{"title":"Sales and marketing Books","description":"","products":[{"product_id":"standoutonline-how-to-build-a-profitable-and-influential-personal-brand-in-the-digital-age-9780349417967","title":"StandOutOnline How to Build a Profitable and","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003e''For everyone who wants to build their online presence, the RIGHT way!'' - Julie Montagu, wellness guru and author of \u003ci\u003eRecharge\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cb\u003e\u003cbr\u003eThe inspirational new book from the author of \u003ci\u003eThe Million Dollar Blog -- \u003c\/i\u003ediscover how to build an authoritative and authentic personal brand that will change your life.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eIf you google yourself, what do you see? Do you blend in with the masses or stand out from the crowd? Are you recognised as a thought-leader in your industry? Or are you watching others build their profile and wondering if you are being left behind?\u003cbr\u003e\u003cbr\u003eWhether you''re an entrepreneur, executive, expert or an employee, how you present yourself online has a huge impact on your professional reputation. We are lucky to live in a world where everyone now has the power to publish and create micro-fame by putting out content - word by word, post by post, video by video. But how do you grab people''s attention in today''s noisy online world?\u003cbr\u003e\u003cbr\u003eUsing\u003c\/p\u003e","brand":"Little, Brown Book Group","offers":[{"title":"Default Title","offer_id":47833102909783,"sku":"9780349417967","price":8.09,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780349417967.jpg?v=1710342140"},{"product_id":"alchemy-9780753556528","title":"Alchemy","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eRory Sutherland is the Vice Chairman of Ogilvy UK and the founder of the behavioural science practice. He writes the \u003ci\u003eSpectator\u003c\/i\u003e's Wiki Man' column, presents series for BBC Radio 4, serves on the advisory board of The Evolution Institute, and is former President of the IPA (Institute of Practitioners in Advertising). The IDM (Institute of Direct and Digital Marketing) awarded Sutherland an Honorary Life Fellowship. His TED talks have over 6.5 million views. He authored a collection of blog posts, interviews, tweets and reference materials, \u003ci\u003eThe Wiki-Man\u003c\/i\u003e, in 2011, and his first book \u003ci\u003eAlchemy\u003c\/i\u003e was published in 2019.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eThis is a breakthrough book: Mother Reality makes sense in her own way. She yields her secrets to practitioners, almost never to academics - something psychologists, economists and non-skin in the game people, no matter what they say, are functionally unable to grasp. And the book is funny as hell: I smiled and laughed at every paragraph.  \u003cbr\u003eFurthermore, this is the first such treatise written by someone who had true contact with reality via something called a P\/L.\u003cbr\u003eAnd this is wonderfully applicable to about everything in life, from how to announce airplane delays to how to handle unsold opera tickets.\u003cbr\u003eBuy two copies of this book in case one is stolen.\u003c\/p\u003e * Nassim Nicholas Taleb, scholar and former trader; author of the Incerto. *\u003cbr\u003eRevelatory and entertaining * The Sunday Times *\u003cbr\u003eReading \u003ci\u003eAlchemy\u003c\/i\u003e was, as its title promised, the process of turning paper and print into gold. Veins of wisdom regarding human functioning emerge regularly and brilliantly from the pages.  Don't miss this book. * Robert Cialdini, bestselling author of Influence, Yes!, The Small BIG and Pre-suasion *\u003cbr\u003eDeeply original * Robert Trivers, evolutionary biologist and author of Deceit and Self-Deception *\u003cbr\u003eSutherland’s book touches on many facets of life, but all come down to the importance of “psycho-logic”, or non-rational factors, in how we make decisions and how problems can be solved * CAMPAIGN magazine *","brand":"Ebury Publishing","offers":[{"title":"Default Title","offer_id":47836539093335,"sku":"9780753556528","price":12.34,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780753556528.jpg?v=1710378383"},{"product_id":"sell-more-with-science-9781399801379","title":"Sell More with Science","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eA ground-breaking sales system scientifically proven to increase your performance.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"This book is essential reading for anyone seeking to drive improved sales results. It harnesses the power of behavioral science and neuroscience, blended with the art of selling for greater influence and improved sales results. \u003ci\u003eSell More with Science\u003c\/i\u003e explains the 'why' and 'how' for elevating sales engagement and leadership. David's evidenced-based perspective enables leaders to intelligently and confidently blend art and science together for successful sales transformation.\" -- Tony Hughes, bestselling author of The Joshua Principle; co-founder of Sales IQ Global\u003cbr\u003e\"This book cements David Hoffeld's reputation as the leading advocate for science-based selling. He demystifies the keys to improving your sales by providing specific, actionable insights, based on solid, peer-reviewed data. You won't be successful in sales without understanding how the brain of the buyer is responding to your efforts. Read this book. You really will sell more with science.\" -- Dan Solin, author of Ask: How to Relate to Anyone\u003cbr\u003e\"Most sales advice has little support beyond someone's assumption. By contrast, David Hoffeld's work and practice are grounded in solid behavioral research and focused on core aspects of selling applicable in many markets. His book can help you sell more and, equally valuable, make you feel better about your career.\" -- Frank Cespedes, Harvard Business School; author of Sales Management That Works\u003cbr\u003e\"\u003ci\u003eSell More with Science\u003c\/i\u003e is a book every person in sales should read, no matter their experience level. The truth and insights found inside will help all sales professionals from complex B2B to transactional consumer-facing roles and everything in between. I love this entire book. I appreciate the way difficult ideas are explained and then broken down into simple and actionable messages. If you want to sell more and sell better, then read \u003ci\u003eSell More With Science\u003c\/i\u003e and watch your sales growth accelerate.\" -- Mareo McCracken, CRO at Movemedical; author of Really Care For Them","brand":"John Murray Press","offers":[{"title":"Default Title","offer_id":47836765159767,"sku":"9781399801379","price":999.99,"currency_code":"GBP","in_stock":false}]},{"product_id":"the-future-of-sales-the-50-techniques-tools-and-processes-used-by-elite-salespeople-9781728245386","title":"The Future of Sales: The 50+ Techniques, Tools,","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eFrom bestselling author John Asher comes a breakthrough guide on how to connect with the burnt out buyer using both new iterations of his proven neuroscience sales techniques as well as groundbreaking techniques to address the new business landscape.  Focusing on both internal and external variables, The Future of Sales explores how to make a sale, grow your company, and comfort your client in times of uncertainty and change. Using the same scientific strategies that John Asher and his team created to break down The Neuroscience of Selling, The Future of Sales arms readers with techniques that are proven to once again explore the way that buyers buy, instinctually, so you can make a sale... this time exploring sales in times of great change, companies in crisis, and buyers who are in new (virtual) environments.","brand":"Sourcebooks, Inc","offers":[{"title":"Default Title","offer_id":47851399709015,"sku":"9781728245386","price":12.34,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781728245386.jpg?v=1710635775"},{"product_id":"copywriting-third-edition-successful-writing-for-design-advertising-and-marketing-9781529420241","title":"Copywriting Third Edition: Successful writing for","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eAn inspiring and essential book for everyone interested in improving the way they write\u003c\/b\u003e. - \u003ci\u003eBrian Minards, School of Advertising, Academy of Art University, San Francisco\u003c\/i\u003e\u003cp\u003e\u003c\/p\u003e\u003ci\u003eWriting copy is often assumed to be a natural talent. However, there are simple techniques you can employ to craft strong written content with ease. This revised edition teaches the art of writing great copy for digital media, branding, advertising, direct marketing, retailing, catalogues, company magazines and internal communications, and aspects of writing for social media are integrated throughout. There are also new interviews and case studies. Using a series of exercises and up-to-date illustrated examples of award-winning campaigns and communication, *\u003ci\u003eCopywriting, Third Edition\u003c\/i\u003e takes you through step-by-step processes that can help you to write content quickly and effectively.\u003c\/i\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eThis is the only available \u003cb\u003esystematic and comprehensive copywriting manual\u003c\/b\u003e. * Massimo Alvito, ISIA Design, Florence *\u003cbr\u003eSignificantly revised and updated, this third edition covers so much more than simply writing. It considers the integration of strategy with the creative process and articulates the stages necessary for successful communication, using excellent examples and illustrations. \u003cb\u003eAn inspiring and essential book for everyone interested in improving the way they write.\u003c\/b\u003e * Brian Minards, School of Advertising, Academy of Art University, San Francisco *\u003cbr\u003eCommunications are bridges for connecting businesses with people. The options we have for building those bridges are growing by the day. The trouble is, you still have to have something relevant to say, and you have to say it well. This book will show you how. \u003cb\u003eI wish 18-year-old me had had it.\u003c\/b\u003e * Elliott Starr, Head of Copy at 20something *\u003cbr\u003eWe can all kick a ball, but we're not all Messi. We can all write, but we're not all great writers. In this \u003cb\u003esuperb textbook\u003c\/b\u003e, Gyles Lingwood and Mark Shaw help explain how and why writing powerful, accessible and persuasive copy is so tough, yet conversely so achievable. \u003cb\u003eIf you want to understand what it is to be a writer in the modern advertising, branding and design industries, this book is a must read\u003c\/b\u003e. It's little wonder that it's required reading across the UK's creative courses. * Steve Spence, London College of Communication *\u003cbr\u003eI usually struggle when young aspirants ask me to recommend books on copywriting. My usual answer is: 'Read more. Go through ads from across the world. Research.' The next time someone asks, this book will give me a better, fresher answer. * Nikhil Narayanan, Senior Creative Director, Ogilvy India *\u003cbr\u003eRecommended to design and engineering students to aid in the craft and structuring of written content for varied audiences and platforms. The \u003cb\u003esocial media angle is particularly prominent\u003c\/b\u003e in this publication, \u003cb\u003egreat for communicating\u003c\/b\u003e \u003cb\u003ewith disparate communities\u003c\/b\u003e and towards \u003cb\u003ebuilding a brand\u003c\/b\u003e. * AHMED PATEL - MIDDLESEX UNIVERSITY *","brand":"Quercus Publishing","offers":[{"title":"Default Title","offer_id":47851484873047,"sku":"9781529420241","price":21.24,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781529420241.jpg?v=1710637498"},{"product_id":"the-product-managers-handbook-4e-9780071772983","title":"The Product Managers Handbook 4E","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eThe essential guide to seamless product management for todayâs fluid, unpredictable business world\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eLong considered the most useful and insightful guide of its kind, \u003ci\u003eThe Product Managerâs Handbook\u003c\/i\u003e has been fully revised and updated to give you the edge in todayâs challenging business landscape. It features expanded coverage of product development processes, intelligence-gathering techniques (including social media), and a greater emphasis on international issues.\u003c\/p\u003e\u003cp\u003eThis indispensable resource proves that the techniques and tools product managers use are similarâregardless of what industry they work in and what kind of products they manage. Simply put, this book has everything you need for superior job performanceâwhether you manage consumer or business-to-business products created by an organization that is hierarchical or horizontal.\u003c\/p\u003e\u003cp\u003e\u003ci\u003eThe Product Managerâs Handbook\u003c\/i\u003e shows you how to integrate your organizationâs disparate segments into a cooperativ\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eSection One: Bedrock Concepts\u003c\/b\u003e\u003cbr\u003eChapter 1. The multi-faceted nature of product management jobs and structure\u003cbr\u003ea. Your job is unique – but you’re not alone\u003cbr\u003eb. Product management can work for services, too!\u003cbr\u003eChapter 2. Leadership and management competencies\u003cbr\u003ea. Change management\u003cbr\u003eb. Surviving matrix structures and cross-functional teams\u003cbr\u003ec. Tips to improve decision making\u003cbr\u003eChapter 3. Business competencies\u003cbr\u003ea. Basic financial concepts\u003cbr\u003eb. Assembling forecasts\u003cbr\u003ec. Running a “virtual” business\u003cbr\u003eChapter 4. Market knowledge competencies: fact capturing\u003cbr\u003ea. Trend-spotting, research and customer segmentation\u003cbr\u003eb. Describing the customer purchase process, personas and value chain\u003cbr\u003ec. Competitive intelligence briefings\u003cbr\u003ed. Technology assessment and design thinking\u003cbr\u003eChapter 5. Planning frameworks\u003cbr\u003ea. The product manager continuum: from upstream to downstream\u003cbr\u003eb. Introduction to portfolios\u003cbr\u003ec. Innovation, revitalization, protection and sunsetting\u003c\/p\u003e\u003cp\u003e\u003cb\u003eSection Two: Upstream product management: Strategic new products \u0026amp; initiatives\u003c\/b\u003e\u003cbr\u003eChapter 6. Roadmaps, strategic plans and innovation directives\u003cbr\u003ea. Visualizing the future: three time horizons\u003cbr\u003eb. Time management of the pipeline\u003cbr\u003ec. Making buy, build or partner decisions\u003cbr\u003eChapter 7. Managing the fuzzy front end of new product processes\u003cbr\u003ea. Balancing breakthroughs and incremental changes\u003cbr\u003eb. Defining current and future customer need-drivers\u003cbr\u003ec. Generic NPD processes and stage-gates\u003cbr\u003eChapter 8. Creating – and getting approval for – business cases\u003cbr\u003ea. Understanding the importance of the business case\u003cbr\u003eb. Estimating and validating demand\u003cbr\u003ec. Requirements planning, management and clarification of feasibility\u003cbr\u003ed. Framing and justifying the investment\u003cbr\u003ee. The provisional marketing plan\u003cbr\u003eChapter 9. Overseeing new product projects\u003cbr\u003ea. Attributes and responsibilities of core teams\u003cbr\u003eb. Team decisions and processes\u003cbr\u003ec. Managing scope creep\u003cbr\u003ed. Guiding gate reviews and readiness to move to each level\u003cbr\u003ee. Improving beta programs\u003cbr\u003eChapter 10. Formulating and executing launch plans\u003cbr\u003ea. The major components of the launch document \u0026amp; process\u003cbr\u003eb. Incorporating belief builders\u003cbr\u003ec. Building in early tracking measures\u003cbr\u003e d. Preparing red alert strategies\u003cbr\u003ee. The final analysis: project and process reviews\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eSection Three: Downstream product management: Marketing and ongoing support\u003c\/b\u003e\u003cbr\u003eChapter 11. Generating brand equity\u003cbr\u003ea. Cultivating brands and positioning from the outside in\u003cbr\u003eb. Brand elements, structure and strategy\u003cbr\u003eChapter 12. Lifecycle management and marketing\u003cbr\u003ea. Categorizing products for streamlined efforts\u003cbr\u003eb. Defensive and offensive considerations\u003cbr\u003ec. Revitalization programs: product versioning\u003cbr\u003ed. Revitalization programs: refocused marketing schema\u003cbr\u003ee. Right-pricing your products\u003cbr\u003eChapter 13. Supporting sales and channel efforts\u003cbr\u003ea. Lead generation, referrals, and collateral\u003cbr\u003eb. Call support, demos and presentations\u003cbr\u003ec. Converting product marketing plans into sales calls\u003cbr\u003eChapter 14. Marketing communications, SEO and social networking\u003cbr\u003ea. Who should write the copy and what should it say\u003cbr\u003eb. From broadcast to narrowcast approaches\u003cbr\u003ec. Make the message resonate with the right customers\u003cbr\u003ed. Manage the sales funnel\u003cbr\u003eChapter 15. Sunsetting\u003cbr\u003ea. Defining kill criteria: the \"Cockroach\" problem\u003cbr\u003eb. Evaluating alternative approaches for product elimination\u003c\/p\u003e\u003cp\u003e\u003cb\u003eSection Four: Fine-tuning\u003c\/b\u003e\u003cbr\u003eChapter 16. Establishing a global mindset\u003cbr\u003ea. Global versus multi-local products: decision points\u003cbr\u003e\u0026gt;b. When product development is handled in another country\u003cbr\u003ec. Working with cross-cultural co-workers on project teams\u003cbr\u003ed. Communicating across borders and cultures\u003cbr\u003eChapter 17. Goal and performance alignment\u003cbr\u003ea. Linking goals, directives and initiatives\u003cbr\u003eb. Defining appropriate product manager performance measures\u003cbr\u003ec. Coaching toward proficiency  \u003c\/p\u003e","brand":"McGraw-Hill Education - Europe","offers":[{"title":"Default Title","offer_id":48732177662295,"sku":"9780071772983","price":53.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780071772983.jpg?v=1719995851"},{"product_id":"velocity-9780091947569","title":"Velocity","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eHow can you win when the only certainty is change? Highly accessible, lively and inspiring, \u003ci\u003eVelocity\u003c\/i\u003e draws upon the authors' unique perspectives and experiences to present seven timeless new laws for businesses and individuals in a world that is dominated by rapid change and digital technology. \u003cbr\u003e\u003cbr\u003eWritten as a fascinating and enjoyable conversation between the authors  Stefan Olander, Vice President of Digital Sport from Nike and Ajaz Ahmed founder and Chairman AKQA  \u003ci\u003eVelocity\u003c\/i\u003e''s up-to-date examples illustrate key lessons, together with insights, ideas and inspiration that individuals and businesses should adopt to thrive in the digital age. \u003cbr\u003e\u003cbr\u003eVelocity shares the vision and values required to succeed with the untold backstories to influential and iconic innovation. Fast paced, useful, provocative and highly motivating, \u003ci\u003eVelocity\u003c\/i\u003e is a management book that will arm you with actionable ideas to define your future. \u003cbr\u003e\u003cbr\u003eFeatures: \u003cbr\u003e- 4 Velocity princip\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eThere's no waste, no flowery prose - only an intelligent flow of insights, advice, stories and illumination ... I defy you to read it without a highlighter pen in your hand. * Contagious magazine *\u003cbr\u003eVelocity is the best ‘industry’ book I have read since \u003ci\u003eThe Tipping Point\u003c\/i\u003e * FWA Network *\u003cbr\u003eA game-changing book on management philosophy * Books for Breakfast *\u003cbr\u003eA blueprint for winning * Forbes *\u003cbr\u003eSeven ‘laws’ to keep us on the digital pace * Evening Standard *\u003c\/p\u003e","brand":"Ebury Publishing","offers":[{"title":"Default Title","offer_id":48732198142295,"sku":"9780091947569","price":15.29,"currency_code":"GBP","in_stock":true}]},{"product_id":"gogivers-sell-more-9780141049588","title":"GoGivers Sell More","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eThe sequel to the international bestseller \u003ci\u003eThe Go-Giver\u003c\/i\u003e, applying its inspirational approach to real-world challenges.\u003cbr\u003e\u003ci\u003eThe Go-Giver\u003c\/i\u003e took the business world by storm with its message that giving is the simplest, most fulfilling, and most effective path to success. It has inspired hundreds of thousands of readers; but some have wondered how the story''s lessons stand up to the tough challenges of everyday, real-world business.\u003cbr\u003eBob Burg and John David Mann answer that question in \u003ci\u003eGo-Givers Sell More\u003c\/i\u003e, a practical guide that turns giving into the cornerstone of a powerful and effective approach to selling.\u003cbr\u003eMost of us think of sales as a struggle to make people do something they don''t really want to do. But that cut-throat mentality makes the process much harder than it has to be - especially in an economic downturn when customers are more suspicious and defensive than ever. \u003cbr\u003eIt''s far more effective (and satisfying) when salespeople think like Go-Givers \u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eUse the approach in this book and you will not only sell more, you will also lead a rich and joyous life. It works! * Spencer Johnson, author of Who Moved My Cheese? *\u003c\/p\u003e","brand":"Penguin Books Ltd","offers":[{"title":"Default Title","offer_id":48732415492439,"sku":"9780141049588","price":10.44,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780141049588.jpg?v=1719996785"},{"product_id":"branding-a-very-short-introduction-very-short-introductions-9780198749912","title":"Branding A Very Short Introduction Very Short","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eBranding is possibly the most powerful commercial and cultural force on the planet. Iconic names such as Coca-Cola, Nike, Manchester United, Harry Potter, and Google are known and recognized by millions of people worldwide. As the market economy spreads across the world, brands are becoming ever more prevalent. The Apple brand has been valued at $98 billion - more than the GDP of Slovakia. Every day, we''re exposed to more than 3500 brand messages. And even though people are increasingly brand-aware and brand-sceptical, they are nevertheless seduced by brands. We may reject the whole brand system, but we still wouldn''t be parted from our Apple Macs. Brands are impossible to escape.In this Very Short Introduction Robert Jones discusses the rising omnipresence of brands, and analyses how they work their magic. He considers the incredible potency of brands as a commercial, social, and cultural force, and looks at the many different kinds of brands that exist - from products, services, and artistic properties, to companies, charities, sports clubs, and political parties. Defining what we mean by the word ''brand'', he explores both the positive and negative aspects of brands. Finally Jones considers the business of branding, and asks whether the idea of brands and branding is starting to decline, or whether it has a long future ahead.ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eRobert Jones brilliantly covers why brands are so powerful, and why branding is so interesting, in this gem of a book. Buy, read, and be enlightened! A must have introduction, - as well as food for thought for the advanced reader. * Tilde Heding, author, brandscaper, lecturer Copenhagen Business School *\u003cbr\u003eThoroughly researched ideas, practical wisdom, a wealth of example and solid advice â a true master of branding. * Mary Jo Hatch, author of Organization: A Very Short Introduction and co-author of Taking Brand Initiative *\u003cbr\u003eThe clearest and truest explanation of branding youâre likely to encounter anywhere. * Marty Neumeier, author of The Brand Gap *\u003cbr\u003eAn excellent introduction loaded with insights, very well conceived and superbly written by a much respected expert. * Professor Leslie de Chernatony, Aston Business School *\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eREFERENCES; FURTHER READING; INDEX","brand":"Oxford University Press","offers":[{"title":"Default Title","offer_id":48732777611607,"sku":"9780198749912","price":9.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780198749912.jpg?v=1719998356"},{"product_id":"marketing-9780198827337","title":"Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eVery Short Introductions: Brilliant, Sharp, InspiringMarketing is pivotal in today''s world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organisation and its environment. Marketing provides customer and competitor information to the organisation, as well as creating awareness of the company''s offering. As globalization creates increasing challenges to established marketing practices, marketing efforts need to reposition and adapt continuously to maintain an organisation''s ability to reach potential customers. This Very Short Introduction provides a general overview of the function and importance of marketing to modern organisations. Kenneth Le Meunier-FitzHugh discusses how marketing remains central to creating competitive advantage, and why it needs to be forward looking and constantly reinventing itself in line with new developments in the marketplace, such as the growth of social media, and the importance of ethics and responsible marketing. He shows how this has led to the role of marketing expanding beyond advertising and promotion, encompassing a broader sense of customer relationship management. He also considers how marketers need to remain able to manage the marketing mix in response to their understanding of customer''s purchasing habits. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e1: The nature of marketing 2: Market research 3: Marketing segmentation, targeting and positioning, and the role of branding 4: Customer and buyer behaviour and the value proposition 5: Marketing promotions (communications) and social media 6: Price and managing channels 7: Product, new product development and service marketing 8: The changing nature of marketing Final reading Index","brand":"Oxford University Press","offers":[{"title":"Default Title","offer_id":48732799467863,"sku":"9780198827337","price":9.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780198827337.jpg?v=1719998449"},{"product_id":"strategic-marketing-9780198856764","title":"Strategic Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003ePractical, relevant, and with implementation at its core, this is the ideal guide to strategic marketing. The fourth edition offers extensively-revised global examples throughout, and unique interviews with practitioners to give invaluable real-world insights and advice.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eA clear and user-friendly text addressing the needs of the modern marketing decision-maker. * Dr Edel Foley, Technological University Dublin *\u003cbr\u003eComprehensive and detailed discussion about marketing strategy that covers a range of essential concepts and their applicability across the globe. * Dr Kathy-Ann Fletcher, Abertay University *\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003ePart A Where are we now? 1: Strategic marketing: analysis, perspectives, and blueprint 2: Environmental and internal analysis: market information and intelligencePart B Where do we want to be? 3: Strategic marketing decisions, choices, and mistakes 4: Segmentation, targeting, and positioning strategies 5: Branding strategiesPart C How will we get there? 6: Relational and sustainability strategies 7: Product innovation and development strategies 8: Service marketing strategies 9: Pricing and distribution strategies 10: Marketing communications 11: Social and ethical strategiesPart D Did we get there? 12: Strategy implementation and control 13: Strategy and metrics","brand":"Oxford University Press","offers":[{"title":"Default Title","offer_id":48732816277847,"sku":"9780198856764","price":53.19,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780198856764.jpg?v=1719998521"},{"product_id":"consumer-behaviour-9780198862567","title":"Consumer Behaviour","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eA concise, fascinating, and practical guide to consumer behaviour, bringing essential theories to life through an impressive array of engaging international case studies.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eConsumer Behaviour is up to date and full of relevant cases from a global, regional and national perspective with good consideration for the wider macro environment's impact on contemporary consumer behaviour. The later chapters on digital consumers and sustainability are increasingly relevant to the current generation of students. * Jennie White, University of Chicester *\u003cbr\u003eThis text provides everything you need to know to understand the basics of consumer behaviour. \u003ci\u003eConsumer Behaviour\u003c\/i\u003e is an accessible, neatly-packaged, contemporary text that bridges the gap between theory and practice. * Dr Ashleigh Logan-McFarlane, Edinburgh Napier University *\u003cbr\u003eThis text is academic yet current, relevant and easy to read. This is precisely why I want to use it for undergraduate students who haven't got much practice experience but need to learn how consumer behaviour concepts actually work in practice. This book does just that. * Dr Arie Barendregt RM MBA, Erasmus University Rotterdam *\u003cbr\u003eConsumer Behaviour is contemporary, relevant and presents fresh approaches to issues relating to consumer behaviour in the 21st Century. Important contributions are provided to highlight the role that digital plays in consumption practices in a post-Covid world; and how cultural, sociological, psychological and technological aspects frame our daily consumer behaviour. The link between conceptual academic frameworks and leading-edge research practice is blended neatly with real-world case study examples and practice-based marketing principles to great effect. Strong use of diverse and global marketing examples to illustrate and underpin consumer behaviour principles are combined with student-related review, reflection and discussion topics, which ensures it is a practical text for use in-class. Practitioner input also gives the book a relevant up-to-date perspective on the main themes emerging in consumer behaviour studies. * Mr. Simon Wragg, University of Northampton *\u003cbr\u003eConsumer Behaviour is a comprehensive textbook written in an accessible language with good and frequent examples. 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I like its simplicity and application of theory to real world case studies and examples. * Carianne Wallace, Aston University *\u003cbr\u003eConsumer Behaviour is an informative yet engaging text that showcases theory applied to practice. * Mr. Thomas McAlinden, University of Strathclyde *\u003cbr\u003eConsumer Behaviour is a must-have for students studying consumer behavior. * Dr Letizia Alvino, Nyenrode Business University *\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003ePart 1: Introduction to Consumer Behaviour 1: A context for understanding consumer behaviour Part 2: Micro-View of Consumption 2: Decision making 3: Learning 4: Perception 5: Attitudes 6: Personality Part 3: Macro-View of Consumption 7: Groups 8: Culture 9: Patterns of buyer behaviour Part 4: Where Do We Go Next? 10: Digital 11: Sustainable 12: Future trends","brand":"Oxford University Press","offers":[{"title":"Default Title","offer_id":48732819489111,"sku":"9780198862567","price":48.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780198862567.jpg?v=1719998536"},{"product_id":"the-effortless-experience-9780241003305","title":"The Effortless Experience","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eA new breakthrough idea about how to win customer loyalty from Matthew Dixon, the bestselling author of \u003ci\u003eThe Challenger Sale\u003c\/i\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eEveryone knows that the best way to create customer loyalty is with service so good, so over the top, that it surprises and delights. \u003ci\u003eBut what if everyone is wrong?\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eIn their acclaimed bestseller \u003ci\u003eThe Challenger Sale\u003c\/i\u003e, Matthew Dixon and his colleagues at CEB busted longstanding myths about sales. 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Forget bells and whistles and just solve your customer''s problems. \u003cbr\u003e\u003ci\u003e\u003cbr\u003eThe Effortless Experience\u003c\/i\u003e lays out the four pi\u003c\/p\u003e","brand":"Penguin Books Ltd","offers":[{"title":"Default Title","offer_id":48732963176791,"sku":"9780241003305","price":15.29,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780241003305.jpg?v=1719999087"},{"product_id":"hooked-how-to-build-habitforming-products-9780241184837","title":"Hooked How to Build HabitForming Products","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eTHE INTERNATIONAL BESTSELLER WITH OVER 500,000 COPIES SOLD WORLDWIDE.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eIN HOOKED', NIR EYAL REVEALS HOW SUCCESSFUL COMPANIES CREATE PRODUCTS PEOPLE CAN''T PUT DOWN.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eHooked changed my life. It''s essential reading for anyone who wants to better understand their actions and habits.'' \u003c\/b\u003e Steven Bartlett, investor, BBC Dragon and host of \u003ci\u003eThe Diary of a CEO\u003c\/i\u003e podcast\u003cbr\u003e\u003cbr\u003e\u003cb\u003e*****\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003ci\u003eWhy do some products capture our attention while others flop? \u003c\/i\u003e\u003cbr\u003e\u003ci\u003eWhat makes us engage with certain things out of sheer habit? \u003c\/i\u003e\u003cbr\u003e\u003ci\u003eIs there an underlying pattern to how technologies hook us?\u003c\/i\u003e\u003cbr\u003e\u003cbr\u003eNir Eyal answers these questions (and many more) with \u003cb\u003ethe Hook Model  a four-step process\u003c\/b\u003e that, when embedded into products, subtly encourages customer behaviour. Through consecutive hook cycles, these products bring people back again and again.\u003cbr\u003e\u003cbr\u003eEyal provides readers with practical insights to create user habits that stick; actionabl\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eA must-read for everyone who cares about driving customer engagement -- Eric Ries, author of The Lean Startup\u003cbr\u003eThe most high bandwidth, high octane, and valuable presentation I have ever seen on this subject -- Rory Sutherland, Vice Chairman, Ogilvy \u0026amp; Mather\u003cbr\u003eThe book everyone in Silicon Valley is talking about -- Boris Veldhuijzen van Zanten, founder of The Next Web\u003cbr\u003e\u003ci\u003eHooked\u003c\/i\u003e gives you the blueprint for the next generation of products. Read Hooked or the company that replaces you will -- Matt Mullenweg, Founder of Wordpress\u003cbr\u003eYou'll read this. Then you'll hope your competition isn't reading this. It's that good. -- Stephen P. Anderson, Author of 'Seductive Interaction Design'\u003cbr\u003eNir's work is an essential crib sheet for any startup looking to understand user psychology. -- Dave McClure, Founder 500 Startups\u003cbr\u003eWhen it comes to driving engagement and building habits, Hooked is an excellent guide into the mind of the user. -- Andrew Chen, Technology Writer and Investor\u003cbr\u003eI've learned a great deal from Nir, and you will too. He'll help you design habits to benefit your users, and your company. -- Dr Stephen Wendel, author of 'Designing for Behaviour Change'\u003cbr\u003eIf you're serious about designing seductive products that sell, \u003ci\u003eHooked\u003c\/i\u003e is the only psychological toolkit you'll need -- Nathalie Nahai, Web Psychologist and best-selling author of Webs Of Influence: The Psychology Of Online Persuasion (Pearson)\u003cbr\u003eDraws on behavioural economics and neuroscience to examine why some products, games and television shows become habits, while others sink. This is useful knowledge for entrepreneurs, marketers and designers ... crucial to generating followers, viewers, consumers and revenues. It is also of wider significance * Financial Times Business Education *\u003cbr\u003eGives an overview of one of the most interesting battles in modern business: the intense competition to create new digital products that monopolise people's attention -- Schumpeter * The Economist *\u003cbr\u003ePrinciples derived from behavioral science play an increasing role in software design ... Among the most influential is Nir Eyal, an entrepreneur turned user-­experience guru who has become Silicon Valley's most visible advocate of habit-forming technology * MIT Technology Review *\u003cbr\u003eA must read for anyone looking to start a company or develop a product. 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But they also have the credibility, persuasive skill and will to challenge the status quo that will get a deal to the finish line far more often than customers who are easier t\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eA handbook of practices that will help you get into your customers' heads, deliver good value and win the sale * Daniel H. Pink, author of To Sell is Human and Drive *\u003cbr\u003eI love it. This book will set the tone for years of work to come. The CEB team has just added the HOW to the WHAT that we have all been searching for since we launched into the Challenger journey * Mitch Little, vice president, worldwide sales and applications, Microchip Technology Inc. *\u003cbr\u003eAn essential new way to think about the sale * Seth Godin, author, Linchpin *\u003cbr\u003eLays out a blueprint for how sales and marketing departments must rethink their approach to winning more business. 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It clearly shows what distinguishes the best sellers and marketing organizations from the rest * Pinder Sahota, general manager, Smith \u0026amp; Nephew *\u003c\/p\u003e","brand":"Penguin Books Ltd","offers":[{"title":"Default Title","offer_id":48732967076183,"sku":"9780241196564","price":15.29,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780241196564.jpg?v=1719999100"},{"product_id":"we-are-all-weird-9780241209011","title":"We Are All Weird","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003ci\u003e\u003cb\u003eWe Are All Weird\u003c\/b\u003e\u003c\/i\u003e\u003cb\u003e is Seth Godin''s cult classic on celebrating (and marketing to) the individual, now repackaged and relaunched\u003cbr\u003e\u003cbr\u003e\u003c\/b\u003eWorld of Warcrafters, LARPers, Settlers of Catan? Weird.\u003cbr\u003e\u003cbr\u003eBeliebers, Swifties, Directioners? 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It will be essential for teachers, students and practical executives.\"\u003c\/strong\u003e \u003c\/p\u003e\u003cp\u003e\u003cem\u003eJosé Edson Lara, University Professor in Master's and Doctoral Programs and CEO, Fundação Pedro Leopoldo, Brazil\u003c\/em\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\"This well-structured book places entrepreneurship in a global context, by emphasizing the environment where modern organizations operate, and training the reader to seek opportunities and building a business to solve emerging needs.\"\u003c\/strong\u003e \u003c\/p\u003e\u003cp\u003e\u003cem\u003eHenrik Totterman, Hult International Business School, USA\u003c\/em\u003e \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\"A timely and comprehensive exploration of the multifaceted interplay between innovation, entrepreneurship, and globalization in the context of both developed and developing economies.\"\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eTatiana S. Manolova, Professor of Management, Bentley University, Waltham MA, USA\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\"This is a well-structured book that clarifies the concepts of Entrepreneurship. It is a must read to students and interested people in the Global Entrepreneurship scene, informative, and comprehensive that is applicable to both developed and emerging countries.\"\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eTarek Hatem, Professor of Entrepreneurship, Founding director of the Entrepreneurship unit American University in Cairo, Egypt \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\"Entrepreneurship is about action. This book is not only a course text. Through relevant content and examples, it helps the entrepreneurs in their quest for value in innovative business models. The book not only integrates entrepreneurship and innovation, but relates with the sustainability challenged. It is well organized, and written to the readers.\"\u003c\/strong\u003e\u003cem\u003eFernando Serra, DSc, Professor of Strategic Management, Graduate Program of Business Administration - Universidade Nove de Julho - UNINOVE\u003c\/em\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\"A timely and comprehensive exploration of the multifaceted interplay between innovation, entrepreneurship, and globalization in the context of both developed and developing economies.\"\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eTatiana S. Manolova, Professor of Management, Bentley University, Waltham MA, USA\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\"This is a well-structured book that clarifies the concepts of Entrepreneurship. It is a must read to students and interested people in the Global Entrepreneurship scene, informative, and comprehensive that is applicable to both developed and emerging countries.\"\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eTarek Hatem, Professor of Entrepreneurship, Founding director of the Entrepreneurship unit American University in Cairo, Egypt \u003c\/p\u003e\u003cp\u003e\"Entrepreneurship is about action. This book is not only a course text. Through relevant content and examples, it helps the entrepreneurs in their quest for value in innovative business models. The book not only integrates entrepreneurship and innovation, but relates with the sustainability challenged. It is well organized, and written to the readers.\"\u003c\/p\u003e\u003cp\u003eFernando Serra, DSc, Professor of Strategic Management, Graduate Program of Business Administration - Universidade Nove de Julho - UNINOVE\u003c\/p\u003e\u003cp\u003eIt is a literary work that approaches entrepreneurship and innovation with consistency, timeliness, density, and robust foundation. It will be essential for teachers, students and practical executives\"\u003c\/p\u003e\u003cp\u003eJos é Edson Lara, University Professor in Master’s and Doctoral Programs and CEO, Funda ç ã o Pedro Leopoldo, Brazil\u003c\/p\u003e\u003cp\u003e\"This well- structured book places entrepreneurship in a global context, by emphasizing the environment where modern organizations operate, and training the reader to seek opportunities and building a business to solve emerging needs.\"\u003c\/p\u003e\u003cp\u003eHenrik Totterman, Hult International Business School\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eIntroduction\u003c\/p\u003e\u003cp\u003eIntroductory chapter: entrepreneurial discovery, creationary, and business model development \u003c\/p\u003e\u003cp\u003ePART I: The environment and entrepreneurship \u003c\/p\u003e\u003cp\u003e1 Entrepreneurship and development in the era of globalization\u003c\/p\u003e\u003cp\u003e2 Cultural context, entrepreneurship, and development \u003c\/p\u003e\u003cp\u003e3 Technology, communications, and entrepreneurship \u003c\/p\u003e\u003cp\u003ePART II: Individual characteristics and training \u003c\/p\u003e\u003cp\u003e4 Personality, experience, and training \u003c\/p\u003e\u003cp\u003e5 Creativity, innovation, and development \u003c\/p\u003e\u003cp\u003ePART III: The organization\u003c\/p\u003e\u003cp\u003e6 Institutions, governance, and strategy\u003c\/p\u003e\u003cp\u003e7 Ethics and corporate social responsibility \u003c\/p\u003e\u003cp\u003ePART IV: Process\u003c\/p\u003e\u003cp\u003e8 Marketing, technology, and entrepreneurship \u003c\/p\u003e\u003cp\u003e9 Financing opportunities and challenges \u003c\/p\u003e\u003cp\u003e10 Essentials of bookkeeping \u003c\/p\u003e\u003cp\u003eIndex \u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":48733709730135,"sku":"9780367204631","price":38.69,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780367204631.jpg?v=1720001338"},{"product_id":"critical-marketing-9780470511985","title":"Critical Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eCritical Marketing,\u003c\/i\u003e edited by Tadajewski and Brownlie, brings together both the historical context and recent developments in critical marketing in a single concise text which includes seminal journal articles by leading experts.  \u003cp\u003e\u003ci\u003eCritical Marketing\u003c\/i\u003e is publishing at a time when there is an increasing emphasis on the need to view marketing practice in its wider political, cultural and social context and the desirability of studying the impact of marketing from multiple perspectives.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCritical Marketing\u003c\/i\u003e is essential reading for students and scholars in marketing, consumer research, cultural studies, sociology and psychology.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eAcknowledgements xi\u003c\/p\u003e \u003cp\u003eChapter 1 Critical Marketing: A Limit Attitude 1\u003cb\u003e\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eMark Tadajewski and Douglas Brownlie\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 2 Rethinking the Development of Marketing 29\u003cbr\u003e \u003ci\u003eMark Tadajewski and Douglas Brownlie\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 3 Prejudice V. Marketing? An Examination of some Historical Sources 33\u003cbr\u003e \u003ci\u003eDonald F. Dixon\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 4 Early Development of the Philosophy of Marketing Thought 45\u003cbr\u003e \u003ci\u003eD.G. Brian Jones and David D. Monieson\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 5 Consumer Sovereignty, Democracy, and the Marketing Concept: A Macromarketing Perspective 67\u003cbr\u003e \u003ci\u003eDonald F. Dixon\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 6 Critical Reflections on Consumer Research 85\u003cbr\u003e \u003ci\u003eMark Tadajewski and Douglas Brownlie\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 7 Remembering Motivation Research: Toward an Alternative Genealogy of Interpretive Consumer Research 91\u003cbr\u003e \u003ci\u003eMark Tadajewski\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 8 Evolution, Biology and Consumer Research: What Darwin Knew that We’ve Forgotten 131\u003cbr\u003e \u003ci\u003eElizabeth C. Hirschman\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 9 Ethnopsychology: A Return to Reason in Consumer Behaviour 157\u003cbr\u003e \u003ci\u003eJohn O’Shaughnessy\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 10 Marketing and Society 183\u003cbr\u003e \u003ci\u003eMark Tadajewski and Douglas Brownlie\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 11 Marketing, the Consumer Society and Hedonism 187\u003cbr\u003e \u003ci\u003eJohn O’Shaughnessy and Nicholas Jackson O’Shaughnessy\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 12 Antiglobal Challenges to Marketing in Developing Countries: Exploring the Ideological Divide 211\u003cbr\u003e \u003ci\u003eTerrence H. Witkowski\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 13 On Negotiating the Market? 245\u003cbr\u003e \u003ci\u003eMark Tadajewski and Douglas Brownlie\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 14 Sustainable Marketing 253\u003cbr\u003e \u003ci\u003eYnte K. van Dam and Paul A.C. Apeldoorn\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 15 An Ecofeminist Analysis of Environmentally Sensitive Women Using Qualitative Methodology: The Emancipatory Potential of an Ecological Life 271\u003cbr\u003e \u003ci\u003eSusan Dobscha and Julie L. Ozanne\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 16 Past Postmodernism? 301\u003cbr\u003e \u003ci\u003eMark Tadajewski and Douglas Brownlie\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 17 Introspection as Critical Marketing Thought, Critical Marketing Thought as Introspection 311\u003cbr\u003e \u003ci\u003eStephen J. Gould\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 18 The Function of Cultural Studies in Marketing: A New Administrative Science? 329\u003cbr\u003e \u003ci\u003eAdam Arvidsson\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 19 Thinking through Theory: Materialising the Oppositional Imagination 345\u003cbr\u003e \u003ci\u003ePauline Maclaran and Lorna Stevens\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 20 Postcolonialism and Marketing 363\u003cbr\u003e \u003ci\u003eGavin Jack\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eIndex 385\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48733786898775,"sku":"9780470511985","price":38.24,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470511985.jpg?v=1720001686"},{"product_id":"marketing-for-the-mental-health-professional-9780470560914","title":"Marketing for the Mental Health Professional","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003ePraise for \u003ci\u003eMarketing for the Mental Health Professional: An Innovative Guide for Practitioners\u003c\/i\u003e\u003c\/b\u003e  \u003cp\u003eThis book is packed with useful strategies that have worked for years and years in the business world. People who follow the advice here are going to go places.\u003cbr\u003e \u003cb\u003eDr. Thomas Phelan, Psychologist and bestselling author of \u003ci\u003e1-2-3 Magic\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDavid''s book is brilliant! He guides us through our own resistance and the unquestioned beliefs we have held around marketing, money, and our profession. Not only have I received a long-overdue education, David has inspired in me the creativity, courage, and confidence to create my own vision.\u003cbr\u003e \u003cb\u003eMelinda Edwards, MD, Psychiatrist\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eA hands-on guide to building a successful mental health practice\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThere is real opportunity for growth, advancement, and overall success within the mental health profession. \u003ci\u003eMarketing for the Mental Health Professional\u003c\/i\u003e helps you acquire and apply the powerful\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003ePreface.  \u003c\/p\u003e\u003cp\u003eAcknowledgments.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART ONE: NEW BEGINNINGS.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER ONE: Introduction.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBeginning the Exploration.\u003c\/p\u003e \u003cp\u003eClearing to Create Opportunity.\u003c\/p\u003e \u003cp\u003eSecrets of Success and the Sales Stigma.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER TWO: Marketing and the Mental Health Profession: A Powerful Combination.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDemystifying the Marketing Process.\u003c\/p\u003e \u003cp\u003eExploring the New Marketing Model.\u003c\/p\u003e \u003cp\u003eWhere Can Marketing Take You?\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER THREE: How to Sell Mental Health Services: Five Elements of Success.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA New Sales Philosophy for Mental Health Professionals.\u003c\/p\u003e \u003cp\u003eCreating a Buying Environment through Client-Based Selling.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eElement 1: Sell the Way People Want to Buy.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eElement 2: The Power of Presence.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eElement 3: Give Value and Business Will Follow!\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eElement 4: Arouse “Want” and “Need” in Others.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eElement 5: Go Above and Beyond and Be Remembered!\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART TWO: THE PSYCHOLOGY OF SUCCESS.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER FOUR: Finding Your Power: The Social Dynamics of Power, Infl uence, and Persuasion.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Does \"Power\" Mean and Why Does it Matter for Your Practice?\u003c\/p\u003e \u003cp\u003eTranslating Power into Infl uence and Success.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eUsing the Power of Groups.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eOpening the Door to Bigger Opportunities.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Intrigue of the Unfinished.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eTeaser Campaigns in Mental Health.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Use of Framing in the Mental Health Profession.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eUnderstanding How People Make Purchasing Decisions.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003ePractical Techniques for Using Personal Power Effectively.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER FIVE: Finding Your Place in the Field: Effective Strategies for Building Credibility and Earning Authority.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding a Foundation for Professional Success.\u003c\/p\u003e \u003cp\u003eChange the Way You Work in the Profession.\u003c\/p\u003e \u003cp\u003eBuild Expertise by Finding Your Market Niche.\u003c\/p\u003e \u003cp\u003eTurn Your Knowledge and Expertise into Value for Clients.\u003c\/p\u003e \u003cp\u003eBecome Published: You Have Unique Opportunities!\u003c\/p\u003e \u003cp\u003eThe Art of Public Speaking.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eSlideshow Design Principles that Say “Wow”.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER SIX: Understanding Buying Motives in Behavioral Health Care.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTrigger Points in Mental Health.\u003c\/p\u003e \u003cp\u003eLessons in Behavioral Psychology: Accessing Trigger Points in Your Marketing Messages.\u003c\/p\u003e \u003cp\u003eProspecting: How to Sell Your Services to the Right People.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER SEVEN: Sales and Marketing for Mental Health Organizations.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding Successful Partnerships.\u003c\/p\u003e \u003cp\u003eClient-Based Selling for Admissions Departments.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART THREE: THE FUTURE OF SUCCESS.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER EIGHT: Social Networking in the Mental Health Profession.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow Do I Find the Time?\u003c\/p\u003e \u003cp\u003eBlogging for the Mental Health Professional.\u003c\/p\u003e \u003cp\u003eUnderstanding RSS Feeds.\u003c\/p\u003e \u003cp\u003eOnline Newsletter Subscription Tools.\u003c\/p\u003e \u003cp\u003eTwitter and the Mental Health Profession.\u003c\/p\u003e \u003cp\u003eBusiness Networking and Online Forums.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER NINE: Selling Yourself in Today’s Job Market.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat the Future of Job Searching Looks Like.\u003c\/p\u003e \u003cp\u003e“We Can Rebuild Him”: Launching a Transformational Campaign.\u003c\/p\u003e \u003cp\u003eGlimpsing the Future.\u003c\/p\u003e \u003cp\u003eExploring Your Interests and Developing a Career Plan.\u003c\/p\u003e \u003cp\u003eGoal Writing.\u003c\/p\u003e \u003cp\u003eSelling Yourself: Four Essential Tips To Getting Hired.\u003c\/p\u003e \u003cp\u003eNetworking Skills.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER TEN: Build a Better Web site: Web Site Essentials for Mental Health Professionals.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWeb Design Questions and Answers.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER ELEVEN: Service Trends within Our Changing Industry.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Internet and the Window of Opportunity.\u003c\/p\u003e \u003cp\u003eThe Rise of Professional Coaching.\u003c\/p\u003e \u003cp\u003eOnline Psychotherapy.\u003c\/p\u003e \u003cp\u003eOnline Treatment Programs.\u003c\/p\u003e \u003cp\u003eOnline Training: A Unique Way to Promote Your Services.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER TWELVE: Conclusion.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAPPENDIX: Business Development Worksheets and Exercises.\u003c\/p\u003e \u003cp\u003eBIBLIOGRAPHY.\u003c\/p\u003e \u003cp\u003eReferences.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48733787357527,"sku":"9780470560914","price":21.71,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470560914.jpg?v=1720001687"},{"product_id":"the-icarus-deception-how-high-will-you-fly-9780670922925","title":"The Icarus Deception How High Will You Fly","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eIn \u003ci\u003eThe Icarus Deception\u003c\/i\u003e, Seth Godin''s most inspiring book, he challenges readers to find the courage to treat their work as a form of art\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eEveryone knows that Icarus''s father made him wings and told him not to fly too close to the sun; he ignored the warning and plunged to his doom. The lesson: Play it safe. Listen to the experts. It was the perfect propaganda for the industrial economy. What boss wouldn''t want employees to believe that obedience and conformity are the keys to success?\u003cbr\u003e\u003cbr\u003eBut we tend to forget that Icarus was also warned not to fly too low, because seawater would ruin the lift in his wings. Flying too low is even more dangerous than flying too high, because it feels deceptively safe.\u003cbr\u003e\u003cbr\u003eThe safety zone has moved. Conformity no longer leads to comfort. But the good news is that creativity is scarce and more valuable than ever. So is choosing to do something unpredictable and brave: Make art. 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Ash Ambirge is a whole mood, and trust me: you want to be in it. * Sarah Knight, New York Times bestselling author of The Life-Changing Magic of Not Giving a F*ck *\u003cbr\u003eIf you don't believe in yourself, who will? Ash is here to help you see that you have more chances to make a ruckus than you ever thought possible. * Seth Godin, author of This is Marketing *\u003cbr\u003eI wouldn’t have had the career I have without having followed Ash’s work. Every woman who has felt even an iota of dissatisfaction in her life needs to read this book. My business book of the year, hands-down. * Laura Jane Williams, author of Our Stop *\u003cbr\u003eThis funny and fabulously insightful book is f*cking gold – a must-read for any woman who is ready to stop playing small in life. * Noor Hibbert, Life and Business Coach, author of Just F*cking Do It *\u003cbr\u003eAshley Ambirge is Ryan Gosling-sent proof that you can live life on your own terms, burn up the rule book and do what lights you up. \u003ci\u003eThe Middle Finger Project\u003c\/i\u003e is the instruction manual for people who don't read the manual. * Matthew Kimberley, author of Get a F*cking Grip *","brand":"Ebury Publishing","offers":[{"title":"Default Title","offer_id":48737033290071,"sku":"9780753553480","price":14.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780753553480.jpg?v=1723810919"},{"product_id":"marketing-communications-management-9780857027870","title":"Marketing Communications Management","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cstrong\u003ePraise for the first edition:\u003c\/strong\u003e\u003c\/p\u003e  \u003cp\u003e\u003c\/p\u003e  \u003cp\u003eAn excellent text for exploring marketing communications in the 21st century.' - \u003cstrong\u003eAnn Torres, Lecturer in Marketing, National University of Ireland, Galway\u003c\/strong\u003e\u003c\/p\u003e  \u003cp\u003e\u003c\/p\u003e  \u003cp\u003eFirst rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style.' \u003cstrong\u003e- Martin Evans, Senior Teaching in Marketing, Cardiff Business School, University of Cardiff\u003c\/strong\u003e\u003c\/p\u003e  \u003cp\u003e\u003cbr\u003e  Thisbook introducesthe core components and concepts of \u003cstrong\u003emarketing communications\u003c\/strong\u003e for those studying at both undergraduate and postgraduate levels. It covers essential topics such as advertising, direct marketing, corporate communications, public relations, product placement, sales promotion, social media, sponsorship and many more. The author provides a set of managerial frameworks that include analysis, planning and implementation to help prepare \u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eChapter 1: Integrated Marketing Communications and Its Environment Chapter 2: Theoretical Underpinnings of Marketing Communications Chapter 3: Buyer Behaviour and Relationships Chapter 4: Managing the Marketing Communications Mix Chapter 5: The Marketing Communications Industry Chapter 6: Ethics and Corporate Social Responsibility in Marketing Communications Chapter 7: Advertising and Branding Chapter 8: Message Creation and Execution Chapter 9: Traditional Media: Characteristics and Planning Chapter 10: Digital Media: Interaction and Engagement Chapter 11: Sales Promotions Chapter 12: Direct Marketing Chapter 13: Public Relations Chapter 14: Corporate Communications Chapter 15: Sponsorship Chapter 16: Personal Selling Chapter 17: Marketing Research and Evaluation Chapter 18: International Marketing Communications\u003c\/p\u003e","brand":"Sage Publications Ltd","offers":[{"title":"Default Title","offer_id":48737625997655,"sku":"9780857027870","price":62.69,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780857027870.jpg?v=1723811316"},{"product_id":"brand-brilliance-elevate-your-brand-enchant-your-audience-9780956454546","title":"Brand Brilliance Elevate Your Brand Enchant Your","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e","brand":"Copper Beech Press","offers":[{"title":"Default Title","offer_id":48737904492887,"sku":"9780956454546","price":28.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780956454546.jpg?v=1723811581"},{"product_id":"how-to-style-your-brand-everything-you-need-to-know-to-create-a-distinctive-brand-identity-9780956454539","title":"How to Style Your Brand Everything You Need to","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e","brand":"Copper Beech Press","offers":[{"title":"Default Title","offer_id":48737904591191,"sku":"9780956454539","price":24.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780956454539.jpg?v=1723811581"},{"product_id":"integrated-digital-marketing-in-practice-9781009204378","title":"Integrated Digital Marketing in Practice","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eA comprehensive guide to the transformative effect of digital technologies on all of the key practices of marketing, considering a broad range of organization types, sizes and markets, with a wide range of learning features and instructor resources.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eContents; 1. Origins: definition, drivers, and impact; 2. Insights: big data and analytics; 3. The big picture: strategy, innovation and value; 4. The digital customer: attitudes and behaviours; 5. Digital relationships and the customer experience; 6. Digital marketing networks and partnerships; 7. Promotion in a complex online environment; 8. Digitally-enabled creativity and innovation; 9. Emerging challenges and opportunities; 10. Working in digital marketing.","brand":"Cambridge University Press","offers":[{"title":"Default Title","offer_id":48738011283799,"sku":"9781009204378","price":37.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781009204378.jpg?v=1723811680"},{"product_id":"emarketing-9781032358017","title":"eMarketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eeMarketing, 9\u003csup\u003eth\u003c\/sup\u003e edition, equips students with the solid foundation in digital marketing required to excel in practice and think like a marketer.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThe book connects digital marketing topics with the traditional marketing framework, making it easier for students to grasp the concepts and strategies involved in developing a digital marketing plan. With a strategic approach that focuses on performance metrics and monitoring, it is a highly practical book. The 9th edition has been fully updated to include the most cutting-edge trends and topics, including SEO, Customer Experience, digital media consumption, Analytics, Big Data and AI, and Diversity and Ethics. Case studies and examples have been updated across the book to demonstrate marketing practice in real organisations globally. Pedagogical features support the theoretical foundation throughout, incorporating success stories, trend impact, and let''s get technical boxes, as well as activities at the end of eac\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\"This book gives an in depth understand of the intersection between e-business and e-marketing, including a large amount of real-life examples to enlighten the students.\"\u003c\/p\u003e\u003cp\u003eDr Anne Kristin Sortehaug Ajer, \u003cem\u003eUniversity of South Eastern Norway, \u003c\/em\u003eNorway.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003ePart I Digital Marketing in Context\u003c\/p\u003e\u003cp\u003e1 Past, Present, and Future\u003c\/p\u003e\u003cp\u003e2 Strategic Digital Marketing and Performance Metrics\u003c\/p\u003e\u003cp\u003e3 The Digital Marketing Plan\u003c\/p\u003e\u003cp\u003ePart II Digital Marketing Environment\u003c\/p\u003e\u003cp\u003e4 Global Digital Marketing 3.0\u003c\/p\u003e\u003cp\u003e5 Ethical and Legal Issues\u003c\/p\u003e\u003cp\u003ePart III Digital Marketing Strategy\u003c\/p\u003e\u003cp\u003e6 Digital Marketing Research\u003c\/p\u003e\u003cp\u003e7 Consumer Behavior Online\u003c\/p\u003e\u003cp\u003e8 Segmentation, Targeting, Differentiation, and Positioning Strategies\u003c\/p\u003e\u003cp\u003ePart IV Digital Marketing Management\u003c\/p\u003e\u003cp\u003e9 Product: The Online Offer\u003c\/p\u003e\u003cp\u003e10 Price: The Online Value\u003c\/p\u003e\u003cp\u003e11 The Internet for Distribution\u003c\/p\u003e\u003cp\u003e12 Digital Marketing Communication: Owned Media\u003c\/p\u003e\u003cp\u003e13 Digital Marketing Communication: Paid Media\u003c\/p\u003e\u003cp\u003e14 Digital Marketing Communication: Earned Media\u003c\/p\u003e\u003cp\u003e15 Customer Relationship Management\u003c\/p\u003e\u003cp\u003eAppendix A Internet Penetration Worldwide as of September 30, 2021.\u003c\/p\u003e\u003cp\u003eAppendix B Bibliography\u003c\/p\u003e\u003cp\u003eIndex\u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":48738041758039,"sku":"9781032358017","price":52.24,"currency_code":"GBP","in_stock":false}]},{"product_id":"social-marketing-9781071851647","title":"Social Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eSuccessful social marketing holds the power to change the world.\u003cstrong\u003eSocial Marketing: Behavior Change for Good, 7\u003cstrong\u003eth Edition\u003c\/strong\u003e\u003c\/strong\u003eis the definitive guide for designingand implementing memorable social marketingcampaigns. Authors Nancy R. Lee, Philip Kotler, and Julie Colehour present a proven 10-step strategic marketingplan and guides students through each stage of the process. The 7th Edition is packed with 12 new casesand dozens of new examples related to today's most pressing social problems including the COVID-19 pandemic, natural disasters, equity and inclusion, and homelessness. The new edition also includessignificantly expanded coverage ofsocial media. Whether your students are on a mission to improve public health, protect the environment, or galvanizetheir community, they will find Social Marketing an invaluable resource.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eForeword Part I • Understanding Social Marketing CHAPTER 1 • Defining and Distinguishing Social Marketing CHAPTER 2 • 10-Step Strategic Planning Model CHAPTER 3 • Research Options CHAPTER 4 •  Behavior Change Theories, Models, and Frameworks Part II • Determining Plan Purpose, Focus, Audience, Behaviors, Insights CHAPTER 5 •  Steps 1 \u0026amp; 2: Social Issue, DEI Considerations, Purpose, Focus, Situation Analysis CHAPTER 6 • Step 3: Selecting Priority Audiences CHAPTER 7 • Step 4: Behavior Objectives and Target Goals CHAPTER 8 • Step 5: Audience Insights Part III • Developing Marketing Intervention Strategies CHAPTER 9 • Step 6: Crafting a Desired Positioning CHAPTER 10 • Step 7.1: Product: Creating a Product Platform CHAPTER 11 •  Step 7.2: Price: Determining Incentives and Disincentives CHAPTER 12 •  Step 7.3: Place: Making Access Convenient and Pleasant CHAPTER 13 •  Step 7.4: Promotion: Deciding on Messages, Messengers, Creative Strategies, and Communication Channels Part IV • Managing Social Marketing Programs CHAPTER 14 • Step 8: Monitoring and Evaluation CHAPTER 15 • Step 9: Budget and Funding Plans CHAPTER 16 •  Step 10: Implementation and Sustaining Behaviors Plans Epilogue Appendix References Index","brand":"SAGE Publications Inc","offers":[{"title":"Default Title","offer_id":48738216411479,"sku":"9781071851647","price":114.95,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781071851647.jpg?v=1723811826"},{"product_id":"the-new-power-base-selling-9781118206676","title":"The New Power Base Selling","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eAn updated and revised version of the business classic Power Base Selling    Power Base Selling, originally published in 1990, left readers with an understanding of and language for gaining political advantage within accounts.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword \u003ci\u003eBill McDermott\u003c\/i\u003e xvii\u003c\/p\u003e \u003cp\u003eAcknowledgments xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1 \u003c\/b\u003e\u003cb\u003eSales as a Management Science 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Seeing the Invisible 3\u003cbr\u003e\u003ci\u003eIt is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 2 The MBA of Selling 13\u003cbr\u003e\u003ci\u003eLearning is like rowing upstream; not to advance is to drop back.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2 \u003c\/b\u003e\u003cb\u003ePolitics 29\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 3 Influence and Authority 31\u003cbr\u003e\u003ci\u003eThe secret of my influence has always been that it remained secret.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 4 Foxes: The Heart of the Power Base 45\u003cbr\u003e\u003ci\u003eWith foxes we must play the fox.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 5 Power Base Types and Implications 61\u003cbr\u003e\u003ci\u003eSticks in a bundle are unbreakable.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 6 Fox Hunting and Power Base Mapping 73\u003cbr\u003e\u003ci\u003eNothing has such power to broaden the mind as the ability to investigate systematically.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 7 Gaining Political Advantage 93\u003cbr\u003e\u003ci\u003eRecognition is the greatest motivator.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3 \u003c\/b\u003e\u003cb\u003eUnexpected Value 113\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 8 Moving Up the Sales Value Chain 115\u003cbr\u003e\u003ci\u003eNow my eyes are turned from the South to the North, and I want to lead one more expedition. This will be the last . . . to the North Pole.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 9 Building Expressions of Customer Value 123\u003cbr\u003e\u003ci\u003eMake no little plans; they have no magic to stir men’s blood.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 10 Creating Demand to Displace Competitors 139\u003cbr\u003e\u003ci\u003eA wise man will make more opportunities than he finds.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 4 \u003c\/b\u003e\u003cb\u003eStrategy 157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 11 Introduction to Compete Strategy 159\u003cbr\u003e\u003ci\u003eAll men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 12 Competitive Differentiation 165\u003cbr\u003e\u003ci\u003eIf you know the enemy and know yourself, your victory will not stand in doubt.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 13 The Direct Strategy: Traditional and Nontraditional Application 179\u003cbr\u003e\u003ci\u003eThe truly wise can perceive things before they have come to pass.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 14 The Indirect Strategy: Changing the Ground Rules 187\u003cbr\u003e\u003ci\u003eAppear where you are not expected.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 15 The Divisional Strategy: Peaceful Coexistence 199\u003cbr\u003e\u003ci\u003eIf the enemy’s forces are united, separate them.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 16 The Containment Strategy: Transition Back to Indirect 207\u003cbr\u003e\u003ci\u003eThough the enemy be stronger in numbers, we may prevent him from fighting.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eEpilogue Helping Others Elevate the Sales Profession 217\u003cbr\u003e\u003ci\u003eLead me, follow me, or get out of my way.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eIndex 223\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48738352398679,"sku":"9781118206676","price":17.85,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118206676.jpg?v=1723811963"},{"product_id":"experiential-marketing-9781119145875","title":"Experiential Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThe most researched, documented, and comprehensive manifesto on experiential marketing.      As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eBefore We Begin ix\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 The Rise of the Experience 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Experience R\/Evolution 3\u003c\/p\u003e \u003cp\u003eRecalibrating the Marketing Mix 7\u003c\/p\u003e \u003cp\u003eThe New Branding Frontier 14\u003c\/p\u003e \u003cp\u003eReference 15\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 The Psychology of Engagement 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Science Behind Relationships 19\u003c\/p\u003e \u003cp\u003eLearning Drives Understanding 24\u003c\/p\u003e \u003cp\u003eReferences 24\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Developing an Experiential Strategy 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eConnection 26\u003c\/p\u003e \u003cp\u003eControl 34\u003c\/p\u003e \u003cp\u003eContent 42\u003c\/p\u003e \u003cp\u003eCurrency 49\u003c\/p\u003e \u003cp\u003eConversion 55\u003c\/p\u003e \u003cp\u003eStrategy First 62\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Anatomy of an Experiential Marketing Campaign 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRemarkable 63\u003c\/p\u003e \u003cp\u003eShareable 67\u003c\/p\u003e \u003cp\u003eMemorable 73\u003c\/p\u003e \u003cp\u003eMeasurable 75\u003c\/p\u003e \u003cp\u003eRelatable 77\u003c\/p\u003e \u003cp\u003ePersonal 81\u003c\/p\u003e \u003cp\u003eTargetable 83\u003c\/p\u003e \u003cp\u003eConnectable 85\u003c\/p\u003e \u003cp\u003eFlexible 88\u003c\/p\u003e \u003cp\u003eEngageable 91\u003c\/p\u003e \u003cp\u003eBelievable 95\u003c\/p\u003e \u003cp\u003eReference 98\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Digital Plus Live 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating a Wired Experience 100\u003c\/p\u003e \u003cp\u003eConnecting Online and Off 115\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Experience Design 117\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating Living Stories 118\u003c\/p\u003e \u003cp\u003eBuilding an Experience 120\u003c\/p\u003e \u003cp\u003eBringing Brands to Life 131\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Proving Performance and Measurement 133\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMetrics That Matter 137\u003c\/p\u003e \u003cp\u003eBuilding Your Performance Plan 141\u003c\/p\u003e \u003cp\u003eThe Power of Touch 144\u003c\/p\u003e \u003cp\u003eBrands Making Headway 147\u003c\/p\u003e \u003cp\u003eThe Next Phase 149\u003c\/p\u003e \u003cp\u003ePractice Measurement Discipline 150\u003c\/p\u003e \u003cp\u003eReferences 153\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 The 10 Habits of Highly Experiential Brands 155\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe DNA of Experiences 156\u003c\/p\u003e \u003cp\u003eEmbracing Experiential 171\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 The Vocabulary of Experiences 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNew Marketing Features, Functions, and Terms 174\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Converting to an Experience Brand 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStep 1. Identify Your Fronts 187\u003c\/p\u003e \u003cp\u003eStep 2. Find and Align Partners 188\u003c\/p\u003e \u003cp\u003eStep 3. Select the Right Agency 189\u003c\/p\u003e \u003cp\u003eStep 4. Fix Your RFP Process 190\u003c\/p\u003e \u003cp\u003eStep 5. Beef Up Your Internal Teams 193\u003c\/p\u003e \u003cp\u003eStep 6. Create Value 193\u003c\/p\u003e \u003cp\u003eStep 7. Improve Lower-Funnel Results 194\u003c\/p\u003e \u003cp\u003eReference 195\u003c\/p\u003e \u003cp\u003eAcknowledgments 197\u003c\/p\u003e \u003cp\u003eAbout the Authors 199\u003c\/p\u003e \u003cp\u003eIndex 201 \u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48738356986199,"sku":"9781119145875","price":19.55,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119145875.jpg?v=1723811969"},{"product_id":"the-online-marketplace-advantage-9781119864745","title":"The Online Marketplace Advantage","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eRevolutionize your business with the power of marketplaces  In today's digital-first economy, marketplaces are growing at twice the rate of overall eCommerce - and proving that traditional eCommerce is no longer enough. With The Online Marketplace Advantage: Sell More, Scale Faster, and Create a World-Class Digital Customer Experience, the duo behind more than 300 of the world's most successful marketplaces reveals the strategies every enterprise needs to take the lead.   Through dozens of case studies, real-word examples, and proprietary marketplace research you'll learn: How to turn the marketplace model into your business' competitive advantageThe make-or-break decisions for launching an industry-leading enterprise marketplace fastThe best practices to achieve marketplace scale, and the most common pitfalls that separate the winners from the losers With The Online Marketplace Advantage, discover the complete playbook you need to break through with a successful, scalable marketplace strategy that puts your business on a path to unprecedented growth  permanently.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eIntroduction: The Marketplace Imperative ix\u003c\/p\u003e \u003cp\u003eChapter 1 Our Marketplace Discovery 1\u003c\/p\u003e \u003cp\u003eChapter 2 Defining the Marketplace Opportunity for Retail 19\u003c\/p\u003e \u003cp\u003eChapter 3 The Marketplace Revolution Comes to B2B 37\u003c\/p\u003e \u003cp\u003eChapter 4 Designing Your Marketplace Strategy for Maximum Impact 59\u003c\/p\u003e \u003cp\u003eChapter 5 Make-or-Break Marketplace Best Practices at Launch and Beyond 95\u003c\/p\u003e \u003cp\u003eChapter 6 Feeding the Flywheel -- Scaling Your Marketplace 117\u003c\/p\u003e \u003cp\u003eConclusion: The Marketplace Revolution Rolls On 167\u003c\/p\u003e \u003cp\u003eAcknowledgments 177\u003c\/p\u003e \u003cp\u003eAuthor Bios 181\u003c\/p\u003e \u003cp\u003eIndex 185\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48738367373655,"sku":"9781119864745","price":22.94,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119864745.jpg?v=1723811982"},{"product_id":"likeable-social-media-third-edition-how-to-delight-your-customers-create-an-irresistible-brand-be-generally-amazing-on-all-social-networks-that-matter-9781260453287","title":"Likeable Social Media Third Edition How To","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cdiv\u003e\n\u003cdiv\u003e\u003cb\u003eHarness the power of social media to attract new customers and transform your business!\u003c\/b\u003e\u003c\/div\u003e\n\u003cdiv\u003e\u003cb\u003e \u003c\/b\u003e\u003c\/div\u003e\n\u003cdiv\u003eMore than three billion people are now on social media. If youâre not in the social media marketing game, youâre not in the game at all. From one of the worldâs leading figures in the world of social media marketing, \u003ci\u003eLikeable Social Media\u003c\/i\u003e reveals everything you need to know about building your brand and attracting \u0026amp; retaining loyal customers through smart, savvy social media engagement.\u003c\/div\u003e\n\u003cdiv\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cdiv\u003eThis updated edition of the bestselling classic is packed with expert advice and new case studies that demonstrate the latest best practices. Youâll find critical information about new and relevant social media platforms, such as Snapchat, along with updated tools, and tactics around video, mobile, paid media, and data; and need-to-know insights into existing platforms\/content, including Instagram, LinkedIn and Facebook stories. \u0026lt;\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eForeword \u003c\/b\u003e                                                                                                       \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eAcknowledgments\u003c\/b\u003e                                                                                                                             \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eIntroduction\u003c\/b\u003e                                                                                                                                      \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eCHAPTER  1    \u003c\/b\u003eListen First, and Never Stop Listening                                                                  \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eCHAPTER  2\u003c\/b\u003e    Way Beyond “Women 25 to 54”: Define \u003cbr\u003eYour Target Audience Better Than Ever     \u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eCHAPTER    3  \u003c\/b\u003eUse Social Network Ads for Much Greater Impact                                                      \u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eCHAPTER  4    \u003c\/b\u003eThink—and Act—Like Your Consumer                                                               \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eCHAPTER  5\u003c\/b\u003e    Invite Your Customers to Be Your First Fans                                                       \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eCHAPTER  6\u003c\/b\u003e    Engage: Create True Dialogue with, and Between, Your Customers                    \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eCHAPTER  7    \u003c\/b\u003eRespond Quickly to All Bad Comments\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eCHAPTER  8\u003c\/b\u003e    Respond to the Good Comments Too                                                                    \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eCHAPTER  9\u003c\/b\u003e    Be Authentic                                                                                                          \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eCHAPTER  10\u003c\/b\u003e    Be Honest and Transparent                                                                                    \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eCHAPTER 11\u003c\/b\u003e    Should You Ask a Lot of Questions?                                                                    \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eCHAPTER 12\u003c\/b\u003e    Provide Value (Yes, for Free!)                                                                               \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eCHAPTER 13\u003c\/b\u003e    Share Stories (They’re Your Social Currency!)                                                     \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eCHAPTER 14\u003c\/b\u003e    Inspire Customers and Influencers to Share Your Stories                                     \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eCHAPTER 15\u003c\/b\u003e    Integrate Social Media into the Entire Customer Experience         \u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eCHAPTER    16\u003c\/b\u003e Admit When You Screw Up, and Then Leverage Your Mistakes               \u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eCHAPTER 17  \u003c\/b\u003eConsistently Deliver Excitement, Surprise, and Delight                                       \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eCHAPTER 18  \u003c\/b\u003eDon’t Sell! Just Make It Easy and Compelling for Customers to Buy                  \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eConclusion:\u003c\/b\u003e Just Be Likeable                                                                                                            \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eAppendix:\u003c\/b\u003e A Refresher Guide to the Social Networks That Matter Most                                        \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eNotes\u003c\/b\u003e                                                                                                                                                   \u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eIndex\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cb\u003e\u003cbr\u003e  \u003c\/b\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e","brand":"McGraw-Hill Education","offers":[{"title":"Default Title","offer_id":48738477179223,"sku":"9781260453287","price":23.79,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781260453287.jpg?v=1723812078"},{"product_id":"theatre-in-the-chocolate-factory-9781009271882","title":"Theatre in the Chocolate Factory","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eA symbol of Britain's industrial heyday, Cadbury's offered recreational and educational schemes that included an astonishing amount of theatre. Focusing on the staff and performances central to the tale, Catherine Hindson situates theatre at the heart of understanding Cadbury's operation and the wider industrial histories it represents.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003ePart I. Factory Theatre: 1. Staging Bournville's spirit: Cadbury's industrial performances; 2. Theatre in the Bournville factory: performance at work; Part II. Theatre in the Factory Garden; 3. Marketing fresh air: outdoor performance at Bournville's factory in the garden; 4. Serious play: John Drinkwater's masques at Bournville; Part III. Theatre, Education, and Worker Wellbeing: 5. Keeping on the right lines: making theatre in Bournville's recreational societies; 6. Dramatic methods of teaching: theatre and education at Bournville.","brand":"Cambridge University Press","offers":[{"title":"Default Title","offer_id":48738517582167,"sku":"9781009271882","price":80.75,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781009271882.jpg?v=1720049124"},{"product_id":"yes-you-can-innovate-9781292218168","title":"Yes You Can Innovate","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cstrong\u003eNatalie Turner \u003c\/strong\u003eis Founder and CEO of The Entheo Network. She has a background in innovation, leadership and marketing strategy and has worked for and consulted with some of the world's leading organisations including Cisco Systems, Singapore Airlines, and LEO Pharma Asia. She facilitates leadership and innovation workshops and is an international speaker on innovation, entrepreneurship and leadership at a variety of conferences, organisations and universities around the world, including Harvard's HPAIR Conference in Manila.\u003c\/p\u003e \u003cp\u003eNatalie is the inventor of The Six I's of Innovation an integrated methodology that provides individuals and organisations a consistent framework for assessing skills and managing innovation. She is an experienced facilitator, trainer and consultant; and works to unlock the potential of organisations and people to help them create new products and services whilst focusing on the development of innovation skills, capabilities and culture. W\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eIntroduction\u003c\/li\u003e\n\u003cli\u003eUnderstanding The Six ‘I’s® Model\u003c\/li\u003e\n\u003cli\u003eDiscover your innovation strengths – How to take The Six ‘I’s® assessment\u003c\/li\u003e\n\u003cli\u003eHow the book is structured\u003c\/li\u003e\n\u003cli\u003eHow to get the most out of this book\u003c\/li\u003e\n\u003cli\u003ePURPOSE: IT IS A QUESTION OF PURPOSE\u003c\/li\u003e\n\u003cli\u003eThe Purpose Resource Guide\u003c\/li\u003e\n\u003cli\u003eIDENTIFY: UNDERSTAND TRENDS AND POTENTIAL OPPORTUNITIES FOR GROWTH\u003c\/li\u003e\n\u003cli\u003eThe Identifier Profile\u003c\/li\u003e\n\u003cli\u003eThe Identify Skills\u003c\/li\u003e\n\u003cli\u003eThe Identify Mindset —‘A compelling desire to learn or experience something new’\u003c\/li\u003e\n\u003cli\u003eLet’s meet Ricky Teo\u003c\/li\u003e\n\u003cli\u003eThe Identify Resource Guide\u003c\/li\u003e\n\u003cli\u003eIGNITE: CREATE IDEAS AND NOVEL SOLUTIONS\u003c\/li\u003e\n\u003cli\u003eThe Igniter Profile\u003c\/li\u003e\n\u003cli\u003eThe Ignite Skills\u003c\/li\u003e\n\u003cli\u003eThe Ignite Mindset—‘An orientation and attitude that desires to seek and imagine new possibilities’\u003c\/li\u003e\n\u003cli\u003eLet’s meet Marco Brabec\u003c\/li\u003e\n\u003cli\u003eThe Ignite Resource Guide\u003c\/li\u003e\n\u003cli\u003eINVESTIGATE: PROTOTYPE, TEST AND RESEARCH IDEAS\u003c\/li\u003e\n\u003cli\u003eThe Investigator Profile\u003c\/li\u003e\n\u003cli\u003eThe Investigate Skills\u003c\/li\u003e\n\u003cli\u003eThe Investigate Mindset — ‘Paying careful attention to whatever is being studied’\u003c\/li\u003e\n\u003cli\u003eLet’s meet Jacqueline Ford\u003c\/li\u003e\n\u003cli\u003eThe Investigate Resource Guide\u003c\/li\u003e\n\u003cli\u003eINVEST: HAVE COURAGE AND PERSUADE OTHERS TO BACK IDEAS\u003c\/li\u003e\n\u003cli\u003eThe Investor Profile\u003c\/li\u003e\n\u003cli\u003eThe Invest Skills\u003c\/li\u003e\n\u003cli\u003eThe Invest Mindset — ‘An attitude that spurs someone to act despite challenges or difficulties’\u003c\/li\u003e\n\u003cli\u003eLet’s meet Thomas Nyegaard\u003c\/li\u003e\n\u003cli\u003eThe Invest Resource Guide\u003c\/li\u003e\n\u003cli\u003eIMPLEMENT: MAKE AN IDEA HAPPEN AND CREATE VALUE FROM IT\u003c\/li\u003e\n\u003cli\u003eThe Implementer Profile\u003c\/li\u003e\n\u003cli\u003eThe Implement Skills\u003c\/li\u003e\n\u003cli\u003eThe Implement Mindset—‘To stay committed despite challenges and be dedicated to achieving results’\u003c\/li\u003e\n\u003cli\u003eLet’s meet Christine Sim\u003c\/li\u003e\n\u003cli\u003eThe Implement Resource Guide\u003c\/li\u003e\n\u003cli\u003eIMPROVE: OPTIMISE, SCALE AND LEARN FROM SUCCESS AND FAILURE\u003c\/li\u003e\n\u003cli\u003eThe Improver Profile\u003c\/li\u003e\n\u003cli\u003eThe Improve Skills\u003c\/li\u003e\n\u003cli\u003eThe Improve Mindset—‘To be mentally bright, having sharp or quick intelligence’\u003c\/li\u003e\n\u003cli\u003eLet’s meet Rose Shapley\u003c\/li\u003e\n\u003cli\u003eThe Improve Resource Guide\u003c\/li\u003e\n\u003cli\u003eConclusion\u003c\/li\u003e\n\u003cli\u003eWhat next?\u003c\/li\u003e\n\u003cli\u003eIndex\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Pearson Education Limited","offers":[{"title":"Default Title","offer_id":48738524725591,"sku":"9781292218168","price":15.29,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781292218168.jpg?v=1723812118"},{"product_id":"fashion-wholesaling-9781350169838","title":"Fashion Wholesaling","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eGet to know the activities, processes and people involved in wholesaling and its crucial role in the wider fashion industry. From working with fashion vendors and trend forecasting companies, to navigating trade shows, and working in different territories, \u003ci\u003eFashion Wholesaling\u003c\/i\u003e is the ultimate guide to an often overlooked but rewarding career path.Clearly illustrated case studies and industry-focused exercises put the journey from apparel factory to retailer into a practical, real-world context for anyone looking for a way into the business of fashion.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eInvaluable in detailing the ins and outs of fashion wholesaling. It combines theory and practice in a thought-provoking way that allows the student to envision their own entry and success in the field! -- Jaye Thompson, Professor \u0026amp; Interim Director of Retail Merchandising, University of Minnesota, USA\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003ePreface Introduction  \u003cb\u003e1. The Fashion Wholesale Business\u003c\/b\u003e Wholesale Selling as a Career Option Structural Overview of the Fashion Industry Types of Wholesale Sales Reps Vendor-Rep Contracts Resources, Activities and Further Reading  \u003cb\u003e2. Fashion Vendors and Wholesale Customers\u003c\/b\u003e Wholesale Vendors Fashion Vendors The Implications of Scale Brand Goals Wholesale Customers Building a Customer Base Resources, Activities and Further Reading  \u003cb\u003e3. The Wholesale Selling Environment\u003c\/b\u003e Different Types of Selling Environments Fashion Trade Shows Trend Forecasting Companies Resources, Activities and Further Reading  \u003cb\u003e4. The Wholesale Fashion Selling Process\u003c\/b\u003e Making the Sales Presentation Sales Territories Forecasting Sales After the Order is Written Resources, Activities and Further Reading  \u003cb\u003e5. Trends in Fashion Wholesale Selling\u003c\/b\u003e The Changing Environment for Retailers and Wholesalers Trends in Fashion Wholesale Selling Wholesale Internet Selling Theories of Fashion Market Changes Resources, Activities and Further Reading  Conclusion Glossary Bibliography","brand":"Bloomsbury Publishing PLC","offers":[{"title":"Default Title","offer_id":48738599338327,"sku":"9781350169838","price":21.84,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781350169838.jpg?v=1720049606"},{"product_id":"marketing-strategy-9781352011463","title":"Marketing Strategy","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eMarketing Strategy\u003c\/i\u003e offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students' decision-making processes and equip them for a world driven by big data. The second edition builds on the first's successful core foundation, with additional pedagogy and key updates.Research-based, action-oriented, and authored by world-leading experts, \u003ci\u003eMarketing Strategy\u003c\/i\u003e is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives \u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eThe text masterfully introduces the First Principles of marketing strategy and integrates them perfectly with a mixture of data analytics cases and the Markstrat simulation. Students appreciate the variety of methods used to help them engage with the concepts and then apply analytics techniques to inform managerial decisions. It is really rewarding to see students’ initial data apprehension convert into pride. * Conor M. Henderson, University of Oregon, USA *\u003cbr\u003ePalmatier and Sridhar’s Marketing Strategy adopts a truly fresh approach to the topic of marketing strategy. It captures the essence of the purpose of marketing strategy, and connects its key principles with specific marketing decisions. A unique textbook on marketing strategy with examples clearly illustrating concepts, up-to-date case studies that bring the subject alive, and excellent support material for marketing instructors and lecturers. * Maria Karampela, University of Strathclyde, UK *\u003cbr\u003eMarketing Strategy stands out from other textbooks; it takes an innovative yet intuitive approach of using four First Principles to anchor the concepts of marketing strategy. It provides students with an indispensable grounding in data analysis, applied in state-of-the-art cases using unique datasets and code in industry-standard software. This seamless combination of theory and practice makes the book accessible at all levels, yet bound to stay with students beyond any individual course. * Michiel Van Crombrugge, Erasmus  School of Economics, Netherlands *\u003cbr\u003eIf you heard that there are four challenges to be addressed by (marketing) strategy—all customers  differ, all customers change, all competitors react and all resources are limited—you might  attribute it to Peter Drucker or Ted Levitt. Think again: attribute that statement to Rob Palmatier  and Hari Sridhar. Then get their book, Marketing Strategy: Based on First Principles and Data  Analytics, read it and you will understand the latest relevant research findings and how those  principles apply in our data-intensive world. This book is a great accomplishment and promises  to have a profound influence on the teaching and practice of marketing strategy. * Gary Lilien, Penn State, USA *\u003cbr\u003eMost marketing strategy classes are taught using business cases which provide in-depth examples  of select marketing problems in select industries. Managers applying these case concepts at  work often encounter a lack of generalizability, thereby limiting how case learning extends out to  practice. In First Principles, the authors organize the most crucial problems, processes and tools  of marketing strategy into one framework that can be applied to all industries. Moreover, the  authors stress the role of data, analytics and research-based guidance while executing marketing  strategy. Most marketing strategy textbooks and business cases are not sufficiently quantitative  to equip managers in today’s competitive analytics age. In that sense, this book plugs a major  gap, by describing analytical tools for marketing strategy, and providing data-enabled cases to let  students practice the tools before they implement them in the real world. * Rajdeep Grewal, University of North Carolina, USA *\u003cbr\u003eA must-have for any marketing strategy and planning course. This book guides students through  key concepts using innovative content and relevant examples. The case studies are up-to-date,  cross a number of sectors and will resonate with learners. Marketing Strategy is interesting, wellwritten and allows readers to dip in and out of relevant chapters in line with the topics they are  studying. * Gaynor Cross, Leeds Trinity University, UK *\u003cbr\u003eThis book connects academia and industry in a natural way and prepares the reader for datadriven decision making in an era of technology disruption. Reader-friendly design, step-by-step  guides for data-analytic techniques, in-depth case studies from different parts of the world, and  clear use of the latest relevant research make Marketing Strategy useful for both students and  practitioners. * Rana Mostaghel, Mälardalen University, Sweden *\u003cbr\u003eThis textbook is refreshing and innovative. It is easy to follow and highly customer-centric.  I really enjoy sharing it with my students and colleagues. The authors have cleverly utilized the  First Principles framework to organize the chapter structure. This unique structure enables us  to understand marketing strategy in a new way. Our students acquire new insights on customer  heterogeneity and dynamics, competitive forces, and resource constraints from this innovative  book. * Henry F. L. Chung, Massey University, New Zealand *\u003cbr\u003eAn insightful and interactive text that expertly illuminates the principles of marketing strategy.  The wide range of global examples is relevant to the text and the worldwide environment and  helps to support student learning. This text is a comprehensive guide and resource for anyone  interested in learning more about the marketing discipline. * Kathy-Ann Fletcher, Abertay University, UK *\u003cbr\u003eI highly recommend Marketing Strategy by Palmatier and Sridhar as the default book for a  marketing strategy course. By shifting the focus from the traditional 4Ps to decision-making  principles, the authors have created a new paradigm for teaching marketing strategy. It is wellwritten, easy to read and has great cases and examples. The book can also be used in a customer  management course and for select executive programs. * Girish Mallapragada, Indiana University, USA *\u003cbr\u003eI consider this book a breakthrough in marketing strategy teaching material. The book is  comprehensive, compelling and coherent in its data-driven approach to Marketing Strategy. The  chapters, case studies and datasets help to create an intellectually challenging yet interactive  learning environment. * Sourindra Banerjee, Leeds University Business School, UK *\u003cbr\u003eI highly recommend this textbook, which incorporates the latest marketing research as well as  state-of-the-art analytics techniques. Palmatier and Sridhar are well-known scholars in the field of  marketing, and they also have extensive experience applying their knowledge through consulting  projects with major corporations in different industries. Students will benefit tremendously from  this textbook which will help them to develop, implement and evaluate real-world marketing  strategies. * Daniel Laufer, Victoria University of Wellington, New Zealand *\u003cbr\u003eIf you want to know about the recent developments in marketing strategy, Palmatier and Sridhar’s  book is a clear reference. I love the presence of key conceptual figures to guide the reader; the  “All Customers Differ, All Customers Change, All Competitors React, All Resources are Limited”  framework is great. * Giampaolo Viglia, University of Portsmouth, UK *\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e1 Marketing Strategy: A First Principles Approach  Part 1 All Customers Differ  2 Marketing Principle #1: All Customers Differ ? Managing Customer Heterogeneity  Part 2 All Customers Change  3 Marketing Principle #2: All Customers Change ? Managing Customer Dynamics  Part 3 All Competitors React  4 Marketing Principle #3: All Competitors React ? Managing Sustainable Competitive Advantage  5 Marketing Principle #3: Managing Brand-based Sustainable Competitive Advantage  6 Marketing Principle #3: Managing Offering-based Sustainable Competitive Advantage  7 Marketing Principle #3: Managing Relationship-based Sustainable Competitive Advantage  Part 4 All Resources are Limited  8 Marketing Principle #4: All Resources Are Limited ? Managing Resource Trade-offs  9 Marketing Strategy: Implementing Marketing Principles and Data Analytics.","brand":"Bloomsbury Publishing PLC","offers":[{"title":"Default Title","offer_id":48738628141399,"sku":"9781352011463","price":49.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781352011463.jpg?v=1720049704"},{"product_id":"real-estate-prospecting-9781394172160","title":"Real Estate Prospecting","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eThe ultimate guide to real estate prospecting for both rookies and veterans \u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eReal Estate Prospecting: Create a Million-Dollar Life Through Relationships, Online Leads, Technology, and Social Media\u003c\/i\u003e, founder, consultant, and real estate team leader Tristan Ahumada delivers a comprehensive discussion of the resources and strategies available to rookie and experienced agents who wish to succeed at the highest levels of the industry. In the book, you'll explore techniques used by leading agents to become the best brokers, agents, and team leaders they can be. From developing a championship mindset to setting up an unbeatable sales system, the author also explains how to: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eCreate and take advantage of a powerful real estate lead database\u003c\/li\u003e \u003cli\u003eUse live, virtual, and hybrid connections to round out your strategy\u003c\/li\u003e \u003cli\u003eNetwork with precision and efficiency to make the most of your time and energy\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eAn essential and exciting new resource from one o\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eAcknowledgments ix\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I The Fundamentals 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Attract More Business 3\u003c\/p\u003e \u003cp\u003e2 Environment and Finding Your Strength 7\u003c\/p\u003e \u003cp\u003e3 Your Routine Matters 13\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Show Me the Money 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e4 The Bowtie 29\u003c\/p\u003e \u003cp\u003e5 The HOP Method 33\u003c\/p\u003e \u003cp\u003e6 Online Lead Generation 41\u003c\/p\u003e \u003cp\u003e7 Social Media 59\u003c\/p\u003e \u003cp\u003e8 Your Database 75\u003c\/p\u003e \u003cp\u003e9 Farming 83\u003c\/p\u003e \u003cp\u003e10 Client Events 107\u003c\/p\u003e \u003cp\u003e11 Open Houses 119\u003c\/p\u003e \u003cp\u003e12 Door Knocking 129\u003c\/p\u003e \u003cp\u003e13 Cold-Calling 141\u003c\/p\u003e \u003cp\u003e14 Networking 165\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Conclusion 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e15 Your Priorities 175\u003c\/p\u003e \u003cp\u003e16 The Process 181\u003c\/p\u003e \u003cp\u003e17 Building Your Virtual Staff 189\u003c\/p\u003e \u003cp\u003e18 Building a Real Estate Team 199\u003c\/p\u003e \u003cp\u003e19 The Future of Real Estate 219\u003c\/p\u003e \u003cp\u003eIndex 225\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48738661073239,"sku":"9781394172160","price":19.54,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781394172160.jpg?v=1720049811"},{"product_id":"a-very-short-fairly-interesting-and-reasonably-cheap-book-about-studying-marketing-9781412930888","title":"A Very Short Fairly Interesting and Reasonably","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cstrong\u003e\u003cem\u003eStudying Marketing \u003c\/em\u003e\u003c\/strong\u003eis packed full of lively debate and funny anecdotes covering topics marketing students are familiar with, such as key thinkers and concepts, and some they are not. It looks at areas most textbooks ignore, such as the development of marketing as a discipline and as an academic subject, and raises arguments that students haven't heard about in their lectures.\u003cbr\u003e  \u003cbr\u003e  Conceived by Chris Grey as an antidote to conventional textbooks, each book in the \u003cem\u003eVery Short, Fairly Interesting and Reasonably Cheap\u003c\/em\u003e' series takes a core area of the curriculum and turns it on its head by providing a critical and sophisticated overview of the key issues and debates in an informal, conversational and often humorous way.\u003c\/p\u003e  \u003cp\u003e\u003cbr\u003e  Suitable for Marketing students at Undergraduate and Postgraduate level. Along with professionals involved in marketing and anyone interested in how marketing works.\u003c\/p\u003e  \u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e′If you want a clear, well written and authoritative  introduction to the ideas and concepts that underpin the marketing discipline, this the book for you′ -  \u003cp\u003e\u003cbr\u003e\u003cb\u003eEmeritus Professor Michael J Baker \u003c\/b\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eIntroduction: Studying Marketing PART ONE: PROPER SUBJECTS THAT PRECEDED MARKETING Chapter 1: The Economists Chapter 2: Behavioural Scientists PART TWO: MARKETING AS A PROPER SUBJECT Chapter 3: The Marketing Gurus and Some of Their Thinking Chapter 4: Marketing Concepts and Contexts PART THREE: SELLING MARKETING Chapter 5: Why Marketing Doesn′t Work Epilogue","brand":"SAGE Publications Inc","offers":[{"title":"Default Title","offer_id":48739112354135,"sku":"9781412930888","price":20.8,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781412930888.jpg?v=1720051200"},{"product_id":"database-marketing-9781441903327","title":"Database Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eDatabase marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today''s organizations have the                            capacity to analyze customer data to inform and enhance every facet of the enterprise-from branding and promotion campaigns to supply chain management to employee training to new product development. Based on decades of                            collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and                            techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database                            marketing.\u003c\/p\u003e \u003cp\u003eThis is\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eFrom the reviews:  \u003c\/p\u003e\u003cp\u003e\"This is an excellent in-depth overview of both well-known and very recent topics in customer management models. It is an absolute must for marketers who want to enrich their knowledge on customer analytics.\" (Peter C. Verhoef, Professor of Marketing, Faculty of Economics and Business, University of Groningen)\u003c\/p\u003e \u003cp\u003e\"A marvelous combination of relevance and sophisticated yet understandable analytical material. It should be a standard reference in the area for many years.\" (Don Lehmann, George E. Warren Professor of Business, Columbia Business School)\u003c\/p\u003e \u003cp\u003e\"The title tells a lot about the book's approach—-though the cover reads, \"database,\" the content is mostly about customers and that's where the real-world action is. Most enjoyable is the comprehensive story – in case after case – which clearly explains what the analysis and concepts really mean. This is an essential read for those interested in database marketing, customer relationship management and customer optimization.\" (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.)\u003c\/p\u003e \u003cp\u003e\"In this tour de force of careful scholarship, the authors canvass the ever expanding literature on database marketing. This book will become an invaluable reference or text for anyone practicing, researching, teaching or studying the subject.\" (Edward C. Malthouse, Theodore R. and Annie Laurie Sills Associate Professor of Integrated Marketing Communications, Northwestern University)\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eIntroduction.- Why Database Marketing.- Organized for Database Marketing.- Customer Privacy in a CRM Environment.- LTV Fundamentals.- LTV Advanced Issues.- LTV Applications.- Sources of Data.- Test Design and Analysis.- The Predictive Modeling Process.- Foundations of Statistical Modeling.- RFM Analysis.- Market Basket Analysis.- Collaborative Filtering.- Discrete Dependent Variable and Duration Models.- Cluster Analysis.- Decision Trees.- Neural Networks.- Machine Learning.- Acquiring Customers.- Cross-Selling and Up-Selling.- Frequency Reward Programs.- Customer Tier Programs.- Churn Management.- Multi-Channel Customer Management.- Acquisition and Retention Management.- Communications Design.- Multi-Contact Customer Management.- Pricing.- Glossary of Database Marketing Terms.- Index.","brand":"Springer-Verlag New York Inc.","offers":[{"title":"Default Title","offer_id":48739209216343,"sku":"9781441903327","price":93.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781441903327.jpg?v=1720051497"},{"product_id":"the-inner-lives-of-markets-9781444788587","title":"The Inner Lives of Markets","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThink Freakonomics meets The Undercover EconomistThe Inner Lives of Markets is a journey into the mysterious corners of everyday economics. Who buys, who sells, why it matters, when it works, and what to do when it breaks.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eAll of the economics covered in this delightful book is described clearly and with a lovely lightness of touch. * The Enlightened Economist *\u003cbr\u003eThey start to make the case with a quick, and exceedingly engaging, tour of economic history...  the book does a good job of showing the limitations of narrow economic theory, since markets rarely feature rational people with perfect knowledge. -- Gillian Tett, Financial Times","brand":"John Murray Press","offers":[{"title":"Default Title","offer_id":48739254305111,"sku":"9781444788587","price":11.69,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781444788587.jpg?v=1720051654"},{"product_id":"online-marketing-for-your-craft-business-9781446304891","title":"Online Marketing for Your Craft Business","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eA must have book if you are running a craft business and want to understand content marketing and social media networking to raise awareness of your handmade designs and learn how to sell your crafts online. \u003cbr\u003e\u003cbr\u003eIf you are a creative or craft business owner selling crafts online through your blog, website or on handmade marketplaces, the desire to grow your online following can become addictive. Many people find they spend all day aimlessly clicking and tinkering with their craft blog, Facebook, Twitter and other social media accounts with no real strategy in place. They are inconsistent, they don’t plan their content and they don’t measure their results, they just feel drained and demotivated, unsure whether they are seeing a return on their investment of time. Many people end up resenting blogging and social media networking due to lacklustre sales results. Don’t let this happen to your craft business!\u003cbr\u003e\u003cbr\u003eSocial media networking and understan\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"I know what it takes first hand to market your crafts online and Hilary's book is one of the most detailed marketing books out there for creative business owners... If you are looking for a marketing guide to help your craft business thrive, then you need to pick up Hilary's book.\" \u003cb\u003eTimothy Adam, \u003ci\u003eHandmadeology\u003cbr\u003e \u003cbr\u003e \u003c\/i\u003e\u003c\/b\u003e\"Clearly laid out and broken down into easy-to-read chapters, \u003ci\u003eOnline Marketing For Your Craft Business\u003c\/i\u003e covers all aspects of online marketing and social media, perfect for  beginners and a great refresher for those who have been trading online  for a while and feel like their business needs a boost. It even has a  section on that elusive SEO to help increase the traffic to your  website.\" \u003cb\u003eKaren Jinks, \u003ci\u003eUK Handmade\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eIntroduction  \u003cbr\u003e Engagement marketing principles  \u003cbr\u003e How and where to find your target market \u003cbr\u003e Creating engaging content - why you need a blog \u003cbr\u003e hotography and visual marketing  \u003cbr\u003e Making social networking work (each network broken down into basics and advanced tips with an action plan) \u003cbr\u003e \u003c\/p\u003e\u003cli\u003eFacebook\u003cbr\u003e \u003c\/li\u003e\u003cli\u003ePinterest\u003cbr\u003e \u003c\/li\u003e\u003cli\u003eGoogle+\u003cbr\u003e \u003c\/li\u003e\u003cli\u003eInstagram\u003cbr\u003e \u003c\/li\u003e\u003cli\u003eTwitter\u003cbr\u003e \u003c\/li\u003e\u003cli\u003eLinkedIn\u003cbr\u003e \u003c\/li\u003e\u003cli\u003eYouTube (and other video sharing, Vimeo etc.) \u003cbr\u003e Creating a bespoke measurable Social Media Strategy  \u003cbr\u003e Sending engaging newsletters \u003cbr\u003e Measuring your success using Google Analytics\u003cbr\u003e Conclusion \/ what’s next\u003cbr\u003e Index \u003c\/li\u003e","brand":"David \u0026 Charles","offers":[{"title":"Default Title","offer_id":48739329933655,"sku":"9781446304891","price":14.39,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781446304891.jpg?v=1720051924"},{"product_id":"start-your-own-business-in-a-week-9781473609365","title":"Start Your Own Business In A Week","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cdiv\u003eSunday: Get started with realistic goals and a detailed business plan, and do your market research\u003cbr\u003e\u003cbr\u003eMonday: Learn strategies for building a network of contacts and how to handle meetings\u003cbr\u003e\u003cbr\u003eTuesday: Learn how to get the product or service right and increase your margin\u003cbr\u003e\u003cbr\u003eWednesday: Choose the most effective ways to communicate with customers and prepare useful marketing materials\u003cbr\u003e\u003cbr\u003eThursday: Market yourself and your business and learn how to cut the jargon and describe what you do in 30 seconds\u003cbr\u003e\u003cbr\u003eFriday: Motivate yourself to work hard and ignore distractions and make a good impression as the face of your business\u003cbr\u003e\u003cbr\u003eSaturday: Avoid difficulties and problems through using personal planning and business planning tripwires\u003c\/div\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cul\u003e\n\u003cli\u003e: Sunday: Getting Started\u003c\/li\u003e\n\u003cli\u003e: Monday: The right tools for the job\u003c\/li\u003e\n\u003cli\u003e: Tuesday: Getting the money right\u003c\/li\u003e\n\u003cli\u003e: Wednesday: Communicating effectively\u003c\/li\u003e\n\u003cli\u003e: Thursday: Taming the telephone\u003c\/li\u003e\n\u003cli\u003e: Friday: How to conduct yourself\u003c\/li\u003e\n\u003cli\u003e: Saturday: Setting up reminders and tripwires\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"John Murray Press","offers":[{"title":"Default Title","offer_id":48739504488791,"sku":"9781473609365","price":10.44,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781473609365.jpg?v=1720052425"},{"product_id":"copywriting-in-a-week-9781473609419","title":"Copywriting In A Week","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eGreat copywriting just got easier\u003c\/b\u003e\u003cbr\u003eIt''s strange to think that there was a time when only the privileged few could read or write. The rest of us relied on the spoken word. Storytelling was used to pass knowledge on from one generation to the next. Now, most of us are literate and use the written word to gather information and inform our decision making. \u003cbr\u003e\u003cbr\u003eIncreasingly we do this online, with social media and messaging enabling rapid, spontaneous global \u003cbr\u003ecommunication. But rather than freeing us from the need for clear, effective written communication, it actually makes good communication even more important. \u003cbr\u003e\u003cbr\u003eThe less we communicate face to face, the greater the opportunity for misunderstandings. Of course, all writing communicates your message to people you cannot see and may never meet. It means you can influence more widely; it also means you must take care not to make assumptions aboutyour reader, especially those who see your public postings. \u003cbr\u003e\u003cbr\u003eSu\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e1: Sunday: Simple techniques to focus your message and get the point across\u003c\/li\u003e\n\u003cli\u003e: Sunday - work out what you want to say and make sure your copy is going to be relevant;\u003c\/li\u003e\n\u003cli\u003eMonday: - put yourself in your readers' shoes and make your writing easy to read and absorb;\u003c\/li\u003e\n\u003cli\u003e2: Monday:  How pictures, layout and colour make words meaningful and memorable\u003c\/li\u003e\n\u003cli\u003e3: Tuesday: Writing effective letters. Some useful direct mail tips\u003c\/li\u003e\n\u003cli\u003e: Tuesday - learn the art of letter writing and make sure your letters will be read;\u003c\/li\u003e\n\u003cli\u003e: Wednesday - understand advertising and how each of your words earn its keep;\u003c\/li\u003e\n\u003cli\u003e4: Wednesday: Winning ways to make sure your advertising works\u003c\/li\u003e\n\u003cli\u003e5: Thursday: Communicating clearly with the media. News releases and bulletins\u003c\/li\u003e\n\u003cli\u003e: Thursday - become a popular press commentator and promote what you do for free;\u003c\/li\u003e\n\u003cli\u003e: Friday - discover why most promotional print says too much and become skilled at only writing what matters most;\u003c\/li\u003e\n\u003cli\u003e6: Friday: Preparing promotional material and linking it all together\u003c\/li\u003e\n\u003cli\u003e7: Saturday: Composing reports, punchy proposals, presentation visuals\u003c\/li\u003e\n\u003cli\u003e: Saturday - explore some other ways to work with words and know you are getting your message across.\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"John Murray Press","offers":[{"title":"Default Title","offer_id":48739505013079,"sku":"9781473609419","price":10.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781473609419.jpg?v=1720052428"},{"product_id":"the-ultimate-marketing-pr-book-9781473683976","title":"The Ultimate Marketing  PR Book","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eIf you want to be the best, you have to have the right skillset. \u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eFrom strategy, mobile and ecommerce to social media, SEO and PR, THE ULTIMATE MARKETING \u0026amp; PR BOOK is a dynamic collection of tools, techniques, and strategies for success. \u003cbr\u003e\u003cbr\u003eDiscover the main themes, key ideas and tools you need and bring it all together with practical exercises.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eThis is your complete course in modern marketing. \u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eABOUT THE SERIES\u003cbr\u003eULTIMATE books are for managers, leaders, and business executives who want to succeed at work. From marketing and sales to management and finance, each title gives comprehensive coverage of the essential business skills you need to get ahead in your career. Written in straightforward English, each book is designed to help you quickly master the subject, with fun quizzes embedded so that you can check how you''re doing.\u003c\/p\u003e","brand":"John Murray Press","offers":[{"title":"Default Title","offer_id":48739548430679,"sku":"9781473683976","price":12.74,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781473683976.jpg?v=1720052554"},{"product_id":"the-ultimate-digital-marketing-book-9781473688414","title":"The Ultimate Digital Marketing Book","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eIf you want to be the best, you have to have the right skillset.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eFrom effective SEO and Search marketing to mastering mobile and content marketing, THE ULTIMATE DIGITAL MARKETING BOOK is a dynamic collection of tools, techniques, and strategies for success. Short, punchy chapters mean you can read up quickly and start applying what you''ve learned immediately.\u003cbr\u003e\u003cbr\u003eDiscover the main themes, key ideas and tools you need and bring it all together with practical exercises.\u003cbr\u003e\u003cbr\u003eThis is your complete course in digital marketing.\u003cbr\u003e\u003cbr\u003eABOUT THE SERIES\u003cbr\u003eULTIMATE books are for managers, leaders, and business executives who want to succeed at work. From marketing and sales to management and finance, each title gives comprehensive coverage of the essential business skills you need to get ahead in your career. Written in straightforward English, each book is designed to help you quickly master the subject, with fun quizzes embedded so that you can check how you''re doing\u003c\/p\u003e","brand":"John Murray Press","offers":[{"title":"Default Title","offer_id":48739550921047,"sku":"9781473688414","price":16.14,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781473688414.jpg?v=1720052563"},{"product_id":"the-ultimate-mba-book-9781473689510","title":"The Ultimate MBA Book","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eIf you want to be the best, you have to have the right skillset. \u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e From finance and strategy to leadership and marketing, THE ULTIMATE MBA BOOK is a dynamic collection of tools, techniques, and strategies for success. Discover the main themes and key ideas you need and bring it all together with practical exercises.\u003cb\u003eThis is your complete MBA course.\u003c\/b\u003e ABOUT THE SERIES\u003cbr\u003e ULTIMATE books are for managers, leaders, and business executives who want to succeed at work. From marketing and sales to management and finance, each title gives comprehensive coverage of the essential business skills you need to get ahead in your career. Written in straightforward English, each book is designed to help you quickly master the subject, with fun quizzes embedded so that you can check how you''re doing.","brand":"John Murray Press","offers":[{"title":"Default Title","offer_id":48739551347031,"sku":"9781473689510","price":13.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781473689510.jpg?v=1720052563"},{"product_id":"sell-it-like-serhant-9781473695856","title":"Sell It Like Serhant","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eA lively and practical guide to selling anything\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e''Ryan is not only charming and hilarious, he could sell milk to a cow. This book is going to be very helpful and humorous to a lot of people looking to up their business game'' Andy Cohen, host of \u003ci\u003eWatch What Happens Live...\u003c\/i\u003e and \u003ci\u003eNew York Times\u003c\/i\u003e bestselling author of \u003ci\u003eSuperficial\u003c\/i\u003e\u003cbr\u003e\u003cbr\u003eRyan Serhant was a shy, jobless hand model when he entered the real estate business in September 2008. Just nine years later, he has emerged as one of the top salespeople in the world and a co-star on Bravo''s hit series \u003ci\u003eMillion Dollar Listing New York, \u003c\/i\u003eas well as the star of\u003ci\u003e Sell It Like Serhant\u003c\/i\u003e. He has become an authority on the art of selling. Whether you are selling a property or a hot tub, golf balls or life insurance, Serhant shares the secrets behind how to close more deals than anyone else, expand your business, and keep clients coming back to you for more.\u003cbr\u003e\u003cbr\u003e\u003ci\u003eSell It Like Serhant\u003c\/i\u003e is the\u003c\/p\u003e","brand":"Hodder \u0026 Stoughton General Division","offers":[{"title":"Default Title","offer_id":48739555443031,"sku":"9781473695856","price":10.44,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781473695856.jpg?v=1720052577"},{"product_id":"marketing-theory-9781473904019","title":"Marketing Theory","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eMarketing Theory introduces and explains the role of theory in marketing by uncovering its histories, disciplinary underpinnings, subfields, discourses and debates. From strategy and ethics to digital marketing and consumer behaviour, leading marketing experts shine a light on what can be a challenging perspective of marketing.\u003cbr\u003e    \u003cp\u003eIn thisnew Third Edition there are up-to-dateexamples from global companies such as Pepsi, Amazon and H\u0026amp;M; entirely new chapters on Digital and Social Media Marketing, and Service-Dominant Logic (SD-L) and contributions from Global Specialists including Bob Lusch, Patrick Murphy and Susan Hart.\u003cbr\u003e  \u003cbr\u003e  Ideal for Upper level undergraduate and postgraduate marketing students studying marketing theory, critical marketing, and the history of marketing modules.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eMichael Baker and Michael Saren have developed their student text on marketing further to include emerging topics, such as sustainability and social media. Other new topics include service marketing. The book covers the contemporary marketing field well, and offers a good and interesting overview of marketing.\u003cbr\u003e \u003cbr\u003e \u003cbr\u003e \u003cbr\u003e -- Christian Grönroos\u003cbr\u003eThis is a key text for students wishing to understand more about marketing theory. With contributions from leading international authors, the collection of chapters documents the main disciplinary influences on marketing theory and the theoretical evolution of key sub-areas. -- Pauline Maclaran\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003ePART ONE: Overview of Marketing Theory Chapter 1: Marketing – Philosophy or Function? - Michael J. Baker Chapter 2: Marketing Theory - Michael Saren Chapter 3: A History of Historical Research in Marketing - D. G. Brian Jones and Mark Tadajewski Chapter 4: Marketing Ethics - Patrick E. Murphy and Kelly D. Martin PART TWO: Disciplinary Underpinnings of Marketing Theory Chapter 5: The Economics Basis of Marketing - Richard J. Varey Chapter 6: The Psychological Basis of Marketing - Allan J. Kimmel Chapter 7: The Sociological Basis of Marketing - Kjell Grønhaug and Ingeborg Astrid Kleppe Chapter 8: Cultural Aspects of Marketing - Kam-hon Lee and Cass Shum PART THREE: Theories of Marketing Management and Strategy Chapter 9: The Marketing Mix: A Helicopter View - Walter van Waterschoot, Thomas Foscht, Marion Brandstaetter and Andreas B. Eisingerich Chater 10: Marketing Strategy - Robin Wensley Chapter 11: Market Segmentation and Segment Strategy - Sally Dibb and Lyndon Simkin PART FOUR: Theoretical Sub-Areas of Marketing Chapter 12: Consumer Behaviour - Margaret K. Hogg and Rob Lawson Chapter 13: Marketing Communications in a Digital World - Julia Wolny  Chapter 14:  Theories of Value and Brand Equity - Mark S. Glynn and Roderick J. Brodie Chapter 15: Innovation and New Product Development - Susan Hart Chapter 16: Relationships and Networks - Kristian Møller Chapter 17: Theories of Retailing - Christopher Moore and Stephen Doyle PART FIVE: THEORIES OF SERVICE IN MARKETING Chapter 18: The New Service Marketing - Evert Gummesson Chapter 19: Service-Dominant Logic - Stephen L. Vargo, Robert F. Lusch and Kaisa Koskela-Huotari PART SIX: MARKETING THEORY, SOCIETY \u0026amp; THE ENVIRONMENT Chapter 20: Social Marketing Theory - Sharyn Rundle-Thiele Chapter 21: Sustainable Marketing - William E. 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