Sales and marketing Books

Book SynopsisContent marketing is now a firmly established discipline in online marketing. But how exactly does content marketing work? What are the consequences for strategic content planning and what does valid content marketing controlling look like? This book goes beyond the usual tips on how to implement content marketing by asking what the fundamental effect of content marketing is on companies' customers and prospects. The author not only describes the requirements and procedures for the strategic design of content marketing, but also presents a comprehensive content marketing controlling framework based on the analyzed impact mechanisms. With this book, marketing managers receive a theoretical foundation of the discipline of content marketing as well as numerous recommendations for successful implementation in companies.Table of ContentsContent marketing: classification and definitional approaches.- Content marketing and advertising impact: research, models, psychological background on attitudes and behavior.- Effective content marketing: topics, content, messages, formats.- Content marketing controlling: central terms and key figures, controlling framework.

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Book SynopsisMarketing Planning.- Strategic Marketing.- Marketing Research.- Product and Pricing Policy.- Communication and Sales Policy.- Marketing Organization.- Marketing Controlling.

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Book SynopsisThis book offers an easily accessible and comprehensive guide to the entire market research process, from asking market research questions to collecting and analyzing data by means of quantitative methods. It is intended for all readers who wish to know more about the market research process, data management, and the most commonly used methods in market research. The book helps readers perform analyses, interpret the results, and make sound statistical decisions using IBM SPSS Statistics. Hypothesis tests, ANOVA, regression analysis, principal component analysis, factor analysis, and cluster analysis, as well as essential descriptive statistics, are covered in detail. Highly engaging and hands-on, the book includes many practical examples, tips, and suggestions that help readers apply and interpret the data analysis methods discussed. The new edition uses IBM SPSS version 25 and offers the following new features:A single case and dataset used throughout the book to facilitate learningNew material on survey design and all data analysis methods to reflect the latest advances concerning each topic Improved use of educational elements, such as learning objectives, keywords, self-assessment tests, case studies, and much more A glossary that includes definitions of all the keywords and other descriptions of selected topics Links to additional material and videos via the Springer Multimedia App Table of ContentsIntroduction to Market Reseach.- The Market Research Process.- Data.- Getting Data.- Descriptive Statistics.- Hypothesis Testing & ANOVA.- Regression Analysis.- Principal Component and Factor Analysis.-Cluster Analysis.- Communicating the Results.

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Book Synopsis“If you’re building a business, it starts with brand building. If that’s not your expertise, this terrific entrepreneur will hold your hand every step of the way.” - Bob Dorf, Author of The Startup Owners ManualIt’s hard to start something. You’re facing brutal competition from other entrepreneurs, writers or app developers – all hoping to make it big.Also, your audience is busy, tired and overwhelmed. They’ve got a billion ways to spend their time and money – so why on you?Only a powerful brand will persuade your audience.Luckily, the award-winning founder of Hamwells, Toby and BrandBuilding.com wrote a playbook for building yours. It’s full of direct, no-bullsh*t, practical advice on what to do and how to do it. The Brand Building Playbook is a guide that gives you: A solid understanding of brand psychology. A clear process for brand building. Easy steps for every budget to: Strategize how your brand can be valuable. Design the identity that communicates this value. Build a powerful brand experience. The book includes over 250 illustrations and a collection of FREE tools to build your own brand.Whether you’re launching a startup, starting a rockband or running for office, The Brand Building Playbook helps you win in your market.

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Book SynopsisThis book is a comprehensive practical guide for account managers, sales teams and account leaders operating in the B2B space. It provides knowledge to excel in developing, growing and retaining top accounts in local and global environments. With a nuanced version of ‘account management’ that will potentially be a game changer, the book offers a personnel-and-process based agenda that can create a ‘competitive advantage’ on its own.Table of Contents1. Introduction and Fundamentals2. Tactics and Approaches for Sales Effectiveness3. Strategies for Deep Customer Engagement4. Skillsets and Knowledge (of Account Teams)5. Proactive Relationship Management6. Organizational and Human Resource Imperatives7. Customer Innovation Bias8. Pitfalls to Avoid9. The Payoff and Concluding Chapters

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Book SynopsisMarketing and communications are ever-evolving areas, with trends and issues quickly emerging, and often fading just as fast. An evergreen issue that continues to gain more and more traction is that of socially responsible and ethical marketing. The text discusses the increasing importance of socially responsible and ethical marketing and communication in today's world, where social media and social marketing have a wide reach. With practical applications and case studies for marketing and management practitioners to implement socially responsible and ethical communication campaigns, the book provides a tool kit for marketing and management practitioners to implement socially responsible and ethical communication campaigns. It is a must-read for researchers in social and ethical marketing, as well as educators in marketing, communication, social responsibility, sustainability, and ethics.

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Book SynopsisFinalist in the Marketing - Branding category of the Goody Business Book Awards 2024 Boeing Max 737's twin crashes, Volkswagen's Dieselgate scandal, worms in Cadbury's chocolates, cyanide in Tylenol, the #MeToo movement In the past 2448 hours, chances are you have read about a brand believed to have transgressed in some part of the world. These and other transgressions real or perceived plague company brands and, as in the case of the #MeToo movement, human brands, routinely and globally. And they often come with serious consequences: consumer injury, billions of dollars in recovery and restitution, legal nightmares, bankruptcy, and damage to the brand. Despite their universal prevalence, negative outcomes, and the justified media frenzy around their occurrence, in-depth, thorough, and critical reflections on brand transgressions are scarce. Consequently, barring the lens of some quick-fix solution, managers lack a precise understanding of how to handle such potentially explosive si

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Book SynopsisBrian Tracy, uno de los conferencistas profesionales e instructor de ventas más destacado del mundo hoy en día, se dio cuenta que su logro o adelanto más importante en las ventas fue el descubrimiento de que 'la Psicología de Ventas' es más importante que las técnicas y los métodos de venta.

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Book SynopsisGabriella Lojacono is an Associate Professor of International Management at the Department of Management and Technology of Università Bocconi and SDA Bocconi School of Management based in Milan, Italy. She is also the Director of the Executive Master in Luxury Management at SDA Bocconi.

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Book SynopsisDr Ryan O'Sullivan is a senior executive, board member, business adviser, university lecturer and author. He has spent his career perfecting and then evangelizing a 'relationship first' approach to growing revenue. Based near Nice, France he currently works for relationship mapping company Introhive where he advises clients such as PwC, Deloitte and KPMG on how they can better utilize their firmwide relationships to improve business performance. Prior to this, he spent 8 years at Infosys, applying the same relationship mapping methodology to improve the win rate of strategic deals and to better manage key accounts.

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Book SynopsisAs a leader in your organization, you will be very familiar with your organization’s key financial statements and monthly management reports. You may have spent countless hours discussing budgets and expenditures. But how much time have you spent reflecting on the fact that these revenues are generated by actual customers—the people who pull out their wallets and pay for your products and services? In The Customer-Base Audit: The First Step on the Journey to Customer Centricity, experts Peter Fader, Bruce Hardie, and Michael Ross start you on the path toward really getting to understand your customers’ buying behavior as well as the health of your overall customer base. A customer-base audit is a systematic review of the buying behavior of a firm’s customers using data captured by its transaction systems. It will help you answer questions such as: -- How healthy is your customer base? How realistic are your growth objectives? -- How do your customers differ in terms of their behavior and value? -- How has the quality of your customers changed over time? -- What changes in customer behavior lie behind period-to-period changes in firm performance? -- What is important to your high-value customers? Which products help you acquire and retain your best customers? Fader, Hardie, and Ross present five “lenses” through which an executive can address questions like those above. The answers are often lurking in various parts of the organization, but it is rare to find all the relevant analyses in one place, let alone performed on a regular basis (as an audit should be). Yet without such a basic, systematic understanding of the foundations of the firm’s primary source of cash flow, how can executives make informed decisions? Fader, a Wharton professor, is the author of Customer Centricity and coauthor of The Customer Centricity Playbook, both of which have helped businesses radically rethink how they relate to customers. In this first step of the journey, Fader, Hardie, and Ross assist leaders in gaining a fundamental understanding of their customers’ buying behavior—and thus their company as a whole.Trade Review"The Customer-Base Audit brings a long-overdue customer focused structure and discipline to the practice of business decision-making. Fader, Hardie and Ross take away the mystery and uncertainty associated with customer analytics, replacing it with a comprehensive approach that no company should ignore." * Rob Markey, Partner, Bain & Company, Inc., and coauthor, The Ultimate Question 2.0 *"The Customer-Base Audit brings clarity and rigor to the analysis of what is the most fundamental unit of analysis: the customer. The truth is that most executives don't understand their customers as well as they should, and this book provides them with the frameworks they need to gain insight and to guide their strategic decisions. It also equips investors with the right questions to ask managers. This is essential reading for anyone who wants to understand customers and how they create value." * Michael J. Mauboussin, Head of Consilient Research at Counterpoint Global, Morgan Stanley Investment Management, and Author, The Success Equation *"I once believed that product and brand alone were the answer to business growth, but learnt to appreciate the need to interrogate the business sales line through the lens of the customer. Customer behaviour must be understood at the most granular level to make a company truly customer focused; then combined with data based planning and decision making for the best possible outcomes. I now find myself passionate about the power of adding a data driven customer-centric lens to everything we do." * Sarah Welsh, CEO Retail, N.Brown plc *"The Customer-Base Audit is a masterpiece that challenges companies to measure the differences and dynamics between their customers. A gateway into customer centricity, this important book is one you’ll devour and then proudly evangelize to the rest of your organization, bringing all those who listen to a path toward profitable, sustainable growth backed with conviction born from insurmountable data and an endless buffet of experience." * Neil Hoyne, Chief Measurement Strategist, Google, and Author, Converted *"Understanding the nature (and value) of our customers’ behavior is central to every decision a bank makes, as well as the way those decisions are evaluated. I’ve been a strong advocate of formally assessing customer value for years, and I can’t think of a better way to do that than through a customer-base audit. The frameworks and analysis in The Customer-Base Audit are incredibly useful for any company and should be part of every analytics team’s repertoire. Further, boards and executives should be demanding this type of work from their analytics leaders." * Zachery Anderson, Chief Data and Analytics Officer, NatWest Group *"I would be a rich man if I had been paid a pound every time I had been told in the last 40 years or so that if only we had a reliable, complete view of the behaviour of each customer, we could become a much more successful business. This book shows the reader how to take the steps to achieve this." * David Tyler, Former Chairman, J. Sainsbury plc *"The Customer-Base Audit makes the complex simple. It shows how straightforward analysis can spotlight massive opportunities for change and is a must read for anyone who wants to do more for their customers." * Gill Barr, former Marketing Director, John Lewis *"The Customer-Base Audit, by Fader, Hardie, and Ross, provides a practical and example-rich hands-on guide to their core methods of analyzing customer data. The authors, who are master teachers and practitioners of this field, point out that executives know so much about their products, yet so little about their customers. For most of history, customer specific data was not readily available, so people were not trained to analyze it and there were no good guides to doing so. But with the digital age, it now becomes possible and imperative to view a business through the lens of customer data. This book is a must-read guide that will empower leaders for a generation and spur countless insights within organizations of all kinds." * Barney Pell, Ph.D., AI Pioneer and Thought Leader; Entrepreneur and Investor; Founder of Powerset (Microsoft Bing) *"Fader, Hardie, and Ross’s practical, logical and commonsense approach to data analysis is refreshing when compared with the myriad of confusion that normally reigns in understanding consumer behaviour." * Mark Newton-Jones, Member of the Global Supervisory Board, INGKA *

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Book SynopsisSHORTLISTED: Business Book Awards 2022 - International Business Book category CATEGORY SILVER WINNER: Axiom Awards 2022 - Business Commentary Category The greatest challenge facing leaders is activating and actioning purpose based brands to the people who matter inside the company and out. Recent statistics prove that more than 87% of consumers would purchase a product because a company advocated for an issue they cared about, and more than two-thirds would refuse to do so if the company supported an issue contrary to their beliefs. We live in an age of activism - the conscious consumer is more socially aware than ever before, and this is reflected in their buying habits. Yet, activism on behalf of brands is lagging. While many claim to be 'purpose driven', far too often this purpose is relegated to a plaque above the CEO's desk, and never goes any further. Or, worse, the 'purpose' is transparently used as a marketing ploy, but never acted upon in any real way. Activate Brand Purpose shows readers how to transform their brand's purpose into meaningful action by sparking a company wide cultural movement, beginning internally and permeating externally. Regardless of whether your purpose is lofty and socially conscious, or all business, focus on galvanizing people, and they will respond if you can prove that you care about that purpose, and that you're working to realize it, rather than simply chasing the next dollar. This book contains a clearly explained, proven framework that will make this happen.Trade Review"Don't just babysit your brand. Honour and activate your brand to fit the environment." * Steve Wozniak, Co-founder, Apple *"We're living in a world that requires leaders to think differently and create a new playbook for operating. There's never been a more important time to lead with purpose and learn from experts like Scott Goodson and Chip Walker." * Hans Vestberg, Chairman and CEO, Verizon *"Chip Walker and Scott Goodson tackle the toughest part of any purpose journey, which is also the most important one: How to convert wonderful words of a purpose statement into actual behaviour. A must-read for anyone wanting to make sure their purpose work truly connects and drives enduring change." * Amy Fuller, Global Chief Marketing and Communications Officer, Accenture *"This book identifies a fundamental problem facing companies today: How to not merely talk about purpose but actually do it." * Ranjay Gulati, Professor, Harvard Business School *"It's no wonder business leaders are drawing their focus to how company purpose can play a larger role in their organization. They see that creating value for all stakeholders and society at large - not just financial gain for shareholders - means doing more. Done well, many are finding that doing good can also add to the bottom line, and the recommendations within this book share insight on how to activate on this now." * Matthew Lieberman, Chief Marketing Officer, PwC *"The purpose economy is upon us. This book puts forth a new competitive advantage, 'Movement Thinking', as a way to activate purpose for the people who matter inside and outside your company." * Anand Mahindra, Chairman, Mahindra Group *"Purpose unlocks the power of marketing to drive business growth. This book is a blueprint for its execution." * Susan Johnson, CMO, Prudential *"We can only solve the problems confronting society today - inequality, social injustice, sustainability, polarization - if businesses play a key role. And businesses can only play a role when they lead with purpose. To activate your credible purpose, read this book." * Susan Fournier, Dean, Boston University Questrom School of Business *Table of Contents Chapter - 00: Introduction; Chapter - 01: A call to arms – How to activate purpose with Movement Thinking; Chapter - 02: The business case for activating purpose; Chapter - 03: Moving to Movement Thinking; Chapter - 04: Change the company with a movement, not a mandate; Chapter - 05: Movement Inside – Galvanizing the people that matter inside your brand; Chapter - 06: Movement Outside – New marketing, branding and advertising for a new customer culture; Chapter - 07: Purpose Power Index – New winners and laggards; Chapter - 08: How movement increases a merger’s chances of success; Chapter - 09: How Movement Thinking fosters collaboration; Chapter - 10: Mahindra Rise – A decade of movement; Chapter - 11: How to be a galvanizer;

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

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

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Book SynopsisThis book provides valuable insights for CEOs, as well as financial, commercial, and marketing directors/managers, business owners, startups, and students. Businesses are on the lookout for the one methodology that singlehandedly helps to achieve their goals, and definitively address issues such as “what needs to done” and “which activities to avoid”. With BITSING, a scientifically proven methodology, you are able to predict results by using facts in order to be 100% certain of achieving goals. This book enables factual insight into (positive) financial returns, in advance of executing strategies accordingly. BITSING can be applied by the biggest multinational to the smallest startup. The 7 laws in this book guide you through the process of improving your business strategy. With chapters like How to be Unbeatable, Realise Effective Campaigns, and Ensure That You Reach Your Goals, the author explains how this methodology works and how to implement it in your own business. By using examples, illustrations, and insights, this book provides multiple entry points for readers who want to execute the BITSING strategy accordingly. As a result of working closely with several universities, the methodology is scientifically validated, in addition to its proven performance within numerous organisations and businesses. Shell International, Hewlett Packard EMEA, and Jamie Oliver’s Fifteen are amongst those that have benefited from this method, by using it to meet targets time and time again. Some have experienced exponential growth and reached the magic level of 300%. This book offers advice, tools, and direction in what is required in your organisation to achieve goals. The methodology increases efficiency without sacrificing jobs, and has even helped to stimulate employment, including recruiting top talent. BITSING has also boosted employee performance, changed stakeholder behaviour, and optimised work-life balance.

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Book SynopsisSuitable for those who want to understand the implications of social media on our daily lives and how businesses can tap the power of social media to increase their sales, cut their marketing costs, and reach consumers directly, this title discovers what social media can do for you, and what you can do for others while using social media.Trade Review“A 2010 Finalist for the Berry-AMA Book Prize for the Best Book in Marketing”Table of ContentsForeword Scott Monty ix Acknowledgments xiii About This Book xv Introduction xvii Chapter One Word of Mouth Goes World of Mouth 1 Chapter Two Social Media = Preventive Behavior 29 Chapter Three Social Media = Braggadocian Behavior 37 Chapter Four What We Can Learn from Politics 50 Chapter Five I Care More about What My Neighbor Thinks Than What Google Thinks 72 Chapter Six Death of Social Schizophrenia 95 Chapter Seven Winners and Losers in a 140-Character World 107 Chapter Eight Next Steps for Companies and the Glass House Generation 149 Chapter Nine Social Media Rolodex and Resources 188 Chapter Ten Social ROI 195 Chapter Eleven Social Success Secrets (Give Them to Me Now!) 210 Chapter Twelve Blogging: What Works 217 Chapter Thirteen 100+ Social Media Tools 226 Chapter Fourteen Making Viral Videos 234 Chapter Fifteen Social Media for B2B 238 Chapter Sixteen Case Studies 243 Chapter Seventeen Social Analytics: Big Data and Beyond 256 Chapter Eighteen Social Organizational Structure 267 Chapter Nineteen FAQs 273 Chapter Twenty Teacher and Company Resources and Exercises 292 Socialnomics Summary 296 Notes 299 About the Author 311 Index 313

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Book SynopsisSHORTLISTED FOR THE CMI MANAGEMENT BOOK OF THE YEAR INNOVATION AND ENTREPRENEURSHIP AWARDNetflix, Spotify, and Salesforce are just the tip of the iceberg for the subscription model. The real transformation--and the real opportunity--is just beginning---Today''s consumers prefer the advantages of access over the hassles of ownership. It''s not just internet services like Netflix and Spotify; even industrial firms like GE and Caterpillar are reinventing themselves as solutions providers. Whether you sell software, clothes, insurance, or industrial machines, you need to master the transition to the subscription model.Adapting to the subscription economy takes more than just deciding to sell subscriptions instead of products. You''ll have to reinvent your company from the inside out -- from your accounting to your entire IT architecture. No matter how large or small your company, Subscribed gives you a practical, step-by-step framework to reTrade ReviewThis book is ostensibly about subscription models, but it's ultimately about the future of business. In Subscribed, you'll learn from the masters of this business model and fundamentally change the way you think about your product, customers, growth, and talent -- no matter what industry you're in -- Aaron Levie * CEO and Founder of Box *Tien Tzuo, who I was lucky enough to hire as my eleventh employee at Salesforce, has written the definitive playbook for anyone navigating the most important business model shift of our time. The subscription model is exploding everywhere, and nobody knows how to steer through this shift better than Tien -- Marc Benioff * Chairman & CEO of Salesforce *Tien Tzuo is the godfather of the subscription economy and now he shares his unparalleled wisdom in this book. A must read for anyone who wants to have a breakout company. -- Maynard Webb * Author of Rebooting Work *Tzuo dissects the building blocks of what may be the greatest shift in business in the last twenty years; the move to a recurring revenue/subscription based model. For any business looking to break the chains of episodic, transactional commerce, Tien's book is a must-read -- Scott Galloway * Professor of Marketing, NYU Stern, author of The Four *Subscribed shows you how to keep customers coming back for more. The implications for product design are enormous -- Nir Eyal * author of Hooked: How to Build Habit-Forming Products *All in all, Tien's book is spot-on. It has just the right blend of background information about the Subscription Economy and best practices -- Tom Taulli * Forbes *

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Book SynopsisEveryone knows that the best way to create customer loyalty is with service so good, so over the top, that it surprises and delights. But what if everyone is wrong?  In their acclaimed bestseller The Challenger Sale, Matthew Dixon and his colleagues at CEB busted many longstanding myths about sales. Now they’ve turned their research and analysis to a new vital business subject—customer loyalty—with a new book that turns the conventional wisdom on its head.  The idea that companies must delight customers by exceeding service expectations is so entrenched that managers rarely even question it. They devote untold time, energy, and resources to trying to dazzle people and inspire their undying loyalty. Yet CEB’s careful research over five years and tens of thousands of respondents proves that the “dazzle factor” is wildly overrated—it simply doesn’t predict repeat sales, share of wallet, or positive wordof-mouth. The reality:  Loyalty is driven by how well a company delivers on its basic promises and solves day-to-day problems, not on how spectacular its service experience might be. Most customers don’t want to be “wowed”; they want an effortless experience. And they are far more likely to punish you for bad service than to reward you for good service. If you put on your customer hat rather than your manager or marketer hat, this makes a lot of sense. What do you really want from your cable company, a free month of HBO when it screws up or a fast, painless restoration of your connection? What about your bank—do you want free cookies and a cheerful smile, even a personal relationship with your teller? Or just a quick in-and-out transaction and an easy way to get a refund when it accidentally overcharges on fees? The Effortless Experience takes readers on a fascinating journey deep inside the customer experience to reveal what really makes customers loyal—and disloyal. The authors lay out the four key pillars of a low-effort customer experience, along the way delivering robust data, shocking insights and profiles of companies that are already using the principles revealed by CEB’s research, with great results. And they include many tools and templates you can start applying right away to improve service, reduce costs, decrease customer churn, and ultimately generate the elusive loyalty that the “dazzle factor” fails to deliver.  The rewards are there for the taking, and the pathway to achieving them is now clearly marked.

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Book SynopsisDevelop the mental agility and razor-sharp decision making of todayâs most successful salespeopleThe world of sales has become less predictable and more competitive in recent years. Buying decisions are more complex, differentiation between suppliers is difficult to discern, and high-quality information is readily available. The salespeople who excel are agileâchoosing a path based on the buying situations they face and continually re-assessing those choices.In The Sales Agility Code, leaders at industry-leading sales training and development firm VantagePoint Performance help you learn and replicate what the highest-performing salespeople do to succeed in an unpredictable and ever-changing market. This groundbreaking, research-driven guide teaches you how to: Shift to a buyer-focus perspective and assess customer situations from multiple perspectives Make sense of buyersâ situations by considering and weighing all available data and yo

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Book SynopsisRichard Denny is one of the foremost authorities on sales, management training and personal development. A highly sought-after inspirational speaker, he has been sharing his ideas on success and achievement around the world for over 20 years. He is also the author of Winning New Business, Motivate to Win, Communicate to Win and Succeed for Yourself (all published by Kogan Page). His books have sold over a quarter of a million copies worldwide.Trade Review"The master of professional salesmanship" * The Times *Table of Contents Chapter - 00: Introduction; Chapter - 01: Selling in perspective; Chapter - 02: Planning to win; Chapter - 03: The vital ingredient; Chapter - 04: Finding the time; Chapter - 05: Finding the business; Chapter - 06: Getting the appointment; Chapter - 07: The rules of professional selling; Chapter - 08: The sales presentation; Chapter - 09: Closing the sale; Chapter - 10: The principles of professionalism; Chapter - 11: Giving real service; Chapter - 12: Handling objections; Chapter - 13: Negotiation; Chapter - 14: Letter writing; Chapter - 15: Body language; Chapter - 16: Avoiding the negative; Chapter - 17: Don’t quit

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Book SynopsisThe world needs more storytellers. Storytelling is an inherently innovative activity. When organizations find their best stories and tell them to the world, they're not only building a reputation, they''re flexing the same muscles that allow them to pivot quickly around crisis or opportunity, and solve problems more creatively. For individuals, crafting stories is the primary way we can make sense of the world and our place in it. The Strategic Storyteller is a comprehensive, practical guide to transformative storytelling. In its pages you will learn how to: Tap into your and your organization''s unique sources of wonder, wisdom, and delight Boost individual and collective creativity Understand the storytelling strategies behind some of the world's most powerful brands Unlock the secrets of the great strategic storytellers of the past Build a place where your stories can live online DTable of ContentsIntroduction Chapter 1 Glamour and Grammar The power of stories This is your brain on good content Strategies of delight The runway and the beltway: informal networks of influence How good content helps us be out best selves Content creates guiding narratives What’s old is new again How to find good stories Chapter 2 The Age of the Educated Consumer Why Politics won’t teach you about marketing The educated consumer Chapter 3 It’s About Human Nature Learning from the best human storytellers Chapter 4 It’s Life Stages, Not Ages: The Generation Myth and the Power of Personalization Data and privacy The evolution of personalization Personalization for B2B Mobile and omni-channel personalization Taking personalization offline Chapter 5 Atomize, Serialize, Magnetize, and Keep Your Velocity Solving for Distribution Velocity is Tranformational Chapter 6 Only Connect: Creativity & Consistency Building a content culture Inspiring organization-wide creativity Individual creativity Connectivity How brands evolve Chapter 7 Content Marketing Applied Part 1 Content marketing applied: The content hub The process of creating a hub Thought Leadership Have a strong visual vocabulary Emerging platforms The best content hubs… Internal communications Chapter 8 Content Marketing Applied Part 2 Knowledge transfer: putting it all together How the industry is changing Chapter 9 Asymmetrical Thinking Afterward: The Future of Storytelling

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Book SynopsisVirtually everyone sells in some capacity today, and we can become better at selling by becoming smarter at it. In today's highly competitive marketplace, creating an advantage through sales is imperative. Distilled into this single, handy-sized volume are twenty tips, advice and techniques to help anyone to improve their sales capability. It provides insights and tools to develop a more considered, smarter approach to overcoming any sales-related problem and situation. Each piece of advice is accompanied by graphic aids to aid understanding.

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Book SynopsisWill help architects, engineers, project managers, facilities managers, surveyors, and contractors 'sell' themselves to prospective clients. Illustrated with plenty of diagrams and checklists. Sets out the seven key aspects of selling and marketing professional services.Trade Review"This would make a highly desirable read for anyone operating within the construction services sector - whether they are directly in contact with their clients or not. It presents a well-structured approach to effectively selling construction services without making the subject too complex or the end unachievable. This book is especially a good addition to the repertoire of those whose task is the regular creation of business, and even better acquisition for those new to the territory." (Emerald Journal, 2011) "An admirable feature of the book is its ability to work from a strategic level down to a fine level of detail." (International Construction Law Review, April 2010)"For new marketers/sales folk it contains all the essentials you will need packaged well and written accessibly." (PM, June 2010)Table of ContentsList of Illustrations xv List of Tables xvi About the author xvii Foreword xix Introduction xxi Stage 1: Selecting the clients you want to work for 1 1.1 Your client portfolio 2 Examine current portfolio 2 Saying goodbye to clients 6 Number of clients 7 Sector exposure 8 Who are your competitors and who do they work for? 8 1.2 A strategy 11 Prioritise your effort 12 Selecting your targets 16 The need to comply with the Data Protection Act 17 Sector penetration 17 1.3 Effort versus reward 19 Public sector 19 Private sector 23 1.4 Lifetime value of clients 25 1.5 Picking your moment 29 1.6 Creating a pipeline 33 Using an enquiry pipeline 35 Using a leads pipeline 39 Managing effort for pipeline development 42 Stage 2: Identifying the needs of the target client 47 2.1 Why do you need to know the client’s needs? 48 Good client service 48 2.2 Appropriate person to contact 49 No names policy 53 The first communication with the target contact 53 The first written communication 54 That first phone call 56 2.3 The first Meeting 60 Preparation 60 Arriving 61 First impressions 62 Improving your chances of a good meeting 63 2.4 Look for visual and auditory clues 64 Building rapport 64 Use of language 65 Is your potential client telling the truth? 68 2.5 Establishing the client’s needs 68 Specific needs 69 Leading into the questioning 70 Use your questions to demonstrate your capability 70 Have questions prepared 71 Harvesting information through questioning techniques 72 2.6 Listening skills 76 Poor response 79 2.7 Establish the stakeholders and decision makers 80 2.8 Expanding the range of contacts 81 2.9 Establish selection criteria 82 2.10 The next step 82 Stage 3: Shaping your service to suit the needs of the target clients 85 3.1 Review your clients’ needs 86 3.2 Putting a mirror up to your client 88 Don’t rush this stage 88 An analysis of the situation 89 Has the client missed something? 91 3.3 Enhancing customer value 91 Customer groupings 92 3.4 Features and benefits 93 3.5 Building trust 94 Capability 96 Credibility 97 Reliability 97 Compatibility 98 Rational and non-rational selection criteria 98 3.6 Differentiating 99 Differentiate through customer service 102 Show you care 103 3.7 Consider your strategy 104 Understanding why clients might not want your services 104 Stage 4: Communicating your availability and capability to the target clients 107 4.1 Communicating to target clients 108 4.2 Target clients in buying mode 109 Identify decision makers and influencers 109 Meeting the decision makers 110 Meeting the influencers 112 When access is denied 112 4.3 Target clients not in buying mode 113 4.4 Raising your profile 118 Networking 118 Where to network 118 Prepare for the event 119 Working the room 119 Introductions 120 The follow-up to a networking event 121 Make yourself a useful contact 122 Creating networking opportunities 122 Develop your network 122 4.5 Entertaining 123 4.6 Seminars 124 Attend seminars at conferences 124 Deliver a seminar at a conference 125 Attending other people’s seminars 125 Running your own seminar 125 4.7 Writing articles 126 4.8 Public speaking 130 4.9 Memberships of organisations 130 4.10 Advertising 130 4.11 Exhibitions 133 Stage 5: Proposals, tenders and pitching 137 5.1 Proposals 138 Create opportunities to build relationships during the proposal stage 138 Keep the prospective client involved 139 The proposal content 139 Approach to fees 141 5.2 Selling yourself and your proposal 141 5.3 Pitching for work 143 Purpose of the pitch 143 Plan of action 143 The brief 144 Timetable leading up to the pitch 144 The participants 145 The audience 148 The content of the pitch 149 Format of delivery and use of technology 150 The ‘ring master’ 152 Questions you don’t want to be asked 153 Handling objections 154 The venue 155 Rehearsals 155 Using persuasive language 156 Feedback 158 5.4 The selection process–direct with the client 158 Negotiation 158 Pitching for the project or through formal interview 159 Qualification-based selection 159 Selection based on quality and price 160 Selection based on fee (without design) 160 Selection based on a design proposal (with or without fee bid) 160 5.5 Selection process–through and with a contractor 161 Two-stage tendering 161 5.6 The trend for competitive proposals 162 5.7 Expressions of interest 162 5.8 Pre-qualifications 163 5.9 Tendering 165 Understanding how clients evaluate proposals and tenders 166 5.10 Using CVs 168 CV maintenance 169 Editing 169 5.11 Monitoring progress of the tender or proposal 170 5.12 Post-tender interview 170 5.13 Negotiation 171 Establish your position 172 Negotiating approach 172 Bargaining skills 173 Summarise the situation during negotiation 174 Don’t get stuck over positions 175 Move to closing the deal 176 Negotiating traps 177 If you fail to win, start positioning for the next opportunity 178 Stage 6: Delivering added value and obtaining repeat business 181 6.1 Obtaining repeat business 182 6.2 Strategies for repeat business 184 6.3 Preparing a project client plan 184 6.4 Total continuous office participation in selling 188 Quality of employees and working methods 188 6.5 Managing the service ‘touches’ 190 6.6 Client account management 191 Managing the process 193 Being selective with time expenditure 193 6.7 Client account teams 195 Creating new relationships 197 Cross-selling 197 Cross-team activity 198 6.8 Establishing level of client satisfaction 198 Ask the right questions 199 Ask the right people 199 Survey methods 200 Need to introduce the survey 201 Questionnaire design 202 Introducing weighting factors 202 Satisfaction levels are relative 203 The value of client satisfaction measurement 205 6.9 Third-party survey 206 6.10 Direct questionnaire 209 6.11 Client review meeting 209 After obtaining feedback 211 6.12 Lessons-learnt workshop 211 6.13 A client expectation charter 212 Service delivery review meetings 213 6.14 Building multi-level contacts 214 Introduce someone else at every opportunity 216 Show them around your office 217 Ask to be introduced to your client’s colleagues 217 Hold pre- and post-project social gatherings 217 Hold value engineering workshops 218 Market the project with the client 218 Becoming more integrated 218 Winning additional work from clients 220 Succession planning 221 6.15 Client loyalty 223 Increase client loyalty 224 Setting goals and objectives 224 6.16 Obtaining referrals from clients 226 Stage 7: Building credibility 229 7.1 Credibility through sector knowledge 230 Information for sector-specific selling 230 7.2 Response to requests for information 232 7.3 CVs 233 7.4 Keep records of your experience 234 7.5 Project sheets and case studies 235 Use your project sheets as door openers 237 7.6 Using e-mails 237 7.7 Your website 240 7.8 Intranet and extranet 242 7.9 Press releases 242 7.10 Newsletters 244 7.11 Research 245 Further reading 247 Index 249

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