Sales and marketing management Books

Book SynopsisThe present economic system requires us to consume and throw away more and more goods. Yet often it''s our desire, and the best interests of the environment, for these goods to last. The contributors to this book, who comprise many of the most significant international thinkers in the field, explore how longer lasting products could offer enhanced value while reducing environmental impacts. If we created fewer but better quality products, looked after them carefully and invested more in repair, renovation and upgrading, would this direct our economy onto a more sustainable course? The solution sounds simple, yet it requires a seismic shift in how we think, whether as producers or consumers, and our voracious appetite for novelty. The complex range of issues associated with product life-spans demands a multidisciplinary approach. The book covers historical context, design, engineering, marketing, law, government policy, consumer behaviour and systems of provision. It addresses the whole

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Book SynopsisModern brands are hitmakers. Knowing how to influence consumers through collaborations, merch, entertainment, brand codes, icons and other cultural products (and not through advertising) is a matter of strategy. In this book, world-renowned brand expert, Ana Andjelic, shows how modern brand strategy needs to be redefined as the strategy of cultural influence, how brands today influence culture, how brands should address audiences, and how the new approach to cultural hitmaking works organizationally and operationally.A cultural hit is an idea, content, or entertainment that a large number of consumers pay attention to, share and talk about. Once cultural hits become market hits, by lifting brand popularity or driving product sales, they have a strong financial return for a company. Brands are motivated to start producing as many cultural hits as possible, and these new formats replace traditional brand marketing strategies.In the book, Ana Andjelic clearly articulates the complexity of this modern brand building, and provides a set of practical examples and tools that can be used by brand strategists to produce a cultural hit.

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Book SynopsisDigital Marketing Fundamentals covers the entire marketing process. The academic theory behind Digital Marketing as well as techniques and media are discussed. Digital Marketing Fundamentals is easy-to-read and contains many international examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In this book, all relevant aspects of Digital Marketing are addressed: digital transformation, strategy and business models, online customer behaviour and learning to understand the customer, online branding, customer acquisition and customer engagement, facilitating online purchases and setting up digital services. The book addresses step-by-step the role of Digital Marketing in each phase of the customer cycle: from the inspiration phase and research phase to the maintenance and replacement phase. Designing effective websites and apps, digital analytics and experimentation and planning and organi

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Book SynopsisAttract the very best talent with a compelling employer brand! Employer Branding For Dummies is the clear, no-nonsense guide to attracting and retaining top talent.Table of ContentsIntroduction 1 About This Book 1 Foolish Assumptions 2 Icons Used in This Book 3 Beyond the Book 3 Where to Go from Here 3 Part 1: Getting Started with Employer Branding 5 Chapter 1: Building a Strong Employer Brand 7 What Is Employer Branding? 8 Recognizing the benefits of employer branding 8 Stepping through the employer branding process/cycle 9 Laying the Foundation for Your Employer Brand 11 Aligning with business goals and objectives 11 Fitting in with your other brands 12 Rallying the troops (and leaders) 12 Taking an Honest Look at Your Employer Brand 13 Putting the Pieces in Place 14 Defining the give and get of the employment deal 15 Establishing employer brand guidelines 16 Giving your target talent a reason to tune in 17 Spreading the Word through Various Channels 19 Staying True to the Promise of Your Employer Brand 20 Monitoring Your Employer Branding Success 21 Chapter 2: Preparing for the Journey 23 Finding Your Fit within the Overall Company Strategy 24 Aligning with the corporate brand 25 Aligning with the customer brand 27 Supporting the business strategy 29 Getting the right talent onboard 29 Aligning with human resources 34 Building Your Business Case for Employer Branding 34 Considering cost-cutting benefits 35 Checking out possible performance benefits 36 Making Friends and Influencing People 38 Getting senior leadership onboard 38 Convincing marketing and communications to go along with the idea 39 Getting HR comfortable with the language and thinking of brand management 40 Chapter 3: Conducting an Employer Brand Health Check 41 Taking a Look in the Mirror 42 Finding out what you already know 42 Conducting employee surveys and focus groups 43 Taking a Look from the Outside In 47 Gauging employer brand awareness, consideration, and preference 47 Identifying your key talent competitors 49 Evaluating the strength of your organization’s employer brand image 50 Evaluating the factors that shape your organization’s brand image 53 Weighing Your Competition 54 Benchmarking your competitors’ media presence 55 Mapping your competitors’ brand positioning 56 Spotting generic plays and opportunities to be different 57 Part 2: Developing an Effective Employer Brand Strategy 61 Chapter 4: Defining Your Employer Value Proposition 63 Setting Your Sights on the Goal: A Sample Employer Value Proposition 64 Brainstorming to Generate Ideas and Content 66 Gathering the right people 67 Drawing insights from your data 67 Conducting a productive employer value proposition development workshop 69 Balancing Competing Perspectives 73 Clarifying the give and get of the employment deal 73 Weighing current strengths and future aspirations 74 Balancing global and local considerations 75 Differentiating Your Organization from the Competition 76 Choosing Your Core Positioning 77 Writing Your Employer Value Proposition 78 Sense Checking and Stress Testing 79 Identifying tangible claims and proof points 79 Field-testing your draft employer value proposition 80 Chapter 5: Building Your Employer Brand Framework 83 Aligning Your Employer Branding with Your Corporate and Customer Branding 84 Working with a monolithic brand 84 Navigating within a house of brands 86 Optimizing the parent-subsidiary house of brands framework 87 Creating a Visual Brand Identity with Impact 88 Developing Overarching Recruitment Campaigns 90 Setting campaign objectives 90 Writing a creative creative brief 91 Choosing the right creatives to work with 92 Testing Creative Solutions 95 Checking whether a creative solution works across different target groups 95 Choosing the best creative solutions 97 Chapter 6: Generating Engaging Content 101 Grasping the Need to Go Beyond Recruitment Advertising 102 Mastering the Principles of Content Marketing 103 Balancing immediate engagement with long-term brand building 104 Local engagement hooks 105 Exploring Different Ways to Pitch Your Story 105 Showcasing existing talent: Employee profiles and stories 106 Be bold: Cutting through the corporate speak 110 Delivering facts, figures, and infographics 112 Making the most of video 113 Gaming your system 114 Promoting Employee-Generated Content 114 Facilitating employee-generated content with the right technology 116 Developing policies to prevent misbehavior and mishaps 116 Managing Your Content 117 Assembling a content marketing and management team 117 Conducting a content audit 118 Tagging and categorizing content to facilitate indexing and raise its search engine ranking 119 Building a content marketing editorial calendar 119 Chapter 7: Rolling Out Your Employer Brand Strategy 121 Winning Internal Hearts and Minds 121 Briefing Managers before Engaging Employees 123 Briefing Key Management Stakeholders 124 Engaging leadership 124 Pitching your plan to the HR/talent community 125 Ensuring alignment with corporate communications and marketing 126 Briefing Your Recruitment Teams 127 Developing your employer brand toolkit 127 Creating content playbooks 128 Providing guidance on localization 129 Getting team managers onboard 130 Engaging Employees 132 Think: Taking a rational, measured approach 134 Feel: Nurturing emotional engagement 135 Do: Inspiring employee commitment and behavior change 136 Maintaining consistency and continuity 137 Part 3: Reaching Out through the Right Channels 139 Chapter 8: Constructing Your Recruitment Marketing Plan 141 Sizing Up Your Audience 142 Segmenting your audience 142 Prioritizing your audience segments 143 Creating talent personas 144 Evaluating Target Talent Media Preferences 146 Mapping out your media options 146 Reaching people on the move (mobile) 147 Connecting with active and passive job seekers 148 Setting Out Your Plan 149 Balancing inbound and outbound marketing activities 150 Putting a recruitment marketing system in place 151 Chapter 9: Creating a Winning Career Site 153 Making a Great First Impression 154 Checking off landing page essentials 154 Integrating with your social properties 155 Optimizing for mobile 157 Staying a step ahead of the Joneses 157 Delivering the Goods: Content 158 Aligning your website with your employer value proposition 159 Tailoring content to target groups 159 Writing effective job descriptions 160 Making it easy to apply 162 Personalizing your response letters 163 Creating Job Microsites 164 Chapter 10: Developing Your Talent Network 165 Leveraging the Networking Power of Current and Former Employees 166 Understanding why referrals make great hires 166 Setting up an employee referral program 167 Building an alumni talent network 171 Boosting Your Rejected Candidate Referral Rate 173 Creating Your Own Talent Communities 174 Chapter 11: Engaging Talent through Social Media 177 Getting Your Head in the Game 178 Where to show up: Choosing social channels 178 How to engage potential candidates 178 Laying the Groundwork 180 Choosing a social dashboard 180 Budgeting for ads and sponsored content 181 Making time for social media 181 Recruiting on LinkedIn 182 Building your Company and Career pages 182 Posting regular status updates 183 Measuring and optimizing engagement 183 Having employees update their profiles 184 Giving Job Seekers a Backstage Pass with Glassdoor 184 Making a Splash on Facebook 187 Creating a Facebook Page 187 Hosting Facebook Groups 189 Broadcasting via Facebook Live 189 Attracting Top Talent on Twitter 190 Picking up strategies by observing others 190 Using hashtags to source candidates 190 Engaging prospects 191 Getting your employees involved 192 Gauging your Twitter impact 192 Adapting to a New Model: Snapchat 192 Leveraging Video 193 Exploring ways to use video in recruitment marketing 194 Recognizing the importance of YouTube 194 Exploring Chat Platforms and Regional Channels 195 Building a Social Media Calendar 196 Chapter 12: Making the Most of Recruitment Advertising 199 Raising Your Employer Brand Profile in Search Engine Results 200 Using search engine optimization to improve your site’s search engine ranking 201 Gaining traction with search engine marketing 202 Sizing Up Paid Media Channels 203 Evaluating your potential media mix 204 Programmatic media buying 206 Getting the Best out of Job Boards 207 Adding a Personal Touch with Direct Engagement 208 Personalizing your message 208 Cutting through the spam 209 Chapter 13: Making a Splash on Campus 211 Marketing to College Students 212 Understanding the student/graduate mind-set 212 Attending to key touch points 213 Evaluating regional differences 215 Converting interns 215 Designing an attractive graduate program 216 Balancing targeting with diversity 217 Choosing Schools Wisely 218 Supporting College Career and Job Placement Services 219 Reaching Out to Less Prominent Institutions 220 Part 4: Delivering on Your Employer Brand Promises 223 Chapter 14: Shaping a Positive Brand Experience 225 Applying Customer Experience Thinking to HR Processes 226 Thinking differently about HR 226 Reviewing your current employment experience 227 Engaging in Touch-Point Planning 230 Conducting a touch-point review 230 Touch-point action planning 232 Designing signature experiences 233 Chapter 15: Making a Positive Impression on Candidates 237 Building Candidate-Friendly Application and Selection Processes 238 Designing a professional and courteous application and selection funnel 238 Tailoring your application, screening, and selection process to your EVP 242 Ensuring a Positive Brand Experience through Induction and Orientation 243 Focusing on the fundamentals 244 Preboarding new hires 246 Providing a warm welcome 247 Designing an extensive orientation process 248 Chapter 16: Engaging and Retaining Your Talent 249 Conducting Engagement Survey Action Planning 249 Considering the conventional approach to engagement action planning 250 Leading with your EVP 251 Leading from the top 254 Ongoing Engagement and Retention Processes 255 Conducting team briefings 255 Engaging in key people-management conversations 256 Identifying and responding to retention risks 257 Establishing an early-warning system 258 Maintaining Attraction and Engagement in the Midst of Organizational Change 260 Navigating a reorganization 260 Smoothing the transition during an acquisition 261 Rebranding a merger of equals 261 Part 5: Measuring the Success of Your Employer Branding Strategy 263 Chapter 17: Gauging Your Immediate Impact on Audience Engagement and Hiring 265 Linking Recruitment Marketing Activities to Objectives 266 Measuring the Effectiveness of Recruitment Advertising 267 Advertising costs 267 Audience exposure 268 Engagement 268 Source of application and source of hire 268 Analyzing the effectiveness of recruitment advertising 269 Measuring the Effectiveness of Social Campaigns 269 Social media costs 270 Audience exposure 270 Engagement 270 Source of application, source of hire, and source of influence 271 Using the results of your analysis to enhance your recruitment marketing 272 Measuring the Effectiveness of Career Site Content 272 Career site costs 273 Audience exposure 273 Engagement 274 Source of application and source of hire 274 Improving career site effectiveness through analysis 275 Measuring Referral Effectiveness 275 Referral costs 275 Audience exposure 276 Engagement 276 Source of application and source of hire 276 Improving referral effectiveness through analysis 277 Analyzing Your Overall Recruitment Marketing Strategy Success 277 Calculating cost-per-hire 278 Measuring success in terms of quality applicants and hires 279 Comparing your results to external benchmarks 280 Chapter 18: Monitoring and Maintaining Long-Term Impact on Employer Brand Value 281 Tracking Employer Brand Awareness and Reputation 282 Measuring improvements in brand awareness, consideration, and preference 282 Examining conversion ratios 285 Conducting employer brand image surveys 285 Drawing conclusions from external brand tracking 287 Tracking the Internal Impact of Your Employer Brand Strategy 289 Evaluating employee engagement 289 Tracking your employer brand experience 290 Evaluating the candidate experience 292 Assessing the onboarding experience 294 Evaluating employer branding’s impact on employee performance 294 Analyzing Your Employer Brand Index 296 Keeping Pace with Talent Market Trends 297 Part 6: The Part of Tens 301 Chapter 19: Ten Success Factors to Embrace 303 Getting Your Leadership Team’s Buy-In 303 Bridging the Gap between HR and Marketing 304 Sizing Up Your Company’s Talent Needs 305 Defining a Clear and Compelling Employer Value Proposition 305 Building Flexibility into the Framework 306 Getting Current Employees Onboard First 306 Making the Most of Social Media 307 Keeping an Eye on Your Competition 307 Getting into the Right Shape for Talent 308 Investing in Metrics 308 Chapter 20: Ten Common Mistakes to Avoid 311 Treating Employer Branding as a Project 311 Failing to Focus 312 Promising the Sun, the Moon, and the Stars 312 Playing It Too Safe: Corporate Bland or Industry Generic 313 Getting Obsessed with the Tagline 314 Over-Policing Your Local Teams 314 Underestimating the Resources Required to Create Quality Content 315 Forgetting to Connect Communication with Experience 315 Turning Off Your Brand Investment When the Going Gets Tough 316 Failing to Learn from Experience 317 Chapter 21: Ten Ways to Minimize Cost and Maximize Impact 319 Building More Talent Than You Buy 320 Maximizing Referrals 320 Hiring Above-Average Talent for an Average Wage 320 Targeting Efforts to Attract Fewer, But Higher-Quality Candidates 321 Focusing Your Creative Spend 321 Shifting from Paid to Owned and Earned Media 322 Localizing Content Creation 322 Encouraging Employee-Generated Content 323 Creating Your Own Talent Pools 323 Learning from Failure and Building on Success 324 Index 325

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Book SynopsisOptimize the customer experience via the cloud to gain a powerful competitive advantage Customer Obsessed looks at customer experience through the lens of the cloud to bring you a cutting-edge handbook for customer experience. Cloud technology has been hailed as a game-changer, but a recent IDC report shows that it accounts for less than three percent of total IT spending; why are so many companies neglecting such an enormous asset? This book provides a high-level overview of how the cloud can give you a competitive advantage. You''ll learn how to integrate cloud technology into sound customer experience strategy to achieve unprecedented levels of success. More than just a state-of-the-field assessment, this book offers a set of concrete actions you can take today to leverage cloud computing into technical innovation and better business outcomes at all levels of your organization. You''ll examine the many factors that influence the customer experience, and emerge with Table of ContentsForeword Marc Benioff v Preface ix Introduction xi Chapter 1 Disruption and Business Success 1 Chapter 2 People Drive Change, Technology Enables 13 Chapter 3 Why Social Matters to Every Business 27 Chapter 4 Rethinking Employee Engagement 55 Chapter 5 Customer Engagement Defined 73 Chapter 6 How to Win the Talent War 93 Chapter 7 Gender Diversity Isn’t a Plus, It’s a Business Imperative 113 Chapter 8 Right Time, Right Moment, Right Channel 135 Chapter 9 Turning Data into Action 155 Chapter 10 How Good Design Creates Seamless Experiences 181 Chapter 11 Digital Marketing: Standing Out in the Sea of Sameness 203 Final Thoughts 231 Notes 235 Acknowledgments 245 Index 247

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Book SynopsisKate Atkin is an inspirational speaker, facilitator and author on Presentation Skills. Recognised as the Most Outstanding Trainer in JCI UK, Kate is also a World Debating Champion, number one Speech Evaluator in the UK and Ireland (2007) with Toastmasters International and European runner up in the JCI public speaking competition.    Kate holds a Master of Applied Positive Psychology degree and is a regular speaker on the mindset needed to generate flourishing and confidence. She works with companies and individuals who wish to bring about positive change. Table of ContentsAbout the author Author's acknowledgements Publisher's acknowledgements Introduction Self-assessment questionnaire PART 1 10 steps to present with style Step 1 What is the purpose of your presentation? Step 2 Understand your audience and connect with them Step 3 Structure your presentation and craft your words Step 4 Get the opening right Step 5 Get your audience involved Step 6 Use of visual aids, body language and dress codes Step 7 Improve the clarity of your presentation Step 8 How to handle questions Step 9 How to deliver your presentation with confidence Step 10 Close powerfully and review your presentation Part 2 10 presenting skills in action Skill 1 Presenting to sell a product Skill 2 Presenting a concept or idea Skill 3 Presenting to motivate and inspire Skill 4 Presenting change Skill 5 Presenting a team brief Skill 6 Presenting a new project Skill 7 Presenting at a meeting Skill 8 Presenting on a conference call or webinar Skill 9 Presenting data Skill 10 Presenting in 5 minutes Part 3 10 common presenting challenges Challenge 1 How do I prepare with no time to prepare? Challenge 2 How do I fit it all in, with little time available? Challenge 3 How do I get people to listen and engage? Challenge 4 How do I get people to take action? Challenge 5 How do I manage interruptions? Challenge 6 How do I manage difficult people? Challenge 7 How do I deal with questions? Challenge 8 How do I handle nerves? Challenge 9 How do I remember what I want to say? Challenge 10 How do I make a boring subject interesting? Putting it into action: the mentor toolkit How to work with a manager, mentor or colleague to put your new skills into action Self-assessment questionnaire Bibliography and further reading Index

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Book SynopsisSvend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations. His other Pearson books include among others Global Marketing, Seventh Edition, published in 2017. Table of ContentsChapter 1 Introduction Part I Assessing the competitiveness of the firm (internal) Chapter 2 Identification of the firm’s core competences Chapter 3 Development of the firm’s competitive advantage Part II Assessing the external marketing situation Chapter 4 Customer behaviour Chapter 5 Competitor analysis and intelligence Chapter 6 Analysing relationships in the value chain Part III Developing marketing strategies Chapter 7 SWOT analysis, strategic marketing planning and portfolio analysis Chapter 8 Segmentation, targeting, positioning and competitive strategies Chapter 9 CSR strategy and the sustainable global value chain Part IV Developing marketing programmes Chapter 10 Establishing, developing and managing buyer–seller relationships Chapter 11 Product and service decisions Chapter 12 Pricing decisions Chapter 13 Distribution decisions Chapter 14 Communication decisions Part V Organising, implementing and controlling the marketing effort Chapter 15 Organising and implementing the marketing plan Chapter 16 Budgeting and controlling Appendix Market research and decision support system Glossary Index

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Book SynopsisPractical and straightforward solutions to everyday sales challenges In The Innovative Seller: Keeping Pace In An AI and Customer-Centric World, veteran sales leader and trainer Jake Dunlap delivers an expert playbook for sales that offers out-of-the-box and creative answers for the problems and questions that salespeople face every day. Fun and motivational, the book walks you through effective strategies for dealing with common challenges, like LinkedIn prospecting, sales transparency, cold calling, and others. The author has included a comprehensive tactical appendix, so you can easily identify and locate the exact solution you need when you encounter a specific problem. You'll also find: Proven, grounded, and actionable techniques you can apply immediately to improve your sales performance Instructive stories and anecdotes drawn from Dunlap's decades of sales and sales training experience Insightful discussions of how the typical sa

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Book SynopsisMike Stevens has played key roles in two of the most iconic start up-challenger brands in recent years: Innocent smoothies and Peppersmith plant-based chewing gum and mints. At Innocent, he built and ran their supply chain for six years before becoming a country manager and heading up the brand's launch in Scandinavia. In 2009 he co-founded Peppersmith. He now advises D2C food and drink businesses and is a mentor for Virgin Startup. He is based in Dorset, UK.Trade Review"Very few books are both as inspiring and useful as this. Mike has looked beyond the glossy case histories to the real learning curves of success and failure in DTC and feeds the flame of our entrepreneurial spirit as he does so." * Adam Morgan, author of "Eating the Big Fish" and Founder and Partner, Eatbigfish *"I loved reading the gritty backstory of so many of my favourite founders and brands. Mike really brings it all together concisely and compellingly. Chock full of helpful learnings - a must-read for anyone adventuring and playing in the DTC world." * Jonathan Petrides, Founder and CEO, allplants *"Finally, a book taking on the DTC world. Recommended." * Alessandro Savelli, Founder and MD, Pasta Evangelists *"Packed full of inspirational stories from pioneering brands, this book will prove a treasure trove of insight and learning for everyone who is interested in the DTC space." * Simon Duffy MBE, Founder of Bulldog Skincare and Waken Mouthcare *"An essential read for those who work in DTC or are thinking about setting up on their own. The case studies and interviews with some of the UK's fastest growing DTC scaleups brilliantly capture the common challenges and different approaches to meeting them." * Aron Gelbard, Founder and CEO, Bloom & Wild *"A must-read for anybody working in marketing. DTC is so much more than a sales channel, and this book provides a healthy dose of case study inspiration and best practice tips around where brand meets e-commerce." * Mark Palmer, Former Green & Black's and Pret A Manger Marketing Director, Founder of Cawston Press. *"The book I wish I had when starting Heights (and knew very little about the space). No matter where you are on your journey, there's always more to learn, but Mike has done a great job of distilling everything we need to know in one superb book. A must read if you're serious about DTC." * Dan Murray-Setter, Co-Founder, Heights and Host of UKs Top Business Podcast, Secret Leaders *"Mike has drawn together the hard-earned lessons of the UK's most successful DTC companies, unearthing what it really took to make them fly. This book gives you the insights you just can't get elsewhere." * Jon Wright, Partner, JamJar Investments and Co-founder, innocent drinks *"A fantastic insight into some of the most successful DTC brands out there." * Oliver Bridge, Founder, Cornerstone *"Running a fast-growth business is all about learning. You often learn from your own mistakes, but it's far, far better to learn from others, from those that have gone before you and paved the way. Mike has done an incredible job assembling an all-star cast for us all to learn from and presented their lessons in a truly engaging way. A must-read for all entrepreneurs." * Guy Blaskey, Founder and CEO, Pooch & Mutt *"Companies can and should make the world a better place and win the hearts of people. This book, like its author, is guiding you to dare to be outspoken, different, better and more fact based. Learn how to open to pathways for loyal brand advocates to join you on your mission." * Henk Jan Beltman, Chief Chocolate Officer, Tony's Chocolonely *"DTC is the most important emerging tool for anyone who makes a physical product. However, it is also the most misunderstood. Mike has captured the spirit of the DTC landscape while also highlighting just what this channel can do." * Anthony Fletcher, Former CEO, graze and Founder, I Believe in Science *"Essential reading for anyone who works in or for the direct to consumer world." * Mark Runacus MBE, Co-Founder Wax/On *"I'm so glad this book exists! What a fantastic insight into how businesses are really built. It's never pretty, and it's not simple, but could anything be more fun? Mike has captured the stark reality of what it's really like being at the vanguard of DTC. I wish I'd had this book when I started Snag." * Brie Read, CEO and Founder of the Snag Group *"Mike's book is a goldmine of hard-earnt lessons and priceless insight from some of the most inspiring, disruptive and successful DTC brands of the last few years. It's a must-read for any entrepreneur looking to start or scale their DTC channel." * Jason Gibb, Founder of the Bread and Jam Festival for Food Entrepreneurs *"Mike packs every useful lesson about building and scaling DTC companies into a single, digestible book. Bringing each to life through engaging case studies and interviews with the people who are building Graze, Heights, Bloom & Wild, Ugly Drinks and many others. If you're thinking about launching a consumer product start-up or are involved in them in any way, this is required reading." * Damian Routley, Chief Commercial Officer at Founders Factory and DTC founder *"OMG, get The DTC Playbook ASAP." * Mike Coulter. Creative Director, The Do Lectures. *Table of Contents Chapter - 00: Introduction; Chapter - 01: In the beginning was graze.com - graze; Chapter - 02: From a side hustle to international stardom - Huel; Chapter - 03: Unearthing a huge problem hidden in plain sight - Snag; Chapter - 04: Measuring satisfaction and why it matters - Bloom & Wild; Chapter - 05: Moving with the times and the art of resilience - Cornerstone; Chapter - 06: Why bigger is not always better - Sugru; Chapter - 07: Using DTC toilet paper to build toilets and ensure access to sanitation for every person on the planet by 2050 - Who Gives A Crap; Chapter - 08: Building a community for a higher purpose - TRIBE; Chapter - 09: Launching a DTC brand in the 2020s. The new rules of the game - Lick | Clearing; Chapter - 10: The importance of an emotional connection with your customers - tails.com; Chapter - 11: Using stress and burnout as the inspiration to build a better business - Heights; Chapter - 12: How to use your low margin DTC channel as your omnichannel marketing machine - Ugly Drinks; Chapter - 13: Overcoming the challenges of a frozen supply chain to accelerate an inevitable shift to plant-based diets - allplants; Chapter - 14: How DTC is helping a whole town get its mojo back - Hiut Denim; Chapter - 15: Summing up

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Book SynopsisForget the tired argument about "old" versus "new" economy say internationally renowned marketer Philip Kotler and his coauthors Dipak C. Jain and Suvit Maesincee. The Internet, globalization, and hypercompetition are forcing companies to redefine their markets, market offerings, and marketing operations so that they can compete successfully in both the old and the new economies. The scarcity of customers, not products, calls for making marketing the primary driver of strategic planning and infrastructure effectiveness. Marketing can no longer create value by being seen only as a department whose main charge is to dispose of the company's products and services. The authors urge companies to broaden the marketing concept into a holistic framework, one in which companies and their collaborators become proficient at identifying new value creation opportunities and capable of delivering products, services, and experiences that more precisely match individual customer requirements. Thought provoking and comprehensive, this book shows how to build a complete marketing platform around the exploration, creation, and delivery of superior value to customers, collaborators, and the company itself.Table of ContentsContents Preface and Acknowledgments Part One Reshaping Marketing for the Digital Economy 1 Positioning Marketing as the Driver in the Digital Economy 2 Formulating a Market-Renewal Strategy Part Two Creating Competitive Platforms 3 Identifying Market Opportunities 4 Designing Winning Market Offerings 5 Designing the Business Architecture 6 Building the Business Infrastructure and Capabilities 7 Designing the Marketing Activities 8 Designing the Operational Systems 9 Achieving Profits and Growth through Market Renewal Notes Index About the Authors

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Book SynopsisRight on the Money provides readers with a proven, realistic game plan to redraw maps for sales and marketing in a topsy-turvy world.Even before COVID-19 upended lives and forced people to reimagine every interaction, “business as usual” tottered on its last legs. An overwhelmingly digital economy dispatched a bricks-and-mortar mindset and gave rise to a brave new mobile world. While top sellers adapted from a sell-to model to a buy-from environment—in which customers move through much of the buying cycle before ever engaging sellers—others stuck to their guns and found themselves condemned to failure. The bottom line: accept and embrace change or be done in sales. Right on the Money offers a compelling blueprint to understand and win over today’s buyers. It also offers a wealth of field-tested, actionable steps to excel in a marketplace far more digital, far less centralized, incredibly dynamic and much more lucrative than ever before. Colleen Francis sheds light on the current sales landscape and helps readers align personal and organizational strategies to win.

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Book SynopsisHow do you take an individual who has never done business with your organization and gradually transform them into the best possible customer? How do you decide how much to spend on various marketing actions? How do you think about the pricing decision with a view to optimizing the value of your customers as assets? Where do you start, what tools do you use, and what heuristics are useful in making these decisions? This book attempts to answer questions such as these. The one-sentence summary of the answer, though, is simple — hold the individual's hands and walk them up a value ladder, one step at a time.This book is written for an advanced student of business and the practicing manager. It presents an integrated view of the marketing function. In particular, it focuses on all the activities that a firm engages in to create and manage value - not just the customer-facing activities. It links the traditional views of customer value with the finance, accounting, human resources, organizational behaviour, information technology and operations functions of the organization. It draws on the science of behaviour change and the data sciences to present a contemporary view of the customer value function. The content is meant to be prescriptive — it describes a process for value creation and management, yet analytical; theoretical, yet empirically driven. It urges the reader to think about the customer value function to be organized along activities that the firm would like the customers to engage in, not activities that the firm engages in. It presents a framework that is not only conceptually driven but also has a sound mathematical basis.

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Book SynopsisIn recent years, many companies have realised customer experience (CX) is the new marketing battle ground. Substantial investments have been made to map customer journeys, identify pain points and improve CX to try and create cut-through. Using real world applications to introduce next generation design tools based on proven concepts from strategy, marketing, psychology and creative problem solving, Lean CX: How to Differentiate at Low Cost and Least Risk discusses how to use Lean Management approaches to innovate your customer experience. This practical book describes how the tools from Lean Management can be applied to the CX innovation problem. The authors draw on hundreds of CX design and strategic innovation projects across a range of industries, both B2B and B2C, from primary research through client work and secondary case studies available in the public domain. The examples include many different vertical industry sectors, including those involving hybrid business models. The cases included share what worked really well and where CX failed. The content goes beyond what actually happened to present an idea of what might be possible with the right design approach and committed resources. Presents the swarm algorithm which highlights what the next generation of successful organisations might become.Shows how to overcome the CX change risk and reduce the biggest waste in CX management.Includes numerous international case examples.

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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 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 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 SynopsisThe Price of Global Health is a unique book that describes the pharmaceutical pricing process and its business, economic and social challenges. Global drug pricing is one of the most hotly debated yet least understood aspects of the pharmaceutical industry. How should drug prices be set and what does it mean for patients? Why do governments increasingly get involved, and what is its impact on the global competitive environment? How can a life-saving industry have a poorer image than gun and tobacco industries, whose products are associated with death?The pharmaceutical industry is under unprecedented pressure due to a combination of declining R&D productivity, payer/provider demands for better value and public pressures to show pricing restraint. Rapidly increasing cost of healthcare, shifts from fee-for-service to value-based reimbursement, public pressure on drug pricing and an increasingly vocal medical community have empowered public and private payers worldwide toTrade Review"This book gives a great overview and offers several perspectives on drug pricing issues. It provides comprehensive new insights such as the need to take benefits assessments of pharmaceuticals into consideration during all steps of drug development and market access. The mix of theory, in the form of underlying arguments and analytical frameworks, along with practical and up-to-date real-world solutions, makes this book an outstanding reference." - Thomas Mueller, Head of Directorate General 1 "Drugs, Medical Devices, Biotechnology" Ministry of Health, Germany"Ed Schoonveld does an extraordinary job of making one of the most complex and vital topics in the industry intelligible to both new and experienced audiences. Best of all, he leverages case studies and straightforward frameworks to provide a pragmatic approach for mastering the theory of global pricing and access. I keep his book in easy reach for my own reference or to share with others." - Susanne Laningham, Commercial Growth Capability Lead, Amgen"This book is fantastic! … People will love it. It’s very well suited for a broad audience from student to professionals to non experts and will hopefully be useful to demystify the subject a little. … THE pharma pricing book!" - Ulf Staginnus, Senior Vice President, Head Global Market Access & Pricing at Ipsen"The Price of Global Health is the most informative and comprehensive book I have read on the topic of global pharmaceutical pricing and market access. Ed is able to distill complex topics into simplified and pragmatic frameworks, including insightful perspectives on market segmentation, communicating value, and pricing. The final section provides a useful reference, describing how key global healthcare systems are structured and their approach for assessing value. I have recommended this book for members of my team as part of their initial training." - David Kaplan, former Senior Advisor, Global Payer Market Research, Eli Lilly"Ed Schoonveld explains how pharmaceutical prices are determined in a complex global payer environment and what factors influence the process. I have used the book to teach pharmaceutical pricing since the book first arrived on the market. It fills a huge unmet need. The students find that Ed’s book transforms the complex global pricing environment and the factors that influence the pricing process into an understandable and manageable entity. The book takes a lot of data and transforms the information into key concepts. I can’t imagine teaching global pharmaceutical pricing without Ed’s book." - Richard Truex PhD, Adjunct Professor St. Joseph’s University, Philadelphia"The Price of Global Health is a rare book in pharmaceutical market access strategy that develops an understandable strategic perspective. It is based on considerable real-world experience and has been updated as the dynamics of the global pharma market have evolved. We used it as an important part of our onboarding process for all junior market access staff. Highly recommended." - Keith Hendricks, former Vice President, Decision Support Group, Corporate Strategic Planning, AbbVie"This book should be on the shelves of every pharmaceutical company executive—in whatever discipline—and will prove invaluable to anyone interested in providing and financing modern healthcare." - Joe Zammit-Lucia, President and CEO, Cambridge Pharma Consultancy"The Price of Global Health is a compelling and holistic introduction into the art and science of pricing." - Andreas Altemark, VP, Head of Market Access Hematology and Ophthalmology, BayerTable of ContentsList of Figures, List of Tables, List of Abbreviations, Foreword by Andrea Mantovani, Acknowledgements, Preface, About the Author, Introduction, Part A The Challenges of Drug Pricing and Market Access, 1 Why is drug pricing different? 2 The Age of Value and Affordability, 3 The Access Journey, 4 Fair Pricing, Part B Traveling the Access Journey, 5 Payers, 6 Medical Community, 7 Provider Organizations, 8 Patients, Part C Pricing and Payer Management Techniques, 9 Fundamentals of Pricing, 10 Reference-Based Pricing, 11 Health Economics and Outcomes Research, 12 Attributes, Benefits, Value and Price, Part D Structured Access and Pricing Approaches, 13 Pricing and Drug Development, 14 Payer Segmentation, 15 The PODiUM Framework, 16 BEST Framework, 17 Development Options and Decisions, 18 Value Story and Messaging, Part E Developing an Integrated Global Strategy, 19 Developing a Global Pricing Strategy, 20 Public Policy, 21 Oncology and Orphan Drugs, 22 Gene Therapy Pricing and Funding, 23 Biosimilars, 24 Payer and Pricing Research, Part F Access and Pricing Strategy Implementation, 25 Organizing for Access, 26 Access and Price Negotiations, 27 Value-based Agreements, 28 Creating Win-Win Deals, Part G Key Health Care Systems, 29 United States, 30 Canada, 31 France, 32 Germany, 33 Italy, 34 Spain, 35 United Kingdom, 36 Japan, 37 Australia, 38 Brazil, 39 China, 40 India, 41 South Korea, References, Index

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Book SynopsisSimon Kingsnorth is a digital marketing expert with over 20 years' industry experience. Based in Reading, UK, he was formerly the Global Head of Digital Marketing at Citi Bank and has provided consultancy services to leading brands such as Vodafone, Asda and Lloyds TSB. A regular conference keynote speaker and contributor to industry publications, he is the author of The Digital Marketing Handbook, also published by Kogan Page.Trade Review"This new edition of Simon Kingsnorth's book keeps pace with the latest developments in digital marketing, which continues to make it a key source of information for digital marketing students during their studies and beyond." * Dr Emma Louise Slade, Lecturer in Marketing, University of Bristol *"It is very rare to find such applicable, accurate and up to date advice in a single resource, which is exactly what Digital Marketing Strategy offers. Simon's in-depth understanding of such a broad range of digital marketing channels and topics makes this book undoubtedly an essential read for both budding and experienced digital marketing professionals alike." * Carl Hewitt, CEO and Co-Founder, Hewitt Matthews *"One of the issues with marketing and marketing books today is pre-pandemic thinking. With this third edition of Digital Marketing Strategy, Simon has really taken the time to bring the book up-to-date with modern case studies and chapters. This really is a marketing book for the post-pandemic world." * Tim Hughes, Co-Founder and CEO, Digital Leadership Associates *"Impressive depth and rigor, with excellent insights and practical tips. A must-have resource for every marketer and business leader. This is a book you will keep coming back to over and over again." * Arek Dvornechuck, Branding Expert, Ebaqdesign *"This is everything that you need and want to know about digital marketing. Simon Kingsnorth expertly combines the logic and magic of the discipline and brings it together in an engaging and comprehensive way. A master class wrapped up in a book that you should read and use to develop your marketing strategy and grow as a marketer." * Suki Thompson, Founder, Let’s Reset *"I have used and recommended Digital Marketing Strategy for a number of years to digital marketing students. This latest edition has made sure that it has kept up to date and is supported by some detailed case studies. The publication continues to be a valuable resource for both students and practitioners." * Bradley Lansdale, Lecturer and CIM Examiner *Table of Contents Chapter - 00: Introduction - How will this book transform your digital marketing strategy?; Chapter - 01: The foundations of digital marketing; Section - ONE: Knowing your business objectives and your customer; Chapter - 02: Understanding the digital ecosystem; Chapter - 03: Integrating digital into wider organization strategy; Chapter - 04: Understanding the evolving digital consumer; Chapter - 05: Barriers, considerations and data protection in digital marketing strategy; Section - TWO: Integrating digital change into your wider organization; Chapter - 06: Enabling technologies for online marketing and digital transformation; Chapter - 07: Planning your digital marketing strategy – Objectives, teams and budgeting; Section - THREE: Using channel strategy to reach your customers; Chapter - 08: SEO strategy and organic techniques; Chapter - 09: Building and optimizing a winning paid search strategy; Chapter - 10: Display advertising and programmatic targeting; Chapter - 11: Tailoring your social media strategy; Chapter - 12: Marketing automation, messaging and email marketing – the unsung heroes; Chapter - 13: Affiliate schemes and partnerships to deliver highly targeted leads; Chapter - 14: Lead generation that delivers results; Chapter - 15: Content strategy – a key pillar of success; Chapter - 16: Personalizing the customer journey and digital experience; Section - FOUR: Conversion, retention and measurement; Chapter - 17: Effective Experience Design (XD); Chapter - 18: Optimizing your e-commerce platform; Chapter - 19: Managing loyalty, CRM and data; Chapter - 20: Measuring success through data analytics and reporting; Section - FIVE: Tailoring your final digital marketing strategy; Chapter - 21: Providing a smooth online service and customer experience; Chapter - 22: Putting together your digital marketing strategy

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Book SynopsisThe best way to get ahead in sales is by developing the critical soft skills that will enable you not just survive but thrive.Chronic complainers, no accountability finger-pointers, or learning-resistant laggards—these culture-killers costs sales organizations more in productivity than being weak in the so-called hard skills of selling. Sales leadership expert Colleen Stanley shows how emotional intelligence and the development of these critical soft skills improve sales leadership effectiveness and outperforms doubling down on more sales technology tools and fads.In Emotional Intelligence for Sales Leadership, Colleen provides sales secrets that: Shows sales leaders why ‘real world’ empathy and emotion management are the key to building strong relationships with their sales team. Offers simple steps on how sales leaders create sales cultures that embrace feedback and change through the development of critiTrade Review'As a previous sales leader and now CEO, sales management has become one of the most challenging aspects of growing a business. Business has evolved with the application of new technologies but sales management is still reliant on interpersonal, human connections. This book shows leaders how to teach and apply empathy, humility and accountability. A must read!' -Karen Short, CEO, Universal Companies'Building a great sales team starts with sales leaders that have self-awareness and effective sales management skills. Whether you're hiring young talent or experienced salespeople, this book provides exceptional tools and stories that prepare your company for greater sales growth and less stagnant sales cultures.' - Eric Taylor, Director, Global Talent Management, Gallagher'Colleen is masterful at guiding us through the application of emotional intelligence skills such as empathy, assertiveness and emotion management needed in our role as sales managers. This book gives pragmatic tools for creating emotionally intelligent sales teams that will excel in sales beyond their wildest dreams!' - Polly Lestikow, President,Closet Factory -- Colorado'I had the great privilege of working with Colleen as a colleague and now as President of Varsity Spirit. If you are looking to build a new sales organization or retool an existing sales organization, this book is a must read. You'll discover that EQ is an absolute necessity for building a high-performance sales organization.' -Bill Seely, President, Varsity Spirit'I had the great privilege of working with Colleen as a colleague and now as President of Varsity Spirit. If you are looking to build a new sales organization or retool an existing sales organization, this book is a must read. You'll discover that EQ is an absolute necessity for building a high-performance sales organization.'- Bill Seely, President, Varsity Spirit'Once again, Colleen Stanley has raised the bar by writing a fantastic book on integrating emotional intelligence into sales management processes. Potential, new and experienced sales managers will benefit from this book. We certainly plan to use it in our sales management courses.' - Weston Agri-Food Sales Program, Texas A and amp; M University'The topic of emotional intelligence has been over generalized and underperformed by the masses in management seats. Finally, a book that has made the 'how to' of applying emotional intelligence in sales management tangible and real world. Great book that all my sales managers will read.' -Tiffany Bierschank, Vice President of Sales and Training, Home Advisor'This book has the 'it factor' because the author 'gets it.' I wish I'd counted how many times I said out loud, 'This is spot on.' We do a ton of promoting from within our 700 employees. This book will be a prerequisite for an individual contributor applying for sales management. Even after years of leadership experience, I personally gained new and valuable insights.' - Dan Tuohy, President, COTG- A Xerox Company'This is another great book by Colleen Stanley. The focus on improving emotional intelligence skills will help sales leaders take a different approach to traditional sales management practices. I'm recommending this book to my students, fellow sales educators and sales leaders.' - Yashar Atefi, PhD, Director, Sales Leadership Center, Daniels College of Business, University of Denver

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a huge range and FREE tracked UK delivery on ALL orders.

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Book SynopsisSarah Cook is the managing director of Stairway Consultancy, customer service specialists. She is the author of Change Management Excellence and Customer Care Excellence, both published by Kogan Page.Table of Contents Chapter - 01: Complaints as opportunities; Chapter - 02: Encouraging dissatisfied customers to voice their complaints; Chapter - 03: What people look for when they complain; Chapter - 04: Customer-management strategy and its implementation; Chapter - 05: Communication styles and emotional intelligence; Chapter - 06: The skills and behaviours needed for dealing effectively with complaints; Chapter - 07: Recording and thoroughly investigating complaints; Chapter - 08: Conciliation, mediation and arbitration; Chapter - 09: Making improvements as a result of complaints; Chapter - 10: Creating an environment that promotes high performance; Chapter - 11: Complaint handling and culture change

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Book SynopsisAre you looking for a branding book that's a bit different? You've found it. Never Mind the Sizzle... is an irreverent story packed full of practical tips, tricks and tools that reveal how to cut through the bull and buzzwords of branding, get deep insight into your customers, create a big brand idea, get your boss on board, win the consumer's heart and mind and stand out from the crowd. Join the blog at wheresthesausage.com !Trade Review"Taylor...passes on his wisdom in the style of a story…giving tips on creating a successful brand along the way." (Artisan, September 2007) "A funny story cooked up inside a marketing book" (Roe Valley Sentinel & Londonderry Sentinel, Wednesday 21st November 2007)Table of ContentsIntroduction. QUARTER ONE: Branding for business. 1. January – The buzzword battle begins. 2. February – Brand-led business. 3. March – Elastic brands. QUARTER TWO: From insight to brand vision. 4. April – Be the consumer. 5. May – GPS for your brand. 6. June – Brand trampoline. QUARTER THREE: Test-driving the vision. 7. July – Show them the money. 8. August – Consumer test drive. 9. September – Don’t just think different, do different. QUARTER FOUR: The rubber hits the road. 10. October – Rallying the troops. 11. November – Making money, not movies. 12. December – The sausage has landed. Index.

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a huge range and FREE tracked UK delivery on ALL orders.

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Book SynopsisNicholas Ind is an associate professor at Kristiania University College, Oslo, and a partner in Equilibrium Consulting. He is a former director of the Design Business Association (UK), a member of the editorial board of the Journal of Brand Management. He was a founding member of the Medinge Group, an international branding think tank. Nicholas is the author of eleven books including Beyond Branding, Living the Brand and Brand Together (all published by Kogan Page). He also co-edited Brands with a Conscience. Trade Review"Nicholas Ind and his colleagues have it exactly right when they show that great brands are sown and cultivated rather than manufactured. The next step is to make the best possible use of these insights: to let the human impulse to learn, co-operate, and live out our deepest values help create thriving businesses that address rather than worsen the world's most challenging problems." * Vincent Stanley, Director of Patagonia Philosophy, United States *"Bridging theory and practice, the writers of Branding Inside Out prove the vital role that employees play in building brands. This insightful book demonstrates that it is employees who create powerful experiences for customers and thus build strong brand value." * Professor Bernd Schmitt, Columbia University, New York *"Ind presents an imperative for internal branding as much more than clever communication. The book, through collaborators and exemplar cases, compellingly demonstrates that values, culture and engagement can empower employees to continuously recharge their brand passion and live the brand to create and co-create value for and with customers." * Bill Merrilees, Professor of Marketing, Griffith Business School, Australia *Table of Contents Chapter - 01: The Changing World of Internal Branding [Nicholas Ind]; Chapter - 02: Living Brand Orientation: How a Brand-Oriented Culture Supports Employees to Live the Brand [Holger J Schmidt]; Chapter - 03: Unleashing the Internal Fan Community through Brand-Oriented Leadership [Felicitas Morhart]; Chapter - 04: Bond Dickinson: Leading by Example [Erika Uffindell]; Chapter - 05: Internal Branding: A Roadmap to Brand Value Co-Creation [Fathima Saleem and Oriol Inglesias]; Chapter - 06: Transforming Brand and Culture at NN Group [Marije Scholma, Remco Barbier and Chris Kersbergen]; Chapter - 07: 'Living the CSR Brand': Model, Best Practices and Recommendations [Carsten Baumgarth]; Chapter - 08: Participation Builds the Brands: VSO’s People Brand [Nick Pullan and Hannah Gilman]; Chapter - 09: Living Brands: The Characteristics of Living Brand Companies [Rik Riezebos]; Chapter - 10: How adidas Attracts and Retains Talent [Steve Fogarty]; Chapter - 11: Internal Brand Management: Employees as a Target Group for Brand Management [Christoph Burmann and Rico Piehler]

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Book SynopsisPeter Cheverton is founding Director of INSIGHT Marketing and People, a global training and consultancy firm specialising in the development of customer focused business strategies, with a strong focus on Key Account Management, Global Account Management and Business Leadership. He has developed an international reputation as one of the leading experts in these challenging areas, working 'hands on' with clients around the world. He is author of Key Account Management, Key Marketing Skills, Global Account Management, and Key Account Management in Financial Services (all published by Kogan Page).Table of Contents Section - ONE: The value machine; Chapter - 01: The value machine; Chapter - 02: Leadership – the pivotal activity; Chapter - 03: Fuelling the value machine; Section - TWO: Targeting; Chapter - 04: Market segmentation; Chapter - 05: Customer classification; Chapter - 06: Account management – being appropriate; Section - THREE: Matching; Chapter - 07: The people; Chapter - 08: The business strategy; Chapter - 09: The value creation process; Section - FOUR: Aligning; Chapter - 10: The critical success factors; Chapter - 11: Getting cross-functional teams to work; Chapter - 12: Leading the change

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Book SynopsisDaniel Rowles, based in Jersey, has more than 25 years of digital marketing experience on both client and agency sides. He is a CIM fellow and course director and the lead judge for the CIM Marketing Excellence Awards. Rowles also lectures at Imperial College London and Cranfield School of Management and co-hosts the Digital Marketing Podcast, a global top-10 business podcast on iTunes. His digital marketing company, TargetInternet.com, supports clients such as the BBC, Vodafone, Sony, Oracle and Tesco. He is also the author of Building Digital Culture, Mobile Marketing and Podcasting Marketing Strategy, also published by Kogan Page.Trade Review"In the fast-paced world of digital media, every marketer needs a bible - I can't recommend it enough." * Gemma Butler, Marketing Director, Chartered Institute of Marketing *"Worthy of a spot on your desk if you're passionate about delivering results through digital channels. A practical yet strategically minded guide - I highly recommend." * Tim Ruthven, Director of Marketing and Communications at Imperial College Business School *"The definitive hands-on guide to digital tactics and strategy." * Ciaran Rogers, Host of the Digital Marketing Podcast *Table of Contents Chapter - 00: Introduction; Section - PART ONE: Digital branding in perspective; Chapter - 01: What digital branding really means; Section - 02: Focusing on value; Section - 03: Considering the user journey; Section - 04: Objectives and authenticity; Section - PART TWO: The digital toolkit; Section - 05: Social media; Section - 06: Search; Section - 07: Mobile; Section - 08: Online advertising; Section - 09: Email marketing; Section - 10: CRM and marketing automation; Section - 11: From integration to transmedia campaigns; Section - PART THREE: Digital brand strategy and measurement; Section - 12: Measuring digital branding; Section - 13: Primaries and indicators; Section - 14: The role of analytics; Section - 15: Bridging the gaps; Section - 16: The importance of asking questions; Section - 17: Conclusion;

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Book SynopsisPam Didner is a B2B marketing consultant, writer, podcaster, speaker, and author. She trains, coaches, and provides strategic guidance on sales enablement, account-based marketing, and sales and marketing integration for enterprise and technology companies. Her boutique consulting firm advises companies including Intel, 3M, Sunstar, Insitu, Cisco, and more.Trade Review"What's different about this book? Pam Didner has been in the marketing and sales trenches and clearly understands what works...and what doesn't. Save yourself some time making mistakes and just get it right the first time by reading this book." * Joe Pulizzi, Founder, Content Marketing Institute and Author, Content Inc. and Killing Marketing *Table of Contents Chapter - 00: Introduction – An overview of sales enablement; Chapter - 01: Sales enablement challenges; Chapter - 02: Content’s role in sales enablement; Chapter - 03: Branding and messaging in sales enablement; Chapter - 04: The role of sales in sales enablement; Chapter - 05: The role of marketing in sales enablement; Chapter - 06: Does all marketing lead to sales enablement?; Chapter - 07: How to grow sales through seamless user experience; Chapter - 08: Assembling a sales enablement team; Chapter - 09: The role of new technology in sales enablement; Chapter - 10: Conclusion – The future of sales enablement

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Book SynopsisConceptual thinking involves adding vision to a product, service, or organisation. Content is key, as it determines the coherence of the concept. Consumers want to experience every aspect of the concept. In addition, the producer must meet the emotional and functional needs of the consumer. Therefore, while it is necessary to "think conceptually", it is also important to "do conceptually"; a concept must be executable (doable). In order to attract and bind your consumer, your concept becomes vital for your success. Concept Code guides you through every stage of bringing life to an idea in order for it to grow into a fully matured concept. It also gives insight into the importance of the consumer's mind and how this functions in to make your concept successful.

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