Sales and marketing Books

Book SynopsisCreating a successful mobile-web presence is achievable with the tools found in this guide?without needing to learn a programming language or become a Web designer. Such a presence is now a necessity, rather than a luxury, for all businesses, organizations, and independent professionals to stay competitive. This quick, practical, hands-on introduction to the nuts and bolts of using the mobile web to grow a brand, improve sales, and increase profits is written for lay people and avoids jargon and programming concepts. Time- and money-saving solutions are presented, teaching technical novices how to quickly adapt their existing websites to the mobile ones and how to easily create mobile applications without having to learn to program. Step-by-step instructions stand alongside real-world examples of successful mobile-web transitions, and advice on best practices is provided to help business owners, entrepreneurs, marketing professionals, and creative professionals create the presence they need to help their business flourish.

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Book SynopsisWeldon Long's latest work, Consistency Selling, is a friendly, conversational book that highlights the author's excellent storytelling abilities to showcase his successful selling strategy. His emphasis on relationship building and problem solving show readers how they can greatly increase their chances of closing important sales. This book is a well-balanced combination of prescriptive advice and engaging stories that will take stress off any reader who is trying to make the best of their sales opportunities. Weldon Long is a New York Times best-selling author and one of the nation's most sought-after motivational speakers and successful businessmen.

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Book SynopsisThe federal government spends hundreds of billions of dollars annually to acquire goods and services from the private sector to support agency missions. Market research -- the process used to collect and analyse data about capabilities in the market that satisfy agency needs -- is critical to inform decisions about how best to acquire these goods and services. This book assesses selected agencies'' market research guidance and policy and how selected agencies conducted market research on selected procurements. It describes the most common elements of the federal procurement process and resources that may be used in that process.

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Book SynopsisExplaining consumer behavior today appears to be more complex than interpreting the conventional paradigm of perceptions, attitude, and behavior led by the classical cognitive theories. As the marketplace environment is changing rapidly in the twenty-first century following the growth of innovation, technology, market communications, and changing socio-cultural patterns, consumer behavior is largely driven by emotions, peer influence, and perceived values. When a company connects with customers'' emotions, the returns may be huge. This book documents the current consumer behavior development in changing business paradigms and suggests managerial implication for the companies to follow for gaining competitive advantage. The discussion on the topics of consumer behavior are built in the book around the ten chapters comprising evolving global consumer markets, understanding consumers through marketing research, consumer-market symbiosis, consumer health information and decision-making, catalyzing buying propensity, innovation, technology and consumption, dysfunctional consumption patterns, serving consumers in emerging markets, managing consumer experiences, and the future of consumers.

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Book SynopsisFrom 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.

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Book SynopsisIt has been estimated that 80 per cent of all buying decisions are based on emotion. The key to successful sales is making the right connection with the customer and extracting the right emotional response. Updated and revised, this book sets out a tried and tested technique to achieve this objective by thinking, acting and responding on the basis of emotion. This book should enable readers to dramatically improve their sales performance, and enjoy it at the same time. Areas covered include: motivating people to talk to you; finding out what they really, really need; proposing solutions; addressing concerns; and achieving a genuine win-win close.

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Book SynopsisIn 1985 SAAB Automotive commissioned a large piece of research to establish how people bought motor cars. The resulting work led to the creation of The Brand Bucket(R), a six-step decision-making model that will turn potential customers into long term customers. Since then, this approach has been applied to over 470 businesses and organisations worldwide. In the last 10 years the author has enhanced this core methodology with a number of other working tools, bringing in all the elements of the New Media and interactive marketing techniques to create a unique marketing methodology for the 21st century approach to marketing. Every company is staring at its order book looking for ways to improve it. This book shows them how.

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Book SynopsisOne of the world's leading experts in the new discipline of 'customer-centricity' explains how it works - and shows how it can revolutionise both business and personal performance. Most businesses today understand the importance of listening to their customers - but not many have grasped the potential of actually reorganising their entire business to focus on customers in everything they do. Packed with real-life case studies, insights and checklists, this book provides readers with a practical guide to implementing customer-centricity throughout their business and personal lives. The message to readers: this book will transform your business performance, and take your career to a new level. More than just a business guide, this book shows readers how they can radically improve personal performance in many other aspects of their lives, too. Foreword by Mark Price, MD of Waitrose

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Book SynopsisCustomers are not "on" the agenda. They ARE the agenda. Top consultant Stephen Hewett shows how to put Customer-Centricity at the heart of everything you do. It is not enough to have a strong customer service team - customers must be the principle focus of every aspect of business operation, not just the direct customer interface. Hewett's new book provides a highly practical guide designed to enable busy managers to achieve instant results. Broken down into 30 key areas, the book offers an easy reference tool which can be applied in almost any business context. Customer-Centricity is the new buzzword in management circles. This book shows readers at all levels how to put it into practice.Trade Review"Stephen is a customer guru for our times." Mark Price, MD, Waitrose

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Book SynopsisBased on a successful media sales training course which the author has been giving for many years, the book starts with an explanation of how the industry works, and then guides readers through the skills and processes involved in each stage from lead-sourcing through to closure. Areas covered include: * The role of advertising sales in publishing * What the ad sales job involves and where it can lead * How to plan and implement a successful campaign * How to structure your pitch * How to sell cross-media advertising * How to get through to the real decision-makers * How to deal with objections * How to close the saleTrade Review"Should be compulsory reading... I'd buy a copy for every media sales manager I know and every salesperson." Annie Swift, CEO, Institute of Sales Promotion

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Book SynopsisThis book is full of low-cost, and No-cost tips and techniques that will help you to sell more products or services. Whether you are an individual working from your kitchen table or a large company, there are basic marketing principles that must be applied if you are going to be successful. The author applies those key principles specifically to small businesses. From this book you will learn: Five marketing activities every business must engage in; How to find new prospects without spending a penny; How to stop wasting money on ''overflow'' advertising; How to design advertising and promotions that get results; Four growth strategies for long-term success.

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Book SynopsisWant to get your business book flying off the shelves? It's never too soon to start thinking about how to market and promote your book. In this Authority Guide, leading book PR and marketing expert Chantal Cooke, presents 52 tips that will make your book stand out from the crowd, build your credibility as an author, and ensure you achieve those all-important sales.Trade Review'As an author of three business books I know how challenging - and yet essential - the marketing can be. Chantal's Authority Guide provides 52 very practical book marketing tips. They're easy to understand, straightforward to implement and will make a real difference to your book sales. It's a must read for every author.' -- Sarah Lewis C. Psychol, Appreciating ChangeTable of ContentsIntroduction - 1; Building your platform - 5; Is your book ready to market? - 9; Developing your strategy - 15; Tips - 21; Case study 1 - 54; Case study 2 - 59; Case study 3 - 65; Conclusion - 71; Resources - 75; References - 79; About the author - 83

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Book SynopsisHave a sales plan? Now you need a marketing plan. Written especially for small businesses, this Authority Guide shows you how to write and execute your marketing plans efficiently and accurately. Ambrose and Jo Blowfield will help you create a plan using proven, affordable marketing tactics for both digital and traditional strategies. You''ll have a year long marketing plan that is structured, well thought out and targeted to your ideal clients, allowing you proactively to promote your business.

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Book SynopsisYou can master the mysterious art of networking. Overcome all your networking fears and learn how effortlessly to build and leverage the powerful connections you need to enhance your reputation, raise your profile and win more business. Networking expert Rob Brown will coach you on all the essential skills that will help you meet new people, create new leads, open up opportunities and grow your business confidently and effectively.

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Book SynopsisThe business with the best brand story wins. Find out how to write yours. Connect with your customers and make your business impossible to resist using this sharp, practical Authority Guide that will save you time, money and frustration. Combine psychology, creativity, logic and emotion expertly into a brand story that will make your business stand out from the crowd. And using Jim O''Connor''s hard-won knowledge and vast experience, give your business the focus, affinity, distinction and competitive advantage it needs to succeed and thrive.

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Book SynopsisFundamentals of Sport Marketing has long been the premier textbook in its field, and this updated, expanded fourth edition once again delivers superior content for aspiring sport marketers. As the most contemporary, comprehensive text of its kind, Fundamentals of Sport Marketing, 4th Edition, is a must-have resource for current data, trends, and concepts critical to success in the ever-changing world of sport. Students just beginning to explore their options in the sporting industry will gain a firm foundational understanding of sport marketing principles and strategies. As they explore the text, they will encounter a broad range of topics, including in-depth analyses of marketing mix components, media relations in sport, and use of licensing and logos in the sport industry. A brand-new chapter covers social media and its increasing impact on sport marketing. The authors, Dr Brenda Pitts and Dr David K Stotlar are internationally well-known experts in the sport industry. Their extensive experience both consulting and working in the field allows them to share their unique insights with the newest generation of sport marketers.

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Book SynopsisOrganisational buying is the purchase of goods and/ or services, by one or more individuals acting on behalf of the buyer firm, after a formal or informal consideration of purchase alternatives, and, the integration or use of those goods and/ or services to address one or more buyer firm problems or issues. Organisational buying accounts for about two-thirds of economic transactions globally. However, organisational buying has traditionally been taught in discipline-specific silos. Organisational buying concepts appear in courses on marketing and sales management, procurement, contract management, supply chain management, operations management, finance, as well as accounting. Moreover, most organisations treat organisational buying activities in a similarly disjointed way.This book provides a comprehensive overview of organisational buying that integrates perspectives from across a range of disciplines and organisational functions. The primary goal of the book is to develop a holistic interpretation of organisational buying. It covers topics such as:• Purchase situations.• The organisational buying process.• The purchase decision and the value proposition.• Communications in organisational buying. • Buyer-supplier relationships.• Organisational buying capabilities.• Organisational buying culture.• Organisational buying approach design.• Channels of supply.• Networks and organisational buying.Written in a practical, approachable way the book includes a range of exercises, case examples, learning objectives and discussion questions to support a broad spectrum of organisational buying-related courses.Table of Contents1. Organisational Buying: Accepted Wisdom2. Mapping Purchase Situations3. The Organisational Buying Process Revisited4. The Purchase Decision and the Value Proposition5. Communications and Organisational Buying6. Relationships, Relationships, Relationships7. Organisational Buying Capabilities8. Organisational Buying Culture9. Designing the Organisational Buying Approach10. Channels of Supply11. Networks and Organisational Buying12. Information Technology Developments and Organisational Buying13. Conclusion

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Book SynopsisEthical approaches to marketing offers a dynamic and inspiring perspective on how powerful marketing can have a positive and ethical impact on society. It brings together a wealth of internationally acclaimed academics who share their thoughts on a broad range of ethical approaches to marketing. With the continued and unwavering criticism of marketing across the globe, with accusations of persuasion, exploitation and manipulation and more this book aims to open the minds of the reader to the constructive and progressive approaches of ethical marketers. It reframes the way we think about marketing and society offering a number of emotional and motivational topics written by world leading academics, bringing together the great minds of ethical academics in a profound and dynamic monograph. The range of scholars includes new and upcoming academics taking on the opportunity to publish their work alongside eminent scholars. Contributions support the notion that marketing is good for society and impacts on consumer wellbeing, lifestyle, communities and positive consumer behaviours. This book asks the reader to think differently, feel the change that is rapidly developing in marketing through the interconnections of personal ethical values which are becoming interdependent with professional marketing values. "As problems linked to health, the environment and social injustice mount during the 21st century, harnessing the power of marketing to help find and promote positive solutions is going to be crucial for all our futures. Billy Bob Thornton once claimed publicly that ‘Marketing is the Devil’, but this collection demonstrates the potential for marketing and marketers to make important contributions on the side of the angels." (Professor Ken Peattie)

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Book SynopsisThe concepts of artification and sustainability are now both at the heart of luxury brand marketing strategies; artification as an ongoing process of transformation in the world of art and sustainability as an indispensable response to the issues of our times. The Future of Luxury Brands examines three interrelated luxury-marketing segments—the art world, fashion and fine wines including　hospitality services—through the dual lenses of sustainability and artification. From safeguarding human and natural resources to upholding labor rights and protecting the environment, sustainability has taken center stage in consumer consciousness, embodying both moral authority and sound business practices. At the same time, artification—the process by which non-art is reconceived as art—applies the cachet of art to business, affording commercial products the sacred status accorded to works of art. When commercial products enter the realm of aesthetic creation, artification and consumer engagement inevitably increases. This pioneering book examining artification and sustainability as strategic pillars of marketing strategies in the luxury industry will be essential reading for practitioners working in luxury product companies, as also students of luxury brand marketing.Table of ContentsIntroduction The introduction provides an overview of the book’s themes of artification and sustainability in relation to luxury brands, including brief discussions of each of our four focal industries: the art world, fashion, fine wines, and hospitality. The introduction sets out the book’s organizational structure, and the multiple ways in which each chapter reflects the overall agenda. Part 1 1. The Art World: An introduction to the art world, encompassing the art market, art auctions, and issues relating to artists of color and their representation in art galleries and museums. The pressing need for implementing diversity in the employees and trustees of museums in the western world is discussed. Who decides who is deserving of exhibitions, and who meets the definition of ‘artist’? Social sustainability is most relevant to the art world and market. [one of the curators of the Museum of anthropology, UBC Vancouver.] 2. Works of Art Vs. Luxury Goods: This chapter investigates the ever-increasing overlap between art and luxury goods: both reflect artisanship and an artist’s or designer’s personal vision; both confer a sense of personal refinement and status; and both offer ongoing aesthetic pleasure. Additionally, there is a discussion of the meaning of connection through art with the artist, and with fellow purchasers of that artist’s work, as well as the elevated sense of self derived from entering an exclusive ‘club’, in a sense, of those who enjoy such a connection. [Russ Belk] 3. Partnerships Between Luxury Brands and Artists: This chapter considers the often-lucrative partnerships between artists and luxury brands, to the benefit of both parties [e.g., Elsa Peretti and Tiffany, who have enjoyed an ongoing arrangement since the early 1970s, in which Peretti-branded products are sold exclusively through Tiffany). [M. Masi] 4. Burning Man and Art: This chapter discusses the implications of the Burning Man festival for the art world: what is the meaning of art designed specifically to be ephemeral (i.e., the massive effigy that is ritually sacrificed in flames at the close of the gathering), and of art as a means of human bonding, in which individuals find community in isolation from normative culture through the medium of art. The chapter further raises the inherent unsustainability of a form of art based on fire, which releases carbon dioxide into the atmosphere. [John Sherry] 5. Artists as Brands: When an artist becomes celebrated worldwide, often through their alliances with luxury brands, their name can itself transform into a brand, as has occurred with such celebrity artists as Warhol, Murakami, Koons and Kaws. An artists name becomes its own logo, serving as an imprimatur of value and quality. [Jonathan Schroeder] PART 2 Discussion of luxury brands that incorporate sustainability principles into their brand narrative and manufacturing processes and supply chains; and of the artification process, through which non-art objects become art. 6. The Artification of Luxury Brand Product Lines: This chapter considers the case of Louis Vuitton and the incorporation of art within its core identity, and charts its deliberate strategy of displaying actual works of art alongside its own luxury goods, resulting in the artification of the latter, aided by museum-level displays and adroitly theatrical use of lighting and other retail atmospherics. [Dion] 7. Street wear and Street Art: This chapter focuses on the artification process that formally began with graffiti emerging as an art movement and which now spans both the art world and luxury fashion. [Stefania Borghini and Luca Visconti] 8. Diamonds As Signifiers of Eco-Consciousness: This chapter examines sustainability in the diamond industry, as embodied by Canadian diamonds, which are mined and used in jewellery manufacture via sustainable methods from mine to store. [Linda Armano and Joy] 9. The Consumer Perspective on Sustainable Luxury: An investigation of consumer appreciation of sustainable luxury brands, including discussion of sustainability as a new and key element of luxury. [Antonella Caru or Julien Cayla) Part 3 Luxury Hospitality Services: This short introduction considers luxury hospitality services, including hotels, resorts, and the like, that employ both sustainability and artification as marketing strategies, an essential component of their brands, and as an affirmation of a truly luxurious lifestyle. 10. Artification in Hospitality: The role of art as being emblematic of the brand in hospitality services, with discussion of this new trend in hotels and resorts appealing to guests with sophisticated interests. [Kathy La Tour] PART 4 Fine Wines, Sustainably Produced: This section discusses fine wines, focused on sustainability throughout the discrete stages of production, from vine to store [ 11. Terroir and Sustainability in the Wine Industries of Bordeaux and Burgundy: This chapter considers Terroir (the separate geographical elements of specific locations that in combination result in a wine’s specific flavors, such as soil, shade, climate, and sunlight) and sustainability in the fine wines of Bordeaux and Burgundy. [Steve Charters, Dijon University and or/de Mossier] 12. Art and Architecture in Wineries: This chapter assesses how wineries set the tone for their atmospherics through exterior and interior design, the impact of those atmospherics on visitors, and the commercial power of art on wine labels over time. [Joy] 13. Unesco Heritage sites and Terroir: A consideration of Unesco World Heritage sites and fine wines, including discussion of Unesco’s role in underscoring the impact of terroir on a wine’s desirability and premium price. [Gabriele Troilo and Joy]

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Book SynopsisImagine being able to target an audience made up of highly qualified and purchase-ready prospects and easily building them into loyal clients by anticipating their needs and hence offering true value. This is the power of big data for digital marketing. Big Data: A Roadmap for Successful Digital Marketing explores recent trends in the use of big data to predict consumer behavior, strategies to engage online customers, integration of big data with other data sources, and its applications in social media analytics, mobile marketing, search engine optimization and customer relationship management. As the marketing world moves into a data-focused future, the success of marketing efforts will be wholly based on attention to detail in data analysis and effectively acting on insights in order to implement changes that will deliver improved results. This book will help professionals succeed in their digital marketing efforts as well as provide food for thought for students and researchers in the fields of digital marketing, customer behavior and big data analytics.

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Book Synopsis Given today's challenges, companies are confronted with pressing questions: Are marketing and sustainability a contradiction? How can digitalization support marketers beyond digital advertising? These questions must be addressed in an international context since, for most companies, international business is more a reality than just a strategic option as it was just a few decades ago. This book provides insights into the fundamentals of international marketing with a focus on these topics because they are commonplace in today's international marketing. It presents theories and concepts of international marketing in a concise form along with many real-world examples. The book explores how digitalization makes potential connections and advances available to marketing and how marketing can contribute to shaping a more sustainable future. It is a must read for students interested in the topic and managers who are confronted with these challenges. Supplementary materials for the book are available!

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Book SynopsisThis book shows media salespeople the optimal sales process using a structured step-by-step guide: Using a sales navigator, it accompanies sellers from the media business through different roads and guides them from the start - the search for suitable customer potential - to the goal: closing the sale.The author points out all the construction sites and detours, such as objections or tactical price negotiations, but also shortcuts, such as recognizing early buying signals. After all, the sales process always follows a clear structure, and knowing this structure, practicing the appropriate techniques, and applying them again and again can lead to noticeably more sales.A compact and easy-to-read book, peppered with personal experience reports from sales and media professional Ricky McKenna, whose tips will help you achieve ambitious sales goals even in difficult economic times.Table of ContentsFollow the road - The preparation and research avenue.- Turn right - Conversation entry with sample interruption.- Follow the road - The needs analysis.- Step on the gas - The appointment setting.- Detours - Objections, pretexts and how to handle them.- No speed limit - The appointment opening with confidence building.- Route approval - Getting the need confirmed by the customer.- Just a few more meters - The offer presentation.- Attention danger course - Techniques for price negotiation.- You have reached your goal - The conclusion.- The service stage for successful goal realization.

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Book SynopsisIn the 21st century, marketing is in the midst of dramatic change - and the CMO role is changing with it. The marketing of the 20th century was defined by mass production and mass communication. It required an inside-out logic that began with the product and ended with the consumer. Today's marketing operates the other way around: it starts with people and their experiences and works its way backwards to products, technologies and processes. Marketing is about to hit the next level, and thus the chief marketing officer role needs to grow to match. This book profiles marketeers and CMOs from leading brands such as Banana Republic, Bayer, Generali, Gucci, Jagermeister, Katjes, Oatly, smart, Tony's Chocolonely, Unilever, Zalando and many more. What are their views, how do they perceive today's marketing and their role in it, and what skills will every CMO need to meet the challenges of marketing in the future?

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Book SynopsisThis volume is a welcome addition in the field of sales and marketing with expert tips on professional and successful sales practice. Various important fields of knowledge pertaining to ideal customer care servicing, benefits of team work, customer understanding, retail culture and appropriate training have been beautifully described in an analytical way. With a writing style so simple and elegantly presented, the rich content matter thoroughly makes for an interesting read. For all those who really want to succeed at sales this book is all about how to be a great sales person & work towards bigger goals.

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Book SynopsisBrand-aid will not only help you make a sale but build relationships and earn you business. Brand-aid is about how a brand can help you understand the needs of your customers and turn those needs into powerful business opportunities. Brand-aid explains how strong brands become powerful tools in our economy and how a powerful brand can enable managers to transform their business, and themselves. Brand-aid will also help you understand why it is imperative to deliver on the promises you make through your brand. After all everything we do begins and ends with the customer.

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