadership and the micro-foundations of CSR: Introducing a measure of CSR quality
£49.99
Taylor & Francis Ltd Implicative Marketing
Book SynopsisThis book is a manifesto for responsible marketing. Taking a critical look at marketing practices of the last 50 years, it explains why they have led to an ethical stalemate and sometimes even a business impasse.Exposed to such practices, consumers have grown tired of meaningless offers coupled with the destruction of value as prices are driven down. As a result, today's marketing professionals find themselves in the firing line of a combat focused on greater social responsibility and environmental sustainability. Thanks to new ways of understanding consumers and branding, this book suggests how such a challenge can be met. Through the presentation of experiences, studies and concrete cases, the reader gains a tangible, fresh perspective on marketing: a new global, responsible, creative and collaborative model that helps respect sustainable consumption.Implicative Marketing presents a paradigm shift, one that will be of considerable interest not juTrade Review"Is traditional marketing definitely dead? For most observers in the marketing and communications fields, it is less and less efficient, and consumers are more and more reluctant to its methods. In this context, "implicative marketing" is a breakthrough: it allows students and professionals to imagine new ways of promoting products and services, based on peer-to-peer principles instead of top-down communications. A precious contribution by Florence Touzé." — Hervé Monier, brandnewsblog.com"This book invents a new and more responsible mission for marketing. Based on a critical analysis of the current role of marketing in the vast majority of companies, it describes emerging practices and makes concrete suggestions for a marketing that contributes to a positive social and environmental impact." — André Sobczak, associate dean for faculty and research, Audencia Business SchoolTable of ContentsIntroduction 1. Marketing’s Headlong Rush 2. Complexity Killed The Marketing Mix 3. The Emancipated Consumer 4. The Brand: Friend or Foe? 5. Implicative Marketing Afterword
£24.51
Taylor & Francis Ltd (Sales) Strategic Management and the Circular Economy
Book SynopsisIn recent years, the Circular Economy (CE) has gained worldwide attention as an effective alternative economic system to the current take-make-waste model of production and consumption. As more and more firms begin to recognize the potential of this novel approach, the CE quickly moves from theory to practice and the demand for a coherent and structured strategic approach â one that companies can rely upon when commencing their circular journey â grows accordingly. Strategic Management and the Circular Economy aims to bridge the theory-practice gap by putting forward a detailed step-by-step process for analysis, formulation, and planning of CE strategies. Starting from a solid framework of easy-to-grasp constructs (key principles, business objectives and areas of intervention), the authors guide the reader through an understanding of how conventional tools for strategic management can be re-programed under a CE perspective. To assist learning and encourage circular thinking, the reader is constantly prompted with examples of how forward-looking companies across industries and geographies are already applying circular strategies to future-proof their operations, boost innovation, penetrate new markets and secure customer loyalty.Trade ReviewFinalist at the 2019 Best Book Awards (Business general category) for American Book Fest Second in the Philanthropy/ Nonprofit/ Sustainability catagory at the Axiom Business Book Awards 2020‘As mankind is overusing many natural ecosystems, new and rebalanced ways of doing business are needed. Moving towards a circular economy could offer a solution. Tonelli and Cristoni present a comprehensive framework to work on this solution from a strategic management perspective. This book is a must read for scholars and practitioners interested in actionable frameworks, business models, and strategic approaches to developing circular businesses’ [Florian Lüdeke-Freund, Chair for Corporate Sustainability, ESCP Europe Business School – Berlin, GERMANY]‘Over the last decades our awareness of the limits of the use of natural resources has become more and more embedded in evidence. However, only awareness cannot solve this. What we need is a course of action to turn this around. That´s what is offered in this book. The idea of the Circular Economy is both timely and rather straightforward, but its application comes together with many challenges and imperfections. The beauty of this book is that it embraces these difficulties in order to separate the rhetoric from substance. This proves to be very helpful in creating practical guidance for the application of the principles of the Circular Economy.’ [Andre Nijhof, Professor Sustainable Business and Stewardship at Nyenrode Business Universiteit – Enschede Area, THE NETHERLANDS]‘Strategic Management and the Circular Economy opens with Victor Hugo’s eponymous quote "you can resist an invading army; you cannot resist an idea whose time has come." With the increasing focus of neo-liberal governments on downsizing, the role of sustainability stewardship is increasingly moving towards the private sector. This book powerfully makes the case for enhanced sustainability management through the circular economy model in shaping the actions we need to take to preserve our own future. It presents easy to understand business models and strategies that will help to achieve the circular economy key principles of improved waste and resource sustainability in a world of finite resources and an ever-growing population’ [Michele John, Associate Professor, Director Sustainable Engineering Group, Curtin – Perth, AUSTRALIA]‘Nowadays circular economy has become a top priority in the political agenda of most developed countries. Many initiatives have been put forward by governments to switch to a circular model, but there is still a poor understanding on how to support companies in adapting to the new economic system. This book provides a thorough analysis of how companies can effectively combine CE principles with business objectives and an exhaustive list of concrete examples from different countries and sectors is shared. All the information is presented from the realistic perspective that we cannot demand companies to radically change their business models and processes from one day to the next, and this aspect represents one of the most important added values of the book. The authors have succeeded in producing a helpful and clear guide for companies and policy makers, while keeping scientific rigour and solidity in their approach’ [Michelle Perello, CEO Consulta Europa Projects and Innovation – Las Palmas de G.C., SPAIN]‘Strategic Management and the Circular Economy (CE) has an implication for the academia, practitioners and policymakers alike as it offers theoretical approaches as well as practical examples. It starts by arguing why enterprises can no longer rely on the linear economic paradigm, before explaining how circular economy as a strategic concept works. Through a series of in-depth and original discussions the book offers a rich contribution to companies, highlighting their interactions with stakeholders at various levels of society for the creation of a better future for us all’ [Lara Johannsdottir, Professor, Environment and Natural Resources, School of Business, University of Iceland – Reykjavík, ICELAND]‘This is an inclusive, informative and appealing book on the complicated subject of the circular economy and strategic management. The way the circular economy is explained to replace the produce-use-dispose approach and to bring this concept into reality through strategic processes, policies, business models, and technologies is amazing. The book has not only highlighted the fruits of the circular economy, as repeatedly done in earlier books but rather practically demonstrated how one nation or society can implement the concept of circularity in its day-to-day activities and so boost its socio-economic and cultural development. Undoubtedly, this book is a must-read for all professions including academics, managers, engineers, scientists, researchers, policy and decision makers. I am very confident this book will have a positive and constructive impact in our understanding and learning of how to move ahead with this sustainable economic approach, in which waste becomes a valuable resource’ [Abdul-Sattar Nizami, Head of Solid Waste Management Unit, Center of Excellence in Environmental Studies at King Abdulaziz University – Jeddah, SAUDI ARABIA] ‘The book is an engaging and stimulating reading on the circular economy paradigm, which has gained momentum in recent years. On the one hand, it clearly and thoroughly explains how the adoption of a circular economy framework can have positive implications not only on the environment (e.g. saving scarce resources), which is what most people would expect, but also on society (e.g. meeting the growing needs of the middle-class) and on the economy (e.g. making industrial processes more cost-effective). On the other hand, the authors, while emphasizing the appeal and elegance of what could be described as a win-win approach, do not shy away from the complexities that the implementation of a circular economy model would entail. Indeed, after defining a circular economy theoretical framework, they set out a new and innovative methodology to allow practitioners to integrate such framework with more traditional strategic tools’ [Matteo di Castelnuovo, Director of Master in Green Management, Energy and CSR, Universita` Bocconi – Milan, ITALY]‘The Circular Economy is a potential key driver for sustainable development. The concept has recently gained widespread uptake in business, academia and policy. Strategic Management and the Circular Economy provides an engaging overview for academics and practitioners wanting to understand the concept of the Circular Economy, as well as potential strategic approaches to start the transition from a linear take-make-waste to a Circular Economy paradigm’ [Nancy Bocken, Professor in Sustainable Business Management & Practice, Lund University (IIIEE) – SWEDEN]Table of ContentsPart I: An OverviewChapter 1 – The Challenges of the Produce-Use-Dispose Model Introduction Exceeding Planetary Natural Thresholds Scarcity of Raw Materials and Price Volatility Rising Middle-Class Population Structural Inefficiencies of the Current Economic Model Conclusions Chapter 2 – An introduction to the Circular Economy Introduction Biosphere and Technosphere Products Technological, Regulatory and Social Factors Conclusions Part II: Circular Economy Strategy: Setting the StageChapter 3 − A CE Framework for Action Introduction EMS Versus CE CE Guiding Principles CE Business Objectives CE Areas of Intervention Conclusions Chapter 4 − CE Enabling Technologies Introduction Digital Technologies Design & Engineering Technologies Conclusions Chapter 5 − Business Models for a CE Introduction Net-Zero Innovation Servitization Product Life Extension Product Residual Value Recovery Conclusions Part III: CE Strategic ManagementChapter 6 – Introducing the CE Strategic Process Introduction Organizational Culture The CE Strategic Process Current Strategy Identification Idea Trees Supporting Methods for Idea Tree Analysis: Circular Brainstorming Conclusions Chapter 7 – CE Data Collection and Prioritization: Firm, Industry and External Levels of Analysis Introduction The Value Chain Supporting Methods for Undertaking Value Chain Analysis: Interviewing Key Personnel The VRIE Framework Five Forces Supporting Methods for Undertaking CE Industry Analysis: Interviewing Key Personnel PEST Supporting Methods for Undertaking PEST Analysis: Interviewing Key Personnel Conclusions Chapter 8 – CE Data Integration Introduction PEST vs 5 Forces Matrix SWOT Analysis SWOT Adaptation #1: The Dynamic CE-SWOT SWOT Adaptation #2: The CE-TOWS Matrix Conclusions Chapter 9 – Determining Your Preferred CE Position Introduction Strategic Quadrant Supporting Methods for Market Positioning: Interviewing Key Personnel Approaches to Internationalization Supporting Methods for Internationalization Decision-Making: International Strategic Alternatives Checklist Conclusions Chapter 10 – Gap Analysis, CE Strategy Formulation and Planning Introduction Gap Analysis Supporting Methods for CE Gap Analysis: Environmental Impacts Table Supporting Methods for CE Gap Analysis: Circular Readiness Assessment Formulating a CE Strategy Supporting Methods for CE Strategy Formulation: Decision Priority Matrix Supporting Methods for CE Strategy Formulation: The 4-Step Process for Piloting CE Ideas CE Strategic Planning Supporting Methods for Strategic Planning: Process Alternatives Checklist Conclusions Part IV: CE @ 360°Chapter 11 – Tools for CE Analysis at Micro Level Introduction Life Cycle Assessment (LCA) Lifecycle Costing (LCC) Material Input Per Unit of Service (MIPS) Conclusions Chapter 12 – Tools for CE Analysis at Macro Level Introduction Material Flow Analysis (MFA) Value Chain Analysis (VCA) Environmental Input-Output Analysis (EIOA) Life Cycle Assessment (LCA) Ecological Footprint (EF) Environmentally-weighted Material Consumption (EMC) Land and Ecosystem Accounts (LEAC) Human Appropriation of Net Primary Production (HANPP) Environmental Impact Assessment (EIA) and Strategic Environmental Assessment (SEA) Cost Benefit Analysis (CBA) and Cost Effectiveness Analysis (CEA) Conclusions Chapter 13 – Conclusions
£39.99
Taylor & Francis Ltd Digital Marketing
Book SynopsisDigital Marketing: A Practical Approach provides a step-by-step and comprehensive guide to implementing the key aspects of digital marketing. Building on the previous editions, this fully updated fourth edition takes an approach that prepares students for an active role in digital marketing. As well as topic-based exercises, the text also includes practical case-study exercises based on theory and recognized good practice which will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives.Key updates to the new edition include: The role of the digital influencer Direct to Consumer (DTC) and omni-channel retailing Individuals' privacy and the role of organizations in gathering and storage of their personal data Ethical aspects of digital marketing and its impaTable of ContentsList of figures; List of tables; Acknowledgements; 1. Chapter 1 Introduction; 2. Chapter 2 Digital Customers, 2.1 Introduction, 2.2 Online buying behaviour, 2.3 The only way is ethics, 2.4 Digital marketing and the environment; 3. Chapter 3 Marketing goes digital, 3.1 Introduction, 3.2 Digital isn’t the only option, 3.3 Non-marketers in digital marketing, 3.4 In house or out-source, 3.5 Fads, trends, next big things and the occasional sustainable model, 3.6 Digital marketing objectives; 4. Chapter 4 Search Engine Optimization, 4.1 Introduction, 4.2 How search engines work, 4.3 Keyword selection, 4.4 On-site optimization, 4.5 Off-site optimization, 4.6 Third-party SERP ranking, 4.7 Enterprise SEO; 5. Chapter 5 Website Development, 5.1 Introduction, 5.2 Website management and development, 5.3 Usability, 5.4 The basics, 5.5 Content development, 5.6 The global web presence; 6. Chapter 6 E-commerce and the Retail Website, 6.1 Introduction, 6.2 Multi- and omni-channel retailing, 6.3 Comparison Shopping engines and e-marketplaces, third-party shopping sites and social shopping, 6.4 Direct to consumer (DTC), 6.5 The e-commerce website, 6.6 Fulfilment and returns; Chapter 7 B2B and the B2B Website, 7.1 Introduction, 7.2 B2B buyer behaviour, 7.3 B2B website development, 7.4 The B2B e-commerce website, 7.5 B2B e-marketplaces; Chapter 8 Advertising Online, 8.1 Introduction, 8.2 Objectives and management, 8.3 Online ad formats and delivery systems, 8.4 Networked display advertising, 8.5 Search advertising, 8.6 Landing pages, 8.7 Limitations of online advertising, 8.8 Ad fraud; 9. Chapter 9 Email Marketing, 9.1 Introduction, 9.2 Email as a medium for direct marketing, 9.3 Triggered emails, automated response, enquiry response and admin emails as a medium for marketing messages, 9.4 Email newsletters; 10. Chapter 10 Marketing on social media, Prologue, Preface: What's in a name?, 10.1 Introduction, 10.2 Blogging, 10.3 Consumer reviews and ratings, 10.4 Social networking, social sharing and communities, 10.5 Customer service and support on social media, 10.6 Influencers, 10.7 Strategic considerations for marketing on social media, 10.8 Limitations of marketing on social media, 10.9 Social media use and user behaviour, 10.10 Epilogue; 11. Chapter 11 Metrics and analytics, Prologue, 11.1 Introduction, 11.2 How analytics are presented and used, 11.3 Limitations of online data; Index
£43.99
Taylor & Francis The Wiggly World of Organization Muddling Through
Book SynopsisThe well-ordered, fully aligned view of organization and management practice, with its unfailingly positive results, bears little relationship to the world that managers and others experience every day. This straight-line, âdo this and youâll get thatâ idealization is far removed from the wiggly reality. Despite this, the former continues to dominate the ways in which management is spoken about and judged in formal organizational arenas and wider society. This creates unrealistic expectations of what managers (from CEO to the front line) can sensibly achieve independently of the actions of others. Crucially, too, it distorts the ways in which they and others account formally for their actions. And so, the fantasy continues. Against this background, the book offers a radically different way of thinking about, and engaging with, the irreducible complexity of organization and management practice. Using straightforward language throughout, it sets out to help managers and others to become consciously aware of what they already know deep down about how organization works and what they â and everyone else â are actually doing in practice. It then offers a practical approach to everyday practice that takes complexity seriously. Armed with these new insights, readers will be better placed to apply their innate understanding and practical judgement to the demands that they and others face day to day. Whether these arise from their roles as managers, other practitioners, policy makers, regulatory authorities, or participants more generally. Trade Review"Chris Rodgers’s timely book on the enduring complexity of organisational life is a much-needed antidote to the still-dominant prescriptions for how to lead and manage. It mobilises his substantial experience as an organisational consultant and his assiduous reading and systematic thinking, to present difficult ideas in a highly accessible way. I recommend this book to anyone interested in engaging more thoughtfully in every day organisational reality." - Chris Mowles, Professor of Complexity and Management, Hertfordshire Business School"This is a genuinely refreshing and exciting book. It offers a clear and persuasive challenge to the prevailing taken-for-granted assumptions and conventional wisdom about how organizations work. It presents thought-provoking insights and practical advice on how to purposely and skilfully ‘muddle through’. This is a ‘must-read’ book for anyone who wants to truly understand organizing processes and meaningfully act within organizations." - Professor Cliff Oswick Chair in Organization Theory, The Business School (formerly Cass)"This offers a wide-ranging yet easy-to-read guide to the complex social dynamics of organisation and what these mean for day-to-day practice of managers and other practitioners. Despite challenging management orthodoxy head-on, Chris seems to have the knack of talking about complexity without talking about complexity!" - Dr Sharon Varney, Director, space for learning ltd."Chris Rodgers’s timely book on the enduring complexity of organisational life is a much-needed antidote to the still-dominant prescriptions for how to lead and manage. It mobilises his substantial experience as an organisational consultant and his assiduous reading and systematic thinking, to present difficult ideas in a highly accessible way. I recommend this book to anyone interested in engaging more thoughtfully in every day organisational reality."Chris Mowles, Professor of Complexity and Management, Hertfordshire Business School"This is a genuinely refreshing and exciting book. It offers a clear and persuasive challenge to the prevailing taken-for-granted assumptions and conventional wisdom about how organizations work. It presents thought-provoking insights and practical advice on how to purposely and skilfully ‘muddle through’. This is a ‘must-read’ book for anyone who wants to truly understand organizing processes and meaningfully act within organizations."Professor Cliff Oswick, Chair in Organization Theory, The Business School (formerly Cass)"This offers a wide-ranging yet easy-to-read guide to the complex social dynamics of organisation and what these mean for day-to-day practice of managers and other practitioners. Despite challenging management orthodoxy head-on, Chris seems to have a knack of talking about complexity without talking about complexity!"Dr Sharon Varney, Director, space for learning ltd.Table of ContentsForeword By Dominic Mahony, Preface: Waking People Up 1. The Wiggly World Of Organization: Taking Experience Seriously 2. Understanding The Wiggliness: The Complex Social Dynamics Of Organization 3. Management In Five Acts: Scientific Research And The Complex Social Reality Of Organization 4. Mastery, Mystery And Muddling Through: Getting To Grips With The Real-World Wiggliness 5. The Suffocating Grip Of Management Orthodoxy: Exposing The Generally Accepted ‘Truths’ That Inhibit Progress 6. Leading And Managing In A Wiggly World: Muddling Through With Purpose, Courage And Skill 7. Implications For Organizational Consulting: Influencing People’s Perspectives, Practices And Performance 8. Shifting The Patterns: A Manifesto For Muddling Through 9. Postscript: Perpetually Creating The Future Together
£32.99
Taylor & Francis Ltd (Sales) Sustainable Markets for Sustainable Business
Book SynopsisAround the world the focus is on the relationship between ethics and governance codes and how widely this should be interpreted. Sustainability has three main accepted dimensions: economic growth, social responsibility, and environmental protection. It is a truly multidimensional and multidisciplinary concept, and one which directly affects the risks and opportunities for markets and businesses. In three distinct parts, Sustainable Markets for Sustainable Business explores the relationship between markets and business and sustainable development, as well as issues such as climate change, pollution, land degradation and biodiversity loss. Firstly the authors, all experts from around the world, consider a variety of theoretical issues concerned with sustainability in the new environment. In Part Two the emphasis is on looking at these issues in the market and business practice under various guises. Although every chapter contains discussion and recommended solutions, the final part specTrade Review’Professor Aras has tackled the very timely subject of business sustainability. She has put together a global perspective that presents best practices, discusses the role of businesses and markets, and provides examples of innovative approaches. The book will be a valuable resource not only for scholars but also for the wider business community and policy makers.’ Reena Aggarwal, Georgetown Center for Financial Markets and Policy, USA ’This work demonstrates the multi-dimensional elements of sustainability, moving beyond conceptions of sustainable enterprise and industry, to ask fundamental questions regarding the sustainability of markets. Can markets be made to work towards sustainable development rather than environmental destruction? The book highlights how new modes of regulation, governance, incentives and strategic thinking are essential to reformulate the fundamental objectives and operations of economic endeavour towards sustainable goals.’ Thomas Clarke, University of Technology, Sydney, AustraliaTable of ContentsPart 1 Theoretical Perspectives and Current Issues: Causality and interaction: sustainable markets and sustainable business. The need for a theoretical reexamination of sustainability in economics and business. The relationship between sustainable markets and sustainable development. Part 2 Corporate and Market Approaches: The corporate world and sustainability: eco-efficiency and the doxic shareholder value. The role of small and medium-sized enterprises in sustainable development. The governance mindset: is sustainability a board issue? Sustainability issues in corporate social responsibility and strategy: sustainable or temporary competitive advantage in today's dynamic environment? Part 3 Future Perspectives and Solutions: Systemic crises in global markets: in search of regulatory and sustainable solutions. Disclosure of corporate environmental, social and governance data: toward effective and sustainable systems. What is sustainable: the need for sufficient reporting and its accounting implications. The future perspectives: what do we need for market and business sustainability?
£32.99
Taylor & Francis Sport Brands
Book SynopsisSport brands are a central element of modern sport business and a ubiquitous component of contemporary global culture. This groundbreaking book offers a complete analysis of the topic of sport brands from both a marketing management approach (strategy and implementation) and a psycho-sociological approach (consumption and wider society). In doing so it explores both supply and demand sides, offering a complete introduction to the nature, purpose and value of sport brands not found in any other sports marketing text.The book covers the whole heterogeneity of sport brands, going much further than the sport team and league brands covered in most other books. As well as teams and leagues, the book considers the brands of sports celebrities, events, media, computer games and governing bodies, as well as the ethical, professional and technological âlabel brandsâ associated with sport. Richly illustrated with cases, examples and data, the book explores the tangible and intangible inTable of ContentsIntroduction Chapter 1. The great variety of sport brands Chapter 2. The tangible influence of sport brands Chapter 3. The intangible influence of sport brands Chapter 4. Subcultures, communities and sport brands Chapter 5. The economic and social value of sport brands Chapter 6. Sport brands’ growth strategies Chapter 7. Sport brands’ threats Conclusion
£49.99
Kogan Page Ltd Digital Selling
Book SynopsisGrant Leboff is one of the UK's leading sales and marketing experts. Continually challenging received wisdom, Grant built a successful direct marketing company in 2002 and sold it six years later. He now serves as its non-executive director and runs a strategic consultancy via the Sticky Marketing Club Ltd and the Sticky Communication Agency Ltd. He frequently presents at events around the world and regularly contributes to outlets such as The Daily Telegraph, The Independent, The Financial Times and BBC Radio. He is author of Sticky Marketing and Stickier Marketing, both published by Kogan Page.Trade Review"This book makes sense of so many of the challenges facing salespeople today. It is packed with great advice on how salespeople can use the web and social media effectively. A great book from one of today's thought leaders on sales and marketing." * Ben Turner, Managing Director, Association of Professional Sales *"If you want to learn how to use social media and the web to sell more then you must read Grant Leboff's new Book called Digital Selling. Grant's book brilliantly explains how customers have changed the way they buy and how we all need to change the way we market and sell." * Jon Ferrara, CEO, Nimble *"Grant has greater awareness than many in the sales and marketing game of how the sales process has changed in the past few years. Learn from him how better to focus on the right and profitable wins, the clever investment focus for your marketing and sales planning to maximize sales opportunities and growth." * Lara Morgan, Investor in GB invention *"Customers are changing the way they purchase and in this excellent book Grant Leboff explains how businesses can get in front of more prospects and turn them into customers by using Social Media and the web effectively." * Jonathan Quin, CEO, World First *"Digital Selling is another belter of a book from Grant Leboff. He explains brilliantly the context of selling in a digital world. As always he combines practical insight with rich anecdote. A thoroughly enjoyable, informative and essential read for anyone looking to scale their business!" * Duncan Cheatle, Founder of Rise To, Prelude Group and Co-Founder of StartUp Britain *"A powerful and timely explanation of how the role and activities of salespeople must fundamentally change in this digital era." * Jay Baer, President of Convince & Convert, and author of Hug Your Haters *"Digital Selling will prove to be a valuable read for any Business Leader, Marketing or Sales Professional...which I can highly recommend." * Ian Price, Chief Executive, Academy for Chief Executives *"Digital Selling not only challenges existing thinking about the most efficacious sale processes for today but also presents practical solutions based on experience to allow companies to start to generate greater success in this fast moving area." * Andrew Peters, Managing Director, Siemens Digital Factory, UK *"In this terrific book Grant Leboff provides readers with a sales model for the Digital Age. This is a vital read for all those involved in any growing organization." * Zev Siegl, Keynote Presenter, Co-Founder Starbucks Coffee Company *"At last, a book that not only confirms what sales in a digital world should be, but one that outlines WHY and HOW. This is a 'MUST READ' for any Sales Director and for anyone who's serious about professional selling in a digital world." * Steve Gilroy, Chief Executive, Vistage International (UK) Ltd *"Digital Selling meets the challenges of the modern salesperson head on and provides many of the answers. It is a book I found not just thought provoking, but also provided real insight and understanding. It is a must read and I highly recommend it." * Jack Mizel, CEO, Institute of Sales Management *"Grant's Sticky Marketing book was a game changer for us in how we approached our marketing strategy. Now, his new book Digital Selling has got the potential to deliver the very same impact for our sales teams across Europe. The book offers valuable insight into the new digital era, draws from real world examples and provides practical advice for the business. A must read!" * Helen Whitten, Head of European Marketing Communications, Roland Europe Group Limited *Table of Contents Chapter - 00: Prologue - Are You Suffering from Pike Syndrome?; Chapter - 01: Why Embracing the Social Web is Vital; Chapter - 02: How the Sales Role Changes in a Digital Environment; Chapter - 03: Preparing To Go Online; Chapter - 04: The Lead Generation Model in a Digital World; Chapter - 05: Measuring the New Digital Sales Funnel; Chapter - 06: Creating Value – The How and Why of Content; Chapter - 07: The Journey from Engagement to Opportunity; Chapter - 08: Getting Noticed; Chapter - 09: Tools and Platforms; Chapter - 10: Epilogue - The Need for Sales and Marketing to Work Together
£21.59
Kogan Page Ltd Business Development Culture
Book SynopsisAlex Moyle has been in the business development and sales arena for over 20 years, delivering sales and training programmes to thousands of sales professionals and hundreds of Leaders. He comes from a recruitment background and is the founder of Elevated Recruiting and Selzig Consulting.Trade Review"The impact of digital disruption in sales has never been fully explained until now in Business Development Culture. We all see it, all know it, but are collectively responding too slowly to changes that will have significant impact on every business. Moyle puts the sales efforts at the centre of this exploration, introducing the various areas of the business that must now consider how they support this effort. Culture will always be at the forefront of any sales leader's world, understanding the macro environment and ensuring that their sales force is mobile enough to handle the technology revolution may be the new challenge for the next 20 years. Business Development Culture is the book to help challenge and evolve this strategy." * Ben Turner, CEO, Association of Professional Sales *Table of Contents Chapter - 00: Introduction to business development culture; Section - PART ONE: Adapting to change is the new normal; Chapter - 01: The challenges of a changing market; Chapter - 02: The challenge of cultural change; Section - PART TWO: Building a customer focus into your team; Chapter - 03: Building the case for change – educating and inspiring your team; Chapter - 04: Do your teams understand your customers?; Chapter - 05: Creating a compelling, company-wide value proposition; Chapter - 06: Streamlining the buying process throughout your business; Section - PART THREE: Aligning company and personal goals; Chapter - 07: Do you know what your employees want?; Chapter - 08: Prioritizing the alignment of company and employee goals; Chapter - 09: Avoid the smart dumb paradox – your team is a gold mine of ideas; Section - PART FOUR: Creating a mutually productive work environment; Chapter - 10: Why collaboration is key to integrating sales culture; Chapter - 11: How to build confidence and capability; Chapter - 12: Successful performance management in a business development context; Chapter - 13: Conclusion – a quick recap;
£21.59
SAGE Publications Inc Services Marketing and Management
a huge range and FREE tracked UK delivery on ALL orders.
£158.65
Taylor & Francis Ltd Fundraising and Nonprofit Marketing
Book SynopsisThis book provides a concise introduction to the latest research in the fundraising and nonprofit marketing field. It details the foundational studies in the area, reviews current controversies, outlines the main theories and models of fundraising, and presents suggestions for future research.This second edition, as well as providing an update on recent significant contributions to the fundraising and nonprofit marketing domain, contains additional material on crowdfunding, the effects of disintermediation of charity giving, the consequences for fundraising of the Covid pandemic, public perceptions of the role of administrative expenditure by nonprofits, the influence of donors' levels of trust in charities, and disaster relief fundraising. The text guides the reader through the myriad of nonprofit marketing and fundraising research, summarises key findings and current thinking on fundraising strategies and processes, and offers conceptual insights into emerging themesTable of Contents1 1. Introduction 2. Frameworks and foundations 3. Fundraising in theory and practice 4. Fundraising today and tomorrow 5. Conclusion, reflections, and opportunities for future research
£47.49
Taylor & Francis The Sales Multiplier Formula
Book SynopsisThe biggest challenge most companies face today is that they use transactional selling. They push their sales team to consistently hunt for new sales opportunities rather than focus on increasing their total customer sale value through a predictable and repeatable method to capitalize on existing customer relationships.Consider this book a much-needed guide to shifting your organization from transactional selling to embracing a sales method that will explode your sales revenue and engage your entire organization.Why?Prospects are more challenging to reach than ever; work-from-home schedules, anti-spam legislation, and visitor restrictions make it increasingly difficult for your sales team to do what you want them to doâsell.Worse yet, when they make a sale, they often feel like they burden the rest of the organization. Complaints about unachievable delivery dates, unacceptable terms, or insufficient profit result in a clear divide between sales and everyone else.The result? A slow erosion of your sales and an increased likelihood that your sales team will soon be searching for a different career. This book flips the script on how you sell, providing simple strategies that can double, triple, or even quadruple your sales revenue.In this book, Shawn shares:â Why Your Company Isnât Multiplying Sales Todayâ How to Win the Race to Capture New Customers (the ingredient youâre missing!)â Overcoming the Sales Time Paradoxâ The Five Upsell Opportunities for Every Customerâ Six Rules for Complimentary Cross-Sellsâ Building and Introducing a Sales-Centric Cultureâ And much, much more!
£19.99
Taylor & Francis Longer Lasting Products
Book SynopsisThe present economic system requires us to consume and throw away more and more goods. Yet often it''s our desire, and the best interests of the environment, for these goods to last. The contributors to this book, who comprise many of the most significant international thinkers in the field, explore how longer lasting products could offer enhanced value while reducing environmental impacts. If we created fewer but better quality products, looked after them carefully and invested more in repair, renovation and upgrading, would this direct our economy onto a more sustainable course? The solution sounds simple, yet it requires a seismic shift in how we think, whether as producers or consumers, and our voracious appetite for novelty. The complex range of issues associated with product life-spans demands a multidisciplinary approach. The book covers historical context, design, engineering, marketing, law, government policy, consumer behaviour and systems of provision. It addresses the whole
£35.99
Taylor & Francis Hitmakers
Book SynopsisModern brands are hitmakers. Knowing how to influence consumers through collaborations, merch, entertainment, brand codes, icons and other cultural products (and not through advertising) is a matter of strategy. In this book, world-renowned brand expert, Ana Andjelic, shows how modern brand strategy needs to be redefined as the strategy of cultural influence, how brands today influence culture, how brands should address audiences, and how the new approach to cultural hitmaking works organizationally and operationally.A cultural hit is an idea, content, or entertainment that a large number of consumers pay attention to, share and talk about. Once cultural hits become market hits, by lifting brand popularity or driving product sales, they have a strong financial return for a company. Brands are motivated to start producing as many cultural hits as possible, and these new formats replace traditional brand marketing strategies.In the book, Ana Andjelic clearly articulates the complexity of this modern brand building, and provides a set of practical examples and tools that can be used by brand strategists to produce a cultural hit.
£28.99
Taylor & Francis Digital Marketing Fundamentals
Book SynopsisDigital Marketing Fundamentals covers the entire marketing process. The academic theory behind Digital Marketing as well as techniques and media are discussed. Digital Marketing Fundamentals is easy-to-read and contains many international examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In this book, all relevant aspects of Digital Marketing are addressed: digital transformation, strategy and business models, online customer behaviour and learning to understand the customer, online branding, customer acquisition and customer engagement, facilitating online purchases and setting up digital services. The book addresses step-by-step the role of Digital Marketing in each phase of the customer cycle: from the inspiration phase and research phase to the maintenance and replacement phase. Designing effective websites and apps, digital analytics and experimentation and planning and organi
£62.69
John Wiley & Sons Inc Employer Branding For Dummies
Book SynopsisAttract the very best talent with a compelling employer brand! Employer Branding For Dummies is the clear, no-nonsense guide to attracting and retaining top talent.Table of ContentsIntroduction 1 About This Book 1 Foolish Assumptions 2 Icons Used in This Book 3 Beyond the Book 3 Where to Go from Here 3 Part 1: Getting Started with Employer Branding 5 Chapter 1: Building a Strong Employer Brand 7 What Is Employer Branding? 8 Recognizing the benefits of employer branding 8 Stepping through the employer branding process/cycle 9 Laying the Foundation for Your Employer Brand 11 Aligning with business goals and objectives 11 Fitting in with your other brands 12 Rallying the troops (and leaders) 12 Taking an Honest Look at Your Employer Brand 13 Putting the Pieces in Place 14 Defining the give and get of the employment deal 15 Establishing employer brand guidelines 16 Giving your target talent a reason to tune in 17 Spreading the Word through Various Channels 19 Staying True to the Promise of Your Employer Brand 20 Monitoring Your Employer Branding Success 21 Chapter 2: Preparing for the Journey 23 Finding Your Fit within the Overall Company Strategy 24 Aligning with the corporate brand 25 Aligning with the customer brand 27 Supporting the business strategy 29 Getting the right talent onboard 29 Aligning with human resources 34 Building Your Business Case for Employer Branding 34 Considering cost-cutting benefits 35 Checking out possible performance benefits 36 Making Friends and Influencing People 38 Getting senior leadership onboard 38 Convincing marketing and communications to go along with the idea 39 Getting HR comfortable with the language and thinking of brand management 40 Chapter 3: Conducting an Employer Brand Health Check 41 Taking a Look in the Mirror 42 Finding out what you already know 42 Conducting employee surveys and focus groups 43 Taking a Look from the Outside In 47 Gauging employer brand awareness, consideration, and preference 47 Identifying your key talent competitors 49 Evaluating the strength of your organization’s employer brand image 50 Evaluating the factors that shape your organization’s brand image 53 Weighing Your Competition 54 Benchmarking your competitors’ media presence 55 Mapping your competitors’ brand positioning 56 Spotting generic plays and opportunities to be different 57 Part 2: Developing an Effective Employer Brand Strategy 61 Chapter 4: Defining Your Employer Value Proposition 63 Setting Your Sights on the Goal: A Sample Employer Value Proposition 64 Brainstorming to Generate Ideas and Content 66 Gathering the right people 67 Drawing insights from your data 67 Conducting a productive employer value proposition development workshop 69 Balancing Competing Perspectives 73 Clarifying the give and get of the employment deal 73 Weighing current strengths and future aspirations 74 Balancing global and local considerations 75 Differentiating Your Organization from the Competition 76 Choosing Your Core Positioning 77 Writing Your Employer Value Proposition 78 Sense Checking and Stress Testing 79 Identifying tangible claims and proof points 79 Field-testing your draft employer value proposition 80 Chapter 5: Building Your Employer Brand Framework 83 Aligning Your Employer Branding with Your Corporate and Customer Branding 84 Working with a monolithic brand 84 Navigating within a house of brands 86 Optimizing the parent-subsidiary house of brands framework 87 Creating a Visual Brand Identity with Impact 88 Developing Overarching Recruitment Campaigns 90 Setting campaign objectives 90 Writing a creative creative brief 91 Choosing the right creatives to work with 92 Testing Creative Solutions 95 Checking whether a creative solution works across different target groups 95 Choosing the best creative solutions 97 Chapter 6: Generating Engaging Content 101 Grasping the Need to Go Beyond Recruitment Advertising 102 Mastering the Principles of Content Marketing 103 Balancing immediate engagement with long-term brand building 104 Local engagement hooks 105 Exploring Different Ways to Pitch Your Story 105 Showcasing existing talent: Employee profiles and stories 106 Be bold: Cutting through the corporate speak 110 Delivering facts, figures, and infographics 112 Making the most of video 113 Gaming your system 114 Promoting Employee-Generated Content 114 Facilitating employee-generated content with the right technology 116 Developing policies to prevent misbehavior and mishaps 116 Managing Your Content 117 Assembling a content marketing and management team 117 Conducting a content audit 118 Tagging and categorizing content to facilitate indexing and raise its search engine ranking 119 Building a content marketing editorial calendar 119 Chapter 7: Rolling Out Your Employer Brand Strategy 121 Winning Internal Hearts and Minds 121 Briefing Managers before Engaging Employees 123 Briefing Key Management Stakeholders 124 Engaging leadership 124 Pitching your plan to the HR/talent community 125 Ensuring alignment with corporate communications and marketing 126 Briefing Your Recruitment Teams 127 Developing your employer brand toolkit 127 Creating content playbooks 128 Providing guidance on localization 129 Getting team managers onboard 130 Engaging Employees 132 Think: Taking a rational, measured approach 134 Feel: Nurturing emotional engagement 135 Do: Inspiring employee commitment and behavior change 136 Maintaining consistency and continuity 137 Part 3: Reaching Out through the Right Channels 139 Chapter 8: Constructing Your Recruitment Marketing Plan 141 Sizing Up Your Audience 142 Segmenting your audience 142 Prioritizing your audience segments 143 Creating talent personas 144 Evaluating Target Talent Media Preferences 146 Mapping out your media options 146 Reaching people on the move (mobile) 147 Connecting with active and passive job seekers 148 Setting Out Your Plan 149 Balancing inbound and outbound marketing activities 150 Putting a recruitment marketing system in place 151 Chapter 9: Creating a Winning Career Site 153 Making a Great First Impression 154 Checking off landing page essentials 154 Integrating with your social properties 155 Optimizing for mobile 157 Staying a step ahead of the Joneses 157 Delivering the Goods: Content 158 Aligning your website with your employer value proposition 159 Tailoring content to target groups 159 Writing effective job descriptions 160 Making it easy to apply 162 Personalizing your response letters 163 Creating Job Microsites 164 Chapter 10: Developing Your Talent Network 165 Leveraging the Networking Power of Current and Former Employees 166 Understanding why referrals make great hires 166 Setting up an employee referral program 167 Building an alumni talent network 171 Boosting Your Rejected Candidate Referral Rate 173 Creating Your Own Talent Communities 174 Chapter 11: Engaging Talent through Social Media 177 Getting Your Head in the Game 178 Where to show up: Choosing social channels 178 How to engage potential candidates 178 Laying the Groundwork 180 Choosing a social dashboard 180 Budgeting for ads and sponsored content 181 Making time for social media 181 Recruiting on LinkedIn 182 Building your Company and Career pages 182 Posting regular status updates 183 Measuring and optimizing engagement 183 Having employees update their profiles 184 Giving Job Seekers a Backstage Pass with Glassdoor 184 Making a Splash on Facebook 187 Creating a Facebook Page 187 Hosting Facebook Groups 189 Broadcasting via Facebook Live 189 Attracting Top Talent on Twitter 190 Picking up strategies by observing others 190 Using hashtags to source candidates 190 Engaging prospects 191 Getting your employees involved 192 Gauging your Twitter impact 192 Adapting to a New Model: Snapchat 192 Leveraging Video 193 Exploring ways to use video in recruitment marketing 194 Recognizing the importance of YouTube 194 Exploring Chat Platforms and Regional Channels 195 Building a Social Media Calendar 196 Chapter 12: Making the Most of Recruitment Advertising 199 Raising Your Employer Brand Profile in Search Engine Results 200 Using search engine optimization to improve your site’s search engine ranking 201 Gaining traction with search engine marketing 202 Sizing Up Paid Media Channels 203 Evaluating your potential media mix 204 Programmatic media buying 206 Getting the Best out of Job Boards 207 Adding a Personal Touch with Direct Engagement 208 Personalizing your message 208 Cutting through the spam 209 Chapter 13: Making a Splash on Campus 211 Marketing to College Students 212 Understanding the student/graduate mind-set 212 Attending to key touch points 213 Evaluating regional differences 215 Converting interns 215 Designing an attractive graduate program 216 Balancing targeting with diversity 217 Choosing Schools Wisely 218 Supporting College Career and Job Placement Services 219 Reaching Out to Less Prominent Institutions 220 Part 4: Delivering on Your Employer Brand Promises 223 Chapter 14: Shaping a Positive Brand Experience 225 Applying Customer Experience Thinking to HR Processes 226 Thinking differently about HR 226 Reviewing your current employment experience 227 Engaging in Touch-Point Planning 230 Conducting a touch-point review 230 Touch-point action planning 232 Designing signature experiences 233 Chapter 15: Making a Positive Impression on Candidates 237 Building Candidate-Friendly Application and Selection Processes 238 Designing a professional and courteous application and selection funnel 238 Tailoring your application, screening, and selection process to your EVP 242 Ensuring a Positive Brand Experience through Induction and Orientation 243 Focusing on the fundamentals 244 Preboarding new hires 246 Providing a warm welcome 247 Designing an extensive orientation process 248 Chapter 16: Engaging and Retaining Your Talent 249 Conducting Engagement Survey Action Planning 249 Considering the conventional approach to engagement action planning 250 Leading with your EVP 251 Leading from the top 254 Ongoing Engagement and Retention Processes 255 Conducting team briefings 255 Engaging in key people-management conversations 256 Identifying and responding to retention risks 257 Establishing an early-warning system 258 Maintaining Attraction and Engagement in the Midst of Organizational Change 260 Navigating a reorganization 260 Smoothing the transition during an acquisition 261 Rebranding a merger of equals 261 Part 5: Measuring the Success of Your Employer Branding Strategy 263 Chapter 17: Gauging Your Immediate Impact on Audience Engagement and Hiring 265 Linking Recruitment Marketing Activities to Objectives 266 Measuring the Effectiveness of Recruitment Advertising 267 Advertising costs 267 Audience exposure 268 Engagement 268 Source of application and source of hire 268 Analyzing the effectiveness of recruitment advertising 269 Measuring the Effectiveness of Social Campaigns 269 Social media costs 270 Audience exposure 270 Engagement 270 Source of application, source of hire, and source of influence 271 Using the results of your analysis to enhance your recruitment marketing 272 Measuring the Effectiveness of Career Site Content 272 Career site costs 273 Audience exposure 273 Engagement 274 Source of application and source of hire 274 Improving career site effectiveness through analysis 275 Measuring Referral Effectiveness 275 Referral costs 275 Audience exposure 276 Engagement 276 Source of application and source of hire 276 Improving referral effectiveness through analysis 277 Analyzing Your Overall Recruitment Marketing Strategy Success 277 Calculating cost-per-hire 278 Measuring success in terms of quality applicants and hires 279 Comparing your results to external benchmarks 280 Chapter 18: Monitoring and Maintaining Long-Term Impact on Employer Brand Value 281 Tracking Employer Brand Awareness and Reputation 282 Measuring improvements in brand awareness, consideration, and preference 282 Examining conversion ratios 285 Conducting employer brand image surveys 285 Drawing conclusions from external brand tracking 287 Tracking the Internal Impact of Your Employer Brand Strategy 289 Evaluating employee engagement 289 Tracking your employer brand experience 290 Evaluating the candidate experience 292 Assessing the onboarding experience 294 Evaluating employer branding’s impact on employee performance 294 Analyzing Your Employer Brand Index 296 Keeping Pace with Talent Market Trends 297 Part 6: The Part of Tens 301 Chapter 19: Ten Success Factors to Embrace 303 Getting Your Leadership Team’s Buy-In 303 Bridging the Gap between HR and Marketing 304 Sizing Up Your Company’s Talent Needs 305 Defining a Clear and Compelling Employer Value Proposition 305 Building Flexibility into the Framework 306 Getting Current Employees Onboard First 306 Making the Most of Social Media 307 Keeping an Eye on Your Competition 307 Getting into the Right Shape for Talent 308 Investing in Metrics 308 Chapter 20: Ten Common Mistakes to Avoid 311 Treating Employer Branding as a Project 311 Failing to Focus 312 Promising the Sun, the Moon, and the Stars 312 Playing It Too Safe: Corporate Bland or Industry Generic 313 Getting Obsessed with the Tagline 314 Over-Policing Your Local Teams 314 Underestimating the Resources Required to Create Quality Content 315 Forgetting to Connect Communication with Experience 315 Turning Off Your Brand Investment When the Going Gets Tough 316 Failing to Learn from Experience 317 Chapter 21: Ten Ways to Minimize Cost and Maximize Impact 319 Building More Talent Than You Buy 320 Maximizing Referrals 320 Hiring Above-Average Talent for an Average Wage 320 Targeting Efforts to Attract Fewer, But Higher-Quality Candidates 321 Focusing Your Creative Spend 321 Shifting from Paid to Owned and Earned Media 322 Localizing Content Creation 322 Encouraging Employee-Generated Content 323 Creating Your Own Talent Pools 323 Learning from Failure and Building on Success 324 Index 325
£18.69
John Wiley & Sons Inc Customer Obsessed
Book SynopsisOptimize the customer experience via the cloud to gain a powerful competitive advantage Customer Obsessed looks at customer experience through the lens of the cloud to bring you a cutting-edge handbook for customer experience. Cloud technology has been hailed as a game-changer, but a recent IDC report shows that it accounts for less than three percent of total IT spending; why are so many companies neglecting such an enormous asset? This book provides a high-level overview of how the cloud can give you a competitive advantage. You''ll learn how to integrate cloud technology into sound customer experience strategy to achieve unprecedented levels of success. More than just a state-of-the-field assessment, this book offers a set of concrete actions you can take today to leverage cloud computing into technical innovation and better business outcomes at all levels of your organization. You''ll examine the many factors that influence the customer experience, and emerge with Table of ContentsForeword Marc Benioff v Preface ix Introduction xi Chapter 1 Disruption and Business Success 1 Chapter 2 People Drive Change, Technology Enables 13 Chapter 3 Why Social Matters to Every Business 27 Chapter 4 Rethinking Employee Engagement 55 Chapter 5 Customer Engagement Defined 73 Chapter 6 How to Win the Talent War 93 Chapter 7 Gender Diversity Isn’t a Plus, It’s a Business Imperative 113 Chapter 8 Right Time, Right Moment, Right Channel 135 Chapter 9 Turning Data into Action 155 Chapter 10 How Good Design Creates Seamless Experiences 181 Chapter 11 Digital Marketing: Standing Out in the Sea of Sameness 203 Final Thoughts 231 Notes 235 Acknowledgments 245 Index 247
£17.09
