Sales and marketing management Books

Book SynopsisChris Daffy was an established author, speaker and writer, with over 20 years' experience helping organizations to improve customer service, experience management and loyalty building. He provided training throughout the UK and Northern Europe with clients including: Airbus; Air Products; AXA; BAE Systems; BBC; Barclaycard; Brenntag; DHL; Dorchester Hotel; JCB; Legal & General; Pizza Express; Saint Gobain Group; Toyota/Lexus; Unilever Group; Watches of Switzerland.Trade Review"This is the bible of customer experience. It has everything you need to know about the subject." * Marius Persinaru, Country President, Schneider Electric Romania *"Chris Daffy has an incredible ability to make the complicated stuff simple to understand and his work has been of great value to me personally, fantastic for my team's development and hugely beneficial for our business." * Magda Dexter, Customer Experience Director, Saint-Gobain Building Distribution Sector, UK and Ireland *"Quite frankly, I couldn't put it down! The perfect mix of stories combined with research that spans a lifetime, with wonderful examples from a broad church of industries such as Ritz-Carlton, SW Airlines and M&S. I will be buying copies for my team." * Peter van Peborgh-Gooch, General Manager - Visitor Centre, William Grant & Sons Distillers *"This is probably the most comprehensive work, providing a true 360 on the topic of loyalty, that I have read in a long time. It presents simple and clear methods without jargon, which in true Daffy style are practical, not just theoretical. This is an essential manager handbook for best practice in customer loyalty." * Nic Cunliffe, Sales Support Director, Vaillant Group UK *Table of Contents Chapter - 01: An introduction to the concept of customer loyalty management; Chapter - 02: Focusing on things that enable and enhance success and avoiding or removing those that disable it; Chapter - 03: The essential elements for success at customer loyalty management; Chapter - 04: Identifying, understanding and managing customer expectations; Chapter - 05: Critical customer experience management techniques; Chapter - 06: Creating and managing the memories that influence customer loyalty; Chapter - 07: Proven and practical customer loyalty strategy implementation tools and techniques; Chapter - 08: Measuring and monitoring what matters for customer loyalty – Experiences versus satisfaction; Chapter - 09: Turning great loyalty strategy ideas into worthwhile actions

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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

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Book SynopsisPR Smith is a marketing consultant, bestselling business author and inspirational speaker. He has helped hundreds of businesses, from innovative start-ups to established blue-chip companies. He is founder of SOSTAC Planning framework, voted in the Top 3 Business Models worldwide by the Chartered Institute of Marketing's Centenary Poll, and created the Great Sportsmanship Programme. Ze Zook is an integrated marketing author, lecturer, producer and consultant specializing in helping the creative industries fulfil both their missions and business goals. He is a visiting academic at Regent's University London and consults on digital marketing for private-sector disruptive start-ups.Trade Review"The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. The latest edition of Marketing Communications is filled with examples to inspire you, and I recommend it if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns." * Dave Chaffey, Co-founder and Content Director, Smart Insights *Table of Contents Section - ONE: Communications background and theories; Chapter - 01: New integrated marketing communications; Chapter - 02: Branding; Chapter - 03: Customer relationship management; Chapter - 04: Buyer behaviour; Chapter - 05: Communications theory; Chapter - 06: Marketing communications research; Chapter - 07: Marketing communications agencies; Chapter - 08: International marketing communications; Chapter - 09: The marketing communications plan; Chapter - 10: The changing communications environment; Section - TWO: Communications tools; Chapter - 11: Selling, social selling, marketing automation and martech; Chapter - 12: Advertising; Chapter - 13: Publicity and public relations; Chapter - 14: Sponsorship; Chapter - 15: Content marketing and other sales promotion; Chapter - 16: Direct mail, email, messaging and chatbots; Chapter - 17: Exhibitions, events and experiential marketing; Chapter - 18: Merchandizing and point of sale; Chapter - 19: Packaging; Chapter - 20: Owned media – websites and social media; Chapter - 21: Index

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Book SynopsisProvides an introductory guide to Microsoft's entry into the Customer Relationship Management (CRM) software marketplace. This book discusses the key features of Microsoft's CRM software, including tools to help businesses sell more effectively, track and convert leads, make informed decisions faster, and provide consistent service.Table of ContentsIntroduction. Part I: Microsoft CRM Basics. Chapter 1: Looking Over Microsoft CRM. Chapter 2: Navigating the Microsoft CRM System. Chapter 3: Personalizing Your System. Part II: Managing Sales. Chapter 4: Working with Accounts and Contacts. Chapter 5: Creating and Managing Activities. Chapter 6: Using Notes and Attachments. Chapter 7: Using Your E-Mail. Chapter 8: Managing Territories. Chapter 9: Leads and Opportunities. Chapter 10: Using the Product Catalog. Chapter 11: Generating Quotes, Orders, and Invoices. Chapter 12: Sales Literature and Competitors. Chapter 13: Sales Quotas and Forecasting. Part III: Customer Service. Chapter 14: Working with Cases. Chapter 15: The Subject Manager. Chapter 16: Using the Knowledge Base. Chapter 17: Managing the Queues. Chapter 18: Working with Contracts. Part IV: Managing the WorkPlace. Chapter 19: Managing Business Units. Chapter 20: Security and Access Rights. Chapter 21: Implementing a Sales Process. Chapter 22: Business Rules and Workflow. Chapter 23: Running Reports. Part V: The Part of Tens. Chapter 24: Almost Ten Add-On Products. Chapter 25: Ten Ways to Get Help. Part VI: Appendixes. Chapter 26: Imitating Outlook. Chapter 27: Importing and Exporting Data. Chapter 28: Glossary. Chapter 29: Hardware, Networks, and Licenses. Index.

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Book SynopsisProvides strategies for entering the Japanese market and for using Japan as a springboard to enter other growing Asian markets. The text includes coverage of positioning, pricing, advertising, and merchandising.Trade Review"Although the Japanese economy overall may be slow in recovering, foreign companies are now finding that business opportunities here have never been better. Read this book to discover how best to leverage your business presence in the world's second largest market." --Glen S. Fukushima, president, American Chamber of Commerce in Japan "Leveraging Japan combines an analysis of current Japanese market trends with a primer on how foreign businesses can successfully operate in the labyrinth of rules that govern that market." --Peter B. Frank, director of global integration, PriceWaterhouseCoopers "If you are in Japan or planning to enter-and perhaps especially if you have decided not to enter-this book is required reading. It shows that many of the things we thought we knew about the Japanese market are no longer true. For companies with the right strategies, the opportunities in this market may be greater than ever." --Kenichi Ohmae, managing director, Ohmae & Associates, Inc., Tokyo "An excellent book! Leveraging Japan is written with total clarity to explain the complexities and intricacies of business practice in the New Asia. Fields, Hotaka, and Wind present a practical approach to doing business there that has eluded many for decades." --Y.Y. Wong, founder and chairman, The Wywy Group of Companies, Republic of Singapore "These authors have done a fine job of highlighting the enormous potential of the Japanese consumer market and the profound changes that it is undergoing. Leveraging Japan points out cultural differences in consumer attitudes and potential pitfalls for foreigners without taking the cultural argument too far." --Ulrich Cartellieri, board member, the Deutsche Bank, FrankfurtTable of ContentsPreface Acknowledgements About the Authors 1. The Fourth Rush 2. From Shoji Screen to Sheet Glass--Forces Shaping the Japanese Market 3. The Japanese Gateway to Asia 4. Strategies for Entering Japan and Asia 5. From "Tap Water" Marketing to Tapping Markets 6. From Power to Finesse--Segmentation, Positioning, and Branding 7. Starting with the Customer--Developing Products and Services 8. The Discovery of Value--Pricing and Promotion 9. Goodbye to Greeting--New Rules of Communications, Advertising, and Public Relations 10. The Rise of Cybermarketing 11. Breaking the Labyrinth--New Rules of Distribution 12. Beyond Bowing--New Rules of Customer Satisfaction and Value Creation 13. New Rules of Marketing Research Conclusion: Leveraging the Future

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Book SynopsisMost companies do a poor job of managing their brands. Scott Davis vividly illustrates well-managed and poorly managed brand programs and provides the best methodology I have seen for improving your brand asset management. -- Phil Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern UniversityTable of ContentsForeword--David A. Aaker Preface Acknowledgements Introduction: Overview of Brand Asset Management Phase One: Developing a Brand Vision 1. Step One: Elements of a Brand Vision Phase Two: Determining Your BrandPicture 2. Step Two: Determining Your Brand's Image 3. Step Three: Creating Your Brand's Contract 4. Step Four: Crafting a Brand-Based Customer Model Phase Three: Developing a Brand Asset Management Strategy 5. Step Five: Positioning Your Brand for Success 6. Step Six: Extending Your Brand 7. Step Seven: Communicating Your Brand's Positioning 8. Step Eight: Leveraging Your Brand to Maximize Channel Influence 9. Step Nine: Pricing Your Brand at a Premium Phase Four: Supporting a Brand Asset Management Culture 10. Step Ten: Measuring Your Return on Brand Investment (ROBI) 11. Step Eleven: Establishing a Brand-Based Culture About the Author Index

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Book SynopsisOffers marketing principles to spread the word about your library within the community with: a strategy that works for you, Womb must-haves, tips to effectively deliver your message, and best practices and insightful reviews.

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Book SynopsisThe purpose of this book is to integrate aspects of food product marketing with traditional agricultural marketing. This novel approach fills a gap in the current literature and reflects a growing trend to teach these subjects in an integrated way. The authors are leading authorities from the USA and Europe and the book has been developed from a very successful series of courses run for several years by the International Centre for Advanced Mediterranean Agronomic Studies (CIHEAM) in Zaragoza, Spain. These courses have been attended by postgraduates from a wide range of countries, so the book is likely to have worldwide appeal.Table of Contents1: Introduction 2: The global context of agro-food marketing, D I Padberg, Department of Agricultural Economics, Texas A&M University, USA 3: Food marketing and agricultural marketing: the scope of the subject of agro-food marketing, C Ritson, Department of Agricultural Economics and Food Marketing, University of Newcastle upon Tyne, UK 4: Agricultural commodity analysis 5: Supply and demand of agricultural products, T Young and M Burton, School of Economic Studies, The University of Manchester, Manchester, UK 6: Agricultural price analysis, H Carman, Department of Agricultural Economics, University of California, Davis, California, USA 7: International trade in agricultural products, H Ahrens, Landwirtschaftliche Fakultät, Martin-Luther-Universität, Halle- Wittenberg, Halle (Saale), Germany 8: Commodity market modelling, Ph. Garcia and R M Leuthold, Department of Agricultural and Consumer Economics, University of Illinois at Urbana-Champaign, USA 9: Agricultural market organization and performance 10: Market structure and institutions, P L Farris, Department of Agricultural Economics, Purdue University, Indiana, USA 11: Marketing margins in food products, J Briz and I de Felipe, Unidad de Comercialización y Divulgación Agraria, Departamento de Economía y Ciencias Sociales Agrarias, ETS Ingenieros Agrónomos, Universidad Politécnica de Madrid, Spain 12: Marketing information and support systems, G Schiefer, Department of Agricultural Economics, University of Bonn, Germany 13: Researching the food consumer 14: Consumer behaviour, R von Alvensleben, Lehrstuhl für Agrarmarketing, Institut für Agrarökonomie, Universität Kiel, Germany 15: Marketing research, L Gofton, Department of Agricultural Economics and Food Marketing, University of Newcastle upon Tyne, UK 16: Multivariate analysis in marketing research, M Ness, Department of Agricultural Economics and Food Marketing, University of Newcastle upon Tyne, UK 17: Food product marketing decisions 18: Product policy, M Altmann, Leudelange, Luxembourg 19: Pricing policy, G G Panigyrakis, Department of Business Administration, The Athens University of Economics and Business, Athens, Greece 20: Advertising and promotions, R W Ward, Food and Resource Economics Department, Institute of Food and Agricultural Sciences, University of Florida, Gainesville, Florida, USA 21: Distribution, M T G Meulenberg, Department of Marketing and Marketing Research, Wageningen Agricultural University, Wageningen, The Netherlands 22: Marketing strategy and control 23: Control of marketing programme, O Maurer, Department of Agricultural Economics, University of Kiel, Germany 24: International marketing in the midst of competition and partnership, L M Albisu, Unidad de Economía y Sociología Agrarias, Servicio de Investigación Agraria (SIA-DGA), Zaragoza, Spain 25: Strategic marketing cases, D I Padberg, Department of Agricultural Economics, Texas A&M University, Texas, USA

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Book SynopsisThis groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book.Trade Review'The originality of this Handbook is in exploring conceptual and practical links between creativity and innovation at micro and macro level. The contributors take a multi-disciplinary approach to generate new insights into the meaning of innovation and creativity, and the integration of the concepts, that will stimulate academics and professionals engaged in marketing research.' --John Dawson, Universities of Edinburgh and Stirling, UK'This book contains a contemporary and important collection of the most recent research from a multinational team of innovation and creativity scholars. The focus of the articles, mixing creativity and innovation with relevance to marketing management, puts this new book in a unique position.' --Per Kristensson, Karlstad University, SwedenTable of ContentsContents: Introduction Eric Shiu 1. What is innovation? Søren Harnow Klausen 2. Product design innovation – Trade-off decisions on functionality, aesthetics and sustainability from the consumer perspective Eric Shiu 3. Innovation performance in service industries – unlocking the intricate effects of strategic orientations and the business model Colin Cheng 4. Organizing for creativity Farida Rasulzada 5. Four Decades of Engaging Customers in Product Innovation Mai Khanh Tran 6. Developing a Conceptual Model of the Impacts of Electronic Word-of-mouth on Innovation Adoption Yingying Qian 7. Cultural influences on innovation resistance: A conceptual framework Nasir Salari 8. The influence of personality on creativity Eva Hoff and Ingegerd Carlsson 9. Chan/Zen of Creativity Management Ai-Girl Tan 10. Creativity in Advertisement: How Advertisements Strike People - A Critical Discussion of the Role of Original Ideas and Background Music Alessandro Antonietti and Barbara Colombo Concluding remarks Eric Shiu Index

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Book SynopsisTrade Review‘Teaching Marketing is a valuable contribution to both curriculum development and the enhancement of teaching in marketing. The book is pertinent to the teaching of both advanced students and non-specialist groups. The chapters on the successful teaching of research methods and the use of simulations I find to be most insightful and helpful. Contributions from many highly respected and experienced marketing scholars make this something that all novice teachers of marketing should read, and which experienced teachers should review to refine their art. A valuable and timely contribution to marketing education.’ -- John Nicholson, University of Huddersfield, UK‘Whether you are new to teaching marketing or have more experience than you want to admit, Teaching Marketing has something for you. The authors bring you back to the historical development of some marketing sub-disciplines, including more recent developments such as social marketing and the triple bottom line, and ground marketing concepts in their academic context. New instructors can find inspiration and contemporary techniques that are more palatable to today’s students. A go-to reference manual to keep yourself motivated and your students engaged!’ -- Martine Spence, University of Ottawa, CanadaTable of ContentsContents: 1 Introduction to Teaching Marketing 1 Ross Brennan and Lynn Vos 2 Ethics and responsibility from the outset 21 Anita Peleg 3 Teaching marketing theory and critical thinking 55 Caroline Tynan and Teresa Heath 4 The marketing curriculum 75 Michael Harker and Andrew Paddison 5 Integrating learning with marketing simulations 102 Lynn Vos 6 Teaching consumer behaviour 131 Andrew Corcoran 7 Teaching marketing history 158 Ben Wooliscroft 8 Teaching business-to-business marketing 181 Ross Brennan 9 Why do students dislike research methods modules and what to do about it? 201 Barbara Czarnecka and Maria Rita Massaro 10 Teaching social marketing 223 Ariadne Beatrice Kapetanaki and Fiona Spotswood 11 Teaching international marketing 255 Jonathan Wilson 12 Teaching marketing science 285 Dag Bennett Index

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Book SynopsisThis concise yet comprehensive guide provides an overview of Salesforce architecture for enterprise architects and Salesforce ecosystem architects. Author Paul McCollum, Salesforce Technical Architect at Accenture, provides a roadmap for integrating major elements of the Salesforce ecosystem with planned or existing enterprise architecture.

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Book SynopsisThe Social Media Handbook is a comprehensive risk and compliance management toolkit that walks employers step-by-step through the process of developing and implementing effective social media policy and compliance management programs that are designed to minimizeand in some cases preventsocial networking and web 2.0 risks and other electronic disasters. Throughout this important resource Nancy Flynn (an internationally recognized expert on workplace social media) offers a guide to best practices for creating safe, effective, and compliant electronic business communications. The book contains a thorough review of the risks inherent in employees'' social media use and content and explores how organizations can help manage behavior, mitigate risks, and maximize compliance through the implementation of strategic social media compliance management programs. These programs combine written policies, supported by comprehensive employee education and are enforced by proven-effective technolTable of ContentsContents of the Web ix About the Author xiii Introduction: Getting the Most from This Resource xv Why Every Organization Needs a Social Media Policy and Compliance Management Program 1 Social Media and the Law: What Every Organization Needs to Know About Legal Compliance 9 Social Networking Creates Legal Evidence: How to Manage Records and E-Discovery Compliantly 27 Regulatory Compliance: Government and Industry Watchdogs Keep an Eye on the Social Web 51 Privacy, Security, and Social Media: What Every Employer—and User—Should Know 65 Blog Risks and Compliance Rules 83 Mobile Devices Drive Social Media Risks 107 Seven-Step Action Plan for Successful Social Media Policy and Compliance Management 121 Conduct a Social Media Policy Audit 133 Writing Effective Social Media Policies 163 Content Rules Are Critical to Compliance 183 Enforce Policy Compliance with Education 201 Reputation Management: Responding to and Recovering from a Social Networking Nightmare 215 Sample Policies: Social Media, Blogs, and Related AUPs 231 Glossary of Social Media, Legal, Regulatory, and Technology Terms 313 Notes 337Index 347

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Book SynopsisDitch traditional corporate branding to create a powerful, recognizable brand Brand Against the Machine offers proven and actionable steps for companies and entrepreneurs to increase their brand visibility and credibility, and to create an indispensable brand that consumers can relate to, thus becoming life-long customers.Table of Contents1. The Machine 1 2. Why Branding? 5 3. The Brand Framework 11 4. Visibility versus Ability 14 5. Attention Doesn’t Equal Trust 17 6. The Right Position 21 7. The Master Plan 24 8. Marketing versus Branding 27 9. Do You Believe? 30 10. Anchor Belief 34 11. Death of the Mundane 36 12. The Creation Story 39 13. Extra Ordinary 43 14. Bring the Noise 47 15. Content Explosion 50 16. Top Yourself 54 17. Welcome to the Social Parade 60 18. The Brand Conversation 67 19. Many Shades of You 70 20. Celebrity Currency 75 21. The Uncommon Brand 79 22. Dissident 82 23. Your Brand’s Home Base 85 24. Shock and Awe 89 25. The Presentation Age 92 26. Video Made the Internet Star 96 27. Brand Alliance 99 28. Dirty Little Secret 102 29. Little Things 105 30. Race to the Bottom 108 31. Longing to Belong 111 32. Brand Without a Cause 114 33. Why Your Website Sucks 118 34. Misunderstood 120 35. The Hangout 124 36. Light the Fuse 127 37. Overnight Authority 130 38. Everything in Twos 133 39. Point of View 136 40. Back and Forth 138 41. Feeling Good 140 42. Everything You Do Is Branding 143 43. Hidden Brand Advocates 146 44. Come as You Are 148 45. The 20/60/20 Rule 152 46. The Real Thing 156 47. What’s in a Name? 159 48. The Prospect Cycle 161 49. Viva La Failure 164 50. Know Your Enemy 168 51. Erase, Then Replace 171 52. The Sound of Silence 174 53. The 10:100 Method 178 54. Your Online Presence 181 55. Raise Your Standards 184 56. Warning: You’ve Been Lied To 186 57. Monitor and Measure 189 58. How to Ensure Your Brand Fails 193 59. What Is Killing Entrepreneurs? 195 60. Twenty Rules 197 61. Parting Shot 202 Special Offer 204 Acknowledgments 205 Index 208

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Book SynopsisMarketing 2nd edition is the ideal text for the undergraduate Introductory Marketing course in the Asia-Pacific region. Significantly, it is an original work rather than being an adaptation of a US text.Table of Contents1 Introduction to marketing 1 2 The marketing environment and market analysis 37 3 Market research 73 4 Consumer behaviour 111 5 Business buying behaviour 145 6 Markets: segmentation, targeting and positioning 177 7 Product 213 8 Price 251 9 Promotion 297 10 Distribution (place) 345 11 Services marketing 385 12 Electronic marketing 419 13 International marketing 457 14 Marketing planning, implementation and evaluation 493 Appendix Marketing plan 523

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Book SynopsisTHE #1 HACK FOR SMARTER MARKETING We all want new answers and new solutions for the very real and pressing challenges that our organizations face. New things to point to and talk about, new ways of working and new ways of thinking that might just be better than the old ways.Trade Review“This is a gem of a book – one you’ll read then keep in your bottom drawer so you can dip in and out of it to bring clarity to your thinking” (PR Week, June 2015)"Earls has written a thoughtful and well-presented volume here" (The Irish Times, June 2015) “ an entertaining book…” (Flight Time, August 2015)Table of Contents1 In Praise of Copying Copying, originality, invention, innovation and the King of Rock ‘n’ Roll 1 2 How to Copy Well Good, bad, tight, loose, close or far away 21 3 ‘What Kinda Thing?’: Maps and Drawing What kind of thing are you trying to change? 59 4 Where to Copy From: The Pattern Books 52 different strategies to copy, borrow or steal 89 5 Copy Better Applying what we’ve learned to real world problems 129

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Book SynopsisThe marketer's guide to modernizing platforms and practices Marketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience.Table of ContentsPreface ix Acknowledgments xiii I How Development Methods Influence Marketing 1 1 Why Marketing Needs to Adapt 3 Why do marketers need a new approach to marketing? Because traditional approaches fail to address contemporary consumer expectations. Two high-profile companies provide starkly contrasting case studies that demonstrate the importance of aligning innovation and marketing teams with “adaptive” development practices. 2 The Modern Marketer’s Challenge 13 How can marketers modernize their practices in today’s complex and rapidly evolving marketing-technology landscape? By emulating and collaborating with developers. Plus, how successful point solutions fueled the vision of an integrated marketing platform. 3 Scaling Sales: Marketing and the Role of Automation 21 How can the marketing function use technology to scale sales? An increasingly self-directed buyer’s journey requires companies to influence buyers long before they reach out to the sales team. An adaptive approach to automation can help, but not before aligning sales with marketing (so sales is free to focus on the highest-value opportunities). 4 The Rise of Agile 29 To understand what makes the “adaptive” approach to automation more effective, you must be familiar with the Agile Manifesto. This simple document establishes core values and principles underlying an adaptive approach to development. Here, we look at how Agile differs from traditional approaches, when it provides a competitive advantage, and when it’s appropriate to adopt it. II Adaptive Methods for Modernizing Marketing 41 5 A Snapshot of Leading Methods 43 Which adaptive methods are relevant to marketers? Some methods are better than others for your initiative. Success requires tailoring your method to your, project, team culture and company culture. 6 The Skinny on Scrum 45 How does Scrum work, and how can it be applied to marketing? A thorough review of Scrum fundamentals to support a deeper understand of Agile. Plus, insight into how Scrum teams are organized and their most common practices. 7 Kanban: Lean Meets Agile 53 How is Kanban different than Scrum? More important, what is it good for? An overview of Kanban’s origins and an explication of how Kanban leverages Scrum practices while operating under a different primary constraint. Why Kanban is often the best Agile practice for marketers and how methods can be combined. 8 Implementing Agile: Key Considerations 63 How do you plan for an Agile implementation? Four key considerations as you prepare for your Agile implementation. Plus, thoughts on C-Suite partnerships, the role of the Agile coach, your choice of methods, and setting expectations about timing and progress. 9 Implementing Agile: Common Objections 75 What questions should you expect to hear from detractors? (I have an inkling: “It doesn’t scale,” “it will be disputive,” “you can’t plan ahead,” and “you can’t budget.”) Here’s what you need to know to address these questions before they arise. 10 Your North Star: The Agile Marketing Manifesto 81 How do you keep your Agile practice on track? The Agile Marketing Manifesto is a key resource that translates the Agile Manifesto for marketers’ needs. Plus, a review of Agile in action, with examples for marketers; and insights on Agile design, Agile content creation, and Agile system development. III Linking Innovation and Customer Experience 87 11 Integrating Marketing and Innovation with Agile 89 How does Agile support marketing’s collaboration with the innovation team? Teams that share practices are easier to align in everything from product strategy and UX to communications. Learn how Agile practices are increasingly becoming a platform for engagement between all facets of product management and marketing. 12 Beyond Agile: More Methods to Link Marketing and Product Management with Innovation 97 Who owns innovation? The practice of innovation is broader than Agile practice and represents an opportunity for marketing and product management to collaborate. Two exercises provide a framework for defining which groups “own” the inputs to the innovation process. 13 Beyond Agile: Marketing’s Role in the Customer Experience 109 Who owns the customer experience? Different groups may own different parts of the customer experience, but marketers are uniquely positioned to map and measure it. Learn how marketing driven research programs and psychology provide insights into opportunities that would be overlooked from a purely Agile perspective. IV Modern Marketing and the Customer Experience 121 14 From Deeper Customer Relationship to Richer Customer Experience 123 How does the customer relationship change as companies modernize their marketing function? When customers help design the product, more opportunities arise for them to advocate for it. (Incidentally, they are ultimately advocating for your culture as much as they are for your product or service.) 15 Growth Hacking 125 What if the product was also the marketing? A case study illustrates how the freemium model is both a product and a marketing service. Also, how to leverage gamification to support the marketing of your products. 16 Lessons from the Collaborative Economy 139 Can your community also be your competitive advantage? More and more companies are using the crowd to disrupt markets, and marketplace-based business models are disrupting many industries. The so-called collaborative economy, in which both customers as well as external providers actively shape the product (or service), is now passing an inflection point. Established businesses must consider either how to become “crowd companies” or adopt crowd practices to advance their products and services. Conclusion: The Steward of Customer Experience 151 How does modernization lead to the stewardship of customer experience? As keepers of the most foundational customer information source -the customer database- marketers are singularly positioned to be the steward of customer experience. Data helps us read the customer’s digital body language, understand how customers respond to every touchpoint, and determine how the customer experience should be managed. Here, we revisit the customer lifecycle model, exploring its connection to the customer database. A case study on Oracle’s approach to managing the customer lifecycle illustrates what a marketing modernization program looks like (admittedly in one of the most complex business environments imaginable). Appendix 1 Content Marketing: An Agile Approach 165 How does the Agile approach apply to content marketing? We present a framework for running an Agile content marketing team, including a series of exercises to get started developing your content strategy. Appendix 2 The Product Manager’s Perspective on Agile Marketing 183 What do product managers think about the adoption of Agile on the marketing side of the house? Interviews with product management leaders offer insights on the changing relationship between product management and marketing—and how product management can foster alignment with marketing. Resources 197 Endnotes 199 About the Author 207 Index 209

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Book SynopsisChange the way you think about sales to sell more, and sell better. Over the past decade, Inbound Marketing has changed the way companies earn buyers' trust and build their brands through meaningful, helpful content. But with that change comes unprecedented access to information in a few quick keystrokes. Enter the age of the empowered buyer, one who no longer has to rely on a sales rep to research their challenges or learn more about how a company's offering might fit their needs. Now, with more than 60% of purchasing decisions made in the absence of a sales rep, the role of the rep itself has been called into question. With no end in sight to this trend, sales professionals and the managers who lead them must transform both the way they think about selling and how they go about executing their sales playbook. Expert author and HubSpot Sales Director, Brian Signorelli has viewed the sales paradigm shift from the insidehis unique insights perfectly describe the steps sales professionals must take to meet the needs of the empowered customer. In this book, readers will learn: How inbound sales grew out of inbound marketing concepts and practicesA step-by-step approach for sales professionals to become inbound sellersWhat it really means to be a frontline sales manager who leads a team of inbound sellersThe role executive leadership plays in affecting an inbound sales transformation For front-line seller, sales manager, executives, and other sales professionals, Inbound Selling is the complete resource to help your business thrive in the age of the empowered buyer.Table of ContentsAcknowledgments xi Foreword xiii On the History of Sales through the Salesperson’s Eyes, by Dan Tyre xiii On the Current State of Sales and What the Decades Ahead May Hold, by Mark Roberge xviii Preface xxiii Introduction xxv An Interview with Brian Halligan xxvi Part 1 The “Why?” Behind Inbound Sales Chapter 1 I Was Never Supposed to Be in Sales 3 Chapter 2 Why Inbound Sales Matters 23 Part 2 How to Be An Inbound Seller: A Playbook for the Front-line Sales Rep Chapter 3 Identify: How to Identify the Right People and Businesses to Pursue 37 Chapter 4 Connect: How to Engage Active—and Not So Active—Buyers 63 Chapter 5 Explore: How to Properly Explore a Buyer’s Goals and Challenges 75 Chapter 6 Advise: How to Advise a Buyer on Whether or Not Your Solution Addresses Their Needs 91 Chapter 7 Closing and Negotiating 109 Part 3 How to Lead Inbound Sellers: Reflections for the Front-line Sales Manager Chapter 8 The First-Time Sales Rep–to-Manager Survival Guide 125 Chapter 9 Reflections on Sales Leadership 147 Part 4 What Inbound Selling Means Across the Executive Suite Chapter 10 Sales Is a Team Sport: The Executives’ Guide to Transforming into an Inbound Sales Organization 177 Part 5 The Future of Sales and The Sales Profession Chapter 11 The Future of Sales: An Epilogue by Derek Wyszynski, board advisor at SalesTribe and CEO of RealSalesAdvice 215 Notes 233 Index 239

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Book SynopsisThe second edition of Sales Force Managementprepares students for professional success in the field. Focused on the areas of customer loyalty, customer relationship management, and sales technology, this practical resource integrates selling and sales management while highlighting the importance of teamwork in any sales and marketing organization. The text presents core concepts using a comprehensive pedagogical frameworkfeaturing real-world case studies, illustrative examples, and innovative exercises designed to facilitate a deeper understanding of sales management challenges and to develop stronger sales management skills.Supported with a variety of essential ancillary resources for instructors and students,Sales Force Management, 2nd Editionincludes digital multimedia PowerPoints for each chapter equipped with voice-over recordings ideal for both distance and in-person learning. Additional assets include the instructor''s manual, computerized and printaTable of ContentsPreface xxiii About the Authors xxxi 1 Introduction to Sales Force Management and Its Evolving Roles 1 2 Managing Ethics in a Sales Environment 30 3 Customer Relationship Management (CRM) and Building Partnerships 62 4 The Selling Process 96 5 Sales Forecasting and Budgeting 125 6 Sales Force Planning and Organizing 155 7 Time and Territory Management 187 8 Recruiting and Selecting the Sales Force 215 9 Training the Sales Force 251 10 Sales Force Leadership 285 11 Sales Force Motivation 333 12 Sales Force Compensation 371 13 Sales Organization Audit and Sales Analytics 403 14 Sales Force Performance Evaluation 438 Glossary G-1 Index I-1

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Book SynopsisTable of ContentsAcknowledgments xiii Introduction xv Tiny Noticeable Things xv TNTs – The Difference xvi TNTs Shared xvii 1 Customer 1 Old Friend 7 We’re Open 9 Service with a Smile 11 Hot Chocolate Inspiration 14 Good Service x 2 16 Favourite Room 17 Caring at Invicta Court Care Home 19 Growing Customers 24 Happy Shoppers 25 Out of the Hat 26 Salt ‘n’ Pepper 28 Pterodactyl Postal Service 29 Fender Surprise 30 Saw You Coming 32 What, No Macaroons! 33 Pumped Up 34 Singing Conductor 36 Many Happy Returns 37 Memorable Appointment 39 Bon Voyage 40 Out-of-Way Recognition 42 Understated 43 Hear to Help 44 Belated Birthday 47 Food for Thought 49 Feeling Blessed 50 Beyond Our Remit 51 Bulb Blowing 52 Back Down the Pub 53 Problems Owned 55 All okay? 57 Merritt Christmas 59 Scottish Hospitality 60 No Problem 61 Special Requirements 64 Two-Way Street 65 Ice Cream Craving 66 Happy Ever After 67 . . . And Relax! 68 2 Team 71 Take a Break 76 Starfish Difference 78 You’ve been Mugged! 82 Paul’s Tree 84 From the Top 87 My Cuppa Tea 88 Yours Forever 89 Pit Stops 91 Many Hands 95 Caffeine Start 96 Happy Anniversary 97 Welcome 98 Studies Paid Off 99 Small Thing, Big Smile 100 Royal TNT 101 Bowled Over 102 Dziękuję Ci 103 With Love 106 Highflyer 108 From Fran 110 Seasonal Thoughts 112 Father–Daughter Inspiration 113 Mine’s a 99 114 Hugs Online 115 Feeling Appreciated 116 Caring Bosses 118 Sincere Thanks 119 At Home 120 Kosta’s Coffee Mug 122 Sent Home 123 For Everyone 124 Family Business 125 Two Sugars? 126 Mustang Paul 127 The Power of Positive Feedback 128 Passed-On Behaviours 130 On the House 132 Keep on Knocking 134 World Class 136 3 Personal 139 A Gooner’s Thank You 143 Uncle Pete 144 Fossils Found 146 Vicky 148 For Féah 150 A Load Off My Mind 151 Happy Days 152 Kettle’s On 154 Keeping It Clean 155 Hilltop Journey 157 Two-Wheel Therapy 159 Good Samaritan 161 Stranger in the Night 162 Free Parking 163 Merry Christmas 164 For Me 165 Toll Free 167 Why Aye 168 Roadside Assistance 170 No Flowers 171 Good Neighbour 172 Cheers! 173 Sweet Thing to Do 174 Checkout Delight 176 A Personal Conception 177 Inclusive 178 Star Struck 179 The Ultimate Award 180 Our Not-So Tiny Noticeable Thing! 181 4 Covid 183 More Than My Job 186 Inspirational Message 189 Superheroes 191 Selfless 192 Chain Reaction 194 Take a Seat 197 An Original 198 Piece of Cake 200 Workouts to Remember 201 Continued Support 202 Rainbow Effect 204 Pizza Recognition 206 Locked-Down but Engaged 207 Auto Renewal 209 Way to My Heart 210 Dry Plaice 211 Fit for Free 212 Don’t Know You, but We Recognise What You Do 213 Unforgettable 215 Whoever You Are – ‘Thank You’ 216 Forget Me Not 218 Never Too Old 220 My Little Friend 221 Welcome Recognition 223 Not Alone 226 Heroes 227 Is This You? 228 Shop for Free 229 Disney Experience 231 Cyril the Snake 232 Trust 234 Linc Cymru Housing Since Covid 237 One Last One from Me 238 Special Mention for Some Very Special People 240 Lisa and James’s News Update! 242 TNTs Day – April 9th 245 Prize Draw: Win £500 towards a TNT experience! 247 Talking TNTs Podcast 249 TNTs 2 251 About the Author 253

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Book SynopsisAn imaginative, witty, original but deadly serious introduction to all the concepts you need in marketing today. Successful executives know that marketing as a process and an orientation is a necessity for understanding where a company needs to go and how to get there. It''s not difficult to spot those organizations that have failed to adopt a marketing approach! In order for managers and students to quickly grasp the key principles, one of the world''s leading marketing educators, Malcolm McDonald, has teamed up with expert cartoonist and educational designer, Peter Morris, to create this short, unique and powerful guide. Using black and white cartoons and graphics packed with ideas and examples, Marketing Plans: A Complete Guide in Pictures is a highly accessible primer that is both a rigorous and serious introduction to the subject for those discovering marketing for the first time, and a versatile companion for more experienced professionals. This boTable of ContentsIntroduction vi 1 Understanding the Marketing Process 1 2 The Marketing Planning Process I 15 3 the Marketing Planning Process II 29 4 The Customer and Market Audit 41 5 The Product Audit 51 6 Setting Marketing Objectives and Strategies 67 7 The Communication Plan I 77 8 the Communication Plan II 91 9 The Pricing Plan 101 10 Place: The Distribution and Customer Service Plan 115 11 Marketing Information, Forecasting and Organization 131 12 Designing and Implementing a Marketing Planning System 149

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Book SynopsisJon Mowat is the founder and MD of Hurricane, an award-winning video marketing agency which has worked with organizations including BMW, Axa, Costa Coffee and UN Environment. With decades of experience in the industry, he previously produced documentaries for the BBC, and now turns his expertise to create video content to meet clients' business objectives. Based in Bristol, UK, he is a regular international conference speaker and has been published in a wide range of marketing publications including Adweek, Brandwatch, CIM, Smart Insights and Social Media Today.Trade Review"If you are launching a video marketing campaign for the first time this is your go to guide or if you already using video in your marketing, this will give you some new ideas. In short, this is the only book you will need to make your video marketing better." * Skip Fidura, CMO, Keynote Speaker and Event Consultant *"A fantastically easy-to-read, practical and hands-on book that covers the theory and practice of creating great video marketing. I learned a huge amount and enjoyed reading it - not an easy thing to achieve! Highly recommended." * Daniel Rowles, CEO, TargetInternet.com *"This is the perfect guide to creating valuable video content for your business, campaign or organization. This will be a well-thumbed resource for any marketer or content creator." * Sonja Nisson, co-author of Valuable Content Marketing *Table of Contents Section - ONE: Video marketing strategy - An introduction; Chapter - 01: What is video marketing?; Chapter - 02: Why video marketing works; Chapter - 03: Understand your audience; Chapter - 04: Video types and platforms; Section - TWO: Creating great videos; Chapter - 05: The basics of video marketing; Chapter - 06: Planning effective video campaigns; Chapter - 07: Storytelling and creative that changes behaviour; Chapter - 08: Activation, measurement and testing; Chapter - 09: Buying media space on ad networks and social media; Chapter - 10: The dark underbelly of video advertising - How to avoid losing money; Section - THREE: DIY video projects; Chapter - 11: Filming and editing; Chapter - 12: Filming on a smartphone and DSLRs; Section - FOUR: Creating effective video campaigns; Chapter - 13: Steps 1 and 2 - Where your brand content is now and setting goals; Chapter - 14: Step 3 - Content planning and programming strategy; Chapter - 15: Step 4 - Building the perfect content hub; Chapter - 16: Step 5 - Creating high-volume video content - And making it easy; Chapter - 17: Step 6 - Multi-video campaign activation and testing (how to grow ROI)

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Book SynopsisJon Mowat is the founder and MD of Hurricane, an award-winning video marketing agency which has worked with organizations including BMW, Axa, Costa Coffee and UN Environment. With decades of experience in the industry, he previously produced documentaries for the BBC, and now turns his expertise to create video content to meet clients' business objectives. Based in Bristol, UK, he is a regular international conference speaker and has been published in a wide range of marketing publications including Adweek, Brandwatch, CIM, Smart Insights and Social Media Today.Trade Review"If you are launching a video marketing campaign for the first time this is your go to guide or if you already using video in your marketing, this will give you some new ideas. In short, this is the only book you will need to make your video marketing better." * Skip Fidura, CMO, Keynote Speaker and Event Consultant *"A fantastically easy-to-read, practical and hands-on book that covers the theory and practice of creating great video marketing. I learned a huge amount and enjoyed reading it - not an easy thing to achieve! Highly recommended." * Daniel Rowles, CEO, TargetInternet.com *"This is the perfect guide to creating valuable video content for your business, campaign or organization. This will be a well-thumbed resource for any marketer or content creator." * Sonja Nisson, co-author of Valuable Content Marketing *Table of Contents Section - ONE: Video marketing strategy - An introduction; Chapter - 01: What is video marketing?; Chapter - 02: Why video marketing works; Chapter - 03: Understand your audience; Chapter - 04: Video types and platforms; Section - TWO: Creating great videos; Chapter - 05: The basics of video marketing; Chapter - 06: Planning effective video campaigns; Chapter - 07: Storytelling and creative that changes behaviour; Chapter - 08: Activation, measurement and testing; Chapter - 09: Buying media space on ad networks and social media; Chapter - 10: The dark underbelly of video advertising - How to avoid losing money; Section - THREE: DIY video projects; Chapter - 11: Filming and editing; Chapter - 12: Filming on a smartphone and DSLRs; Section - FOUR: Creating effective video campaigns; Chapter - 13: Steps 1 and 2 - Where your brand content is now and setting goals; Chapter - 14: Step 3 - Content planning and programming strategy; Chapter - 15: Step 4 - Building the perfect content hub; Chapter - 16: Step 5 - Creating high-volume video content - And making it easy; Chapter - 17: Step 6 - Multi-video campaign activation and testing (how to grow ROI)

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Book SynopsisSimon Kingsnorth is a recognized digital marketing expert with over 20 years' industry experience. Based in Reading, UK, he was previously the Global Head of Digital Marketing at Citi Bank and has worked with leading brands including Vodafone, Direct Line Group and Google as well as on many successful start-up launches. A regular conference keynote speaker and contributor to industry publications, he is also the author of Digital Marketing Strategy, also published by Kogan Page.Trade Review"This book is an essential tool for anyone running digital marketing campaigns. Full of great tips and practical guides, it should be on the desk of every marketer." * Ashley Friedlein, Founder, Econsultancy and Guild *"Simon once again debunks the myth that digital marketing requires years of experience. He brings a level of simplicity and practicality that makes the trade accessible to all, which has to be a good thing." * Glen Conybeare, Global President, Reprise Commerce *"The Digital Marketing Handbook is essential for every office and classroom environment given our economic reliance on the interplay of digital marketing across industries. Simon Kingsnorth captures digital and traditional elements our teaching agency actively references. " * Devon S. Perry, CEO Segel Associates *Table of Contents Chapter - 01: How this book works; Chapter - 02: Building a high-converting, beautiful website; Chapter - 03: Optimizing your website to deliver top SEO results; Chapter - 04: Managing paid search for cost-effective results; Chapter - 05: Running display advertising that delivers brand value; Chapter - 06: Managing affiliates and partnerships to deliver highly targeted leads; Chapter - 07: Creating content that excites, informs and converts; Chapter - 08: Delivering organic and paid social media that grows your brand; Chapter - 09: Using analytics to interpret and optimize your results to maximize performance; Chapter - 10: Automating your email and CRM plans to deliver compelling digital communications; Chapter - 11: Using e-commerce and retail partners to scale your merchandizing; Chapter - 12: Providing customer service that delivers high review scores and builds loyalty;

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Book SynopsisAndrew Jenkins is Principal of Volterra, a professional services firm specializing in social media and social selling strategies. Based in Toronto, Canada, he was formerly the Head of Social Media Strategy for Royal Bank of Canada (RBC) and has worked with a diverse list of companies in North America and Europe, including CIBC, Rogers, Bell Canada, InfoSpace and The Aga Khan Foundation. A regular international speaker and panellist at numerous industry conferences and events, he also teaches a course on Social Media Strategies for the Enterprise at the University of Toronto's School of Continuing Studies.Trade Review"This is the ultimate guide to running social in a medium or large organization. Practical, current, and indispensable!" * Jay Baer - founder of Convince & Convert and host of the Social Pros podcast *"Full of strategic wisdom and practical experience. This is the kind of knowledge you will want to apply in your business right now." * Lisa Shepherd, President , Mezzanine Growth *"Use of social media for business has accelerated over the last 5 years in its sophistication. Jenkins explains the process for the beginner and expert alike and sets a new base line that others will now need to reach." * Tim Hughes, co-founder and CEO, DLA Ignite *"Social media is a beast, and this book shows you how to tame it. From governance to ROI, Social Media Marketing for Business provides the operating system for how to make your social media work for you. This permanent desk resource is perfect for the entrepreneur, marketer, or leader working to master social media marketing." * Jeremy Miller, Founder of Sticky Branding and bestselling author of Sticky Branding and Brand New Name *"A lot of organizations don't place enough value on their social media activities and consequently mess it up. This book will show you how to get it right and use social media marketing to build your brand, strengthen customer relationships and increase sales." * Roger Pierce, Small Business Expert, co-author of the book Thriving Solo *"Andrew Jenkins is my go-to guy for social media marketing strategy and know-how, and this book is packed with his unique expertise, deep experience and extensive knowledge." * Mark Bowden, Co-Founder, TRUTHPLANE® *Table of Contents Chapter - 00: Introduction; Chapter - 01: You’re in charge of social media, now what?; Chapter - 02: The who/what/where of your social media and content audit; Chapter - 03: Social media governance and policy development; Chapter - 04: Content! Content! Content!; Chapter - 05: Training; Chapter - 06: Analytics and ROI; Chapter - 07: Employee advocacy and personal branding; Chapter - 08: In-house or outsource; Chapter - 09: Beware bright shiny syndrome; Chapter - 10: Your social media operating model; Chapter - 11: Giving up control; Chapter - 12: Paid social media; Chapter - 13: Hashtags; Chapter - 14: Humanity; Chapter - 15: Bringing it all together;

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Book SynopsisAndrew Jenkins is Principal of Volterra, a professional services firm specializing in social media and social selling strategies. Based in Toronto, Canada, he was formerly the Head of Social Media Strategy for Royal Bank of Canada (RBC) and has worked with a diverse list of companies in North America and Europe, including CIBC, Rogers, Bell Canada, InfoSpace and The Aga Khan Foundation. A regular international speaker and panellist at numerous industry conferences and events, he also teaches a course on Social Media Strategies for the Enterprise at the University of Toronto's School of Continuing Studies.Trade Review"This is the ultimate guide to running social in a medium or large organization. Practical, current, and indispensable!" * Jay Baer - founder of Convince & Convert and host of the Social Pros podcast *"Full of strategic wisdom and practical experience. This is the kind of knowledge you will want to apply in your business right now." * Lisa Shepherd, President , Mezzanine Growth *"Use of social media for business has accelerated over the last 5 years in its sophistication. Jenkins explains the process for the beginner and expert alike and sets a new base line that others will now need to reach." * Tim Hughes, co-founder and CEO, DLA Ignite *"Social media is a beast, and this book shows you how to tame it. From governance to ROI, Social Media Marketing for Business provides the operating system for how to make your social media work for you. This permanent desk resource is perfect for the entrepreneur, marketer, or leader working to master social media marketing." * Jeremy Miller, Founder of Sticky Branding and bestselling author of Sticky Branding and Brand New Name *"A lot of organizations don't place enough value on their social media activities and consequently mess it up. This book will show you how to get it right and use social media marketing to build your brand, strengthen customer relationships and increase sales." * Roger Pierce, Small Business Expert, co-author of the book Thriving Solo *"Andrew Jenkins is my go-to guy for social media marketing strategy and know-how, and this book is packed with his unique expertise, deep experience and extensive knowledge." * Mark Bowden, Co-Founder, TRUTHPLANE® *Table of Contents Chapter - 00: Introduction; Chapter - 01: You’re in charge of social media, now what?; Chapter - 02: The who/what/where of your social media and content audit; Chapter - 03: Social media governance and policy development; Chapter - 04: Content! Content! Content!; Chapter - 05: Training; Chapter - 06: Analytics and ROI; Chapter - 07: Employee advocacy and personal branding; Chapter - 08: In-house or outsource; Chapter - 09: Beware bright shiny syndrome; Chapter - 10: Your social media operating model; Chapter - 11: Giving up control; Chapter - 12: Paid social media; Chapter - 13: Hashtags; Chapter - 14: Humanity; Chapter - 15: Bringing it all together;

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Book SynopsisDr Rachel Lawes is recognized as one of the original founders of commercial semiotics. Based in London, UK, she is a Fellow of the Market Research Society, and for 15 years has convened its Advanced Qualitative Methods Masterclass. She supplies brand and marketing strategy to businesses such as Unilever, P&G, Kraft, Nike and Diageo, as well as clients in specialized sectors such as pharmaceuticals and finance. A regular international conference speaker, she is the author of Using Semiotics in Marketing, also published by Kogan Page.Trade Review"An essential guide for retailers and marketers looking to leverage the competitive advantage that comes from gaining a deeper understanding of customers and how they see your brand. Rachel Lawes provides some great insights, backed up by examples from her work with brands from across the globe and provides a toolkit that allows you to apply the principles to your role right away." * Gareth Lloyd, Head of Marketing, Pricing, Morrison Supermarkets *"What a fantastic read, full of thought-provoking insights for retailers, providing a great balance between theory and real-life application of semiotics in the commercial world. It was hard to put it down!" * Kamila Cedro, Insight Manager, Boots *"Rachel Lawes's book is as fascinating as ever in terms of her bottom-up semiotic analysis. What makes it vital though is the top-down cultural analysis. She details a cultural milieu riven with anxiety, loneliness and depersonalization but, critically, provides the thinking, tools and ideas for companies and brands to start to take remedial and ameliorative action. A vital read for the times we now live and work in." * Richard Warren, Director, Marketing Communications, Lloyds Banking Group *"Rachel Lawes takes us on a journey of semiotics, encouraging us to ask and address the killer consumer questions through this engaging read. She propels our understanding of the consumer, enabling an improved retail experience with a revenue-driving focus at the root." * Hugo Proffitt, Head of Ecommerce, Singapore, adidas *"Whether you are a retailer, a retail marketer or a brand marketer who relies on consumers for brand engagement, affinity, advocacy and sales, Rachel Lawes has written the playbook to inform your future success. Lawes is not only a leading global authority on semiotics, but a futurist who shares her vision for the future of retail and shopper marketing. Using Semiotics in Retail is required reading for every executive who conducts business at the intersection of retail, shopping, consumers and marketing." * Mark Beal, Assistant Professor of Professional Practice in Public Relations, Rutgers University, Author, Engaging Gen Z *"Finally, a book about semiotics in retailing by a semiotics veteran who lists Unilever, Procter and Gamble, Diageo, Boots, Morrisons and Mondelez among her present and former clients. Rachel Lawes knows the industry well! If you're a retailer, you need to read this book. If you're studying marketing, branding, retail UX and/or consumer behaviour, you need to read this book. In fact, if you're in any way, shape or form part of a digital ecosystem, you must read this book." * Zubin Sethna, Professor of Entrepreneurial Marketing and Consumer Behaviour, Regent’s University London, Co-Author, Consumer Behaviour *"Semiotics can often feel daunting and un-accessible; this book will unlock understanding in how you can practically harness this methodology. I especially loved the case-studies which really help to bring the theory to life - a must read for anyone interested in how consumers assign meaning to colours, signs and symbols - then importantly how you can harness this insight to create meaningful experiences." * Hayley Ward, Director of User Research & Insight, Deliveroo *"Using Semiotics in Retail is a potent cocktail of knowledge on retail and shopper behaviour. Offering a much-needed reality check, the book helps readers see the bigger picture and understand the power that semiotics can wield. Deep diving into digital ecosystems, behavioural futures markets, and decentralized economies, it is not only sensitive to emerging digital culture, diversity and inclusivity, it is an excellent follow up to Rachel Lawes' first book, Using Semiotics in Marketing." * Muchaneta Kapfunde, Founder of FashNerd.com *"Rachel Lawes is one of the most provocative and unique thinkers in the field of marketing I've ever encountered. Her approach to semiotics is weapons-grade insight for modern marketers. Her writing is not only clear and immediately helpful, it's also entertaining - something one rarely encounters in marketing literature." * Bhavin Pabari, Strategy Director, Mother *"An insightful, surprising and highly enjoyable read. Rachel Lawes explains the theory and practice of semiotics with an energy that makes the pages turn themselves. But beyond that, it's also a brilliantly useful tool, because she never takes her eye off the end goal - how can all of this be used to create a competitive advantage?" * Ruth Chadwick, Head of Strategy, Lucky Generals *"Wow! I loved the first book and this one is even better. I couldn't put it down. Entertaining, gripping and humorous - this book is all those things and still manages to be a serious, solid dive into the way shoppers shop, coupled to straight-forward, practical advice that every marketeer can use. Rachel Lawes combines the literary style of a novelist with no-nonsense advice on actions every marketeer can do to improve sales, brought to life with real world examples. Learning about Semiotics has never been more engaging for non-academics, nor more practically valuable for everyone." * Andrew Cowen, Founder, Bluespark Commercial Strategy *"This book will get you thinking differently about things you see every day. As someone who works in the creative side of advertising, this is the greatest gift I could ask for. Lawes' whirlwind tour through human behavior, psychology and the shop aisle deepens your understanding of what it means to shop both in person and online. A must read for everyone in marketing who wants to stay forever curious." * Audrey Madden, Creative Strategist Huel *"Rachel Lawes' personal writing style is engaging, evocative, and enjoyable. She guides you through what was and what is now retail and marketing and the total experience of shopping, as well as the rise of consumer activists. More importantly, the book highlights the power of semiotics to influence individuals and society beyond consumerism towards responsible living. This resonates with current viewpoints in design practice and education, which is why I will be using this book to underpin learning and teaching in my Undergraduate and Postgraduate modules." * Dr George Torrens, Senior Lecturer in Industrial Design and Assistive Products, Loughborough University *"With 95% of purchase decisions being habitual, it is important to understand the rules your customer's brain uses to make a choice (so you can help them choose you). The subconscious buying brain is constantly looking for signs, symbols and other associations to help it make those decisions and Using Semiotics in Retail does a fantastic job of showcasing how to apply this skill. Everyone working for a retail brand needs to read this book so they can make it easier for customers to do business with them." * Melina Palmer, Founder & CEO, The Brainy Business,® LLC *"Part semiotics bible, part personal diary, this is a fascinating account of all those delicate touches in malls and markets that subtly win us over. Using Semiotics in Retail will compel you to analyse every shelf, aisle and shop window in an attempt to uncover the layers of social intelligence that went into their design. This book has - quite literally - opened my eyes, and will probably make me money, thanks to all the new knowledge I have. No one knows the subject better, and for the insider intel alone, it's an absolute must for every communications student and marketer." * Amy Charlotte Kean, Founder and CEO, Six Things Impossible *"I've had the pleasure of working directly with Rachel Lawes, collaborating on research projects conducted all around the world. Having the opportunity to not just tell a story about data, but instead tell a story about people, is what continues to drive me towards semiotics and collaborate with THE expert herself." * Dana DiGregorio Global Managing Director, MESH Experience *Table of Contents Section - PART ONE: Case studies - semiotics in real-world retail; Chapter - 01: Semiotics will change your career in retail or retail marketing; Chapter - 02: How Unilever uses semiotics; Section - PART TWO: The present day; Chapter - 03: Desire; Chapter - 04: ‘Premium, natural, sensational!’ How to create meaning; Chapter - 05: Shopper needs and behaviour; Chapter - 06: Shopping and identity; Section - PART THREE: The future; Chapter - 07: The future of business; Chapter - 08: The future of consumers; Chapter - 09: The future of retail; Chapter - 10: The future of everything; Section - PART FOUR: You can do semiotics - tools for retailers; Chapter - 11: Fast answers to everyday questions; Chapter - 12: Tools for thinking - how to generate ideas using semiotics; Chapter - 13: Acknowledgements;

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Book SynopsisJulie Atherton is the founder of the social media transformation advisory and marketing consultancy Small Wonder which specializes in advising organizations on embedding social media in their strategic development and growth. Her social media strategy books are built on 30 years' experience gained advising and training global brands, small independents and innovative start-ups including Deloitte Digital, Mott MacDonald, Nissan, Axa Group, St John Ambulance, Parcelforce Worldwide, Emerge Digital, Arnolfini, SmartViz and Ulster Bank. She is the author of Social Media Strategy, also published by Kogan Page.Trade Review"'Social selling' is nothing new. People have been doing it for years over breakfast, lunch, dinner and invites to events. But the numbers are generally small, and it takes time. Social selling today is on a different scale and to manage a strategy at this scale needs some guardrails. Julie has written a much needed 'how to' guide which brings everything up to date for us." * Tony Spong, Lead Consultant, AAR Group and Chair of DMA Creative Committee *"Building trusting relationships - as Julie rightly points out in the opening pages - is central to any successful business and B2B Social Selling Strategy offers the complete "go to" guide to making this a reality. It covers all the bases from why social selling works, what an effective plan looks like, and how to deliver results and embed best practice." * Susan Walkley, Managing Director, Public Relations & Creative Comms, Havas Health & You *"B2B marketing and sales has long been recognised as relationship-led. Relationships are increasingly online, social media continues to grow and traditional media and sales landscapes are upended, so new strategies are needed - and this book offers just that. Practical, accessible and evidence-based solutions for today's and tomorrow's B2B issues, relevant to novice and professional alike, helping businesses and individuals navigate and succeed in this VOCA environment. A great and timely achievement." * Prof. Donald Lancaster, PhD, University of Exeter Business School, Director of MBA; Assoc Professor, FHEA, CMBE, Fellow, Worshipful Company of Marketors *"As an experienced marketing practitioner and trainer, Julie doesn't just give you the theory but demonstrates the practice of how you can truly put the customer at the heart of B2B social media to build authentic relationships and deliver results." * Rachel Aldighieri, Managing Director, Data & Marketing Association *"B2B Social Selling has seen significant growth in recent years. However, many seem to miss the point that success comes from building trusted relationships rather than from a continuous sales pitch. Julie draws on her wide and deep experience, explaining how to use Social Selling as a key relationship and business-building technique. I thoroughly recommend this book to anyone serious about Social Selling." * Mike Berry, Strategic Marketing Lecturer, Trainer, Consultant and co-author of Digital Marketing Fundamentals *"B2B Social Selling Strategy is a great addition to the literature. Insight driven, it provides a guide to best practice in social selling that will help improve business and personal performance. It is ideal both for those running businesses or studying this often-overlooked aspect of marketing." * Matt Housden Principal Lecturer, University of Greenwich and Chair of the Marketing Skills Trust *"A Julie Atherton book is always essential reading. This one doesn't disappoint. Clear, constructive but practical insights and advice adorn every page! The text represents a manual for B2B selling that few students and practitioners will want to miss out on." * Dr. Rob Angell, Associate Professor in Marketing, University of Southampton, Co-author of the State of Martech Survey *"Julie is one of the most respected professionals in the social media sector. Her experience gives her a unique perspective on the challenges facing marketers trying to get to grips with the complexities of social media selling. This book explains how to target and convert prospects with optimal efficiency and effect in a channel that is increasingly important." * James Sutton, Strategy and Commercial Director, The Chartered Institute of Marketing *"Packed full of actionable and impactful tactics that I'll certainly be implementing with my own clients." * Jenna Yhearm, MD at Gumption Agency and Founder of The Social Media Union *"Social engagement is well recognised as a valuable way of building engagement and - more importantly - trust, with clients. In my experience, far too few companies truly embrace this cultural approach across their client facing teams. With this book, Julie provides a great overview with excellent insights that will help to truly drive social client-facing and trusted engagement." * Chris Boorman, Independent Business Advisor *"After working at Google for six years, I thought I knew how social media worked, especially in B2B. Wrong! This book has shown me not just how much more I can be doing to promote my awards business but how to do better what I am doing already." * Patrick Collister, Custodian of The Caples Awards, Fellow of the IPA, author of 'How to Use Innovation and Creativity in Business' *Table of Contents Chapter - 01: Introduction - How To Use This Book; Chapter - 02: The Modern B2B Sales Challenge - Who Sells, How They Do It And Why It Works; Chapter - 03: Getting Started - Creating Your Own B2B Social Selling Strategy With Achievable Objectives And KPIs; Chapter - 04: Networked Audiences - Finding Your Networked Audiences On Social Media, What Do They Look Like, And How Can You Understand Them?; Chapter - 05: The Interdependent Brand - Differentiating Your Business Through Mature Relationships And Effective Content Marketing; Chapter - 06: Campaigns - How To Take An Integrated Approach To B2B Social Selling Channel Selection; Chapter - 07: Campaigns - Building And Implementing A B2B Social Selling Plan; Chapter - 08: B2B Social Selling Tools - How To Select The Best Tools To Improve Efficiencies, Increase Insight, And Transform Results; Chapter - 09: Using B2B Social Media Influencers - Making The Most Of Influencer Relationships; Chapter - 10: Monitoring And Measurement - Measuring The Effectiveness Of Your B2B Social Selling Strategy; Chapter - 11: Social Transformation - Creating A B2B Social Selling Culture In Your Business

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Book SynopsisSimon Hall, based in Berkshire, UK, is a marketing innovator with 25 years' experience in Technology and Services Marketing. He is the Managing Director and Founder of NextGen Marketing Solutions, a B2B marketing and business consultancy. Previously UK Chief Marketing Officer for Dell, he has also held senior roles at Acer, Microsoft and Toshiba. He is a Course Director with the Chartered Institute of Marketing (CIM), and lectures at Pearson Business School (University of Kent). He is a B2B council member with the Data and Marketing Association (DMA) and the author of B2B Digital Marketing Strategy, also published by Kogan Page.Trade Review"If you read any B2B marketing publication this year, this should be it! Simon Hall provides us with a refreshing view, relevant content and truly practical advice, touching on many areas pertinent in the B2B marketing world right now and for the future. Absolutely fantastic insight for any marketer" * Catherine Dutton, Global Chief Marketing Officer, Atos *"How do you build best-in-class B2B strategy in today's digital economy? How are great B2B brands built? How do you select the right lead nurturing agency? Innovative B2B Marketingis a rich ­treasure trove of B2B strategic wisdom." * Shenda Loughnane, Global MD, iProspect *"B2B marketers today need to be more dynamic than ever before, but this can be difficult in an environment where the complexity of the tools, technologies, techniques and channels has exploded, leaving many of us floundering. Innovative B2B Marketingprovides the guidance that all B2B marketers need to help them navigate for success. I will be keeping this book very close to hand." * Richard Robinson, Former Chair, B2B Council DMA *"A long-overdue resource for anyone working in the B2B environment or wishing to enter into it. Simon Hall's development of practical and relevant B2B marketing models make this essential reading for marketers and other professionals" * Dawn Southgate, Former Head of Knowledge, The Chartered Institute of Marketing *Table of Contents Chapter - 01: Introduction to business marketing; Section - ONE: Developing your marketing strategy; Chapter - 02: The new marketing mix; Chapter - 03: B2B marketing strategy and planning; Section - TWO: Improve B2B customer-centric marketing; Chapter - 04: Business customers and buying behaviours; Chapter - 05: Acquisition marketing; Chapter - 06: Retention and loyalty marketing; Chapter - 07: Marketing for preventing customer attrition; Chapter - 08: C-suite marketing; Chapter - 09: B2B product and solutions marketing; Section - THREE: ‘Transform’ through content and digital marketing; Chapter - 10: Digital and content marketing; Chapter - 11: Digital marketing strategy and planning; Chapter - 12: B2B digital marketing channels; Chapter - 13: Content marketing; Chapter - 14: B2B social media marketing; Chapter - 15: B2B brand building; Section - FOUR: ‘Collaborate’ with partners; Chapter - 16: Partnership marketing; Chapter - 17: B2B influencer marketing; Chapter - 18: The modern B2B channel landscape; Chapter - 19: Marketing to and through channel partners; Section - FIVE: Optimizing marketing execution; Chapter - 20: Sales and marketing alignment; Chapter - 21: Account-based marketing; Chapter - 22: Lead generation; Chapter - 23: Lead nurturing; Chapter - 24: Modern B2B events marketing; Chapter - 25: Measuring and evaluating B2B marketing

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Book SynopsisDarrell Alfonso is an award-winning Martech leader with 15 years' experience managing marketing technology at startups and the world's leading enterprises. Based in California, he leads marketing operations at Amazon Web Services and has consulted for Fortune 500 companies such as GE, Abbot Labs and AT&T. He was named a Top Martech Marketer to Follow in 2020 by Martech Alliance and is a two-time Adobe Marketo Champion. He is also a marketing instructor and was previously VP of Communications at the American Marketing Association.Trade Review"In an era of increasingly complex go-to-market strategies, Darrell Alfonso has helped capture some fundamentals that every Marketing Operations and Martech professional needs. What's more, it's an incredible resource for leaders to wrap their minds around the complex (and ever changing) landscape of Marketing Technology." * Mike Rizzo, CEO, MarketingOps.com *"Digital marketing has forever changed how businesses operate. Having personally experienced much of this transformation as it was happening, I can tell you the Martech Stack will continue to expand and evolve as technology, channels and strategies change. This book is masterfully written and a great blend of current practices, and what's next for Marketing teams." * Nick Bonfiglio, CEO and Founder of Syncari *"Darrell's deep knowledge in how Martech really works in an organisation, paired with a thoughtfully researched historical context and visionary foresight into where it's heading makes this essential reading for the seasoned or beginner marketing technologist alike." * Juan Mendoza, Founder and Editor, The Martech Weekly *"To be successful in marketing requires an understanding of how marketing technology is used to create the customer experience and to acquire, engage and retain customers. With this book Darrell Alfonso has made the complex world that is the marketing technology industry accessible and delivers a comprehensive guide to help companies deploy and manage an effective technology strategy. This is a must read for anyone in marketing or the C-Suite." * Anita Brearton, Founder and CEO, CabinetM *"Bible to all marketers. Martech is an integral part and lies at the center of any Marketing organization and all Marketing leaders must have a basic grasp and understanding of Martech. This book is the bible to understanding bringing the right Martech and the right people to orchestrate the strategy and the tools together." * Jessica Kao, Director, F5 Networks *"The explosion of martech in the last decade is a phenomenon that is defining the potential and future of marketing as a profession and a discipline. If you're in any way interested in martech, and what it means for your career in marketing, this book is a must-read." * Joel Harrison, Co-founder & Editor-in-Chief, B2B Marketing & Propolis *"Today, every business is a digital business where consumers are in control of the buying experience. Yet, while marketing technology is foundational to building your brand and growing your business digitally, most senior leaders don't understand "martech." Which is why this book is essential, as it enlightens us on how we leverage the power of marketing technology now and in the future." * Cassidy Shield, Chief Growth Officer, Refine Labs *"The Martech Handbook is a must for every modern marketer. With the acceleration of digital transformation in the world there has never been a more important time for marketers to build their knowledge and capabilities in martech. This book provides a deep dive on the core principles of marketing technology success including stack design, gaining stakeholder martech buy-in to developing robust marketing operations governance." * Carlos Doughty, Founder and CEO, Learning Experience Alliance *"Marketing is now thoroughly a technology-powered discipline. To thrive in today's environment, marketing organizations need to develop strong, mature marketing operations and martech capabilities. You couldn't ask for a better guide to achieving than Darrell Alfonso, a pioneering martech industry leader and marketing ops pro. The Martech Handbook is a treasure map to world-class marketing in an age of digital transformation and beyond." * Scott Brinker, Editor, chiefmartec.com *"This is chalked full of real-world advice to unlock the value of martech. A must read for any marketer thinking about or in the throes of using tech and tools to run Marketing like a business." * Scott Vaughan, Go-to-Market and MarTech Strategist *Table of Contents Chapter - 01: Introduction – The rise of marketing technology; Chapter - 02: The business need for Martech; Chapter - 03: Key categories of Martech; Chapter - 04: What is a Martech stack?; Chapter - 05: The framework for effective Martech stack design; Chapter - 06: The core business systems and platforms for every marketing team; Chapter - 07: Identifying value-add marketing platforms and tools; Chapter - 08: Principles for robust and scalable Martech stack management; Chapter - 09: Martech measurement, monitoring, and governance; Chapter - 10: Getting buy-in; Chapter - 11: Continual improvement

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Book SynopsisChristina Inge is the Founder and CEO of Thoughtlight, a tech consulting company which specializes in digital marketing and analytics strategies. She has worked with well-established brands such as Nissan, Smithsonian and Pega Systems, as well as a range of startups and nonprofits. Based in Boston, Massachusetts, she is a member of the Massachusetts Technology Leadership Council and has served on the board of the American Marketing Association-Boston. An instructor at Harvard University Extension School and Northeastern University College of Professional Studies, she is a frequent and sought-after speaker and has been published in numerous industry publications.Trade Review"Christina J Inge dives deep into building a data-driven culture to catalyze business growth. She goes beyond best practices and details techniques that any business can deploy to make better decisions based on data." * Dale Bertrand, Founder, Fire & Spark marketing agency *"This is a book for anyone who is interested in learning about the numbers and data behind successful marketing campaigns. From direct mail to email, social to mobile, whatever channel is being used to market products and services, you'll learn what it takes to set goals with confidence, gather the data and analyze the results.It's a book for anybody who wants to ace the subject of Marketing Analytics." * Bob Cargill, Past President, New England Direct Marketing Association and Past President, American Marketing Association, Boston *"Whether you're justifying your marketing spend or trying to predict future market conditions, measurement skills are key to a successful marketing career. This book insightfully weaves practical measurement tips and techniques into a series of strategic frameworks that will help marketers make the right choices no matter what the challenge may be." * Todd van Hoosear, Senior Lecturer, Mass Communication, Advertising & Public Relations, College of Communication, Boston University *"For years I've turned to my friend and colleague Christina Inge for any and all questions related to marketing metrics. Not only does she know the subject inside and out, she explains it in simple and clear ways for those of us who are novices. Now that I have my copy of Marketing Metrics, I may not need to bug Christina quite so much!" * Ed Powers, Faculty Lead, M.S. in Corporate and Organizational Communication, Northeastern University *Table of Contents Chapter - 01: Data-driven strategy; Chapter - 02: Customer data - The core four; Chapter - 03: Metrics-driven customer journeys and personas; Chapter - 04: Channel metrics; Chapter - 05: Data-driven branding; Chapter - 06: Content marketing metrics frameworks; Chapter - 07: Content marketing: the essential metrics; Chapter - 08: Data-driven product strategy; Chapter - 09: Price and place metrics; Chapter - 10: Marketing performance metrics; Chapter - 11: Data governance and the new privacy laws; Chapter - 12: Building dashboards and data evangelism; Chapter - 13: What are the skills of a metrics-driven marketer?; Chapter - 14: Marketing metrics resources; Chapter - 15: Dictionary of marketing metrics and related terms

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Book SynopsisNancy Harhut is Co-Founder and Chief Creative Officer at HBT Marketing, a consultancy which specializes in applying human behavior techniques in marketing and whose clients include H&R Block, AARP and Transamerica. Based in Boston, Massachusetts, she previously held senior creative management positions with agencies within the IPG and Publicis networks, where she worked with clients including Dell, Bank of America and AT&T. A regular international conference keynoter, she has been recognized as an Online Marketing Institute Top 40 Digital Strategist and Ad Club Top 100 Creative Influencer.Trade Review"Marketing professionals can benefit greatly from this book. Its engaging style and numerous research-based takeaways make it a standout in the field." * Robert Cialdini, Author of Influence and Pre-Suasion *"Nancy's book is like a Brain Tell-All: Revealing all the secrets, biases, and weird brain science fueling human decisions." * Ann Handley, WSJ bestselling author of Everybody Writes, and Chief Content Officer, MarketingProfs *"A tour de force. The most intelligent marketing book I have read in years." * Mark Schaefer, author of Marketing Rebellion *"Using the latest behavioral science research, Nancy Harhut has created a clear and actionable guide to how customers' brains really work. Every marketer who wants to attract and retain more customers needs this book." * Roger Dooley, Author of Brainfluence and Friction *"An actionable and comprehensive guide to neuromarketing from an industry veteran - get it before your competitors do!" * Tim Ash, Author of Unleash Your Primal Brain, keynote speaker, executive marketing advisor *"You'll use these tactics in your next marketing campaign, but you'll also use them in your next marketing meeting. Yes, this book will help you win support for your ideas in the conference room. I apply what I've learned from Nancy in marketing, in sales and even in management." * Andy Crestodina, Co-Founder/Chief Marketing Officer, Orbit Media Studios, Author of Content Chemistry *"Tried and tested principles are at the heart of Nancy's book. Bringing in behavioural techniques such as temporal landmarks, instant gratification and bridging the gap between our present and future selves, this is the type of practical book needed now as we take behavioural science out of the lab and into our working business practices." * Louise Ward, 42 Courses & Co-Host of Behavioural Science Club *"Nancy has one of the most brilliant marketing minds I have ever come to know. If you follow even one of the principles outlined in this book it will change the course of your business forever!" * Paul Chambers, CEO and Co-Founder, Subscription Trade Association (SUBTA) *"Nancy has created a straight-forward, well researched, easy to use guide for how behavioral insights can improve your marketing strategy and results. It is a gift." * Jeff Kreisler, Co-author of Dollars and Sense, Founding Editor of PeopleScience.com, Head of Behavioral Science, JP Morgan Chase *"This is the most important book on marketing in many years. Every page includes valuable and often counter-intuitive information you can put to use right away. If you like Dan Ariely, Robert Cialdini and other behavioral scientists, you're going to love Nancy Harhut." * Alan Rosenspan, President, Alan Rosenspan & Associates, Author of Confessions of a Control Freak *"Is it too late to steal this manuscript and tell everyone I wrote it? The world is frustrated with what marketing can't accomplish for their businesses. What Nancy Harhut has here is the fix. Don't read this book. Implement it." * Chris Brogan, author and keynote speaker *"A valuable playbook for using mental shortcuts to speed up the decision-making process. One of the most worthwhile marketing books you'll ever read!" * Kerry O'Shea Gorgone, Senior Editor and Writer at Appfire, Consigliere and Showrunner at Chris Brogan Media, LLC *"Marketers have a must read with Using Behavioral Science in Marketing. Nancy provides both thoughtful research and insight into how to better connect with the behaviors of consumers." * Kenneth "Shark" Kinney, Professional Speaker, Marketing Strategist, Host of "A Shark's Perspective" Podcast *"Through continuous testing, direct marketers have long understood that they could motivate a response from prospects using various methods like urgency and social proof. But they never understood exactly why people respond the way they do. At last, Nancy Harhut has harnessed modern neuroscience to explain the reasons behind human response, and help us apply the science to our campaigns. A must for every marketer's bookshelf." * Ruth P. Stevens, B2B marketing consultant and educator, Author of B2B Data-Driven Marketing, Adjunct professor at NYU Stern *"Clear, concise, and most importantly, interesting. If you can't see her on stage, you're holding the next best thing." * Damian Francis, Managing Partner, Unmade and former Head of Content at Mumbrella *"Nancy has an incredible ability to help marketers uncover why people respond and how to capture that interest. This is a must read for anyone who wants to drive engagement, sales, and growth." * Jay Schwedelson, Founder, SubjectLine.com, and President and CEO, Worldata Group *"Using Behavioral Science in Marketing does a fantastic job of taking a weighty and complex topic like behavioral science and making it practical and easy for anyone to apply. On top of that, it is a fun and engaging read! The book moves along at a pleasing pace, with short chapters that give you a mix of great stories balanced with science and Nancy's proven tips. A must read for every marketer who wants to be competitive in the age of behavioral science (which has already begun)." * Melina Palmer, author of What Your Customer Wants and Can't Tell You and host of The Brainy Business podcast *"Have you ever wished someone would read all the books you've been meaning to read, highlight the best parts, and then figure out the best ways to put those parts into practice with the specific work you do? That's what Nancy Harhut does with this absolute gift of a book. With Using Behavioral Science in Marketing, Nancy Harhut has created a must-have manual for marketers who want to make sure their work actually works." * Tamsen Webster, author of Find Your Red Thread *"Mind. Blown. Nancy has reverse-engineered buyer behavior to help you know EXACTLY how to connect and engage with your audience based on behavioral science." * Tom Shapiro, CEO Stratabeat, author of Rethink Lead Generation and Rethink Your Marketing *"Nancy Harhut is unquestionably one of the sharpest, most knowledgeable and experienced authorities on consumer psychology in the marketing world. Both hyper-effective and supported by data science, the strategies she outlines in her book, Using Behavioral Science in Marketing, will have an immediate impact on your marketing campaigns and a massive impact on your bottom line." * Jeffry Pilcher, CEO/President, The Financial Brand *"In an era of media abundance and attention scarcity, we as marketers have to make the most of every moment we happen to get with a prospective consumer. Nancy's practical application of such a wide variety of behavioral science principles will help any brand ensure these valuable moments aren't wasted. An amazing collection of case studies with proven outcomes that will inspire smarter, more effective work and offer readers a distinct competitive edge." * Josh Blacksmith, Senior Director - Global Consumer Relationships and Engagement, Kimberly-Clark *"A great read for today's results-now marketers. Practical and specific, this is how to actually increase response." * Brian Whipple, CEO Accenture Interactive, 2010-2021 *Table of Contents Chapter - 01: Emotional and rational elements in decision making; Chapter - 02: Conveying customer benefits through loss aversion and the endowment effect; Chapter - 03: Achieving urgency and exclusivity through the scarcity principle; Chapter - 04: The reciprocity principle and the marketing value of give to get; Chapter - 05: Social proof - Harnessing the power of people like us, and the people we like; Chapter - 06: Storytelling - Increasing consumer involvement and engagement; Chapter - 07: Autonomy bias - Harnessing the human need for control; Chapter - 08: Encouraging sales and loyalty through the consistency principle and the Zeigarnik effect; Chapter - 09: Information gap theory - Prompting consumers to take action through curiosity and the need to know; Chapter - 10: Tapping into the authority principle to stand out and prompt responses; Chapter - 11: Choice architecture and status quo bias - How to use inertia to get things moving; Chapter - 12: Labeling and framing - Making people see things your way; Chapter - 13: Increasing action through automatic compliance triggers and reasons; Chapter - 14: Maximizing the impact of your marketing copy and language; Chapter - 15: Increasing desirability though triggering availability bias; Chapter - 16: Creating stand out marketing communications through context, rewards and unpredictability; Chapter - 17: Temporal discounting and temporal landmarks - The effects of time on behavior

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Book SynopsisEleonora Cattaneo (ed.) is Professor of Luxury Management and Director of the MSc and Executive Masters in Luxury Brand Management at Glion Institute of Higher Education in Switzerland. Previously, she was Senior Lecturer in luxury marketing and Head of the MA in Luxury Brand Management at Regent's University London. She has extensive consulting experience and has advised global brands and leading luxury hospitality groups. The author of several publications and papers, her research interests focus on rebranding, heritage branding and sustainable luxury buying behaviour. She is based in Ticino, Switzerland.Trade Review"A powerful guide to understanding cultural trends and global patterns that will impact fashion and luxury businesses" * Stephen Morgan, Managing Director, Vogue Business *"For those who want to understand the current and emerging state of the luxury industry, this brilliantly researched work, written by true scholars and practitioners, is a must read." * Milton Pedraza, CEO, Luxury Institute *"Provides insights into the emerging topics that the industry faces today, backed up by well-researched business cases." * Charlotte Keesing, Director Corporate Partnerships and International, Walpole *"One of the most comprehensive takes on what makes the world of luxury tick." * Mickey Alam Khan, Founder, Luxury Daily *"Offers an insightful perspective into the key challenges and opportunities for a sector that has specific peculiarities and has proven to be in continuous evolution." * Filippo Cavalli, Partner and Director, Style Capital SGR Spa *"A must-read for anyone working in, or looking to enter, luxury brand management." * Tennille Kopiasz, Global Chief Marketing Officer, fresh/LVMH *Table of Contents Chapter - 01: Definitions of luxury and key facets of luxury branding; Section - ONE: Luxury - a changing paradigm?; Chapter - 02: The evolving meaning of luxury brands and a framework for creating modern prestige; Chapter - 03: Luxury trends accelerated by the Covid-19 pandemic; Chapter - 04: The environmental and social impact of luxury - consumer concerns and practices; Section - TWO: Managing luxury brands today; Chapter - 05: Sustainable luxury and circular economy; Chapter - 06: Advances in digital - new opportunities for luxury retail; Chapter - 07: Developing profitable customer relationships through AI; Section - THREE: New directions in luxury branding; Chapter - 08: Luxury in the Metaverse - The five forces of value creation for luxury brands in the Metaverse; Chapter - 09: The ‘brand origin’ dilemma; Chapter - 10: The niche world of ultra-luxury brands - A unique set of customers and how to act differently to serve them; Chapter - 11: The old is the new ‘new’ - Emerging business models in the luxury field - renting and resale; Chapter - 12: Future industry developments - Experiential luxury, extreme personalization and bringing back the human factor in luxury branding;

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Book SynopsisJerry Daykin is a global marketing leader who has held senior roles at brands including Beam Suntory, GSK Consumer Healthcare, Diageo and Mondelez. Based in London, UK, he is a WFA (World Federation of Advertisers) Diversity Ambassador and co-chair of its Diversity Task Force, where he created its framework for representation and inclusion. He also sits on the diversity and inclusion boards at the Advertising Association and ISBA, as well as on boards at the Conscious Advertising Network and Outvertising. A regular conference speaker, he has written for The Drum, AdWeek, Campaign, Marketing Week and The Guardian.Trade Review"Inclusive marketing is not only the right thing to do, it is also a business growth opportunity. Doing it well is a skill to be mastered, as it is full of nuances that most of us are not trained to see. This handy book provides not only thought-provoking concepts that will make you aware of your biases, but also a practical how-to guide grounded in insight and authenticity so you can truly make an impact." * Taide Guajardo, Chief Brand Officer Europe, P&G *"Daykin's thorough and practical approach makes this an invaluable read for any marketer or business looking to make strides on inclusive marketing as well as deliver business growth. A mix of expert insight, simple frameworks and inspiring case studies ensures that this book brings the topic to life vividly, and with real applicability." * Grainne Wafer, Global Director of Guinness, Smirnoff & Baileys, Diageo *"In Inclusive Marketing, Jerry offers a mix of inspiration and very practical advice on how to deliver more inclusive, and simply better and more effective marketing. A fresh and deeply uplifting vision that inspires marketers to embrace one of the defining challenges of our society. A must-read." * Stephan Loerke, CEO, World Federation of Advertisers *"In marketing, the notion of 'inclusion' is too often an obvious bolt-on. Jerry Daykin provides a practical framework and a wealth of real-world experiences to show how to make representation and inclusion an authentic and effective part of every marketing communications programme." * Helen Edwards, Adjunct Associate Professor, Marketing at London Business School, and Brand Columnist *"This book is an important and timely addition to the essential marketing guidebooks that have nudged the profession in the right direction. While 'inclusive marketing is a much banded term, Jerry's book demonstrates the 'how to do it well' part, with great clarity and direction. The book is an insightful read with many perspectives, and you will highlight, bookmark and return to its succinct and helpful summaries until the process becomes second nature. Don't just buy the book for yourself, buy a copy for a colleague, client or business partner, as the answers for truly inclusive marketing are all here." * Dino Myers-Lamptey, Founder at The Barbershop *"If you work in marketing/advertising and you're on the DE&I journey within your organisation, whether that's struggling to know where to start or wanting to do more, this book breaks down the processes within your marketing cycle where you can make mindful changes to be more inclusive. An inspirational must read for all marketers, carefully written and curated by Jerry Daykin, a marketer who has always actively championed inclusion and representation in every role he has worked." * Vidad & Bobi Carley, Inclusion Co-Leads, ISBA *"Advertising that represents society in all its diversity and that heightens the situation of marginal groups in societies can have a powerful effect on the promotion and protection of the rights of vulnerable and subjugated people. In this excellent book, Jerry Daykin makes an accessible and principled case for how to build diversity and inclusion into marketing." * Pia Oberoi, Senior Advisor on Migration and Human Rights, United Nations *"For all marketers, inclusion is no longer a question of if we should consider it but HOW we should. This book will do more than help you, it's the perfect guide to all the questions you should ask yourself about Inclusive Marketing." * Delphine Malvy, Senior Director Global Family Marketing, McDonalds *""I see you, I see the whole of you", Is perhaps my favourite language that sums up perfectly what to expect in this book. It offers is the perfect education, framework and advice for any marketer serious about inclusion. And Jerry is right, the time for change is now. This is definitely a book you need to read more than once to take in all the goodness written in its pages." * Karen Nelson Field, Author and Founder at Amplified Intelligence *Table of Contents Chapter - 00: Intoduction - Representation Matters; Chapter - 01: What we mean by inclusive marketing & representation; Chapter - 02: Why representation matters to me & other marketers; Chapter - 03: Why representation matters to business and society; Chapter - 04: A framework to deliver inclusive marketing; Section - ONE: Stage One - Inclusive briefing & strategy; Chapter - 05: Business & brand strategy; Chapter - 06: Using strategic insights and data; Chapter - 07: Marketing & creative briefs; Section - TWO: Stage Two - Inclusive Planning; Chapter - 08: Partner & team selection; Chapter - 09: Creative development & product design; Chapter - 10: Consumer testing; Section - THREE: Stage Three - Inclusive Production; Chapter - 11: Production; Chapter - 12: Post-production; Chapter - 13: Localisation; Section - FOUR: Stage Four - Inclusive Launches; Chapter - 14: Media & 360 Activation; Chapter - 15: Launch & consumer response; Chapter - 16: Measuring Success; Section - FIVE: Conclusion - How to Drive Change; Chapter - 17: Case Study - Driving Change at GSK/Haleon; Chapter - 18: Partnering to Help Drive Change; Chapter - 19: The future of inclusion; Chapter - 20: Checklist Appendix

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Book SynopsisBev Burgess is founder and Managing Principal at Inflexion Group, which delivers thought leadership, consulting and training to companies on account-based growth. She has held senior marketing roles at British Gas, Epson and Fujitsu and headed ITSMA's global Account-Based Marketing (ABM) practice and European business. Based near London, UK, she is also the author of A Practitioner's Guide to Account-Based Marketing and Executive Engagement Strategies, both published by Kogan Page.Tim Shercliff is co-founder and Managing Director at Inflexion Group. Previously a Strategy & Marketing Director at IBM, he has consulted and worked with companies including Accenture, CSC, Fujitsu, Micro Focus and Nationwide Building Society. He is based in Kent, UK.Trade Review"In business life, I cannot think of anything more satisfying than creating value for customers and, in the process, creating value for all stakeholders including the Planet. A few years ago, when Account Based Marketing first emerged, I said that it was a paradigm shift for the marketing domain. I have not changed my view. Please read this book to find out why. Incidentally, both authors are brilliant." * Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc, Emeritus Professor, Cranfield University School of Management *"Delivering sustainable, profitable growth from your most important customers should be a key part of your strategy. The authors bring their decades of pragmatic experience to bear, laying out why it is so critical to focus on this topic and how to go about it. Read this book; it might well make you re-think your whole approach to profitable growth" * Kevin Loosemore, Chairman, De La Rue *"Customer success evolved from the idea that a strong relationship with your client matters. Now it's great to finally see a book focused on building those relationships with your most strategic clients holistically. This book takes the virtues of the customer success revolution and builds on it with the other key elements - account management, account-based marketing, and executive engagement - while offering a comprehensive guide with insights from top market leaders." * Nick Mehta, CEO, Gainsight *"In the subscription economy, retaining and growing with your top customers is essential. Bev Burgess and Tim Shercliff have researched this topic, laid out a framework for account-based growth and explain the challenges that need to be overcome, with the benefit of viewpoints and case studies from across the technology industry. Whether you're a high growth software company or a more mature technology services company, there is something in this book for you." * Sue Barsamian, Board Member *"I'm a passionate believer that your company's future prosperity depends on how well you treat a relatively small proportion of your customer base. Get this right, lining the whole company up behind the go-to-market team, and you will prosper. It sounds easy. It isn't. This book explains how to drive profitable growth, co-creating solutions with your best customers and turning them into advocates that help you win your next top customers. A must for CROs." * Jon Hunter, CRO *"Focusing in on your most important customers is vital for your future growth. This book explains how to go about it, in clear and practical terms. A must for all CMOs." * Fran Wilson, Chief Marketing Officer, Boomi *"Bev Burgess and Tim Shercliff have produced the must-have guide on Account-based Growth. This valuable business bible provides a no-nonsense approach to maximizing the potential of your top accounts and growing your business. It stands out from the crowd because it not only provides clear guidance on how to align and optimize internally to get the best results in this volatile market, it also helps leaders navigate the very real and unique cultural and societal issues businesses are facing today." * Stella Low, Chief Corporate Affairs and Communications Officer, HP. *"If you believe that selling to existing customers is easier than attracting new ones, this book will help you understand who your most important existing customers are, and how to sell more to them." * Mike Phillips, Senior Independent Director and Audit Committee Chair, Bytes Technology Group *"This book wonderfully summarizes the importance of strategic accounts to your business and to your top clients. You know the 80/20 rule...well now it's about the 50/3.5 rule! Bev and Tim build the business case and provide the practical examples from both the supplier and the client's perspective. This serves as a guide to help change your mindset and develop a plan to grow your account as a "market of one". This is a must read for those of us dedicated to focusing on our top clients for the long haul. Bravo!" * Denise Freier, President and CEO, Strategic Account Management Association *"When Bev Burgess codified and defined Account Based Marketing in 2003, she was way ahead of her time. It's taken many of us in B2B marketing and sales the best part of two decades to catch up with her. Her latest book (co-written with long-time collaborator Tim Shercliff) is similarly visionary, simultaneously elevating and reinvigorating the conversation around key accounts, their criticality to so many B2B organisations, and how to manage them. In essence, it's nothing short of a manifesto for why we need to shake up B2B sales and marketing once more to align with the unavoidable new business realities of 2022, and the challenges of operating in the post-Covid world. This is no work of theory or conjecture - it's packed full of real-life testimonies and case studies, and evidence-based strategies for how to turn these ideas into reality. Read it now and be ready for the future of B2B." * Joel Harrison, co-founder and Editor-in-chief, B2B Marketing *"Bev Burgess has established herself as the leading light on client relationship marketing in all its dimensions within the business-to-business sector. The growing complexity of working relationships, between both institutions and individuals, requires new thinking that goes beyond the original idea that 'account-based marketing' is all that is needed to bridge the gap between marketing and sales. Bev and Tim's new book explains why treating client relationship development as a total business concept, requiring the attention, effort and focus of all parts of the organization is necessary to ensure mutual, sustainable value." * Dr. Charles Doyle, Global Chief Marketing Officer, Arup *Table of Contents Section - ONE: Introducing account-based growth; Chapter - 01: The case for account-based growth; Chapter - 02: Account-based growth in practice; Section - TWO: Aligning internally for growth; Chapter - 03: Account prioritization and resource allocation; Chapter - 04: Integrated account business planning; Chapter - 05: Managing data, technology and operations; Chapter - 06: Leadership, culture and change; Section - THREE: Engaging externally for growth; Chapter - 07: Account management and sales; Chapter - 08: Account-based marketing; Chapter - 09: Customer success; Chapter - 10: Executive sponsorship and engagement; Section - FOUR: Account-based growth assessment tool; Chapter - 11: How does your company stack up

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Book SynopsisKunle Campbell is an e-commerce growth advisor and co-founder of Octillion, a digital-first CPG brand house. Based in Oxford, UK, he advises online and omnichannel retailers and operates multiple consumer brands. As the host of the top-rated 2X eCommerce Podcast, Kunle has interviewed over 300 commerce business leaders. He has spoken at conferences by SAP Commerce and Barclays and has been featured in international news outlets like the BBC, New York Times, and The International Herald Tribune. Kunle is a recognized top e-commerce influencer by Neil Patel, Klaviyo and eDesk.Trade Review"In E-commerce Growth Strategy, Kunle Campbell expertly unravels the complexities of scaling an online business. His unique perspectives and practical advice make this book an essential resource for e-commerce entrepreneurs and teams." * Nir Eyal, Wall Street Journal Bestselling Author of "Hooked" and "Indistractable" *"As a lifelong CX and e-commerce leader, I'm delighted to see Kunle Campbell write THE book to lead the e-commerce direction for the future. No longer do businesses desire to simply exist in the e-commerce channel, they want to thrive. Kunle's guidance marries strategy and profitability expectations with business potential, providing a clear roadmap for exceptional e-commerce leadership." * Jen Bailin, Chief Commercial Officer, Nintex *"Kunle's E-Commerce Growth Strategy is like having a savvy mentor by your side, showing you the ropes of building a successful business online. If you wish you could have been a fly on the wall in the rooms where he interviewed business leaders, this is the book for you." * Jason Wong, Founder, Doe Lashes *"A solidly researched guide by an industry veteran to avoiding the landmines of e-commerce. Get it before your competitors do!" * Tim Ash, International keynote, bestselling author and executive advisor, TimAsh.com *"Kunle's E-commerce Growth Strategy is a must-read, packed with innovative ideas and crucial insights for navigating the e-commerce world." * Chase Dimond, Partner, Structured *"If you want to sell online, buy this book NOW. As an industry veteran who has made all possible mistakes (and even invented new ones!), I can attest that E-commerce Growth Strategy is genuinely transformative. I find myself wishing I could turn back time and gift this to my younger self. Kunle has meticulously crafted the most comprehensive and accurate guide for launching and sustaining e-commerce success." * Moshe Saraf, CEO, Pareto.Solutions *"E-commerce Growth Strategy is a must-read for anyone who wants to grow their online business. Kunle Campbell provides clear and concise advice on how to reach your target market, acquire new customers, and retain existing ones. This book is packed with valuable insights and strategies that will help you take your e-commerce business to the next level." * Gary Ingram, Co-Founder and CRO, The Diamond Store *"E-commerce is both a blessing and a curse, the blessing is that anyone can now set up a business and launch a new brand or product direct to consumer, the curse? Is exactly the same. D2C will be the most competitive and essential industry over the coming decades, so arming yourself with a resource to equip you to compete on a level playing field with any other brand or in any product/service category is key, and in the E-commerce Growth Strategy you have just that. Kunle has expressed his passion for this space into an incredible read that dives deep into the key functions and elements any e-comm business needs to survive and thrive." * Thomas Hal Robson-Kanu, Founder, The Turmeric Co. *"E-Commerce Growth Strategy is a masterful guide that navigates the intricate and rapidly evolving landscape of digital commerce. Being in a digital-first era, this book provides businesses with a competitive edge, making it a must-read for anyone serious about e-commerce success." * Josh Snow, Founder, Snow Teeth Whitening *"Just dug into E-commerce Growth Strategy. This thing's a gold mine. Real talk, it takes you from 0 to 100 real quick. Master the e-commerce world and build a rockstar brand. My advice? Dive in and soak it all up." * Jake Karls, Co-Founder, Mid-Day Squares *"Kunle's E-commerce Growth Strategy is THE playbook every DTC professional should read if they want to take their business to the next level. It is an incredibly detailed guide to everything a brand or operator needs to know (and more). I promise, if you read Kunle's book, you will gain ecommerce superpowers!" * Ben Parr, President & Co-Founder, Octane AI *Table of Contents Chapter - 00: Introduction; Chapter - 01: How to think about and approach e-commerce growth; Chapter - 02: Collaborative cross-functional growth; Chapter - 03: Brand core – the foundation for growth; Chapter - 04: Consumer behaviour; Chapter - 05: Customer data; Chapter - 06: Customer acquisition; Chapter - 07: Retention for long-term growth; Chapter - 08: Audience and community building – why high-growth e-commerce brands are publishers; Chapter - 09: Lifecycle marketing and personalized experiences; Chapter - 10: Search engine marketing; Chapter - 11: Paid social advertising; Chapter - 12: Channel marketing; Chapter - 13: Product development cycles for growth; Chapter - 14: How to cultivate a culture of experimentation; Chapter - 15: Alternative but effective routes to e-commerce growth; Chapter - 16: Finance – what you should know and an overview for growth; Chapter - 17: Tracking success – team makeup and key metrics; Chapter - 18: Develop your growth roadmap;

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

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

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

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

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

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

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

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

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

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

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

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

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

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