Sales and marketing management Books

Book SynopsisAs high street and main street businesses continue to suffer, there''s a new rule in business: forget about the general audience and instead stake out an identifiable niche.Woolworths suffered from a lack of identity and found that low quality and low price wasn''t enough; General Motors crashed as motorists failed to distinguish between cars in their range. Yet HBO, Moleskine and specialist media like The Economist have all succeeded by building their authority over narrow areas of expertise and cultivating a passionate following - and their profits have mushroomed. Fascinating and thought-provoking, Niche is a superb examination of how innovation and profitability are moving to a series of tightly defined but globally scattered niches, bound together by the reach of the net.Trade ReviewA fascinating book . . . Compelling . . . Its easy-going style ranges confidently over the modern marketing landscape and the examples of brands rising and falling are compelling. The research is excellent -- Jamie Collinson * Management Today *James Harkin . . . wears lightly a wide range of expertise . . . A good read -- John Kay * Financial Times *

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Book SynopsisHeidi Taylor is a consultant, speaker and prolific blogger with a significant global following. Her expertise is in strategy and creating powerful multi-channel, multi-format marketing campaigns. In 2015 Heidi Taylor was named a top 25 UK B2B Marketing Influencer by Onalytica. She has won two awards at the Chartered Institute of Marketing's prestigious annual Marketing Excellence Awards, including the coveted overall Marketer of the Year.Trade Review"Give a copy of this book to every B2B marketer you know. [Taylor is] an award-winning B2B marketer and is a mentor to the next generation of marketing professionals. When Heidi has something to say, we listen." * Katryna Turner, Board Member, Business Marketing Club *"[Taylor] bravely disassembles some of key myths and fallacies that too often dominate thinking today, reasserts why many of the marketing challenges are perennials, and explains why we need to get back to the fundamentals of our profession. If you're a committed B2B marketer, this book is certain to challenge, inform and ultimately reinvigorate your approach - it's a thoroughly worthwhile investment in your career." * Joel Harrison, Editor-in-chief, B2B Marketing *"Written by someone who has worked for over two decades across the B2B marketing landscape, this is an essential read for marketers of all levels. No hype, no fads; just straight talk, solid advice and practical examples of where and how B2B marketers need to apply their focus, energy and resources." * Roberta de Lima, Head of UK Marketing, BAI Communications *"A call to arms for B2B marketers everywhere, this book is a vital read for any practitioner keen to prove the value that marketing provides to their business. Heidi has tackled a long overdue issue in B2B marketing head on, highlighting exactly why strategy and purpose should always drive tactical marketing activities." * Danny Jack, Head of Marketing & Corporate Communications, TradeRiver *"Heidi is the best marketer I've ever come across; she excels because of her innate understanding of what drives and grows a business, and makes that her starting point, only then creating the marketing strategy and plans that will deliver on that organization's objectives. This book reflects her insight and experience, and it will be as useful to the public and charity sectors as it is to business. It helps us think about how we need to influence and engage other organizations in order to achieve our objectives." * Dame Julie Mellor, Chair of The Young Foundation and former Partner at PwC *"Heidi Taylor has produced an essential must-read modern handbook for today's B2B marketers. The book is admirably accessible, while at the same time being in-depth and analytical. In it Taylor provides an inspiring set of tools, examples and methodologies to suit the breadth of marketing challenges faced by practitioners." * Lisa Lavia, Managing Director, Noise Abatement Society *"Heidi Taylor is a true B2B marketing professional with a strong understanding of the principles of B2B marketing and what is required to ensure brands thrive. This is a must read for any B2B marketer or organization." * Jay Neale, Managing Director, The Agency Works *"This book is a great read. Heidi's back-to-basics approach is timely given the constant flow of shiny new tools that threaten to distract B2B marketers. The book is strategic and thought provoking yet gives practical advice that can be acted on straight away." * Polly Barton, Head of Global Business Development, Bovill *"This book clearly spells out the principles, challenges and future of B2B marketing in an ever-changing landscape, and is a highly recommended read for anyone serious about ensuring their marketing delivers results in the 21st century." * Simone Timcke, Director of Anthem Consulting, B2B Marketing Recruitment *"Heidi has expertly distilled all her years of B2B marketing experience and knowledge in a book that accurately reflects the issues and opportunities that affect modern marketing professionals. Her 3D marketing system should become the adopted method for B2B marketing." * Terry Hewett, Chairman, Zest The Agency *Table of Contents Chapter - 00: Introduction; Section - ONE: Think Different - Fallacy #1; Marketing Has Forever and Fundamentally Changed; Chapter - 01: Change Happens – The Seismic Shift in Our B2B Marketing Environment; Chapter - 02: All That Glitters – B2B Marketing’s Obsession With the Latest Tools and Tactics; Chapter - 03: 5 Essential Steps to Think Different; Section - TWO: Do Different - Fallacy #2; The Marketing Plan is The Marketing Strategy; Chapter - 04: Getting Back to Basics – Brand, Strategy, Customers and Measurement; Chapter - 05: An Introduction to 3D Marketing - Differentiate, Develop and Deliver; Chapter - 06: 5 Essential Steps to Do Different; Section - THREE: Be Different - Fallacy #3; The Purpose of Marketing is Lead Generation; Chapter - 07: What is the Purpose of Marketing?; Chapter - 08: 7 rules of Engagement For The Social Era; Chapter - 09: Taking a Big Idea to Market – 5 Lessons; Chapter - 10: 5 Essential Steps to Be Different; Section - FOUR: Conclusion; Chapter - 11: Tactics are For The Moment, Ideas are Forever

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Book SynopsisDesigned specifically with revision in mind, the CIM Revision Cards provide concise, yet fundamental information to assist students in passing the CIM exams as easily as possible. A clear, carefully structured layout aids the learning process and ensures the key points are covered in a succinct and accessible manner. The compact, spiral bound format enables the cards to be carried around easily, the content therefore always being on hand, making them invaluable resources no matter where you are. Features such as diagrams and bulleted lists are used throughout to ensure the key points are displayed as clearly and concisely as possible. Each section begins with a list of learning outcomes and ends with hints and tips, thereby ensuring the content is broken down into manageable concepts and can be easily addressed and memorisedTable of ContentsIntroduction to marketing planning; The marketing audit; Marketing planning implementation and control; Promotional operations; Product operations; Price operations; Place operations; Managing marketing relationships; International marketing; Industrial/business to business, FMCGs and services marketing; Not-for-profit, SMEs and virtual marketing.

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Book SynopsisDesigned specifically with revision in mind, the CIM Revision Cards provide concise, yet fundamental information to assist students in passing the CIM exams as easily as possible. A clear, carefully structured layout aids the learning process and ensures the key points are covered in a succinct and accessible manner. The compact, spiral bound format enables the cards to be carried around easily, the content therefore always being on hand, making them invaluable resources no matter where you are.Table of ContentsPreface; Creating the organizational contant for effective implementational of stategy-teams; Organizational culture; Planning and implementing change; Stategic marketing managers' role; Implementing business strategy through marketing activities 1; Implementing business strategy through marketing activies 2; Quality and project management; Innovation and managing external resources; Measurement, evaluation and control; Appendices, Index

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Book SynopsisButterworth-Heinemann's CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and should be useful aids in helping students understand the complexities of marketing. The discussion and practical application of theories and concepts, with relevant examples and case studies, should help readers make immediate use of their knowledge and skills gained from the qualifications.'Professor Keith Fletcher, Director of Education, The Chartered Institute of MarketingHere in Dubai, we have used the Butterworth-Heinemann Coursebooks in their various forms since the very beginning and have found them most useful as a source of recommended reading material as well as examination preparation.'Alun Epps, CIM Centre Co-ordinator, Dubai University College, United Arab EmiratesButterworth-Heinemann's official CIM Coursebooks are the definitive companiTable of ContentsUnit 1 Management and marketing roles Unit 2 Recruiting the team Unit 3 Developing the team Unit 4 Managing change Unit 5 Project management Unit 6 Knowledge management and market research Unit 7 Developing and implementing marketing plans Unit 8 Marketing communications and customer service Appendix: Feedback and answers

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Book SynopsisCorporate social performance has come of age. In a business environment characterized by its perpetual state of flux, the ability to recognize and react to global forces becomes paramount. The fallout of such rapid change - the fast-paced developments in communications and technology, the continual change to global markets, shifting demographics, the homogenization of personal values - have all contributed to the widespread new interest in issues such as ecology and environment, human rights and diversity, health and well-being, and communities. All of these issues are now potential liabilities for companies, and are very much back on the agenda for business. Once regarded as peripheral management concerns, they are now recognized as hard to predict and hard for business to deal with when they go wrong. This book offers an insight into how corporate social performance can be measured and why this is an important aspect of corporate social responsibility. Using detailed case studies, it provides readers with the foundations for understanding and applying corporate social performance, providing a stakeholder framework by which corporate social performance can be measured, alongside a detailed consideration of the value of different stakeholder measures. The book also applies this framework to new social accounting standards, enabling the reader to consider the validity and appropriateness of these standards. The increasingly important role of the internet for corporate social reporting is also considered.Trade Review'...a rigorous, yet highly readable analysis of the practical issues encountered in applying a stakeholder framework to the measurement of corporate social performance. A particular strength of the book is its use of detailed case studies for illustrative purposes. A further noteworthy feature lies in the timely discussion of the potential for internet reporting and widely touted social accounting standards for establishing higher levels of corporate accountability.' Professor David L. Owen, University of Nottingham, UK 'The book uses detailed case studies providing the foundations for understanding and applying corporate social performance, and offering a stakeholder framework by which corporate social performance can be measured, alongside a detailed consideration of the value of different stakeholder measures.' Corporate CitizenTable of ContentsContents: Corporate social performance and accountability; Business in society - ethics and stakeholders; Social accounting and stakeholder identification; Stakeholder performance measurement in theory; Value added analysis; Stakeholder performance measurement in practice; Shareholder analysis; Stakeholder analysis; Theorizing the results; Recent developments and the future of social accounting; Bibliography; Index.

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Book SynopsisTable of Contents Part 1. Understanding Marketing Management 1. Defining Marketing for the New Realities 2. Developing Marketing Strategies and Plans Part 2. Capturing Marketing Insights 3. Collecting Information and Forecasting Demand 4. Conducting Marketing Research Part 3. Connecting with Customers 5. Creating Long-term Loyalty Relationships 6. Analyzing Consumer Markets 7. Analyzing Business Markets 8. Tapping into Global Markets Part 4. Building Strong Brands 9. Identifying Market Segments and Targets 10. Crafting the Brand Positioning 11. Creating Brand Equity 12. Addressing Competition and Driving Growth Part 5. Shaping the Market Offerings 13. Setting Product Strategy 14. Designing and Managing Services 15. Introducing New Market Offerings 16. Developing Pricing Strategies and Programs Part 6. Delivering Value 17. Designing and Managing Integrated Marketing Channels 18. Managing Retailing, Wholesaling, and Logistics Part 7. Communicating Value 19. Designing and Managing Integrated Marketing Communications 20. Managing Digital Communications: Online, Social Media and Mobile Marketing 21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling Part 8. Managing the Marketing Organization 23. Managing a Holistic Marketing Organization for the Long Run

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Book SynopsisPhilip Kotler is one of the world's leading authors in Marketing. He is the S.C.Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University (Emeritus). He has also been a consultant to major US and foreign companies, including IBM, General Electric, and Michelin, and has served as a member of many advisory boards. He has been the author and co-author of over thirty books and has published over 150 articles in leading journals, including Harvard Business Review, Management Science, and Journal of Marketing Research. Kevin Lane Keller is the E. B. Osborn Professor of Marketing and Senior Associate Dean for Marketing and Communications at the Tuck School of Business at Dartmouth College. His research has been published numerous times in all the major marketing journals and has received numerous awards for his research accomplishments, having published over 120 papers

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Book SynopsisAbout our authors Philip Kotler is one of the world's leading authorities on marketing. He is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University (emeritus). He received his master's degree at the University of Chicago and his PhD at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago. Dr. Kotler is the author or coauthor of Principles of Marketing; Marketing: An Introduction; Strategic Marketing for Nonprofit Organizations; Marketing Models; The New Competition; Marketing Professional Services; Strategic Marketing for Educational Institutions; Marketing for Health Care Organizations; High Visibility; Social Marketing; Marketing Places; The Marketing of Nations; Marketing for Hospitality and Tourism; Standing Room Only; Museum Strategy and Marketing; Marketing Moves; Kotler on Marketing; Lateral Marketing; Winning at Innovation; Ten Deadly Marketing Sins; Chaotics; Winning Global Markets; Corporate Social Responsibility; Confronting Capitalism; Democracy in Decline; Advancing the Common Good; Social Media Marketing; Brand Activism; Marketing 5.0; Marketing 6.0; and My Adventures in Marketing. In addition, he has published over 150 articles in leading journals, including Harvard Business Review, Sloan Management Review, Business Horizons, California Management Review, Journal of Marketing, Journal of Marketing Research, Management Science, Journal of Business Strategy and Futurist. He is the only three-time winner of the Alpha Kappa Psi award for the best annual article published in the Journal of Marketing. Professor Kotler was the first recipient of the American Marketing Association's (AMA) Distinguished Marketing Educator Award (1985); he was chosen as the Leader in Marketing Thought by academic members of the AMA (1975) and received the Paul Converse Award (1978). Other honors include the Prize for Marketing Excellence from the European Association of Marketing Consultants and Sales Trainers; Sales and Marketing Executives International's (SMEI) Marketer of the Year (1995); the Distinguished Educator Award from the Academy of Marketing Science (2002); the William L. Wilkie Marketing for a Better World Award (2013); the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice (2013); and induction into the Marketing Hall of Fame (2014). He has received 22 honorary doctoral degrees, among them from Stockholm University, the University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the Budapest School of Economic Science and Public Administration, the University of Economics and Business Administration in Vienna, and Plekhanov Russian Academy of Economics. Professor Kotler has been a consultant to many major US and foreign companies, including IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlines and Michelin. In addition, he has served as chairman of the College of Marketing of the Institute of Management Sciences, a director of the American Marketing Association, a trustee of the Marketing Science Institute, a director of the MAC Group, a member of the Yankelovich Advisory Board and a member of the Copernicus Advisory Board. He was a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation. He has traveled extensively throughout Europe, Asia and South America, advising many companies about global marketing opportunities. Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has an AB degree in math and economics from Cornell University, an MBA from Carnegie-Mellon and a PhD in marketing from Duke University. At Dartmouth, he has taught popular MBA and executive education courses on strategic brand management and marketing management. Previously, Professor Keller was on the faculty at Stanford University, where he also served as head of the marketing group. Additionally, he has been on the faculty at the University of California at Berkeley and the University of North Carolina at Chapel Hill, was a visiting professor at Duke University and the Australian Graduate School of Management and has two years of industry experience as marketing consultant for Bank of America. Professor Keller's areas of expertise include consumer psychology and branding, communications and marketing strategies. His research has been published numerous times in each of the four major marketing journals: the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research and Marketing Science. An academic pioneer in the study of brands and branding, with over 135 published papers, he is one of the most highly cited of all marketing academics worldwide and has received numerous awards for his research accomplishments. Actively involved with industry, Professor Keller has worked on a host of different types of marketing projects. He has served as a long-time consultant and trusted advisor to marketers for some of the world's most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi Strauss, Nike, Procter & Gamble and Samsung. Professor Keller served as an academic trustee for the Marketing Science Institute from 2000 to 2006, as their Executive Director from 2013 to 2015 and as a member of their Executive Committee and Board from 2015 to 2022. He has also served as an expert witness for top firms such as Amazon, Coca-Cola, DuPont, Ernst & Young, Facebook, Mercedes-Benz, the NFL, Toyota and Visa. A popular and highly sought-after speaker, Professor Keller has made keynote speeches and conducted workshops with top executives in a wide variety of forums. He has lectured at over 150 conferences, conventions, seminars and symposiums all over the world, from Seoul to Johannesburg, from Sydney to Stockholm and from Sao Paulo to Mumbai. Professor Keller is currently conducting a variety of research studies that address marketing, branding and communication issues. Heralded as the bible of branding, his textbook, Strategic Brand Management, now co-authored with Vanitha Swaminathan, is in its 5th edition and has been adopted at top business schools and leading firms across the globe. An avid sports, music and film enthusiast in his so-called spare time, Professor Keller has helped to manage, market and serve as executive producer for one of Australia's great rock and roll treasures, The Church, as well as American power-pop legends Tommy Keene and Dwight Twilley. He lives in Etna, New Hampshire, with his wife Punam (also a Tuck marketing professor). Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. He holds an MA and a PhD in psychology from Sofia University and a PhD in business administration from Duke University. He is an academic thought leader, speaker and advisor in the areas of marketing strategy and planning, brand management, consumer decision making and behavioral science. Professor Chernev has written numerous articles focused on marketing strategy, brand management, consumer behavior and market planning. His research has been published in the leading marketing journals and has been frequently quoted in the business and popular press, including the Wall Street Journal, the Financial Times, the New York Times, the Washington Post, Harvard Business Review, Scientific American, the Associated Press, Forbes and Bloomberg Businessweek. He was ranked among the top ten most prolific scholars in the leading marketing journals by the Journal of Marketing and among the top five marketing faculty in the area of consumer behavior by a global survey of marketing faculty published by the Journal of Marketing Education. In addition to academic and managerial articles, Professor Chernev has published a number of impactful books that have been translated into multiple languages and are used in top business schools around the world. These include Strategic Marketing Management: Theory and Practice; Strategic Marketing Management: The Framework; Strategic Brand Management; The Marketing Plan Handbook; The Business Model: How to Develop New Products, Create Market Value, and Make the Competition Irrelevant; Customer Science: Behavioral Insights for Creating Breakthrough Customer Experiences; and Kellogg on Marketing. Professor Chernev has served as an area editor for the Journal of Marketing, the Journal of Consumer Psychology and the Journal of Retailing, and on the editorial boards of leading research journals, including the Journal of Marketing Research, Journal of Consumer Research, International Journal of Research in Marketing, Journal of the Academy of Marketing Science and Journal of Marketing Behavior. At the Kellogg School of Management, Professor Chernev teaches marketing strategy, brand management and behavioral decision theory in MBA, PhD and executive education programs. He has also taught in executive programs at INSEAD in France and Singapore, at the Institute for Management Development (IMD) in Switzerland and at Hong Kong University of Science and Technology. He has received numerous teaching awards, including the Core Course Teaching Award, the Kellogg Faculty Impact Award and the Kellogg Executive MBA Program's Top Professor Award, which he has received 15 times. In addition to research and teaching, Professor Chernev has served as an academic trustee and a fellow of the Marketing Science Institute. He has worked as an expert on high-profile legal cases dealing with issues p

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Book SynopsisAll customers differ. All customers change. All competitors react. All resources are limited. Robert W. Palmatier's dynamic First Principles of Marketing framework provides the structure for this research-based, action-orientated guide to organizing analytics tools, marketing models and methodologies. When should you use a specific technique in data analytics? How does each new analytics technique improve performance? Which techniques are worth time and investment to implement? As organizations prioritize digital growth to better connect with customers, it is vital that you are able to respond confidently to these questions, enabling you to utilize marketing analytics to better understand your business and increase revenue. Marketing Analytics will help you to: Learn how to contextualize models and statistical analysis within the foundational principles of marketing through the use of a problem-centric framework. Understand technical analyses by engaging with a pertinent raTrade Review“What is special about this book is that analytics is introduced as an integral part of marketing strategy and marketing decision making. The four First Principles of Marketing (MPs) serve as a framework where most of the critical and commonly seen marketing problems can be found...the book covers every tool that I would like my students to have when they walk out of a marketing analytics class… Everything that an instructor would want is included…This is a well-organized text with the latest knowledge from the field.” -- Elina Tang, Northern Illinois University, USA“This is a book that I have been looking for a long time. I really enjoyed reading it. It is very easy to follow, well-structured, full of example and case studies, linked to the software and simple math language… The book perfectly matches to the course learning outcome…(and) includes the step-by-step guideline on how to do analysis in R and Tableau.” -- Mojtaba Poorrezaei, Nottingham Trent University, UK“I have a very positive impression of the textbook especially as it aligns marketing strategy with consumer analytics techniques. This will help students to form a link between different analytical techniques and marketing decisions…We are helping decision makers to make more effective and efficient decisions.” -- Mohamed Sobhy Temerak, University of Kent, UK * Manuscript review *Table of ContentsChapter 1 – Introduction to Marketing Analytics Based on First Principles PART ONE – ALL CUSTOMERS DIFFER Chapter 2 – Understanding Marketing Principles #1: All Customers Differ Chapter 3 – Cluster Analysis for Segmentation Chapter 4 – Discriminant Analysis for Targeting and Classification Chapter 5 – Perceptual and Preference Mapping for Competitive Positioning PART TWO – ALL CUSTOMERS CHANGE Chapter 6 – Understanding Marketing Principle #2: All Customers Change Chapter 7 – RFM Analysis Chapter 8 – Logistic Regression Chapter 9 – Customer Lifetime Value PART THREE – ALL COMPETITORS REACT Chapter 10 – Understanding Marketing Principle #3: All Competitors React Chapter 11 – Survey Design and Testing to Derive Customer Insights Chapter 12 – Conjoint Analysis for Product and Pricing Decisions Chapter 13 – Forecasting Sales for New Products PART FOUR – ALL RESOURCES ARE LIMITED Chapter 14 - Understanding Marketing Principle #4: All Resources are Limited Chapter 15 – Using Marketing Mix Models to Optimize the Marketing Mix Chapter 16 – Using Marketing Experiments to Optimize the Marketing Mix Chapter 17 – Using Topic Models to Glean Customer Insights

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Book SynopsisMost business books just tell you what to do. The Sales Coach guides you every step of the way.Who are you? Anyone who sells on a regular basis and wants to become more effective at selling.Where will this book take you? You will be armed with the techniques you need to close more sales with less effort. How does it work? You''ll fine-tune your sales skills through a combination of practical, tried-and-tested advice, and unique interactive exercises.What else do you get? The book includes access to a range of free downloadable templates and resources that will help you develop even further.Improve your sales effectivenessDiscover your USPHone your sales pitchWin more sales with less effortFeel more confident and motivated

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Book SynopsisIn today''s working environment, which is changing faster than ever, e-commerce is more than a buzzword. It is a vital skill to help you survive and get ahead in your career. Digital marketing consultant Nick Smith has been there and done it, and in this short, accessible book he shares a lifetime of hard-earned wisdom and practical advice.Sunday: Getting ready to start your storeMonday: Basic e-commerce setupTuesday: Social marketing for e-commerceWednesday: Pay-per-click (PPC) marketing for e-commerceThursday: Search engine optimization (SEO) for e-commerceFriday: Customer service for e-commerceSaturday: Bringing it all together into the ultimate e-commerce marketing system

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