Sales and marketing management Books
John Murray Press Content Marketing In A Week
Book Synopsis ***CIM (CHARTERED INSTITUTE OF MARKETING) BOOK OF THE MONTH MAY 2016***Content marketing just got easierContent marketing is one of today''s growing marketing trends following fast on the heels of social media. It is marketing through creating and sharing content that potential customers find relevant, useful and valuable in order to attract, engage, convert and retain them. It''s a strategy that requires careful thought, clear objectives and goals, and a deep understanding of your audience. It requires you to reach out to them with well-planned and well-produced content - in all forms and formats, offline as well as online.In this book we take a joined-up look at content marketing, the key principles that underpin it, and what it takes to put it into practice in a consistent and fully formed way. And we provide a practical framework for planning it and executing it successfully - whatever the size of your business or your marketing team. A
£12.58
Taylor & Francis Inc Order-Fulfillment and Across-the-Dock Concepts,
Book SynopsisOrder-Fulfillment and Across-the-Dock Concepts, Design, and Operations Handbook provides insights and tips that warehouse and distribution professionals can use to make their order fulfillment or across-the-dock operations more efficient and cost-effective. Each chapter focuses on key aspects of planning and managing, making it easy to find information quickly. The text includes guidelines for development and projection of accurate facility, inventory, SKU, and transaction data, as well as design factors. Filled with illustrations, forms, and tables, this handbook helps you develop the skill and knowledge required to design, organize, and operate a productive order fulfillment or across-the-dock operation.By applying the recommendations found in this book, you will be able to reduce product damage, enhance product flow, increase employee productivity, improve customer service, reduce operating costs, maintain on-schedule deliveries, and ensure asset protection. Table of ContentsOrder-fulfillment and across-the-dock strategic considerations. Order-fulfillment and across-the-dock objectives and their impact on your company's profit and customer service. Order-fulfillment systems. Garment-on-hanger order-fulfillment operations. Planning a carton or full-case order-fulfillment operation. Pallet order-fulfillment operations. Single-item, GOH, carton, or pallet across-the-dock operations.
£161.50
Rethink Press Customer Improvement Selling
Book Synopsis
£16.19
Rethink Press Ideal Client Attraction
£14.39
Rethink Press The Corporate Success Pathway
£15.29
Rethink Press Slice: Cutting Through to Excellence in Sales
Book SynopsisSales leaders must balance many activities and personalities, develop a strategic vision and culture and encourage their team to grow and improve for long-term success. This fascinating book encourages and teaches aspiring sales managers to understand themselves and their team so they can handle challenging situations and achieve higher levels of success. Find the root cause of interpersonal and performance issues Appreciate your own values and those of your sales team Discover your growth potential to become a better leader
£13.49
Rethink Press The Profit Secret: How to sell more at a higher
Book Synopsis
£14.39
Hodder & Stoughton Bright Marketing for Small Business
Book SynopsisA resource to help small business owners successfully market their product or service. Expert marketer and author, Robert Craven explains why it's important to be different from the competition to succeed, helping decide your message, your target audience and what method of communication is most suitable.
£12.34
Taylor & Francis Ltd CIM Revision Cards: Assessing the Marketing
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 memorised.Table of ContentsThe nature of the organization and the impact of its environment; The micro-environment; Analysis of the competitive environment; The macro-environment; The demographic, social and cultural environment; The economic and international environment; The political and legislative environment; The technical/information environments; Environmental information systems - coping with the challenge of environmental change
£24.51
John Wiley & Sons Inc Strategic Market Management
Book SynopsisThe European edition of Strategic Market Management has been prepared with the objective of taking David Aaker's outstanding and well-established textbook and presenting it to a European audience. It retains the culture of the original text, to maintain its accessibility and continue its emphasis on practical action. It has also kept the compactness, which has made it so popular with graduate and executive students and managers, while keeping a comprehensive coverage of major and emerging themes in strategy. The core value of the original text, that the development, evaluation and implementation of business strategies are essential to successful management, is also retained in the European edition. The book is essential reading for any management or business school course that focuses on the management of strategies. It is especially appropriate for marketing strategy, strategic management and business policy courses. It is also designed to be used by managers who need to deTable of ContentsPreface. Acknowledgments. PART ONE: INTRODUCTION AND OVERVIEW. Chapter 1: Business Strategy: The Concept and Trends in Its Management. What is a Business Strategy? Strategic Options. Strategic Market Management: Characteristics and Trends. Why Strategic Market Management? Chapter 2: Strategic Market Management: An Overview. External Analysis. Internal Analysis. Creating a Vision for the Business. Strategy Identifi cation and Selection. Selecting Among Strategic Alternatives. The Process. PART TWO: STRATEGIC ANALYSIS. Chapter 3: External and Customer Analysis. External Analysis. The Scope of Customer Analysis. Segmentation. Customer Motivations. Unmet Needs. Chapter 4: Competitor Analysis. Identifying Competitors – Customer-Based Approaches. Identifying Competitors – Strategic Groups. Potential Competitors. Competitor Analysis – Understanding Competitors. Competitor Strengths and Weaknesses. Obtaining Information on Competitors. Chapter 5: Market Analysis. Dimensions of a Market Analysis. Actual and Potential Market Size. Market and Submarket Growth. Market and Submarket Profi tability Analysis. Cost Structure. Distribution Systems. Market Trends. Key Success Factors. Risks in High-Growth Markets. Chapter 6: Environmental Analysis and Strategic Uncertainty. Dimensions of Environmental Analysis. Dealing with Strategic Uncertainty. Impact Analysis – Assessing the Impact of Strategic Uncertainties. Scenario Analysis. Chapter 7: Internal Analysis. Financial Performance – Sales and Profi tability. Performance Measurement – Beyond Profi tability. Determinants of Strategic Options. From Analysis to Strategy. Business Portfolio Analysis. The BCG Growth-share Matrix. Case Challenges for Part Two. The Soft Drinks Market. Tesco. PART THREE: ALTERNATIVE BUSINESS STRATEGIES. Chapter 8: Creating Advantage – Synergy and Vision Versus Opportunism. The Sustainable Competitive Advantage. The Role of Synergy. Strategic Vision Versus Strategic Opportunism. A Dynamic Vision. Chapter 9: Strategic Options: Quality and Brand Equity. Business Strategy Challenges. Strategic Options. The Quality Option. The Brand Equity Option. Chapter 10: Strategic Options: Value, Focus, Innovation and Customer Relationships. The Value Option. Focus. Innovation. The Customer Relationship Option. Chapter 11: Global Strategies. Motivations Underlying Global Strategies. Indicators that Strategies should be Global. What Country to Enter? Standardisation Versus Customisation. Global Brand Management. Strategic Alliances. Chapter 12: Strategic Positioning. The Role of the Strategic Position. Strategic Position Options. Developing and Selecting a Strategic Position. Case Challenges for Part Three. Neau. Innocent. PART FOUR: GROWTH STRATEGIES. Chapter 13: Growth Strategies: Penetration, Product-Market Expansion,Vertical Integration, and the Big Idea. Growth in Existing Product Markets. Product Development for the Existing Market. Market Development Using Existing Products. Vertical Integration Strategies. The Big Idea. Chapter 14: Diversifi cation. Related Diversifi cation. The Mirage of Synergy. Unrelated Diversifi cation. Entry Strategies. Chapter 15: Strategies in Declining and Hostile Markets. Creating Growth in Declining Industries. Be the Profi table Survivor. Milk or Harvest. Divestment or Liquidation. Selecting the Right Strategy for the Declining Environment. Hostile Markets. Case Challenges for Part Four. Dove. Green & Black's. PART FIVE: IMPLEMENTATION ISSUES. Chapter 16: Organisational Issues. A Conceptual Framework. Structure. Systems. People. Culture. Obtaining Strategic Congruence. Organising for Innovation. A Recap of Strategic Market Management. Case Challenges for Part V. Vodafone. Index.
£51.25
John Wiley & Sons Inc Dalrymples Sales Management
Book SynopsisDalrymple?s Sales Management arms sales managers with the tools to help their companies gain a competitive edge as well as acquire strategic advantages in their careers. With the tenth edition, they?ll find streamlined coverage for easier readability and retention.Table of Contents1. Introduction to Selling and Sales Management. 2. Strategy and Sales Program Planning. 3. Sales Opportunity Management. 4. Account Relationship Management. 5. Customer Interaction Management. 6. Sales Force Organization. 7. Recruiting and Selecting Personnel. 8. Sales Training. 9. Leadership. 10. Ethical Leadership. 11. Motivating Salespeople. 12. Compensating Salespeople. 13. Evaluating Performance.
£204.76
John Wiley & Sons Inc Strategic Communications for Nonprofits
Book SynopsisThis is a new edition of Strategic Communications for Nonprofits, which was first published in 1999. It is an up-dated, nuts-and-bolts guide to helping nonprofits design and implement successful communications strategies. The bookoffers a unique combination ofstep-by-step guidance on effective media relations andassistance in constructingand developing an overall communications strategy aimed atcreating social or policy change. It first explains the basic principles of a strategic communications strategy that will define the target audiences you need to reach and tells how to develop the messages and messengers you use to reach them. The book then goes on to address specific issues like earning good media coverage, building partnerships to increase available resources, handling a crisis, and more. This second edition builds on the earlier work and includes new case studies, new trends in media and branding, ethnic media issues, and trends in technology.Table of ContentsForeword ix Acknowledgments xiii About the Authors xvii About CCMC xix Introduction xxi 1 The Basics of Strategic Communications 1 2 Elements of a Strategic Communications Plan 14 3 Conducting Research and Targeting Audiences 35 4 Framing and Developing Messages 44 5 Navigating a Changing Industry 57 6 Making the Most of Your Resources 69 7 Earning Good Media Coverage 76 8 Responding to a Media Crisis and Managing Backlash 113 9 Selecting and Training Spokespeople 128 10 Capitalizing on the Power of Partnerships 139 11 Chapters Online: Graphics, Advertising, and Evaluation 150 Resources 153 Index 167
£24.79
John Wiley & Sons Inc Valuebased Marketing
Book SynopsisThis book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. For top management and CFOs the book explains how marketing generates shareholder value.Table of ContentsPreface ix About the Author xiii PART I Principles of Value Creation 1 Marketing and Shareholder Value 3 Introduction and objectives Managing in the twenty-first century Measuring success: shareholder value Marketing’s lost influence Marketing’s new opportunity The shareholder value principle Challenges to shareholder value Accounting-based performance measures The changing role of marketing Summary 2 The Shareholder Value Approach 36 Introduction and objectives Principles of valuation Shareholder value Economic value added Financial value drivers Marketing value drivers Organisational value drivers Marketing applications of shareholder value Limitations of shareholder value analysis Summary 3 The Marketing Value Driver 73 Introduction and objectives A new definition of marketing Creating customer value Building the differential advantage Building relationships with customers Implementing relationship marketing Organisational requirements The customer-focused organisation Summary 4 The Growth Imperative 105 Introduction and objectives Marketing, growth and shareholder value Pathways to growth Developing a growth strategy Summary PART II Developing High-Value Strategies 5 Strategic Position Assessment 151 Introduction and objectives An overview Assessing the current position Explaining the current position Projecting the future of the business Implications of the strategic position assessment The value-based plan Strategic objectives Summary 6 Value-Based Marketing Strategy 189 Introduction and objectives Why strategic marketing plans? Corporate level planning Business unit planning The planning process Summary PART III Implementing High-Value Strategies 7 Building Brands 227 Introduction and objectives The role of intangible assets The role of the brand Brands and shareholder value How to build brands Issues in branding Organising the brand portfolio Valuing the brand Summary 8 Pricing for Value 262 Introduction and objectives Price and shareholder value Pricing principles Setting the price Adapting prices to customers and products Changing the price Price management Summary 9 Value-Based Communications 300 Introduction and objectives Communications and shareholder value Communications and customers Developing a communications strategy Allocating across communications channels Valuing communications strategies Summary 10 Value-Based Marketing in the Digital Age 325 Introduction and objectives The growth and development of the Internet Drivers of change in the new economy Creating value through the web Implications for marketing strategy Building the brand on the Internet Future perspectives Summary Glossary 350 The Advisory Board 351 Index 355
£36.09
John Wiley & Sons Inc Social Marketing and Social Change
Book SynopsisHow can we facilitate more effective, efficient, equitable and sustainable solutions to the problems that confound our communities and world? Social marketing guru R.Table of ContentsFigures and Tables xi Acknowledgments xiii Preface xix The Author xxv Chapter 1 The History and Domains of Social Marketing 1 Learning Objectives 2 The Change We Need: New Ways of Thinking About Social Issues 2 Wicked Problems and Their Solution 5 Why Use Social Marketing? 9 What is Social Marketing? 13 A Historical Perspective 15 Summary 30 Key Terms 31 Discussion Questions 31 Chapter 2 Principles of Social Marketing 33 Learning Objectives 34 The Characteristics of Social Marketing 34 How Can We Use Social Marketing? 38 Strategic Social Marketing 41 Ethics for Social Marketing 70 Summary 72 Key Terms 73 Discussion Questions 74 Chapter 3 Determinants, Context, and Consequences for Individual and Social Change 75 Learning Objectives 76 Why Use Theory? 77 From Individual to System Levels of Analysis: Changing Scales of Reality 91 Mindspace 97 Shifting from Individuals to Markets 115 Summary 119 Key Terms 120 Discussion Questions 121 Chapter 4 Segmentation and Competition 123 Learning Objectives 124 Segmentation 124 Competition 143 Summary 153 Key Terms 154 Discussion Questions 154 Chapter 5 Moving from Descriptions of People to Understanding, Empathy, and Insight 157 Learning Objectives 158 The Depth Deficit 160 Priority Group Personas or Archetypes 163 The Creative Brief 169 The Vital Function of the Planner 175 Insight 177 Designing Research for Empathy, Insight, and Inspiration 184 Summary 202 Key Terms 203 Discussion Questions 203 Chapter 6 The Consumer Experience as the Marketer’s Touchpoint 205 Learning Objectives 206 Going Out of Our Heads 207 Exploratory Formative Research: Online Health Information Behaviors 215 A Continuum of Touchpoints 244 Summary 247 Key Terms 247 Discussion Questions 248 Chapter 7 Strategic Positioning and Brands 249 Learning Objectives 250 Positioning 250 Positioning Concurrency as an HIV Risk Behavior 252 Brands 254 Summary 265 Key Terms 266 Discussion Questions 266 Chapter 8 Embedding Marketing in Programs and Organizations: Developing Strategy 269 Learning Objectives 270 Creating a Marketing Strategy 272 Applying Social Marketing Anywhere, Anytime 288 Ways to Improve Social Marketing Programs 305 Summary 307 Key Terms 308 Discussion Questions 308 Chapter 9 Using Marketing Mix Components for Program Development 309 Learning Objectives 310 Products 311 Services 314 Places 321 Prices 325 Promotion 336 Pulling it All Together 345 Summary 346 Key Terms 347 Discussion Questions 348 Chapter 10 Monitoring and Evaluation 349 Learning Objectives 350 Program Monitoring 351 Evaluation 361 Summary 382 Key Terms 383 Discussion Questions 384 Chapter 11 Personal and Community Engagement in Change 385 Learning Objectives 386 Community-Based Approaches to Social Marketing 386 Shifting from Engagement to Activation 406 Can Social Marketing Revitalize Communities? 408 Summary 410 Key Terms 410 Discussion Questions 411 Chapter 12 Social Technologies for Social Marketing and Social Change 413 Learning Objectives 414 Developing Strategies for Social Media 414 Mobile Technologies 431 Pulling it Together: The Media Multiplexity Idea 440 Implications of Social and Mobile Technologies for Marketing Social Change 441 Summary 444 Key Terms 444 Discussion Questions 445 Chapter 13 Social Marketing for Dissemination and Program Sustainability 447 Learning Objectives 448 Dissemination of Program and Service Innovations 448 Marketing to Achieve Sustainable Programs 460 Summary 472 Key Terms 473 Discussion Questions 474 Chapter 14 Management and Innovation 475 Learning Objectives 476 Creating a Marketing Culture 476 Innovations 491 Looking to the Future of Social Marketing 497 Summary 501 Key Terms 503 Discussion Questions 503 References 505 Index 541
£66.56
John Wiley & Sons Inc Shopping Centers and Other Retail Properties
Book SynopsisShopping centers and other forms of retail properties continue tobe among the soundest real estate investments in North America. Butretail property is a highly specialized field of real estatedevelopment with a unique and complex set of legal, financial,development, management, and marketing variables about whichinvestors and developers must possess a sound working knowledge.Now this book arms with you with that knowledge, and muchmore. The most comprehensive, authoritative, up-to-date resource of itskind, Shopping Centers and Other Retail Properties covers everyvital aspect of negotiating, buying, selling, developing, managing,and marketing shopping centers and other retail properties. EditorsJohn R. White and Kevin D. Gray, of the leading real estateconsulting firm Landauer Associates, and an all-star team ofexperts in the field of shopping center and retail propertydevelopment, share everything they know about: * All important legal issues * Investment and feasibiliTable of ContentsPartial table of contents: Retailing in the Twenty-First Century (R. Blackwell). The Investment Structure and Investors in Retail Real Estate (H.Mautner). Analyzing Market Demand for Shopping Centers (R. Kateley). Analyzing the Specifics of Retail Markets (C. Ray). The Formats Employed in New Retail Strategies (H. Gelbtuch). Planning, Designing, and Renovating Retail Properties (L. Josal& J. Scalabrin). Developing and Investing in Regional and Super-Regional Malls(M. Bucksbaum & M. Bucksbaum). Space Marketing and Lease Terms in Shopping Centers (M.Munaretto). Operating and Managing Retail Centers (H. Carlson). Various Means of Debt Financing for Shopping Centers (R.Jennings). Sales Agency Marketing of Shopping Centers (G. Whitmore). Appraising Retail Properties (P. Korpacz). Accounting Aspects of Retail Properties (R. Lowe). Epilogue. Index.
£216.00
John Wiley & Sons Inc Wooing and Winning Business
Book SynopsisA quick and easy formula for selling your product, your service, yourself, that gets results..guaranteed Whatever you have to sell, be it product or service, this book will show how to create the perfect presentation and nail the sale. Written by the experts at Speechworks, this book arms the huge and guidance-hungry market of salespeople, business presenters, and entrepreneurs with a fool-proof formula for making the perfect pitch every time, whether they''re talking to one person or an audience of thousands. With this book you''ll find: * A proven formula for organizing your thoughts for clarity and impact * Visualization techniques that help you find the most compelling language and anecdotes to captivate even the toughest audiences * Surefire techniques for increasing your physical presence and personal persuasiveness SPRING ASHER and WICKE CHAMBERS (Atlanta, Georgia) are partners of Chambers & Asher Speechworks. They are also columnists for The ATable of ContentsAcknowledgements xiii Introduction Wooing & Winning Business 1 Thrills That Change Your Life 4 I’m Just a Plain, Ordinary Person. Do I Have What It Takes? 6 Are You Crazy? Of Course You’re Persuasive 7 Sure, You Can Fake It til You Make It 7 You’ve Got the Guts 8 How to Use This Book 8 Part 1 Wooing the Client 11 1 The Quick Fix Presentation Helper 13 How to Organize your Presentation: The Speechworks Formula 15 A Session with the Speechworks Coach 18 Presentation Power 21 2 What Turns Them On 23 Know Your Listener 26 How Do You Assess Your Listener? 26 Recap 27 3 The Formula: Getting to Yes! Yes! Yes! 29 Tell’Em What’s in it for Them: Preview 31 Tell’Em: Make a Point and Illustrate It 37 Make it Memorable 42 Transitions 43 Keep It Jargon-Free 43 Tell’Em What You Just Told’Em: Recap 45 Use a Wrap-up Story and Then Ask for the Order 46 It Can’t Be This Easy 48 Recap 48 4 Good Visuals, Like Cologne, Linger Longer with the Listener 49 Visuals Work for Your Listeners 52 Visuals Work for You 56 Add POW to Your Presentation 57 Practice, Practice, Practice 62 Recap 64 5 Inquiring Minds Want to Know: Handling Questions and Answers 65 Plan Ahead 67 Control the Mechanics of Q&A in a Large Group Setting 70 The Body Language of a Leader 73 End with Recapping 74 Recap 74 Part 2 All the Right Moves 75 6 Never Let’Em See You Sweat 81 Expect to Be Nervous 84 No Whining 84 Turn Presentation Panic into Presentation Power Using the Three Ps: Preparation, Physical Fitness, and a Positive Mental Attitude 85 Recap 88 7 Confidence Is Sexy: Presence 89 Do a Presence Makeover 91 Taking the Floor 93 Leaving the Stage 93 What to Do When You’re Sitting Down 93 To Stand or Sit, That Is the Question 94 Recap 95 8 Let’s Face It: Eye Contact and Face Energy 97 The Eyes Have It 99 Zero in on One Set of Eyes 100 Avoid Common Eye Disturbances 101 Facial Expression 102 Recap 103 9 Reach Out and Touch Someone: Body Language 105 Avoid Static Cling Gestures 107 One Small Step 109 Get Physical 109 Recap 110 10 It’s Not What You Say, but the Way That You Say It 11 Add Spice to Your Presentation 113 Change the Pace 114 Power Up! 115 The Voice – It’s That Gender Thing 115 Be Conversational 116 Sound Like You Mean It 117 You Want to Do What? Inflection 117 Aerobicize Your Lips: Articulate 118 Exercise 1: Use a Tape Recorder 118 Exercise 2: Lower the Pitch of Your Voice 118 Voice Power 119 Recap 119 11 The Pause That Impresses 121 No One Talk Too Fast 124 Power Pause Exercises 125 Pause to Let Your Listeners Catch Up 126 Pause to Cloak Nervousness 126 Pause to Eliminate the Knocks and Pings 126 Pause to Highlight Sales Points 127 Pause Plus 127 Recap 128 12 Dump the Distractions 129 Physical Distractions 131 Verbal Distractions 132 Psychological Distractions 132 Recap 133 13 It Was One of Those Electric Moments: Microphones 135 Stand Away 137 Don’t Get Caught Amplifying a Dull, Little Voice 138 Recap 139 14 We’re Going to Do It Again Until We Get It Right 141 Lights, Action, On-Camera Exercises 144 Posture Exercises: Video 144 Facial Exercises 145 Eye Contact Exercise: Video 146 Gesture and Movement: Video 146 Voice Exercise: Video/Audio 147 Recap 148 Part 3 Winning 149 15 Red-Hot Competition: Team Presentations 153 It’s a Race to the Finish 156 How to Be a Standout in a Shoot-Out 156 Get a News Producer 156 The Corporate Message 157 Separate Your Team from the Competition 158 Build Credibility 158 Use Visuals to Make Your Team Memorable 159 Close with Conviction 160 Plan for Questions and Answers 161 Beware of Late-Breaking News 161 Adopt a News Team Polish 162 Rehearse to Add Team Polish 162 Rate Your Presentation Like a Prospect 164 Recap 164 6 Seminars That Sizzle and Sell 165 Define the Audience and How You Can Attract It 167 Learn From Seminar Pros 168 Target Your Participants’’ Needs 168 Fill-in-the-Bank Study Guides Reinforce Your Information 169 Rehearse to Insure Polish 169 Make It Interactive 170 Evaluate to Improve 170 Follow up to Win 173 Recap 173 17 The Secret to Getting Involved 175 The Wooing Difference 177 Everybody’s Doing It 178 Why Presenters Fear Participation 179 Nine Ways to Make Your Groups More Interactive 181 Recap 186 18 We Have to Stop Meeting Like This: Meetings 187 The Leader’s Role 189 The Participant’s Role 192 Create Memorable Meetings 194 Recap 194 19 This Could Be the Beginning of a Long-Term Relationship: Job Interviews 195 You Are the Product 198 Organize Your Assets into Three Key Points 198 Make a Point and Illustrate It 198 Overcome Objections 199 Know Your Customer 199 Define the Job 199 Ask for the Order 200 Packaging Is Important 200 Explore the Fit with Confidence 201 Recap 202 20 You Want Me to Do What? Impromptu Speaking 203 Learn to Speak Well on a moment’s Notice 205 Expect the unexpected 205 Follow the Play Action: Listen 206 Develop a Ready Response Plan 206 Keep Your Comments Short 206 Speak Up 207 Recap 207 Appendix A How to Cure a Common Case of Cold Feet 209 Appendix B Using the Formula: Seminar Presentation 213 Appendix C Using the Formula: Introducing the Speaker 217 Index 221
£25.59
John Wiley & Sons Inc Wooing and Winning Business
Book SynopsisA quick and easy formula for selling your product, your service, yourself, that gets results. guaranteed Whatever you have to sell, be it product or service, this book will show how to create the perfect presentation and nail the sale.Table of ContentsAcknowledgements xiii Introduction Wooing & Winning Business 1 Thrills That Change Your Life 4 I’m Just a Plain, Ordinary Person. Do I Have What It Takes? 6 Are You Crazy? Of Course You’re Persuasive 7 Sure, You Can Fake It til You Make It 7 You’ve Got the Guts 8 How to Use This Book 8 Part 1 Wooing the Client 11 1 The Quick Fix Presentation Helper 13 How to Organize your Presentation: The Speechworks Formula 15 A Session with the Speechworks Coach 18 Presentation Power 21 2 What Turns Them On 23 Know Your Listener 26 How Do You Assess Your Listener? 26 Recap 27 3 The Formula: Getting to Yes! Yes! Yes! 29 Tell’Em What’s in it for Them: Preview 31 Tell’Em: Make a Point and Illustrate It 37 Make it Memorable 42 Transitions 43 Keep It Jargon-Free 43 Tell’Em What You Just Told’Em: Recap 45 Use a Wrap-up Story and Then Ask for the Order 46 It Can’t Be This Easy 48 Recap 48 4 Good Visuals, Like Cologne, Linger Longer with the Listener 49 Visuals Work for Your Listeners 52 Visuals Work for You 56 Add POW to Your Presentation 57 Practice, Practice, Practice 62 Recap 64 5 Inquiring Minds Want to Know: Handling Questions and Answers 65 Plan Ahead 67 Control the Mechanics of Q&A in a Large Group Setting 70 The Body Language of a Leader 73 End with Recapping 74 Recap 74 Part 2 All the Right Moves 75 6 Never Let’Em See You Sweat 81 Expect to Be Nervous 84 No Whining 84 Turn Presentation Panic into Presentation Power Using the Three Ps: Preparation, Physical Fitness, and a Positive Mental Attitude 85 Recap 88 7 Confidence Is Sexy: Presence 89 Do a Presence Makeover 91 Taking the Floor 93 Leaving the Stage 93 What to Do When You’re Sitting Down 93 To Stand or Sit, That Is the Question 94 Recap 95 8 Let’s Face It: Eye Contact and Face Energy 97 The Eyes Have It 99 Zero in on One Set of Eyes 100 Avoid Common Eye Disturbances 101 Facial Expression 102 Recap 103 9 Reach Out and Touch Someone: Body Language 105 Avoid Static Cling Gestures 107 One Small Step 109 Get Physical 109 Recap 110 10 It’s Not What You Say, but the Way That You Say It 11 Add Spice to Your Presentation 113 Change the Pace 114 Power Up! 115 The Voice – It’s That Gender Thing 115 Be Conversational 116 Sound Like You Mean It 117 You Want to Do What? Inflection 117 Aerobicize Your Lips: Articulate 118 Exercise 1: Use a Tape Recorder 118 Exercise 2: Lower the Pitch of Your Voice 118 Voice Power 119 Recap 119 11 The Pause That Impresses 121 No One Talk Too Fast 124 Power Pause Exercises 125 Pause to Let Your Listeners Catch Up 126 Pause to Cloak Nervousness 126 Pause to Eliminate the Knocks and Pings 126 Pause to Highlight Sales Points 127 Pause Plus 127 Recap 128 12 Dump the Distractions 129 Physical Distractions 131 Verbal Distractions 132 Psychological Distractions 132 Recap 133 13 It Was One of Those Electric Moments: Microphones 135 Stand Away 137 Don’t Get Caught Amplifying a Dull, Little Voice 138 Recap 139 14 We’re Going to Do It Again Until We Get It Right 141 Lights, Action, On-Camera Exercises 144 Posture Exercises: Video 144 Facial Exercises 145 Eye Contact Exercise: Video 146 Gesture and Movement: Video 146 Voice Exercise: Video/Audio 147 Recap 148 Part 3 Winning 149 15 Red-Hot Competition: Team Presentations 153 It’s a Race to the Finish 156 How to Be a Standout in a Shoot-Out 156 Get a News Producer 156 The Corporate Message 157 Separate Your Team from the Competition 158 Build Credibility 158 Use Visuals to Make Your Team Memorable 159 Close with Conviction 160 Plan for Questions and Answers 161 Beware of Late-Breaking News 161 Adopt a News Team Polish 162 Rehearse to Add Team Polish 162 Rate Your Presentation Like a Prospect 164 Recap 164 6 Seminars That Sizzle and Sell 165 Define the Audience and How You Can Attract It 167 Learn From Seminar Pros 168 Target Your Participants’’ Needs 168 Fill-in-the-Bank Study Guides Reinforce Your Information 169 Rehearse to Insure Polish 169 Make It Interactive 170 Evaluate to Improve 170 Follow up to Win 173 Recap 173 17 The Secret to Getting Involved 175 The Wooing Difference 177 Everybody’s Doing It 178 Why Presenters Fear Participation 179 Nine Ways to Make Your Groups More Interactive 181 Recap 186 18 We Have to Stop Meeting Like This: Meetings 187 The Leader’s Role 189 The Participant’s Role 192 Create Memorable Meetings 194 Recap 194 19 This Could Be the Beginning of a Long-Term Relationship: Job Interviews 195 You Are the Product 198 Organize Your Assets into Three Key Points 198 Make a Point and Illustrate It 198 Overcome Objections 199 Know Your Customer 199 Define the Job 199 Ask for the Order 200 Packaging Is Important 200 Explore the Fit with Confidence 201 Recap 202 20 You Want Me to Do What? Impromptu Speaking 203 Learn to Speak Well on a moment’s Notice 205 Expect the unexpected 205 Follow the Play Action: Listen 206 Develop a Ready Response Plan 206 Keep Your Comments Short 206 Speak Up 207 Recap 207 Appendix A How to Cure a Common Case of Cold Feet 209 Appendix B Using the Formula: Seminar Presentation 213 Appendix C Using the Formula: Introducing the Speaker 217 Index 221
£21.24
John Wiley & Sons Inc Marketing Hospitality
Book SynopsisThe main objective when marketing any product is to make your product attractive to potential customers and/or a particular market. In hospitality specifically, marketing refers to the process of how a restaurant, hotel, travel business, or resort can sell itself in a competitive marketplace. As marketing becomes increasingly important to the success of today''s businesses, this book provides future hospitality professionals with an important career-building resource for virtually every area of the field. Marketing Hospitality is appropriate for Introductory Hospitality Marketing courses that provide the basic foundations of marketing theory and applications.Table of ContentsPreface. Marketing--Everybody's Job. Hospitality Services. The Macro and Micro Environments of Hospitality Marketing. Market Segmentation and Targeting Marketing. Marketing Information and Research. Marketing Strategy. The Marketing Plan. The Hospitality Product. Place in Hospitality Marketing: Distribution. Place in Hospitality Marketing: Location. The Price of Hospitality. Marketing Communication: Advertising. Marketing Communication: Sales Promotion, Public Relations/Publicity, and Personal Selling. Marketing at the Unit Level. Index.
£96.75
John Wiley & Sons Inc Sales and Operations Small Business
Book SynopsisEnsure a smooth-running operation with the indispensable guidance offered in Sales and Operations for Your Small Business. Here is detailed information on how to plan for and integrate departments, analyze markets, forecast sales, set pricing levels, manage inventories, outsource selected functions, and much more.Table of ContentsPreface. PREPARING TO OPERATE THE BUSINESS. Planning. Forecasting. OPERATING THE BUSINESS. Marketing Analysis. Pricing. Managing Inventories. Outsourcing Selected Company Functions. EVALUATING THE OPERATIONS OF THE BUSINESS. Professional Advisors. Business Valuation. Special Issues for the Rapidly Growing Company. Index.
£34.00
John Wiley & Sons Inc Bankers in the Selling Role A Consultative Guide
Book SynopsisIntended to develop the essential selling skills needed to effectively market the broad range of credit and noncredit services banks now offer. Assist bankers in their roles as financial consultants to their customers.Table of ContentsProduct Knowledge. Consultative Sales Approach. Aspects of Developing and Managing Relationships. Sales Tips. Self-Training for Line Bankers. Reader's Feedback Summary. Index.
£27.99
John Wiley and Sons Ltd Managing Activities
Book SynopsisLooking at the operations of an organization, Managing Activities examines the different types of organizations in both the public and private sectors. It then considers the internal relationships between operations, marketing, personnel, etc. within organizations.Table of Contents1. Introduction. 2. Being in Charge. 3. What is Management Competence? 4. Setting Operations in Context. 5. The Operations Process. 6. Planning. 7. Organizing and Implementation. 8. Control. 9. Communicating with the Customer. 10. Managing Materials. 11. Managing the Working Environment. 12. Personal Competence.
£21.24
Kogan Page Ltd Branded Male
Book SynopsisMark Tungate is a journalist specializing in media, marketing and communication and the author of the bestselling Fashion Brands, Adland and Media Monoliths. Based in Paris, he writes regularly about advertising, and has appeared in The Times, The Independent and The Telegraph. He is also the co-author of The Epica Book, an annual review of the best European advertising.Trade Review"Tungate dissects the social trends that have been shaping the male consumer across a variety of sectors in recent years... Provides insights on how brands can tackle the business of engaging men in a relevant way - and the influential role that the women in their lives play." Carisa Bianchi, President, TBWA / Chiat / Day, Los Angeles "Finally a book that uses humour, examples and clever storytelling to shed a new light on male trends. Helps us approach male consumers as human beings and not simply as marketing targets." Roberto Passariello, Marketing Director, Eurosport International "Ideas, advice and insights that will help anyone aiming to get messages across to men." David Wilkins, Special Projects Officer, Men's Health Forum 'Mark Tungate's excellent book explores whether advertisers should try to appeal to traditional masculinity or this new "evolved" form of manliness...both an enjoyable and enlightening insight into the life of today's male consumer.' The Marketer '...a useful introduction to the subject.' Marketing 'Marketing and advertising are Tungate's specialities and the chapters are packed with facts, figures and expert comment. But he is a branded male like the rest of us, and his ability to comment on the industry while recognising his place in it makes him all the more readable. Insightful, Branded Male offers an interesting theory of how the modern male has been formed.' Velocity "Using a combination of facts, statistics and humorous anecdotes, Tungate discusses the most popular and effective ways of branding products and services to this consumer audience." GDR Creative Intelligence, Spring 2008 "Insightful, Branded Male offers an interesting theory of how the modern male has been formed." Velocity, April 2008Table of Contents Chapter - 00: Introduction; Chapter - 01: Skin; Chapter - 02: Cloth; Chapter - 03: Diet; Chapter - 04: Home; Chapter - 05: Wheels; Chapter - 06: Travel; Chapter - 07: Words; Chapter - 08: Gadgets; Chapter - 09: Hotels; Chapter - 10: Pictures; Chapter - 11: Body; Chapter - 12: Alcohol; Chapter - 13: Restaurants; Chapter - 14: Sex
£21.84
Kogan Page Ltd Luxury World
Book SynopsisMark Tungate is the author of the best-selling Fashion Brands, Adland and Branded Male, all published by Kogan Page. Based in Paris, he is a journalist specializing in media, marketing and communication. He writes regularly about advertising, style and popular culture for the French media magazine Stratégies and the trends intelligence service WGSN. His work has also appeared in The Times, The Independent and The Telegraph, as well as the magazine CNN Traveller. He is a copywriter for several brands and advertising agencies and he regularly speaks at conferences around the world.Trade Review"He clearly illustrates that luxury transcends categories, even in areas where non-consumption activist movements shun excessive consumption and promote simple living (chapter 20). In fact, there is very little in daily life that does not have the capacity of being exposed to the draw of luxury, from food (chapter 16) and drink (chapters 14 and 15) to domestic help (chapter 19)." * Natalina Zlatevska, Assistant Professor, Bond University Australia *"A valuable portrait of the sector at a watershed moment: Luxury isnt going out of style it just needs to change its style." * Tom Ford *Table of Contents Chapter - 00: Introduction: The evolution of luxury; Chapter - 01: The dream weavers; Chapter - 02: The last artisans; Chapter - 03: Romancing the stones; Chapter - 04: Watching the watchmakers; Chapter - 05: Auto attraction; Chapter - 06: Fractional high-flyers; Chapter - 07: Super yachts; Chapter - 08: Haute property; Chapter - 09: Deluxe nomads; Chapter - 10: Art brands; Chapter - 11: Upscale retail; Chapter - 12: Digital luxury; Chapter - 13: By royal appointment; Chapter - 14: In champagne country; Chapter - 15: The wines of paradise; Chapter - 16: The chef; Chapter - 17: Well-being; Chapter - 18: The knowledge economy; Chapter - 19: The gift of time; Chapter - 20: Sustainable luxury
£28.49
Kogan Page Ltd Strategic Alliances and Marketing Partnerships
Book SynopsisRichard Gibbs is an expert in relationship marketing and has held senior positions in major companies including Xerox and Novell Inc. His PhD from University of Gloucestershire was followed by an MBA from Henley Management College, and he continues to research into how firms gain competitive advantage through marketing channels.Andrew Humphries is currently CEO of SCCI Ltd, a company that specialises in measuring commercial relationship performance. Following a career in UK Royal Air Force as Head of Defence Aviation Logistics, he gained a PhD from Cranfield School of Management and an MBA from the Open University.Trade Review"The authors have certainly done a sterling job - thorough, practical and scholarly, reflecting their own experience and credentials.""The authors are to be congratulated on drawing attention to all the options and the loopholes to guard against in selecting collaborators." * Engineering & Technology *Table of Contents Chapter - 00: Introduction: Placing a value on your key commercial partnerships; Chapter - 01: The business of partnering; Chapter - 02: The evolution of partnership-driven business strategies; Chapter - 03: The obstacles and drivers of successful partnerships; Chapter - 04: Relationship marketing: a ‘new-old’ theory of business relationships; Chapter - 05: Understanding partnership and alliance dynamics; Chapter - 06: Working hard at the ‘soft’ factors; Chapter - 07: The Gibbs+Humphries Partnership Types; Chapter - 08: Making partnerships and alliances work for you
£37.99
Kogan Page Ltd Creating and Delivering Your Value Proposition
Book SynopsisCindy Barnes is the founder and CEO of Futurecurve*. A product and service innovator and strategic business developer, she gained her practical experience at leading organizations such as Panavision and Capgemini, where she created the value proposition function and led business development.Helen Blake is a leading marketer and business developer and has held senior positions in a number of the world's largest consulting firms, including Accenture and KPMG. Helen is currently on the Board of Futurecurve.David Pinder is a leading communications specialist. He has worked in sales and marketing roles with Procter & Gamble, Hertz Corporation and Forte Hotels, and now provides value-creating business writing support for some of the world's leading companies, including Accenture. Visit David at www.pinderandco.com.*Futurecurve is a leading management consultancy that helps organizations discover, create and build market-facing value. Visit Cindy and Helen at www.fTrade Review"Value Propositions are the most useful selling tools marketing has ever created, although - up until now - theres been very little advice to help salespeople use them. Here, for the first time, the authors have given us a comprehensive and practical guide that fills a real need." * Neil Rackham, author of SPIN Selling and Visiting Professor at Portsmouth and Cranfield BusinessSchools *"Practical and pragmatic, this book will really help you create and build value for your clients." * Sean Finnan, Managing Director, EDS UK and Ireland. *Table of Contents Chapter - 00: Introduction; Chapter - 01: What do you really think about customers?; Chapter - 02: What is a value proposition?; Chapter - 03: The value-focused approach; Chapter - 04: Creating your value proposition; Chapter - 05: Value Proposition Builder: Market; Chapter - 06: Value Proposition Builder: The value experience; Chapter - 07: Value Proposition Builder: Offerings; Chapter - 08: Value Proposition Builder: Benefits; Chapter - 09: Value Proposition Builder: Alternatives and differentiation; Chapter - 10: Value Proposition Builder: Proof; Chapter - 11: Value proposition template and value proposition statement; Chapter - 12: Message development; Chapter - 13: Implementation; Chapter - 14: Starting and sustaining; Chapter - 15: The value-focused enterprise
£33.24
Kogan Page Ltd Understanding the Professional Buyer
Book SynopsisPeter Cheverton is founding Director of INSIGHT Marketing and People, a global training and consultancy firm specialising in the development of customer focused business strategies, with a strong focus on Key Account Management, Global Account Management and Business Leadership. He has developed an international reputation as one of the leading experts in these challenging areas, working 'hands on' with clients around the world. He is author of Key Account Management, Key Marketing Skills, Global Account Management, and Key Account Management in Financial Services (all published by Kogan Page).Jan Paul van der Velde is a purchasing professional, and is currently VP Purchasing with the Flint Group. He has been involved in purchasing at all levels, and for over 20 years.Table of Contents Chapter - 01: Terminology; Chapter - 02: Purchasing developments: what has changed; Chapter - 03: The importance of purchasing for a company; Chapter - 04: Purchasing processes; Chapter - 05: Purchasing strategy; Chapter - 06: Purchasing organizations; Chapter - 07: Buyers: types, motivations and rewards; Chapter - 08: Purchasing analysis; Chapter - 09: The negotiation game; Chapter - 10: Price management: managing the buyer; Chapter - 11: The purchasing agenda; Chapter - 12: Buying and selling relationships; Chapter - 13: Summary and conclusions; Chapter - 14: Getting further help
£29.99
Kogan Page Ltd Brand Success
Book SynopsisMatt Haig is an acclaimed writer and journalist. He is the author of the the best-selling Brand Failures, (published by Kogan Page) and also several best-selling novels, including The Radleys, The Dead Fathers Club and The Last Family in England (Vintage).Trade Review"Ideal for executives or PR pros who wish to learn about successful brands through practical examples." * PR Week *"A comprehensive collection of brand success stories that will enable the reader to identify the factors behind these successes." * Publishing News *Table of Contents Chapter - 00: Introduction; Chapter - 01: Innovation brands; Chapter - 02: Pioneer brands; Chapter - 03: Distraction brands; Chapter - 04: Streamlined brands; Chapter - 05: Muscle brands; Chapter - 06: Distinction brands; Chapter - 07: Status brands; Chapter - 08: People brands; Chapter - 09: Responsibility brands; Chapter - 10: Broad brands; Chapter - 11: Emotion brands; Chapter - 12: Design brands; Chapter - 13: Consistent brands; Chapter - 14: Advertiser brands; Chapter - 15: Distribution brands; Chapter - 16: Speed brands; Chapter - 17: Evolution brands; Chapter - 18: The BRIC brands
£23.74
Kogan Page Ltd Technology Distribution Channels
Book SynopsisJulian Dent is Chairman of VIA International, a specialist routes-to- market consultancy. He has over 25 years' experience in distribution throughout the world, specializing in channel strategy and implementation, working at global, corporate and regional levels. His clients have included Barclays Bank, BP, Esso, IBM, Microsoft, Nokia, Orange, Subway and Xerox.Trade Review"Anyone who thinks distribution is easy should read this book, and keep it by their bed. With a thorough experience of monitoring and advising on the business, channel consultancy VIA's chairman Julian Dent has written what is actually a manual on how the business works. He is also able to point out how it differs from other apparently similar models, and where the special nature of technology product supply kicks in." * IT Europa *"Recommended by the Global Technology Distribution Council as the reference book for anyone taking either the GTDC Certificate or GTDC Diploma accreditations." * Tim Curran, CEO, Global Technology Distribution Council *"As a distributor, we use this book to educate all our product and sales managers as to how their performance affects our business model. It also shows our salespeople how they should engage with the final tier to make a compelling case for doing business with us." * Anton Herbst, CEO, MB Technologies *Table of Contents Section - ONE: Introduction; Chapter - 01: How to get the best out of this book; Chapter - 02: The business of getting technology products and services to market; Section - TWO: Distributors and wholesalers; Chapter - 03: The role of the technology distributor; Chapter - 04: How the technology distributor business model works; Chapter - 05: Margins and profitability; Chapter - 06: Working capital; Chapter - 07: Productivity; Chapter - 08: Sustainability; Chapter - 09: Managing growth; Chapter - 10: The technology distribution landscape; Chapter - 11: How technology vendors can get the best from distribution; Section - THREE: Final-tier trade channel players; Chapter - 12: The roles of the final-tier trade channel players; Chapter - 13: How the business model of the final-tier trade channel players works; Chapter - 14: Sales and utilization; Chapter - 15: Gross margin and recoverability; Chapter - 16: Working capital management; Chapter - 17: Value creation and growth; Chapter - 18: How to sell to final-tier trade channel players; Section - FOUR: Retailers; Chapter - 19: The role of retailers; Chapter - 20: How the retail business model works; Chapter - 21: The measures that matter and how to manage with them; Chapter - 22: How to sell to retailers
£37.99
Kogan Page Ltd Stickier Marketing
Book SynopsisGrant Leboff is the founder of Sticky Marketing Ltd., a consultancy which advises clients on sales and marketing strategies, building their brand and positioning it as market leader in their particular sector. A regular speaker at conferences around the world, he is also a contributor to many business magazines and newspapers including, The Daily Telegraph, The Independent, and The Financial Times. Grant is also the author of the best-selling book, Sales Therapy, published by Wiley.Trade Review"...should be considered nothing less than gospel." * Elite Business Magazine *"Grant says the world wide web has commoditised the world, and being good at what you do is the minimum entry level to be allowed to compete - this is very powerful advice. It's not about what your business does, it's about how it does it, and who you do it for." * Talk Business *Table of Contents Section - ONE: Prologue; Section - TWO: Setting the scene; Chapter - 01: Printing press to world wide web; Chapter - 02: Scarcity to abundance; Chapter - 03: Transactions to engagement; Section - THREE: Developing an effective marketing strategy; Chapter - 04: Benefits to problems; Chapter - 05: Products to experiences; Chapter - 06: Unique selling point to customer engagement points; Section - FOUR: Communicating the message; Chapter - 07: Messages to conversations; Chapter - 08: Image to reputation; Chapter - 09: Controlling to sharing; Section - FIVE: It’s not about you, it’s about the customer; Chapter - 10: Advertisements to content; Chapter - 11: Broadcast to discovery; Chapter - 12: Static to mobile; Section - SIX: Epilogue; Customers to communities
£73.80
Kogan Page Creating and Delivering Your Value Proposition
Book SynopsisCindy Barnes is the founder and CEO of Futurecurve*. A product and service innovator and strategic business developer, she gained her practical experience at leading organizations such as Panavision and Capgemini, where she created the value proposition function and led business development.Helen Blake is a leading marketer and business developer and has held senior positions in a number of the world's largest consulting firms, including Accenture and KPMG. Helen is currently on the Board of Futurecurve.David Pinder is a leading communications specialist. He has worked in sales and marketing roles with Procter & Gamble, Hertz Corporation and Forte Hotels, and now provides value-creating business writing support for some of the world's leading companies, including Accenture. Visit David at www.pinderandco.com.*Futurecurve is a leading management consultancy that helps organizations discover, create and build market-facing value. Visit Cindy and Helen at www.fTrade Review"Value Propositions are the most useful selling tools marketing has ever created, although - up until now - theres been very little advice to help salespeople use them. Here, for the first time, the authors have given us a comprehensive and practical guide that fills a real need." * Neil Rackham, author of SPIN Selling and Visiting Professor at Portsmouth and Cranfield BusinessSchools *"Practical and pragmatic, this book will really help you create and build value for your clients." * Sean Finnan, Managing Director, EDS UK and Ireland. *"Ninety percent of directors don't know what the components of a strategy are (HBR 2008). Even fewer know what a value proposition is, yet it's this which makes the difference between success and failure. At last there is now a practical and very readable book spelling out how to build a value proposition. I commend this book to you." * Malcolm McDonald, Emeritus Professor, Cranfield University School of Management *"A careful look at value propositions... As a reference guide for salespeople and managers, the book provides valuable information." * Book News, Inc. *Table of Contents Chapter - 00: Introduction; Chapter - 01: What do you really think about customers?; Chapter - 02: What is a value proposition?; Chapter - 03: The value-focused approach; Chapter - 04: Creating your value proposition; Chapter - 05: Value Proposition Builder: Market; Chapter - 06: Value Proposition Builder: The value experience; Chapter - 07: Value Proposition Builder: Offerings; Chapter - 08: Value Proposition Builder: Benefits; Chapter - 09: Value Proposition Builder: Alternatives and differentiation; Chapter - 10: Value Proposition Builder: Proof; Chapter - 11: Value proposition template and value proposition statement; Chapter - 12: Message development; Chapter - 13: Implementation; Chapter - 14: Starting and sustaining; Chapter - 15: The value-focused enterprise
£97.00
Kogan Page Ltd Marketing with Strategic Empathy
Book SynopsisClaire Brooks is president and managing director of ModelPeople Inc, a global branding company offering branding insights and strategic solutions to a wide range of international clients. Claire has almost 30 years' experience in brand management, brand planning and strategic market research with Fortune 500 companies and advertising agencies in both Europe and the US.Trade Review"'Claire has an innate talent for discovering the actual motivation and truth behind consumer responses. Her command of the insights tools and methodologies in this book, coupled with an adaptable style and intuitive sense for how to employ those tools helps her arrive at the big "AHA" moment more quickly and more frequently than any other insights professional I have worked with.'" * Mic Zavarella, Senior Director, Marketing, PepsiCo *"'This book is a refreshing antidote to the over-reliance on "big data" in today's consumer insights world. Claire has graciously shared her excellent techniques for discovering truly actionable insights. Consumer research textbooks typically have given short shrift to qualitative research methods; this book doesn't do this and is a great resource for students and practitioners alike.'" * Nicki Shovar, Instructor, Marketing Research Methods, UC Berkeley Extension; former Director of Consumer Research, Ubisoft *"'This is a well-written book that combines evidence, practical examples and case studies, enabling the reader to gain insight into some of the inner drivers and subconscious motives behind decision making. Even non-profits exist in a dynamic world with lots of competition for resources and leaders need to be able to put themselves into the shoes of the people they want to influence and serve. As a leader of a global mental health non-profit advocacy organization, the issues, concepts and ideas presented in Marketing with Strategic Empathy resonate profoundly with what I have observed and experienced - there is much to learn from this book and applying the concepts will enrich non-profit leaders and their organizations.'" * Professor Gabriel Ivbijaro, President, World Federation for Mental Health; Chair, World Dignity Project *"Claire is one of the most insightful people in the insights business. Marketing with Strategic Empathy avoids the typical abstract pontificating and gives us real,tangible,she-was there examples of how insight scan lead to richer consumer connections. Her book helps clients and creative people alike understand the mysteries of consumer(human)behaviour." * John Robertson, Simpler&Simpler strategic branding and ad agency *"'This is a brilliant guide for anyone in the position of understanding consumers and shoppers. Claire does a beautiful job of weaving together academic theory with sheer wisdom that only comes from deep field experience. I'm personally equipping everyone in our team with this book.'" * Chris Tjaden, Director of Strategy and Insights, 10 Red Design *"Brooks shows that no amount of computerized research data is a substitute for empathy; understanding your customers' feelings and motivations. A product's functions are important, but often the feelings they generate are even more so. This book shows how to gather, process, and activate insights on empathy to use in strategic planning." * P. G. Kishel, Cypress College *Table of Contents Section - 01: Why marketing strategists need empathy; Section - 02: Strategic learning frameworks: needs, emotions, culture and decision-making; Section - 03: Reshaping the marketing strategy template, based on Strategic Empathy; Section - 04: The Strategic Empathy Process for marketing strategy formation: overview; Section - 05: The Strategic Empathy Process Phase One: Immerse – immersive research methods; Section - 06: The Strategic Empathy Process Phase One (continued): Immerse – immersive research tools and techniques; Section - 07: The Strategic Empathy Process Phase Two: Activate insights into strategy; Section - 08: The Strategic Empathy Process Phase Three: Inspire – communicate strategic learning; Section - 09: The Strategic Empathy Process in a non-profit organization
£33.24
Kogan Page Ltd Kapferer on Luxury
Book SynopsisJean-Noël Kapferer is one of world's foremost thought leaders on luxury and its brands. An active researcher, HEC Paris graduate and PhD-holder from Northwestern University's Kellogg Business School (USA), Kapferer is co-author of The Luxury Strategy and The New Strategic Brand Management and has written many seminal articles. He is a sought after speaker, leading seminars on luxury all around the world at institutions such as HEC Paris, Tsing Hua University Beijing, Seoul Luxury Business Institute and LBI Shanghai. He is also advisor to the president of Inseec Business School (Paris).Trade Review"Kapferer strikes a powerful balance between marketing theory and the real world making it an accessible read....Kapferer is the authority on luxury branding. His work spans decades and he's partnered with an enviable number of researchers and authors." * John King, Head of Marketing at Asons Solicitors, for the Legal Support Network *"getAbstract recommends his insights to students of economic trends as well as luxury brand investors, managers, marketers and sellers." * getAbstract, Inc. *Table of Contents Chapter - 00: Introduction: Growth issues for luxury; Section - ONE: How luxury is changing; Chapter - 01: Sustaining the luxury dream: challenges and insights; Chapter - 02: Abundant rarity: the key to luxury growth; Chapter - 03: The artification of luxury: from artisans to artists; Section - TWO: Specific issues and challenges; Chapter - 04: Luxury after the crisis: pro logo or no logo?; Chapter - 05: Why luxury should not delocalize: a critique of a growing tendency; Chapter - 06: Internet and luxury: under-adopted or ill-adapted?; Chapter - 07: Does luxury have a minimum price?: an exploratory study into consumers’ psychology of luxury prices; Chapter - 08: All that glitters is not green: the challenge of sustainable luxury; Section - THREE: The business side of luxury brands’ growth; Chapter - 09: Not all luxuries act alike: the distinct business models of luxury brands; Chapter - 10: The LVMH–Bulgari agreement: what changes in the luxury market lead family companies to sell up?; Chapter - 11: Developing luxury brands within luxury groups: synergies without dilution?
£92.15
Kogan Page Ltd Building Digital Culture
Book SynopsisDaniel Rowles has worked on client and agency sides of digital marketing for almost 20 years. He is a Course Director for the Chartered Institute of Marketing (CIM), lecturer at Imperial College London, CEO of TargetInternet.com and lead judge for the CIM Marketing Excellence Awards. He is also the host of the Digital Marketing Podcast, an iTunes top 10 business podcast.Thomas Brown is a consultant and executive advisor on marketing and digital transformation. Formerly Director of Strategy and Marketing at CIM, he is the architect of more than 35 major research and thought leadership initiatives.Trade Review"Finally, digital has been distilled and debunked! A no-nonsense, actionable guide to digital capability building, regardless of where you are on the journey." * Cesar Lastra, Founding Director, Bash and Build *"A genuinely inspiring, thought-provoking and motivational read wherever you are in your organisation and at whatever stage of your digital maturity." * Neil Costello, Head of Marketing, Atom Bank *"A great starter pack for anyone who wants to be serious about diving into the digital age and driving change." * Thierry Campet, Global Head of Marketing and Communications, UBS Wealth Management *"A very well researched and written book that is an essential aid to help you navigate through the potentially vexatious digital world." * Nick Hughes, Director of Marketing and Communications, SEGRO plc *"The breakneck speed of today's digital environment is challenging for all marketers to keep up with. This book will help marketers from start-ups to large businesses take a firmer grip of this digital environment, and better use its capabilities to deliver greater levels of traffic, revenue and profit." * Simon Daggett, Global Head of Marketing, DHL Global Forwarding *"Brilliant insight into how to reality-check your own organisation and vision. There is courage in these pages - challenging and well-used terms and methodologies, but addressed in a helpful and practical way. A book to share." * Eda Colbert, Head of Brand and Marketing, British Council *"While I was reading this book, I was interrupting everyone I know I share ideas and quotes. If you are looking for an engaging, readable text that moves at the same speed as the digital world it describes, buy this book." * Kelly Barner, Managing Editor, Buyers Meeting Point *Table of Contents Section - ONE: Why You Need a Digital Culture; Chapter - 01: The Increasing Pace of Change; Chapter - 02: The Technology Catalyst; Chapter - 03: New Channels, Tools and Business Models; Chapter - 04: Why Organizations Really Fail at Digital; Section - TWO: Plotting Your Digital Journey; Chapter - 05: What a Digital Transformation Looks Like; Chapter - 06: Your Digital Culture Audit; Chapter - 07: Understanding Your Stakeholders; Chapter - 08: Your Strategic Approach; Section - THREE: The Digital Culture Framework; Chapter - 09: Definition and Vision; Chapter - 10: Leadership; Chapter - 11: Agility; Chapter - 12: Environment ; Chapter - 13: Skills and Talent; Chapter - 14: Strategic Positioning; Chapter - 15: Translation and Communication; Chapter - 16: Technology; Chapter - 17: Process and Governance; Chapter - 18: Structure; Chapter - 19: Connections; Chapter - 20: Measurement; Chapter - 21: Innovation and Entrepreneurship; Chapter - 22: Financial Impact; Section - FOUR: Keeping Up with Change; Chapter - 23: Keeping Measurement at the Core; Chapter - 24: Separating the Ephemeral from the Enduring; Chapter - 25: Three Things to Watch
£25.64
Kogan Page Ltd Content The Atomic Particle of Marketing
Book SynopsisRebecca Lieb is a strategic advisor, research analyst, keynote speaker, author and columnist. She works with many of the world's leading brands on digital marketing innovation. Clients range from start-ups to non-profits to Fortune 100 brands and regulated industries, including Facebook, Nestlé, Adobe, Fidelity, IBM, Save the Children, Pinterest, Cisco and The Federal Reserve Bank of New York. Previously, she was Altimeter Group's digital advertising and media analyst, and prior to that she was Vice President at Econsultancy. Lieb was VP and Editor-In-Chief of The ClickZ Network for over seven years.Trade Review"Content strategy has become marketing's darling, and with its arrival comes a chorus of pundits and gurus attempting to define it and counsel brands mired in overwhelm and confusion. Out of that chaos comes Rebecca Lieb's clear, lucid and logical voice. To understand content marketing bottom-up, top-down, and inside-out, read this book." * Stephanie Losee, Head of Content, Visa *"The high priestess of digital marketing and media, Rebecca Lieb channels her wisdom into the most comprehensive book on the complex topic of content marketing. Content: The Atomic Particle of Marketing is the strategic big-bang marketers can't afford to miss." * Jason Miller, Global Content Marketing Leader, LinkedIn Marketing Solutions *"The majority of global marketers have no discernible content marketing strategy. With this book, they have no more excuses." * Joe Pulizzi, Founder, Content Marketing Institute and author of Content Inc. and Epic Content Marketing *"If content is the atomic particle of marketing, Rebecca is a quantum physicist. She has, once again, deftly articulated the imperative for content as a strategic function in the enterprise. If you're looking for the foundational elements of a content marketing strategy, you can stop. You've found it here." * Robert Rose, Chief Strategy Advisor, The Content Marketing Institute *"Content: The Atomic Particle of Marketing, should be required reading for any role with a 'C' in their acronym. Rebecca's book will absolutely weaponize you with frameworks and industry examples to support successful integration of content marketing and strategy into your growth and transformational activities. It will help you rise above the noise and deliver real relevance to real people, in support of goals and objectives, at scale, globally. No one surpasses Rebecca's breadth and depth of understanding of content as practiced today." * Carlos Abler, Content Marketing Strategy Leader, 3M *"There is a reason so few companies get content marketing strategy right: It's hard. This book, however, is just what everybody have been waiting for. It's insightful, intelligent, inspiring, structured and generous - just like Rebecca Lieb herself. If you only have time to read one book this year - choose this one!" * Jesper Laursen, CEO at Brand Movers *"Rebecca Lieb is a rare sane voice in an industry noisy with hype. Content: The Atomic Particle of Marketing simultaneously cuts through the B.S. and teaches marketers exactly how they need to think to succeed in content. In a word, it's brilliant." * Shane Snow, co-founder of Contently *"In deconstructing marketing to the atomic level, Rebecca Lieb has penned an essential guide to forces that are continually reshaping how businesses attract and retain customers. Professionals at all levels will learn from her frameworks, formulas, and countless examples that elucidate both the science and art of content marketing." * David Berkowitz, Chief Strategy Officer, Sysomos *"From understanding the importance of-and difference between-Content Strategy and Content Marketing Strategy to Real-Time and Contextual Marketing, Content: The Atomic Particle of Marketing, is a manifesto for how to succeed with content marketing now-and into the future with the IoT and artificial intelligence. I love the way Lieb connects the dots!" * Ardath Albee, author of Digital Relevance *"This is a must-read book for anyone working with content marketing - old pros as well as beginners. Rebecca Lieb provides us with useful insights and tools on everything from strategy and processes to distribution and measurements. The book makes for both an inspiring read and a practical guide to keep handy." * Pontus Staunstrup, Content marketing strategist, Staunstrup *Table of Contents Section - 01: The shift to content marketing; Section - 02: Content marketing versus content strategy; Section - 03: Converged media; Section - 04: Native advertising; Section - 05: Organizing for content; Section - 06: A culture of content; Section - 07: Global content strategy; Section - 08: Real-time marketing; Section - 09: Content marketing software; Section - 10: Content marketing performance; Section - 11: Contextual campaigns;
£25.64
Kogan Page Ltd Mobile Marketing
Book SynopsisDaniel Rowles has worked in digital marketing for almost 20 years on both the client and agency sides. He is a Course Director for the CIM, lecturer at Imperial College London and Cranfield School of Management and lead judge of the CIM Marketing Excellence awards. He is also the host of the Digital Marketing Podcast, a global top-ten business podcast on iTunes. His company TargetInternet.com has helped clients of all types to use digital marketing more effectively, including the BBC, Vodafone, Sony, Oracle and Tesco.Trade Review"Very useful and a surprisingly compelling read. It articulates the theories and terminology of mobile marketing succinctly, with interesting graphs and case studies from around the world. I highly recommend this book to anyone who wants to know more about mobile marketing, mobile Web etc. Buy it. You aren't going to agree with all of it, you may already know some of it, but you will learn a lot from it." * Andy Favell, Editor, mobiThinking (about the previous edition) *"For most businesses, mobile marketing will be only a part of an Internet marketing strategy. This book clarifies why mobile marketing needs to be considered separately, and why mobile marketing is becoming increasingly important. I personally found this one of the most helpful books I have read this year, and I highly recommend it." * John Gibbs, Leading Business Books (about a previous edition) *Table of Contents Section - ONE: Mobile Marketing in Perspective; Chapter - 01: Introduction; Chapter - 02: Understanding the User Journey; Chapter - 03: Technology Change and Adoption; Chapter - 04: Disruption and Integration; Chapter - 05: Devices, Platforms and Technology; Chapter - 06: The Future of Mobile Marketing; Section - TWO: The Tactical Toolkit; Chapter - 07: Introduction; Chapter - 08: Mobile Sites and Responsive Design; Chapter - 09: Mobile and E-mail; Chapter - 10: How to Build an App; Chapter - 11: Social Media and Mobile; Chapter - 12: Mobile Search; Chapter - 13: Mobile Advertising; Chapter - 14: Augmented Reality (AR) and Virtual Reality (VR); Chapter - 15: Quick Response (QR) Codes; Chapter - 16: Location-based Devices and Beacons; Chapter - 17: Near Field Communication (NFC) and Mobile Payments; Chapter - 18: Instant Messenger (IM) Apps and Short Messaging Service (SMS); Chapter - 19: Mobile Analytics; Section - THREE: Mobile Marketing Checklists; Chapter - 20: Introduction; Chapter - 21: Checklists; Chapter - 22: Conclusions
£24.99
Kogan Page Ltd Selling Your Value Proposition
Book SynopsisCindy Barnes founded Futurecurve after many years with Capgemini where she led service development, sales, marketing, co-created new business units and was a client-side consultant. She is clinically qualified in Transactional Analysis.Helen Blake has held senior positions for leading organisations including Accenture, Capgemini and KPMG. Helen is trained in Transactional Analysis and is a member of the International Transactional Analysis Association.Dr Tamara Howard is a Harvard Graduate with business experience spanning the USA and Europe. Over her distinguished career Tamara has lead sales teams in selling many multi-million pound deals.Trade Review"We are living in the Age of the Customer. Selling Your Value Proposition provides leaders with fresh, insightful advice on how to drive the customer-centric business transformation our new world requires. The time has come for every employee to join the sales team, and Barnes, Blake and Howard provide a blueprint with powerful case studies to arm leaders with what they need to get started tomorrow. A must-read book for the Transformational Leader of the Future." * Cate Gutowski, VP Commercial Digital Thread, GE Digital *"Packed with tried and tested tactics and dozens of examples from real organizations, this is an essential read for execs in large corporates or anyone who wants to be customer-centric (internal or external), innovate and stay ahead of the game." * Simon Gale, Procurement Director, Sony Europe *"In Creating and Delivering Your Value Proposition the Futurecurve team helped companies tackle the central, most critical, question they need to address in order to be successful in the market: what is it that makes us unique? Put differently, why should your customers buy from you instead of your competitors? Now, in this terrific follow up book, they help companies translate their unique value proposition into a set of messages that the sales-force can use to drive growth. In doing so, the authors tackle a question that is just as difficult and vexing for managers: what would have to be true in the customer's world for them to want to PAY us for our unique differentiators? Together, these two books--packed with practical advice, tools and case examples--represent must-read material for B2B CEOs, sales leaders and marketers intent on driving growth in markets increasingly crowded with seemingly commoditized offerings." * Matthew Dixon, Group Leader, CEB, Co-author of The Challenger Sale and The Challenger Customer *"If we keep looking at our customers through the same lenses, having the same conversations with them, telling them the same things, not properly hearing the answers, we wake up one day and we don't understand each other anymore and worse, we have been replaced. This book wakes us up and gives us a new way to look at our customers, how we should think about them and then transform the relationships that we have them." * Andy Head, Business Development Director, NATS *"A must read for all executives seeking to gain, or further, their organization's advantage through deep and resilient relationships with customers." * Christopher Taylor, Executive Vice President - Strategic Development, Survitec *"A critically important survival manual for a digital, disruptive age, in which your value proposition must continually evolve to keep up with connected customers." * Dave Gray, Founder of XPLANE and author of The Connected Company *"Selling Your Value Proposition isn't only about your value proposition. It's about aligning everything your company does to put the customer at the center of it. Selling Your Value Proposition helps you align everything you do to create value experiences that are meaningful to your customers." * Dave Brock, CEO, Partners In EXCELLENCE *"This book is essentially the most helpful business mentor you've ever met but in book form. As a leader from local government, where customers and sales are not familiar concepts I found its clear, concise and creative insights and methods empowering." * Andrew Grant, Chief Executive, Aylesbury Vale District Council *"Selling Your Value Proposition provides insight, acumen and a clear understanding of how to effect organizational change - without turning the organization and its processes upside down." * Dr. Femida Gwadry-Sridhar, Founder and CEO of Pulse infoframe Inc. *"In this superb book, Cindy, Helen and Tamara bring their expertise and experience alive with a clear road map to enable you to put together a powerful value proposition, translate it into a selling proposition and ultimately transform your business into an authentic, trusted 'selling organization'. If you're ambitious to win more business and grow your sales faster, this book is a must-read." * Gordon McAlpine, Entrepreneur, Mentor & Best-selling Author of ‘Scale Up Millionaire’ *"I recommend this book to both established businesses and the new generation of entrepreneurs who wish to create genuinely engaging companies in which the whole organization is totally focused on understanding and meeting customer needs." * Simon Robinson, co-author of Customer Experiences with Soul: A New Era in Design and Holonomics *Table of Contents Chapter - 00: Introduction; Chapter - 01: How the World Has Changed; Chapter - 02: Why Businesses Need a Value Proposition; Chapter - 03: How to Develop a Value Proposition; Chapter - 04: How to Translate a Value Proposition into a Sales Proposition; Chapter - 05: The Sales Process; Chapter - 06: The Sales Story; Chapter - 07: Winning Business: the 10 Laws of Value Proposition Selling; Chapter - 08: Creating the Selling Organization; Chapter - Appendix 1: Value Proposition Workshop Survey Results; Chapter - Appendix 2: Case Studies;
£33.24
Kogan Page Ltd Advanced Marketing Management
Book SynopsisDr Nikolaos Dimitriadis is an award-winning educator and consultant and the CEO of Trizma Neuro, a neuromarketing and neuroHR company. He is also Regional Director of The University of Sheffield International Faculty, CITY College, for the Western Balkans. Dr. Neda Jovanovic Dimitriadis is an academic researcher and guest lecturer on brand strategy, consumer behaviour and marketing communications. She specializes in behavioural research in marketing, branding and media planning. Dr Jillian Ney is a consultant and guest lecturer on social media intelligence in the UK and Europe. Her work has featured at global conferences and has been used by Fortune 500 companies.Trade Review"A must-read for marketing professionals who want to create innovative and disruptive marketing interventions. This book addresses new trends - neuroscience, predictive skills, innovation and adaptability skills - all in a single title." * Dominic Fernandes, Vice President, Head of Business Marketing, Emirates NBD *"Change is something that modern businesses cannot escape, and more so marketing. This book offers a holistic approach to marketers, covering a wide range of topics, such as neuroscience, predictive analytics and creative problem solving. The authors argue convincingly for the need for a new marketer who will lead not only the marketing department but the company as a whole. Highly recommended." * Max Hauser, Partner and Managing Director, The Boston Consulting Group, Russia and CIS *"Marketing is long overdue for disruption. In Advanced Marketing Management the authors brilliantly argue for the "Why?" and provide answers for the "How?" and "What?" The book is packed from cover to cover with an in-depth, insightful and cutting-edge array of tools to best equip aspiring disruptors with the knowledge for that much-needed overhaul." * Anthony Tham, Executive Creative Director, Publicis Worldwide Shanghai *"This book is a boot camp for modern marketers in the post-Trump, post-Brexit, post-Cambridge Analytica world, where the challenge is to find the most impactful insights from an Everest of data. It underlines the fact that what our sector is lacking is better questions, not more answers." * Adrian Cockle, Principal Consultant, Hootsuite *"A groundbreaking and innovative guide, full of contemporary marketing cases and examples for those who are passionate about marketing and want to extend their knowledge beyond the conventional marketing practices." * Panayiota Alevizou, Lecturer in Marketing, Sheffield University Management School *"There has never been a more exciting time to be in marketing. The modern marketer now has even greater influence over tangible brand success, but it's a position which is complex, ever-changing, and challenging. This book acknowledges the complex landscape we work in and provides clear and compelling thought and insight to dismiss the chaos and embrace the tremendous opportunity." * Graham Forsyth, Director of Marketing, Spredfast *"The authors have their fingers on the pulse of marketing and the challenges marketers face today. Advanced Marketing Management is a terrific guide for students and practitioners of marketing that will help them become more transformational marketing leaders." * Mick Doran, Head of Research, Planning and Brand, Sainsbury’s Bank, and Chair, The Marketing Society, Scotland *"'If you are a curious learner and marketer who seeks to improve constantly, seek no more! The book in front of you explores relevant topics and skills in the new marketing era, while providing a fresh outlook on the 4Ps as tools with a core in empathy, experiential, ever-presence and engagement. Advanced Marketing Management is a must-have toolkit for modern marketers aspiring to become transformational leaders." * Natasa Josic, Commercial Excellence Director, Coca-Cola HBC, Austria *"Scientifically grounded and backed up by contemporary real-life business examples, this is a CEO-must-read practical guide to how to avoid the Marketing Paradox, understand which half of marketing budget is being wasted and how to fix this. And the new Marketing Mix 4EPs concept is a phenomenally simple and powerful response to the many disruptions that every industry now faces." * Mikhail Merkulov, CEO, Arricano Real Estate PLC *Table of Contents Chapter - 01: The need for the new marketer; Chapter - 02: Neuroscience skills – Marketing and the human brain; Chapter - 03: Predictive skills – Marketing and data intelligence; Chapter - 04: Innovation skills – Marketing and creative thinking; Chapter - 05: Adaptability skills – Marketing and decision making; Chapter - 06: The 4EPs marketing mix, part 1 – Empathic product and experiential price; Chapter - 07: The 4EPs marketing mix, part 2 – Ever-present place and engaging promotion; Chapter - 08: Reorganizing the marketing function; Chapter - 09: Marketers – The new transformational leaders
£37.99
Kogan Page Building Brand Experiences
Book SynopsisDr. Darren Coleman has more than 20 years of branding experience spanning projects in the UK, continental Europe, the Middle East, South East Asia and Japan. He has helped brands such as Maybank, PepsiCo, Dubai Properties Group, Orange, BUPA, Goldman Sachs, Roche Diagnostics and Nikon, as well advising the British and Lithuanian governments on brand related issues. He is now Managing Consultant at Wavelength Marketing in the UK.Trade Review"Absolutely the best guide to successfully managing brand experience." * Barbara Meneghini, Head of Corporate Customer Relationship Management at TOD'S Group *"Creating meaningful, distinctive brand experiences is the key to business success for virtually all organizations. With Building Branding Experiences, Coleman offers a comprehensive and highly practical roadmap that illuminates and inspires. Following his principles and guidance will help firms design and deliver powerful brand experiences to ensure long-term relevance and profitability." * Kevin Lane Keller, Tuck School of Business at Dartmouth College *"The book is an excellent all-in-one primer for today's digital entrepreneur. It contains a delightful guide full of case studies from different industries for those of us who want to widen their brand experience of our best companies." * Mert Dorman, Senior Vice President, Corporate Marketing & Distribution Channels, Turkish Airlines *"Building a successful brand doesn't happen overnight! If you want insight on how to do this from conception to launch, strong performance in the market and reputation building - this is the book for you. Coleman provides real case situations, that make the messages clear and easily translated to real life experience. The approaches suggested are systematic and offer a great perspective." * Steve Profit, Global Sales & Marketing Director, Novo Nordisk Pharmatech A/S *"An informative book packed with real-life and practical examples that clearly outline how adopting a holistic approach to building brand experiences improves business performance." * Colette Murad, Vice President, Senior Communications Manager, Barclays *"Building compelling and cohesive brand experiences are key to brand retaining brand relevance. Coleman's book gives practitioners a powerful, insight-informed tool that will help build and leverage brand experiences. This is a must-read for senior marketing executives who want to realize the full potential brand experiences can deliver to their organization." * Professor George Christodoulides, Assistant Dean (Research), Head of Marketing Group and Professor of Marketing at Birkbeck, University of London *Table of Contents Chapter - 01: Introduction to retaining relevance through brand experiences; Chapter - 02: The Brand Experience Blueprint: A practical management tool; Section - ONE: Brand Experience Environment; Chapter - 03: Understanding your stakeholders; Chapter - 04: Fine-tuning your perspective; Chapter - 05: Considering the mechanics of delivery; Chapter - 06: Adopting a data-driven approach; Chapter - 07: Summary: Brand Experience Environment; Section - TWO: Brand Experience Essentials; Chapter - 08: Brand values; Chapter - 09: Brand essence; Chapter - 10: Brand promise; Chapter - 11: Brand positioning; Chapter - 12: Brand personality; Chapter - 13: Summary: Brand Experience Environment and Essentials; Section - THREE: Brand Experience Enablers; Chapter - 14: Behaviour; Chapter - 15: Communications; Chapter - 16: Design; Chapter - 17: Summary: Brand Experience Environment, Essentials and Enablers; Section - FOUR: Measuring Brand Experiences; Chapter - 19: Adopting a holistic approach to measuring brand Experiences; Chapter - 20: How to measure brand experiences scientifically; Chapter - 21: Closing thoughts: Building brand experiences as a route to retaining brand relevance;
£25.64
Kogan Page Ltd Malcolm McDonald on Value Propositions
Book SynopsisProfessor Malcolm McDonald is Emeritus Professor at Cranfield & Honorary Professor at Warwick Business School. He is Chairman of six companies, and works with the operating boards of some of the world's leading multinationals. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them. Grant Oliver is MD at 90 Day Action Plan, and has over 20 years' experience in software and management consultancy. He has been interim IT director in the NHS, Finance Director of a software company, and Non-Executive Director of a Housing Association.Trade Review"Professor McDonald's research-based frameworks are timeless and universal and have been incredibly useful to both academics and practitioners around the world. This latest book on financially quantified value propositions continues to break new ground." * Philip Kotler, author, consultant and the S C Johnson & Son Professor of International Marketing, Kellogg School of Management, Northwestern University *"This book is both accessible and rigorous. It is a great read for everyone involved in buying or selling. Exploring how to quantify value propositions is a stimulating and highly beneficial endeavour. This is a timely contribution to understanding how to create differentiation and develop solid collaboration in fast-changing value chains." * Hervé Legenvre PhD, Director, Value Creation Observatory, The European Institute of Purchasing Management *"This is the first book I've read that offers a proven and time-tested formula for creating a value proposition. It's written in terms that both the experienced marketer and the layperson can understand and, more importantly, can implement and thereby gain substantial benefit." * Tom Poland, Chief Leadsologist, Leadsology *"Value propositions are simultaneously one of the most powerful ideas in business and one of the least understood and worst executed. In this book two leading authors show how to develop, use and profit from them." * Dr Diana Woodburn, Chairman, The Association for Key Account Management *"It is so refreshing to see a book focused on the impact good marketing can make on profit, since so much of today's marketing discussion is about digital tools, leads and nurture flows. Anchored in tried and tested techniques, such as needs-based segmentation, McDonald and Oliver's book is action oriented. Its tools and templates will help marketers create real value for their company and its customers." * Bev Burgess, Senior Vice President and ABM Practice Leader, ITSMA *"Finally, here is a book that explains clearly what the concept is and how to create a financially quantifiable value proposition! You can now communicate to your ideal customers why they should buy from you (unique differentiation), how you'll improve their situation (relevancy) and how they'll financially benefit, all in language that they understand. This book will shape your strategic marketing planning." * Stewart Barnes, Managing Director, QuoLux Ltd *"Value is one of the most talked about and least understood ideas in business today. This excellent book provides a comprehensive review of the main concepts and also provides a series of case studies to bring the ideas alive. Malcolm McDonald and Grant Oliver pool their extensive business knowledge and experience to bring clarity, helping to define what value means to us, our business and most importantly our customers." * Richard Ilsley, Managing Partner, Key Account Management Group *Table of Contents Chapter - 00: An important introduction – getting the best out of your value proposition; Chapter - 01: How financially quantified value propositions will make you richer; Chapter - 02: Quantifying the emotional elements of value propositions; Chapter - 03: What exactly is a financially quantified value proposition?; Chapter - 04: An overview of the value proposition process – where to start; Chapter - 05: Why it is critical to understand how key buying decisions are made; Chapter - 06: Which key accounts should you develop value propositions for?; Chapter - 07: Which segments should you develop value propositions for?; Chapter - 08: Understanding key account and segment needs before building a value proposition; Chapter - 09: Understanding our own asset base and capabilities; Chapter - 10: Developing value propositions; Chapter - 11: Creating and financially quantifying value propositions; Chapter - 12: Developing and presenting value propositions that resonate with customers; Chapter - 13: Value-celling – How to maximize value creation in supply chains; Chapter - 14: Financial analysis, value quantification tools and financial dashboards; Chapter - 15: Summary of the value proposition process
£25.64
Kogan Page Ltd The Management of Luxury
Book SynopsisBenjamin Berghaus is Head of the Competence Center for Luxury Management at the Institute of Marketing of University of St.Gallen (HSG), Switzerland. Günter Müller-Stewens is Professor of Management and Organization at the University of St.Gallen (HSG), Switzerland, and Director of its Institute of Management. Sven Reinecke is Associate Professor of Business Administration, specialized in Marketing, and Director of the Institute of Marketing at the University of St.Gallen (HSG), Switzerland.Trade Review"The Management of Luxury is probably the only book the specialist working in luxury brand management needs to feel more prepared to tackle the challenges the luxury market poses - and be able to make more informed decisions." * Branduniq.com (Review of 1st edition) *"Focusing on the key strategic areas of market, brand strategy, business strategy and luxury responsibility, this book delivers a veritable mass of information, much of which even as an industry professional, you might not have realized that you needed." * Darren Ingram, business and communications consultant (Review of 1st edition) *Table of Contents Chapter - 00: Preface; Section - ONE: The luxury market; Chapter - 01: The market and business of luxury: an introduction [Günter Müller-Stewens and Benjamin Berghaus]; Chapter - 02: Classifying luxury and prodigality [Michael Jäckel]; Chapter - 03: Exploring luxury consumer behaviour [Prokopsis Theodoridis and Sofia Vassou]; Chapter - 04: Identity-based luxury brand management [Klaus Heine, Michel Phan and Vera Waldschmidt]; Section - TWO: Luxury brand strategy; Chapter - 05: Public luxury representatives [Michael Breazeale, Christopher R Long and Daniela Ott]; Chapter - 06: Curating the creative genius in luxury firms [Charles Aaron Lawry and Sabrina Helm]; Chapter - 07: Arts meet luxury brands [Carsten Baumgarth, Nicole Lohrisch and Olga Louisa Kastner]; Chapter - 08: Luxury as societal mentor [George Panigyrakis and Eirini Koronaki]; Chapter - 09: Preserving luxury exclusivity through art [Claude Chailan and Ivan Valek]; Chapter - 10: Brand charismatic legitimacy and marketing of adoration [Delphine Dion and Eric Arnould]; Chapter - 11: Digital media in monobrand stores [Marcus SchÖgel and Timo Tischer]; Section - THREE: Luxury business strategy; Chapter - 12: Gravity shift from West to East [Philip Beil, Fabian Sommerrock and Alexander Gaus]; Chapter - 13: The Chinese market: entry modes [Rui Wang, Kaibin He and Yue Wen]; Chapter - 14: Entering the Chinese market [Rui Wang, Kaibin He and Yue Wen]; Chapter - 15: Managing brand extensions in the luxury industry [Klaus-Peter Wiedmann, Christiane Klarmann, Nadine Hennigs, Stefan Behrens and Alexander Stigelski]; Chapter - 16: Luxury brands enter the online market [Elisa Arrigo]; Chapter - 17: Competing as a luxury SME [France Riguelle and Didier Van Caillie]; Chapter - 18: Insisting on luxury to survive [Michael Reinhold and Emil Annen]; Chapter - 19: Managing price fluctuations of raw materials through innovation [Anne-Flore Maman and Camille Depigny]; Chapter - 20: The Counterfeit Timer© [Anne-Flore Maman]; Chapter - 21: Acting on luxury counterfeiting [Ludovica Cesareo and Alberto Pastore]; Chapter - 22: Luxury brands as employers [Verena Batt and Benjamin Berghaus]; Chapter - 23: The impact of luxury brands on employees [Benjamin Berghaus and Sven Reinecke]; Section - FOUR: Luxury responsibility; Chapter - 24: Heritage of luxury and responsibility [Duane Windsor]; Chapter - 25: Luxury organizations and responsibility: a toolbox [Farah Montesa and René Rohrbeck]; Chapter - 26: Luxury organizations and social responsibility: a case study [David S Waller and Anurag G Hingorani]; Chapter - 27: Index
£33.24
Kogan Page Ltd Participation Marketing
Book SynopsisMichael Brito is a digital strategist, author, TEDx speaker, and adjunct professor at San Jose State University, with almost 20 years' experience helping organizations solve marketing challenges. Michael Brito is currently Head of US Digital Marketing and GM of San Francisco for LEWIS Global Communications, and previously was the Head of Social Marketing at W2O Group, and Senior Vice President of Social Strategy at Edelman Digital where he consulted for Fortune 500 companies globally.Trade Review"Employees are the most valuable asset of any company. If you know how to unlock their passion, you can build an army of powerful advocates for your brand. It's not about training your employees to parrot your company's message. It's about building passion around your company's brand and its purpose - and shaping your company's culture such that it empowers your employees to advocate. Brito, a leader in the industry, helps you do just that: beginning with the fundamentals and then sharing practical tips on how to weave employee storytelling into the fabric of your organization." * Maria Poveromo, Vice President, Communications, Adobe *"It's widely known that employees are viewed as trusted and credible sources when others are seeking information about a company or brand. Brito delivers a very structured plan that guides large and small companies on how to truly activate employees to be storytellers and drive brand relevance." * Jascha Kaykas-Wolff, CMO, Mozilla *"If you're wondering how to inspire and mobilize your employees to be brand storytellers, ask Michael Brito. His book is an exceptionally thoughtful and actionable "how to" guide and a journey through the learnings of courageous companies creating true engagement and informed, digitally connected brand advocates." * Jerilan Greene, CMO, Yum! Brands *"The key to successful digital transformation is building a culture of trust and transparency, starting with the employee experience. Brito does a fantastic job of bridging the gap between internal employee engagement and external customer relationships. The result being a powerful community of brand storytellers who are constantly engaged and adding value with customers, prospects and partners." * Elise Steele, Former CEO, Jive Software *"Your business is already filled with promoters and every marketer needs to figure out how to unlock the power of employee advocacy. Brito shows you how to do this and then integrate that trusted employee-driven content into larger brand marketing initiatives." * Lauren Vaccarello, Vice President, Marketing, Box *"Trust and authenticity are critical factors for marketers today. And there's nothing more trustworthy than employee voices. Brito builds a strong case for employee advocacy and shows marketers how to integrate trusted employee-driven content into broader marketing initiatives." * Jackson Jeyanayagam, CMO, Boxed *"Participation Marketing unequivocally puts the transformation back into digital transformation by focusing on the single most underplayed element of successfully reimagining markets - our people. Brito offers a practical blueprint for how to put your employees at the tip of the spear of your transformation goals by first making them your biggest fans and then, your most genuine and loudest advocates." * Sameer Patel, CEO, Kahuna *Table of Contents Chapter - 00: Introduction by Russ Fradin: your people are your brand; Section - ONE: Setting the groundwork; Chapter - 01: Employee advocacy: making a believer out of you; Chapter - 02: The future of work: the new office, inside and out; Section - TWO: The business case for employee advocacy; Chapter - 03: Contextualizing the marketplace for employee activation; Chapter - 04: The psychology of ‘what’s in it for me?’ and how it affects employee advocacy; Chapter - 05: For brands, employee advocacy is a business imperative; Chapter - 06: Employee advocacy as a business model; Section - THREE: Blueprint: launching your employee advocacy programme; Chapter - 07: Employee advocacy: a model for disruption; Chapter - 08: Building your employee activation plan: who is responsible for what?; Chapter - 09: Identifying, segmenting and training the workforce for brand engagement; Chapter - 10: Bringing employee storytelling to life; Chapter - 11: Choosing the right employee advocacy technology;
£27.83
Kogan Page Ltd Sales and Marketing Channels
Book SynopsisJulian Dent is Chairman of VIA International, a specialist routes-to-market consultancy. He has more than 35 years of global experience in distribution, specializing in channel strategy and implementation at global, corporate and regional levels. His clients include Barclays, Esso, Hewlett-Packard, Hyatt, Microsoft, Philips, Subway and Xerox.Michael White is EMEA General Manager of Quadmark, a global channels and sales enablement consultancy. He has been a worldwide routes-to-market specialist for 30 years across multiple industries, leading commercial consumer channel strategy from formulation through to execution. His clients include Apple, Caterpillar, Cisco, Electrolux, PayPal and Procter & Gamble.Trade Review"This book is a true tour de force on all things marketing, distribution, franchising and more. Dent and White have given us a highly compelling and practical blueprint for success in times of great change and disruption. Their updated treatise gives us practical 21st-century strategic insights into sales and marketing channel and distribution management. Heed these authors' advice or risk irrelevance and peril for your business and brand." * Joe Tripodi, CMO, Subway, and former CMO, Coca-Cola, Allstate, MasterCard, Bank of New York and Seagram’s *"With sales and marketing channels becoming ever more complex and challenging, the need for help constantly increases. This book hits the mark - I seriously suggest anyone involved in channels has this to hand. Dent and White stand head and shoulders above many others in demystifying the channel into understandable and executable components. Whether you are a channel novice or channel expert, this new edition is paramount for executives to account managers alike." * Jeremy Butt, SVP International, Mitel *"This is the best book available for providing a deep understanding of channel business models and has helped us build more effective relationships with our channel partners." * Louis Gries, CEO, James Hardie Industries plc *"This book is essential reading for any vendor working with indirect channels of distribution. The deep insights into channel business models it provides enable vendors to secure maximum value from both distributor and final-tier engagement." * Michael Urban, Corporate Vice President, Strategy, Transformation, Global Vendor Management, Tech Data Corporation *Table of Contents Section - PART ONE: Introduction; Section - 01: How to get the best out of this book; Section - 02: The business of getting products and services to market; Section - 03: Major trends and developments in market access; Section - PART TWO: Distributors, wholesalers and intermediaries; Section - 04: The role of the distributor for sales and marketing channels; Section - 05: How the distributor business model works; Section - 06: Managing distributors – margins and profitability; Section - 07: Managing distributors – working capital; Section - 08: Managing distributors – productivity; Section - 09: Managing distributors – sustainability; Section - 10: Managing distributors – managing growth; Section - 11: Understanding the distribution landscape; Section - 12: How to get the best from distribution strategy; Section - PART THREE: Managing final-tier sales and marketing channels; Section - 13: The roles of the final-tier channel players; Section - 14: How the business model works for final-tier channel players; Section - 15: Managing final-tier channel players – sales and utilization; Section - 16: Managing final-tier channel players – gross margin and recoverability; Section - 17: Managing final-tier channel players – working capital management; Section - 18: Managing final-tier channel players – value creation and growth; Section - 19: How to get the best from final-tier channel players; Section - PART FOUR: Managing distribution in individual industry sectors; Section - 20: Introduction to managing distribution in individual industry sectors; Section - 21: Insights from managing capital goods distribution; Section - 22: Insights from managing consumer goods distribution and retailers; Section - 23: Insights from managing services distribution; Section - 24: Insights from managing hotels, restaurants, catering and travel distribution; Section - 25: Insights from managing intellectual property distribution; Section - 26: Insights from managing franchised distribution; Section - Appendix: Key ratios; Section - Appendix: Glossary of technical terms;
£33.24
Kogan Page The Definitive Guide to Strategic Content
Book SynopsisLazar Dzamic is the former Google ZOO Head of Brand Planning for North and Central Europe (NACE), a creative strategist, writer and academic. He is an award-winning Planning Director in several integrated agencies, and lectures at the Faculty for Media & Communications at the Singidunum University in Belgrade.Justin Kirby is a consultant, educator and thought leader with a 20+ year career in industry as a digital strategist, producer and entrepreneur. He chairs and speaks at conferences around the globe, judges industry awards, and advises brands and agencies.Trade Review"A refreshingly different angle and putting the relevance of content in a wider context makes this book not only insightful but also unique." * AJ Huisman and Bert van Loon, founders of the European Content Marketing Fast Forward platform *"Content - with a capital C - is going through an identity crisis. With so many definitions, applications and promises, this book cuts through the clutter to home in on what is truly important. Leave this book on your desk - I have a hunch that you will reach for it often." * Jessica Gioglio, digital and social business strategist and co-author of The Power of Visual Storytelling *Table of Contents Chapter - 00: Introduction: mapping the Content marketing territory; Section - PART ONE: Content marketing: a new and better promise?; Chapter - 01: Why Content is seen as the solution to current marketing challenges; Chapter - 02: Experience Economy: brand and customer experience as Content enablers; Chapter - 03: How Content can help build sustainable brands with better purposes; Section - PART TWO: How Content changes the way we all do business; Chapter - 04: Creative agency perspective: how Content impacts creativity, process and revenue; Chapter - 05: Media agency perspective: how Content impacts creativity, process and revenue; Chapter - Online Chapter 01 Client perspective: how Contentimpacts creativity, process and revenue Chapter - Online Chapter 02 Publisher perspective: how Content impacts creativity, process and revenue Section - PART THREE: Data, new formats and the role of Content in the consumer journey; Chapter - 06: Content distribution and its role in the consumer journey; Chapter - 07: Content and storytelling in the age of user data abundance; Chapter - 08: The evolution of Content formats: from text to video to AR/VR to AI…; Section - PART FOUR: How to measure and evaluate Content marketing; Chapter - 09: Key measurement issues relating to Content marketing; Section - PART FIVE: Content marketing: not such a new and better promise?; Chapter - 10: The rejecter’s manifesto: key arguments against the Content marketing ‘mirage’; Chapter - 11: Content marketing and ethics: challenges, threats and balancing acts; Chapter - 00: Conclusions;
£25.64
Kogan Page Ltd Smarketing
Book SynopsisTim Hughes is a social selling innovator and pioneer, listed by Onalytica as the number one most influential person globally for social selling. Tim Hughes was involved in rolling out one of the most advanced social selling programs in Western Europe across 4000 people. He is CEO and one of the founders of Digital Leadership Associates the social media consultancy.Adam Gray has spent over a decade specializing in social media marketing, he wrote the first globally published book on social media for business and was formerly the Head of Client Social Media (EMEA) for a multi-billion dollar software company. He is one of the founders of Digital Leadership Associates the social management consultancy.Hugo Whicher is the Marketing Director at Oracle, where he provides social selling and account-based marketing across a 'virtually' merged sales and marketing team.Trade Review"That old, moss-covered wall between sales and marketing in the brick-and-mortar world has been showing its age for a long time now. Some of us shout about it, but Hughes, Whicher and Gray take action and provide some answers." * Ted Rubin, CMO and Advisory Board Member at Photofy, MC and Host at Brand Innovators Summits, and Co-Founder of Prevailing Path *"An excellent understanding of how the world of sales and marketing work today and the changes that are continuing to occur. I definitely recommend it for any business person that wants to stay current." * Robert Caruso, Partner at fondalo.com and Engage2Connect.com *"A must read for marketers, managers and business innovators ready to succeed in times of fast change and disruption." * Jan Barbosa, Global Brand Ambassador at beBEE.com and 2016 Top 100 Onalytica Augmented Reality Influencer *"There's never been a time when aligning sales and marketing has been more important. Smarketing not only explains why this is more important, it provides deep insights into how to create the alignment necessary for the success of sales and marketing and gaining a competitive advantage." * Melonie Dodaro, Bestselling author of LinkedIn Unlocked and The LinkedIn Code *"A company brand is built on the promises it makes and the experiences it deliver. Align these two and you can build a GoldMine! Tim Hughes is a master of Social Selling and Social Business and his new book delivers how to implement these ideas company wide." * Jon Ferrara CEO, Nimble Inc. *"It's been recognized for a long time that sales and marketing functions need to be more aligned, but the idea of this has always been seen as a challenge. It's great that Smarketing outlines a way for those organisations that want to achieve better collaboration and results." * Tiffani Bova, author Growth IQ: Get Smarter About the Choices that Will Make or Break Your Business *"There's little doubt that the customer is at the centre of today's business world. In a globally interconnected marketplace customers don't distinguish marketing from sales or customer service. They expect to connect with you wherever they are and whenever they want without being shoved from pillar to post or having to repeat their story. Business needs to adjust structurally to this new reality." * Dionne Law, The Social Executive, Principal consultant or CEO *"Truly aligning forces and collaborating is a key quality for organizations that want to survive and ideally shape their future for the 'age of the customer'. Hughes has been a true thought and action leader in defining the blend of social selling over the last few years. Together with Whicher and Gray, this book redefines how sales and marketing need to be blended. A clear must read!" * Johannes Ceh, Keynote Speaker, Owner and Consultant at Strategic Management Consulting, #ValueEnhancer *"The way we buy is changing significantly and the sales and marketing world is struggling to keep up with it. Tim Hughes, Adam Gray and Hugo Whicher have put together the single most comprehensive guide on how you as a salesperson, marketer or business can leverage this change to your advantage. Not only a must-read book but a hugely valuable asset for everyone who buys it." * Daniel Disney, Founder and CEO of The Daily Sales *Table of Contents Chapter - 01: Why marketing in its current form is dead; Chapter - 02: Why sales in its current form is dead; Chapter - 03: Where are customers falling between sales and marketing departments?; Chapter - 04: The sales and marketing department of the future; Chapter - 05: Implementing smarketing into your company; Chapter - 06: How do you implement a smarketing programme?; Chapter - 07: Challenges of smarketing and how to overcome them; Chapter - 08: Governance and measures you will need to implement a smarketing program; Chapter - 09: Practical tools to support your smarketing program; Chapter - 10: Account based marketing – A new way to organize sales; Chapter - 11: Conclusion – How will smarketing prepare you for the future?
£25.64
Kogan Page Ltd Global Brand Management
Book SynopsisLaurence Minsky is Associate Professor, School of Media Arts, Columbia College Chicago, and author of many leading books on advertising, branding, and marketing. He is also an award-winning marketing strategist, creative director, and copywriter focused on creating innovative and effective branding and cross-discipline marketing solutions. His consulting practice serves a broad range of B2C and B2B clients from the emerging to global leaders.Ilan Geva is Adjunct Professor at the University of Chicago and DePaul University, and was formerly Design Head and Creative Director at Ogilvy & Mather, Leo Burnett, Frankel & Co., and several internationally renowned agencies. He currently runs Ilan Geva & Friends, a leading branding consultancy based in Chicago.Trade Review"An incredibly clear-minded book. The very word brand has become increasing devalued through misuse; this book is part of a vital counter movement." * Rory Sutherland, Vice Chairman, Ogilvy, and author of Alchemy: The Surprising power of ideas that don’t make sense *"A master work. Lucid, covers all the bases, well organized and accessible to the reader. Indispensable for every communications student, practitioner and thought leader." * Nancy R Tag, Founding Director, Branding + Integrated Communications MPS at The City College of New York and author, Ad Critique: How to deconstruct ads in order to build better advertising *"Minsky and Geva have brought together a smart combination of theory and relevant insights from leading brands and experts that will be a valuable guide in both strategy and execution." * Paul Bennett, Global Brand Director, AXA *"Skilfully demystifies brand and branding with vivid examples in an international setting." * Salma Ghanem, Interim Provost, DePaul University, and Former Dean of its School of Communications *"Whether you are a brand manager, designer or educator, this is a comprehensive resource for developing, building and managing an international brand." * Robin Landa, Distinguished Professor, Michael Graves College at Kean University, author of Graphic Design Solutions, Designing Brand Experiences and Advertising by Design *"Brand management has never been more important, yet can often be a confusing and impenetrable subject, requiring an up-to-date understanding of many topics. This book provides a much needed, clear, detailed and intelligent overview of the subject." * Darren Bridger, Consultant at NeuroStrata, author of Decoding the Irrational Consumer and Neuro Design *"Whether you are a branding professional using this as a personal reference, or a professor employing it as a text, you, too, will likely come to believe, as the authors state in the opening, that 'brand managers from any country can learn from the best practices of others to improve their outcomes'." * Chuck Kent, Contributing Editor, Brandingmag *"Appreciates the global nature of brand development today while reminding us of the importance of creating brand experiences that are personal, memorable and enriching - ones that make you feel right at home." * Jim Misener, Principal, President, 50,000 feet *"A truly insightful book and a must read for those who want to advance their careers." * Radu Florescu, CEO, Centrade-Cehil South-East Europe *"This book has been written for marketing professionals and students, but it should be for everyone. Deconstructing the principles about how brands are constructed, take on meaning, and persevere is the core of this book and should be the exercise of anyone who wants to make a place for themselves in the expanding universe of branding." * Patrick Hanlon, founder Thinktopia, primalbranding.co, author, entrepreneur, investor *"Offers the facts and reality of how brands are nowadays, how a brand is not just a brand anymore." * Joaquin E Bonilla, Executive Creative Director, Golin Romania *"Minsky and Geva have written more than a book. It's a complete do-it-yourself MBA in branding." * Karen Mallia, Professor, Advertising + Brand Communications, University of South Carolina, and author of Leadership in the Creative Industries: Principles and practice *"Offers just the kind of comprehensive, yet heartfelt and personal, approach to brand management that today's business students need to truly understand this concept." * David Aron, Professor of Marketing, Brennan School of Business, Dominican University *"Detailed case studies, practical tools and tips, clear and direct writing without the industry speak, original and insightful essays by world-class branding experts combine to make this the most authoritative book on global brand management ever written." * Bryan Mattimore, author, 21 Days to a Big Idea, and Chief Idea Guy at Growth Engine Innovation Agency *"This game-changing book clearly explains why new brand management approaches are needed, and convincingly shows how and why these approaches work. Extremely useful and insightful." * Jonathan Schroeder, William A Kern Professor of Communication, Rochester Institute of Technology, New York, co-author of From Chinese Brand Culture to Global Brands *"If you are in need of a one-stop-shop of all concurrent brand management issues in a digital and fast changing world, don't look further." * Joeri Van Den Bergh, Co-founder and Managing Partner, InSites Consulting, author and speaker: How Cool Brands Stay Hot *"This book covers a vast range of topics, from basic theoretical concepts of brand strategy and planning to the practicalities of brand management. Most importantly, though, it challenges the reader to think about brands from many angles and encourages a deeper curiosity about their psychological and sociological underpinnings." * Nick Liddell, Director of Consulting, The Clearing *"A really good and comprehensive read about all aspects of this gift that culture has given to commerce. A good balance of theory and real-life examples that will interest every reader." * Jacob Benbunan, Co-founder and CEO, Saffron Consultants *Table of Contents Section - ONE: Theoretical and strategic foundations; Chapter - 01: A definition of brands and branding; Chapter - 02: The strategic role branding plays; Chapter - 03: Internal branding vs. external branding; Chapter - 04: MarTech, Programmatic, and more technological innovations; Section - TWO: Practical and tactical applications; Chapter - 05: Brand foundational development; Chapter - 06: Brand actualization; Chapter - 07: Branding and the marketing communication ecosystem; Chapter - 08: Brand management; Section - THREE: Branding issues and opportunities; Chapter - 09: Branding in a global economy; Chapter - 10: Brand architecture; Chapter - 11: Speciality application areas; Chapter - 12: Digital asset management (of branding elements)
£42.74
Kogan Page Ltd Myths of Marketing
Book SynopsisGrant Leboff is one of the UK's leading sales and marketing experts. He serves as a non-executive director and runs Sticky Marketing Club, a sales and marketing strategy consultancy. He speaks regularly at global conferences and contributes to publications including the Daily Telegraph, the Independent, and the Financial Times, and is the author of Sticky Marketing and Stickier Marketing, both published by Kogan Page.Trade Review"If you want to succeed today you must understand marketing. Yet a depressing number of people with "Marketing" in their titles don't. Read this book and you will acquire the knowledge you need to outfox your competitors." * Drayton Bird, globally renowned marketer, and Founder, AskDrayton.com *"Caution: this book will annoy others, as you'll keep shouting out "YES!" every few pages. A must-read for everyone who spends even five per cent of their time thinking about marketing." * Jay Baer, Founder, Convince & Convert, and co-author, Talk Triggers *"Grant Leboff's new book is a business survival tool. Marketing is evolving at light speed. Decision makers need worthwhile sources to be able to adapt. Leboff is definitely a worthwhile source." * Zev Siegl, Co-founder, Starbucks Coffee Company *"If Grant Leboff's seminars could be improved, then this book does that. Bit by bit it dispels dated marketing myths, replacing them with actionable ideas and advice, fascinating examples and sound rationale. In today's world we are all part of the marketing department and this book should be viewed as a must-read by marketers and non-marketers alike." * Jeremy Rees, CEO, ExCeL London *"Grant Leboff is a masterful communicator, and his work in Myths of Marketing is no exception. No matter your level of experience, this will be an invaluable reference work on the sales and marketing shelf." * Pete Crosby, Chief Revenue Officer, Ometria *"There is nothing certain in these uncertain times, apart from Grant Leboff's ability to cut through the hype and give us tangible ideas and approaches we can take back to our own businesses - this book is a must-read for any busy businessperson. Each chapter stands on its own; a great reference book to challenge established thinking and give confidence to try new things. Grant has again done it again - he's done the hard thinking and myth-busted topics into common-sense approaches." * Chris Skeith, Chief Executive, Association of Event Organisers *"A must-read, Marketing Myth buster! Grant Leboff has a brilliant way of blending practical ideas with a thoroughly enjoyable and well-researched narrative." * Duncan Cheatle, CEO, Learn Amp, and Founder, The Supper Club *"Turns your view of marketing and what makes businesses successful today on its head. Thought provoking, a must-read for any marketing and business leader." * Paula Warmer, EMEA Communications Director, SAP *"A must-read for marketers and business leaders alike. These 26 myths make you better understand the concept of marketing and how it has evolved with the changing world." * Geoff Lawrence, Managing Director, Vistage International (UK) Ltd *"We've all heard of things being old school or new school. But in Myths of Marketing, business wizard Grant Leboff reveals marketplace fundamentals that are "THE School"." * Jim Blasingame, Host, The Small Business Advocate Show, and author, The Age of the Customer and The 3rd Ingredient *Table of Contents Chapter - 01: Myth 1 - Marketing communications haven’t fundamentally changed; Chapter - 02: Myth 2 - Marketing is just communications; Chapter - 03: Myth 3 - Sales and marketing are basically the same; Chapter - 04: Myth 4 - I don’t need marketing – My company is too small and business comes from word of mouth; Chapter - 05: Myth 5 - I don’t need a marketing plan; Chapter - 06: Myth 6 - Marketing is solely the responsibility of the marketing department; Chapter - 07: Myth 7 - Ultimately, people buy on price; Chapter - 08: Myth 8 - Pricing is a matter of charging the highest amount possible; Chapter - 09: Myth 9 - The purpose of a brand is to build awareness; Chapter - 10: Myth 10 - Every business is a brand; Chapter - 11: Myth 11 - Business-to-business purchases are purely based on logic; Chapter - 12: Myth 12 - Business-to-business and business-to-consumer marketing are completely different; Chapter - 13: Myth 13 - Effective marcom means running a series of great campaigns; Chapter - 14: Myth 14 - A successful business requires a compelling USP; Chapter - 15: Myth 15 - Market positioning is all about the product or service on offer; Chapter - 16: Myth 16 - Visuals are the most important aspect of any marketing communications; Chapter - 17: Myth 17 - Our offering must attract the largest audience possible; Chapter - 18: Myth 18 - Demography is the best way to segment your market; Chapter - 19: Myth 19 - The focus of marketing communications should be a company’s products or services; Chapter - 20: Myth 20 - We are operating in a service economy; Chapter - 21: Myth 21 - The customer buying journey is no longer a linear process; Chapter - 22: Myth 22 - I instinctively understand my customer; Chapter - 23: Myth 23 - Marketing can still rely on the traditional purchase funnel; Chapter - 24: Myth 24 - Creating content takes too much time and money; Chapter - 25: Myth 25 - Social media is nothing more than some alternative channels to market; Chapter - 26: Myth 26 - Every business requires a ‘higher purpose’; Chapter - 27: Index
£17.99
Kogan Page Ltd Customer Innovation
Book SynopsisDr. Marion Debruyne is Dean at Vlerick Business School, Belgium, ranked within the Financial Times Top 100 Business Schools. An international coach and speaker on customer innovation, she is a professor of marketing and innovation, with diverse industry experience ranging from healthcare and financial services to consumer products. Dr. Koen Tackx is a professor of strategic marketing at Vlerick Business School, Belgium where his main focus is on how companies can create superior value for their customers. Before joining the academic world, he held several executive positions in different service industries.Table of Contents Chapter - 00: Introduction – Connect–convert–collaborate – How to build a customer-driven innovation journey; Section - PART ONE: The zoom lens – Laying the foundation for outside-in strategy; Chapter - 01: Connect using the zoom lens – Five practices to zoom in on your customer; Chapter - 02: Convert using the zoom lens – How to create a culture of daily innovation; Chapter - 03: Collaborate using the zoom lens – Placing the customer at the heart of your activities; Section - PART TWO: The wide lens – How to innovate your current customer journey; Chapter - 04: Connect using the wide lens – Understanding your customers’ journey, goals and outcomes; Chapter - 05: Convert using the wide lens – Creating innovative solutions to the challenges that customers face; Chapter - 06: Collaborate using the wide lens – Creating customer value by collaborating along the value chain; Section - PART THREE: The fisheye lens – Expanding your customer base to new horizons; Chapter - 07: Connect using the fisheye lens – How to learn from customers you don’t have; Chapter - 08: Convert using the fisheye lens – Should business-model innovation be on your agenda?; Chapter - 09: Collaborate using the fisheye lens – Creating adaptable ecosystems for change and expansion; Section - PART FOUR: Conclusion; Chapter - 10: Conclusion – Three essential capabilities – The playbook for continual customer-based growth
£33.24
Kogan Page Customer Innovation
Book SynopsisDr. Marion Debruyne is Dean at Vlerick Business School, Belgium, ranked within the Financial Times Top 100 Business Schools. An international coach and speaker on customer innovation, she is a professor of marketing and innovation, with diverse industry experience ranging from healthcare and financial services to consumer products. Dr. Koen Tackx is a professor of strategic marketing at Vlerick Business School, Belgium where his main focus is on how companies can create superior value for their customers. Before joining the academic world, he held several executive positions in different service industries.Table of Contents Chapter - 00: Introduction – Connect–convert–collaborate – How to build a customer-driven innovation journey; Section - PART ONE: The zoom lens – Laying the foundation for outside-in strategy; Chapter - 01: Connect using the zoom lens – Five practices to zoom in on your customer; Chapter - 02: Convert using the zoom lens – How to create a culture of daily innovation; Chapter - 03: Collaborate using the zoom lens – Placing the customer at the heart of your activities; Section - PART TWO: The wide lens – How to innovate your current customer journey; Chapter - 04: Connect using the wide lens – Understanding your customers’ journey, goals and outcomes; Chapter - 05: Convert using the wide lens – Creating innovative solutions to the challenges that customers face; Chapter - 06: Collaborate using the wide lens – Creating customer value by collaborating along the value chain; Section - PART THREE: The fisheye lens – Expanding your customer base to new horizons; Chapter - 07: Connect using the fisheye lens – How to learn from customers you don’t have; Chapter - 08: Convert using the fisheye lens – Should business-model innovation be on your agenda?; Chapter - 09: Collaborate using the fisheye lens – Creating adaptable ecosystems for change and expansion; Section - PART FOUR: Conclusion; Chapter - 10: Conclusion – Three essential capabilities – The playbook for continual customer-based growth
£97.00
