Sales and marketing Books

Book SynopsisWhat happens when there is almost unlimited choice? When everything becomes available to everyone? And when the combined value of the millions of items that only sell in small quantities equals or even exceeds the value of a handful of best-sellers?In this ground-breaking book, Chris Anderson shows that the future of business does not lie in hits - the high-volume end of a traditional demand curve - but in what used to be regarded as misses - the endlessly long tail of that same curve. As our world is transformed by the Internet and the near infinite choice it offers consumers, so traditional business models are being overturned and new truths revealed about what consumers want and how they want to get it. Chris Anderson first explored the Long Tail in an article in Wired magazine that has become one of the most influential business essays of our time. Now, in this eagerly anticipated book, he takes a closer look at the new economics of the Internet age, showing where business is going and exploring the huge opportunities that exist: for new producers, new e-tailers, and new tastemakers. He demonstrates how long tail economics apply to industries ranging from the toy business to advertising to kitchen appliances. He sets down the rules for operating in a long tail economy. And he provides a glimpse of a future that's already here.Trade ReviewThe Long Tail has helped to reinterpret our world * The Times *A smart, timely and oddly inspiring book * Time Out *Snappily argued and thought-provoking * New Yorker *

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

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Book SynopsisThis book contains a collection of teaching cases that study and emphasise how twenty-first-century businesses address and satisfy the needs and wants of socially conscious consumers while remaining profitable. This book explores the practise of marketing for societal benefit through real-life case studies. It provides a critical understanding of marketing approaches such as social marketing, sustainability marketing, and other practises of a similar nature. This book is made up of both long and short real-life cases from various industries, with varying degrees of difficulty.Table of ContentsSection 1: Introduction.- Section 2: Key Principles and Concepts.- Section 3: Current Developments (Review of extant literature).- Section 4: Case Studies.

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Book SynopsisThe Bare-Knuckled Truths of Edward BernaysYou may not know Edward Bernays, but Edward Bernays knows you. His 1923 classic Crystallizing Public Opinion set down the principles that corporations and government have used to influence and manipulate public attitudes over the past century, and the mass media continues that practice today.This seminal work on how public opinion is created and shaped, offers a glimpse into the world of propaganda and advertising. Bernays, who believes the public behaves like a herd of animals, shows how ideas about what to eat, and how we should look and dress can easily be put into our heads. He outlines how the masses can be controlled in whatever way the influencer chooses.This original and complete edition includes a new Introduction by PEN Award-winning historian, Mitch Horowitz.By adapting the ideas that this pioneering PR strategist, who considered himself part of an intellectual and economic elite entitled to govern public opinion and global policy, governments and advertisers have been able to regiment the mind. His work explains the popularity of today's TV news shout-fests and angry social media posts because, as Bernays observed, crowds love a contest. This crowd-contest dynamic fuels the hostile and sarcastic comment chains that populate Twitter, Facebook, and other social media outlets.We know that beliefs can gain sudden popularity based on the public's proclivity for seven factors: flight-fear, repulsion-disgust, curiosity-wonder, pugnacity-anger, self-display-elation, self-abasement-subjection, parental-love-tenderness.Named as one of the 100 most influential Americans of the 20th Century by Life magazine, Bernays' clients included the American Tobacco Company, several U.S. presidents and the opponents of the Guatemalan revolution. This Austrian-born nephew of Sigmund Freud made a study of the different ways to use propaganda. Crystallizing Public Opinion was his first major effort to sell himself and his philosophy of public relations.

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Book SynopsisConnor Joyce is a Senior User Researcher at Microsoft and CEO of Desired Outcome Labs. He is a mixed-methods researcher, product builder, and behavioral scientist with experience at Deloitte, Twilio, and a collection of startups. Connor is a startup advisor, co-founder of the Applied Behavioral Science Association and a frequent contributor to numerous publications.

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Book SynopsisPaul Randle is co-founder of the Sustainable Marketing Compass and CEO of Pickle Consulting Ltd based in Berkshire, UK. He has worked with global brands like Microsoft, BSI, Philips, VISA, Omicom and Dentsu. Alexis Eyre is co-founder of the Sustainable Marketing Compass, and co-founder of Sustainists. Based in Hampshire, UK, she has worked on all three sides of the marketing triangle - agency, client and media owner side - and has spoken at the Business Green NetZero Festival.Both assess on the Sustainable Marketing, Media and Creative course at the Cambridge University Institute for Sustainability Leadership.Trade Review"I love this book! A pointed evisceration of a marketing industry that's helped put us on the 'Highway to Hell'. A Big Idea to help turn the sector from climate destroyer to climate champion. And, crucially, a practical route map for everyone in the sector to turn this dream into day-to-day reality." * Mike Barry, Sustainable Change Agent, Former Director of Sustainable Business M&S *"This book is a blueprint for saving marketing as a profession in our chaotic times. Marketing has become synonymous with over-consumption, but as this book so clearly articulates there's another destiny possible, in which marketing makes sustainable solutions not just possible, but desirable. Every marketer must read this book or be left behind as sustainability skills become a 'must have' on every resume." * Solitaire Townsend, Chief Solutionist, Co-Founder of Futerra and author of The Solutionists *"The Sustainable Marketing Compass helps to embed sustainability at the heart of the business. An essential part of the arsenal for marketers who want to move away from extractive value creation to one where people, planet and prosperity thrive, interdependently, together." * Rupen Desai, CMO & Venture Partner at Una Terra. *"Sustainable Marketing provides the guiding light and framework for marketers to reorient their mindset and actions to a new standard of marketing that enables long-term well-being for all and makes businesses flourish. It will propel them into rapid action and meaningful storytelling, accelerating their commitment to the UN Sustainable Development Goals. As a result of reading this book, marketers will know they are doing the most meaningful work of their careers - for the sake of the planet and society, their organisation and their loved ones. Brilliantly written, researched and referenced, it's the new authority for the future of marketing." * Madeleine Cooper, CEO & Founder, Flourish *"Essential reading for a new generation of marketeers motivated to rediscover the meta-purpose of marketing - long-term wellbeing for all. Randle and Eyre analyze the current state and impacts of marketing, highlighting the flaws of conventional approaches and proposing a new role and mindset. Critically they provide the frameworks and practical tools needed to create true value for business and consumers alike." * Anna Lungley, Chief Sustainability Officer, dentsu *"It's usually outsiders and 'activists' that call for things to change. But when insiders start to do this, you know things are serious. As seasoned marketing professionals Alexis and Paul are the leaders the marketing profession will come to thank. They have laid it all out ­- the stark reality of marketing's current relationship to our climate and ecological emergency and a hopeful, solution-based focus to use our powers differently. If you work in marketing and want to look back at this moment with pride, this is the book to read right now." * Jonathan Wise, Co-Founder, Purpose Disruptors *"An essential handbook that offers frontline marketers, hope and practical guidance, via measurable frameworks, enabling sustainable marketing to become a reality, and a genuine force for societal good. An outstanding achievement." * Mary Keane-Dawson, Chair, British Interactive Media Association (BIMA) *"This book takes the reader through a journey - providing important context, clarity on core concepts (this area can be overwhelming on the technical front) and necessary agitation. But it doesn't leave you hanging... it then goes on to provide an approach that will help marketing know where to start and then where to go next. This will be the book that will be referred to in academic and industry circles in the future, a seminal guide to reframing marketing for a new era." * Deb Caldow, Global Sustainability Marketing Director, Diageo *"All businesses need certainty. If there is one thing that is certain in the next decade, it is that every business and every marketer will need to confront the reality of climate change. Business as usual is gone. Every marketer will be working in this new reality. It is both a huge threat and a generational opportunity. Alexis and Paul's incredibly researched book is essential reading for every marketer, not just those currently engaged in sustainability. It will make sense of the chaos, help future proof your career and set you on a path to be on the right side of history!" * Jake Dubbins, Co-founder, Conscious Advertising Network *"This is as broad ranging as it is beautifully written." * Rory Sutherland, Vice Chairman, Ogilvy UK *Table of Contents Chapter - 00: Introduction; Section - ONE: An introduction to sustainability; Chapter - 01: Getting ready for the journey; Chapter - 02: An introduction to sustainability; Chapter - 03: Deciphering the world of sustainability; Chapter - 04: Marketing and the environmentalist movement; Section - TWO: The role of marketing; Chapter - 05: The great acceleration and the golden era of marketing; Chapter - 06: The sustainable impacts of marketing; Chapter - 07: The role of marketing – the ‘engine of growth’?; Chapter - 08: The mindset of marketing; Chapter - 09: The current state of marketing; Section - 10: The need for a new role for marketing; Section - THREE: The tools for sustainable marketing; Section - 11: The origins, objectives and introduction to the sustainable marketing compass; Section - 12: Embedding sustainability at the heart; Section - 13: Strategic foundations; Section - 14: Activation pillars; Section - FOUR: Building sustainable marketing capability; Section - 15: The sustainable data universe; Section - 16: Capability development and the parallels to digital transformation; Section - 17: Your personal resilience journey; Section - 18: Call to action;

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Book SynopsisJavier Marcos has designed and delivered programmes globally for clients such as Barclays, Cap Gemini, GKN Aerospace, Rolls-Royce and Unilever. Mark Davies acts as Visiting Fellow for Cranfield School of Management and facilitates the Cranfield KAM Best Practice Research Club.Rodrigo Guesalaga is Senior Lecturer at Cranfield School of Management, Associate Professor at Pontificia Universidad Católica de Chile, and Visiting Professor at Vlerick Business School.Sue Holt is Director of the Cranfield School of Management's flagship Open Programme on KAM.Trade Review"The authors have a proven record of developing and delivering leadership in key account management theory and practice. This book will be really useful to any business leader looking for practical insight into how to grow business relationships and commercial outcomes with their largest, most complex accounts." * Paul Wilson, Commercial Account Director, Pfizer – KAM Centre of Excellence *"Incredibly well thought-through, well researched and provides a unique playbook both for newcomers to key account management and for those with decades of experience. Very thought-provoking and a must-read for those serious about building deeper client relationships." * John MacDonald-Gaunt, Vice President, IBM Global Business Services *"Professional, practical and pragmatic - an ideal source of information to make key account management work effectively in your organization." * Richard Daniel, Director of Key Account Coordination and Customer Solutions, Zoetis *"I like the highly structured approach of this book, combining practical relevance and scientific foundation." * Hajo Rapp, SVP Global Strategic Account Management and Sales Excellence, TUEV SUED AG *"Full of practical advice for managers, this book is the product of many years of research and teaching on key account management and sales by the experienced Cranfield team." * Lynette Ryals, Pro Vice Chancellor and Professor of Strategic Sales and Account Management, Cranfield University *Table of Contents Chapter - 01: Introduction to implementing key account management; Section - PART ONE: Re-engaging strategic customers; Chapter - 02: Adopting key account management; Chapter - 03: Building customer understanding and value planning; Chapter - 04: Developing customer relationships; Section - PART TWO: Developing winning offerings; Chapter - 05: Creating compelling customer value propositions; Chapter - 06: Co-creating value with key customers; Section - PART THREE: Designing customer-centric approaches and processes; Chapter - 07: The role of the key account manager and the KAM team; Chapter - 08: Measuring KAM performance; Chapter - 09: Motivating, incentivizing and rewarding for KAM; Chapter - 10: KAM and procurement: the buyer’s perspective and value-based negotiation; Chapter - 11: International key account management; Section - PART FOUR: Assessing your KAM programme: a framework; Chapter - 12: The KAM Framework; Chapter - 13: Epilogue: Final word on implementing KAM from a global practitioner at Unilever Food Solutions;

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

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Book SynopsisBoost sales results by zeroing in on the metrics that matter mostâœSales may be an art, but sales management is a science. Cracking the Sales Management Code reveals that science and gives practical steps to identify the metrics you must measure to manage toward success.ââArthur Dorfman, National Vice President, SAPâœCracking the Sales Management Code is a must-read for anyone who wants to bring his or her sales management team into the 21st century.ââMike Nathe, Senior Vice President, Essilor Laboratories of AmericaâœThe authors correctly assert that the proliferation of management reporting has created a false sense of control for sales executives. Real control is derived from clear direction to the fieldâand this book tells how do to that in an easy-to-understand, actionable manner.ââMichael R. Jenkins, Signature Client Vice President, AT&T Global Enterprise Solutions âœThere are things that can be managedTable of ContentsPART 1 Metrics, Metrics EverywhereCHAPTER 1 CRM, Reporting, and a False Sense of ControlThe War RoomGot Control?The Source of the ProblemHow Sales Has Trailed Its PeersPART 2 The Sales Management Code . . . Cracked!CHAPTER 2 What Can We Really Manage?Great Sellers Evolve into Great Managers . . . Maybe?It’s the Sales Manager, StupidCan You Manage a Number?Our Journey BeginsThe QuestionActivities, Results, and the Stuff In-BetweenThe Code Begins to CrackCHAPTER 3 Business Results—the Company’s HealthBack to the War RoomDoing WellThe Problem with “Managing by Results”CHAPTER 4 Sales Objectives—the Sales Force’s MandatesSmile . . . For a WhileBehold, the Sales ObjectiveStuff for Sales Management to Worry AboutThe Sales Force as Ground CoverThe “Capable” Sales ForceAcquire, Retain, Grow, RepeatSell Something . . . but Not Just AnythingThe Sales Force: Revenue Machine or Strategic Weapon?CHAPTER 5 Sales Activities—the Drivers of Sales PerformanceThe Missing Metrics on the WallSales Processes, You Say?The Building Blocks of ControlFact: Better Processes = Better Sales PerformancePART 3 Using the Code to Manage Your Sales ForceCHAPTER 6 Building the Foundation for ControlThe Building BlocksWhich Sales Process Is Best for Our Company?Rightsizing Your Sales ProcessOff the Shelf or Off the Mark?Does That Also Come in Gray?CHAPTER 7 Selecting and Collecting Your MetricsIf Sales Management Were a SnapChoosing Activity, Objective, and Result MetricsBringing Back the SmilesThe Shape of Things to ComeLearning to Let GoSpeaking of Reports . . .CHAPTER 8 Managing with Processes and NumbersNow It’s Time to ManageManaging Call ManagersManaging Opportunity ManagersManaging Account ManagersManaging Territory ManagersAnd Sales Force EnablementWhich Process for Which Objective?The Treasure MapAn Advanced Degree: Selecting A-O-Rs for the Individual SellerCHAPTER 9 Mission AccomplishedIn ReflectionThe Ultimate Status CheckAnd Finally . . .Appendix: Troubleshooting GuideIndex

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Book SynopsisThis book offers guidance to company leaders, marketers and entrepreneurs in delivering effective advertising.

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Book SynopsisApplying the principles of marketing to nonprofit organisations and the fundraising sector is vital for the modern fundraiser who wants to increase profitability and diversify their fundraising efforts in this challenging industry. This comprehensive how-to guide provides a thorough grounding in the principles underpinning professional practices and critically examines the key issues in fundraising policy, planning and implementation. This new edition of Fundraising Management builds on the successful previous editions by including an integrated theoretical framework to help fundraisers develop a critical and reflective approach to their practice. Also new to this edition are how-tos on budgeting and making a strong and compelling case for investment, two vital core skills, as well as comprehensive coverage of digital fundraising and fundraising through social media. The new edition also accounts for recent changes in the fundraising environment, notably in the UK, the introduction of a new fundraising regulator and new thinking on professional ethics.Combining scholarly analysis with practical real-life examples, Fundraising Management has been endorsed by the Chartered Institute of Fundraising, and is mapped to the Certificate and Diploma in Fundraising, making it the definitive guide to best practice both in the UK and globally. This is a clear, problem-solving guide that no fundraising student or professional should be without.Trade Review "This book will help fundraisers become better practitioners by thinking differently. The blend of solid professional practice and academic rigour (including the latest research findings) are expertly woven together. That’s really what differentiates this book – it’s genuinely a fundraising textbook rather than a 'how-to' guide. The goal, shared by the Chartered Institute, is to help fundraisers apply rigorous critical thinking to their practice, to improve results and to improve the fundraising profession as a whole."Peter Lewis, Chief Executive of the Chartered Institute of Fundraising"Fundraising Management is updated and relevant for 2021. It remains a sound academic textbook, drawing on the latest research findings but it is also a really practical how-to guide. It draws on some of the most inspirational fundraising case studies of 2020 and pulls together some of that recent best practice and those theories that have stood the test of time. The structure and level of detail puts demands on the student to engage with the text and apply its theory to their donors, their stakeholders and their teams. In particular the new chapter on making the case for investment answers probably the most commonly asked question of fundraisers today. This edition sets a new standard of achieving fundraising greatness in a challenging environment and helps those studying to make the best decisions for their organisations. It is essential reading for the ambitious fundraising manager."Alan Clayton, Director of Philanthropy and Fundraising"Sargeant and George have achieved a really useful balance of fundraising practice and academic evidence. The chapter on legacy fundraising sets out practical tips on how to grow your legacy income as part of a long-term market opportunity and legacy marketing strategy. They make a compelling case for investment in fundraising activity and in the skills of fundraisers. This is a vital resource for fundraisers that want to improve their understanding of what motivates pledgers, donors and philanthropists to give. Recommended reading for all fundraisers seeking to improve their ability to assess current fundraising practice."Rob Cope, Director of Remember A CharityTable of Contents1. The History and Development of Fundraising Practice 2. Fundraising Planning: The Fundraising Audit 3. Marketing Research for Fundraising 4. Understanding Giving 5. Strategic Planning: The Fundraising Plan 6.Fundraising Reporting 7.Donor Recruitment 8. Making the Case for Investment 9. Donor Development 10. Major Giving Fundraising 11. Legacies and In-Memoriam Giving 12. Community Fundraising 13. Corporate Fundraising 14. Trust and Foundation Fundraising 15. Digital Fundraising 16. Fundraising in Social Media 17. Managing Fundraising Teams 18. Leading Fundraising Teams 19. Legal and Ethical Aspects of Fundraising Management

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Book SynopsisThe world needs changing that much is clear. But how best to do it? Change how you vote? Get out and protest? Have an argument? The fact is that the power sits in your pocket. Changing how we spend our money has more potential to change the world than almost anything else we can do with our time on this planet.Consumer spending accounts for over 60% of GDP across the world and it will hit a staggering $77 trillion a year by 2029. But the vast majority of this money currently goes to businesses that are fuelling problems, through their packaging, formulations and practices, the same companies making huge profits and resisting change.But if we moved just 1% of spending to brands that are making a positive impact on our planet, this would amount to $700billion every year. And the good news is that it''s already happening.A rising tide of ''Change Brands'' are emerging across the world and acting as powerful catalysts to tack

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Book Synopsis Neil T. Bendle is an Associate Professor of Marketing at the Ivey Business School, Western University, Canada. His research includes measuring marketing performance, understanding the accounting/marketing interface, and the impacts of non-standard decision making in commercial and political markets using evolutionary game theory and behavioral economics. He chairs the Marketing Accountability Standards Board's advisory board, blogs weekly on decision-making and management at www.neilbendle.com, co-authored the cartoon book Behavioural Economics for Kids, and was once responsible for measuring the success of marketing campaigns for the British Labour Party. Paul W. Farris is Landmark Communications Professor Emeritus of Business Administration at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Previously on the faculty of the Harvard Business School, his research has produced award-winningTable of Contents Chapter 1: Introduction Chapter 2: Share of Hearts, Minds, and Markets Chapter 3: Margins and Profits Chapter 4: Product and Portfolio Management Chapter 5: Customer Profitability Chapter 6: Sales Force Management Chapter 7: Channel Management Chapter 8: Pricing Strategy Chapter 9: Promotion Chapter 10: Advertising and Sponsorship Metrics Chapter 11: Online, Email, and Mobile Metrics Chapter 12: Marketing and Finance Chapter 13: The Marketing Metrics X-Ray and Testing Chapter 14: System of Metrics Bibliography

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Book SynopsisConspiracy theories are legion. Conspiracies are rare. And of the few that do exist, fewer are ever discovered, let alone explained. This story is the exception. In 2016, media giant Gawker was forced to declare bankruptcy after a $140 million dollar judgment in court over an illegally recorded sex tape of Hulk Hogan. The case was no accident: it was the result of a nearly decade-long plot masterminded by Facebook and Paypal billionaire Peter Thiel. With exclusive access to all the key players, Ryan Holiday takes us behind the scenes of this extraordinary and at times surreal story, and transforms the events into both a dissection of that controversial methodology - conspiracy - and an eye-opening cautionary tale on the use, abuse and consequences of power and secrecy in the modern age.Trade ReviewThis book is the Art of War for any 21st century conspirator... a brilliant meditation on strategy, with numerous lessons -- Robert Greene, author * The 48 Laws of Power *This is a fantastic read about two thoroughly dislikeable men. * Sunday Times *Gripping narrative - Holiday has written one helluva page-turner. -- William D Cohan * New York Times *Riveting...an astonishing modern media conspiracy...that is a fantastic read. Holiday is a fine writer. He brilliantly elucidates... [with] a reporter's eye for detail. * The Sunday Times *Brilliant and terrifying -- Rich Cohen, author of The Fish that Ate the Whale and contributing editor of Vanity FairAn artful examination of how true power really works and how it affects all of us. -- Michael Lombardi, host of GM Street on The Ringer and former CLeveland Browns general managerEvery one of Ryan Holiday's books is appointment reading for me. If he writes it, I make the time to read it. -- Brian Koppelman, producer and creator * Billions *Praise for Ryan Holiday: 'Holiday is part Machiavelli, part Ogilvy, and all results -- Tim Ferriss * The 4-Hour Workweek *Holiday is one of his generation's finest thinkers -- Steven Pressfield, author * The War of Art *When playing for high stakes, Ryan Holiday is my secret weapon. His unique stealth manner makes him essential for winning. -- Aaron Ray, partner of the management company The CollectiveI don't have many rules in life, but one I never break is: If Ryan Holiday writes a book, I read it as soon as I can get my hands on it. -- Brian Koppelman, screenwriter and director, Rounders, Ocean’s Thirteen and Billions

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Book SynopsisTom Hopkins earned himself over one million dollars in his first three years as a salesman. Here, in his first book, he sets down the key secrets of his success.

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Book SynopsisDiscover the secrets of written persuasion! "The principles of hypnosis, when applied to copywriting, add a new spin to selling. Joe Vitale has taken hypnotic words to set the perfect sales environment and then shows us how to use those words to motivate a prospect to take the action you want.Trade Review"…[gives] a huge amount of useful advice and ideas…lots of valuable references too…" (Professional Marketing, June 2007)Table of ContentsAuthor’s Warning. Acknowledgments. Introduction John Burton. 1 It’s Time to Awaken. 2 Stop! Do This First. 3 What Is Impossible? 4 A Disclaimer. 5 A Beginning. 6 Agatha Christie Proves Hypnotic Writing Exists. 7 My Secret to Hypnotic Writing. 8 You Can’t Even Bribe Me to Read a Lousy Letter! 9 What Is Hypnotic Writing? 10 Hypnotic Writing: A Case Study. 11 The Great Intimacy Secret. 12 What’s More Important than Copy? 13 Hypnotic Writing Controlled Study. 14 How I Learned the Secret of Hypnotic Writing. 15 What Is Hypnosis? 16 Two Ways to Cause Action. 17 What About Your Web Site? 18 How Long Is Too Long? 19 What Every Reader Wants to Know. 20 The Hypnotic Power of Repetition. 21 The Inner Game of Hypnotic Writing. 22 Imitation Sugar Is Sweet, Too! 23 How to Jump-Start the Muse. 24 How to Nail Your Reader’s Attention. 25 How to Make Your Writing Walk, Talk, and Breathe. 26 Give Me Some Meat! 27 A Writing Lesson from the World’s Greatest Hypnotist. 28 Electrifying Tips for Creating Breakthrough Writing. 29 A Case against Perfection. 30 How to Persuade Readers to Your Side. 31 Warp Speed Editing Secrets Worth Killing For. 32 How to Make Your Writing Sexy. 33 How People Think. 34 How to Create Hypnotic Stories. 35 How to Control the “Command Center” in Your Prospect’s Mind. 36 The One Hypnotic Command That Always Works. 37 What I Learned from The Sea Wolf . 38 Your Turning Point Message. 39 What Everyone Will Always Read. 40 Your Connotation Is Showing. 41 What Are My Secrets for Writing Hypnotic Selling Stories? 42 Hypnotic Blogging. 43 Reminders as Triggers. 44 How to Change Average Writing into Hypnotic Writing. 45 30 Ways to Write a Hypnotic Headline. 46 Hypnotic Openings. 47 Hypnotic Quiz. 48 My Three Biggest Secrets. 49 How Much Is That Doggie in the Window? 50 How to Change Perception. 51 At Last! The Joe Vitale Hypnotic Writing Formula. 52 A New Hypnotic Copy Checklist. 53 The Five Secret Laws of Hypnotic Persuasion. 54 The Seven Most Hypnotic Books of All Time. 55 The Hypnotic Writing Formula. 56 Your Challenge. Appendix: Hypnotic E-Mails. Bibliography. Index. About Dr. Joe Vitale. Bonus Offer.

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Book SynopsisA new breakthrough idea about how to win customer loyalty from Matthew Dixon, the bestselling author of The Challenger SaleEveryone 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 longstanding myths about sales. Now they''ve turned to a new vital business subject - customer loyalty - with a book that turns conventional wisdom on its head.Companies devote untold time and resources trying to dazzle customers. Yet CEB''s careful research proves that is wildly overrated: loyalty has a lot more to do with how well companies deliver on their basic promises than on how dazzling the service experience might be. Forget bells and whistles and just solve your customer''s problems. The Effortless Experience lays out the four pi

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Book SynopsisToday's customers are overwhelmed by information and endless consumer options. In this environment, salespeople don't have all day to convince the customer. In fact, Mark Joyner says that salespeople actually have about three seconds in which to convince the customer to buy; after that, it's game over.Table of ContentsPreface. Acknowledgements. Author Biography. Introduction: (Three Seconds). Chapter 1. The Magic Window. Chapter 2. The Core Imperative of Business. Chapter 3. The Big Four Questions. Chapter 4. What is The Irresistible Offer? Chapter 5. What is Not The Irresistible Offer? Chapter 6. Elements of The Irresistible Offer. Chapter 7. The Great Formula. Chapter 8. Offer Intensifiers. Chapter 9. The Offer Continuum. Chapter 10. The Great Offers in History. Chapter 11. Word of Mouth from Flaming Lips. Appendix A: Selling Yourself in Three Seconds or Less. Appendix B: A Note to Salesmen. Glossary. Index.

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

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Book SynopsisThe essential guide to seamless product management for todayâs fluid, unpredictable business worldLong considered the most useful and insightful guide of its kind, The Product Managerâs Handbook 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.This 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.The Product Managerâs Handbook shows you how to integrate your organizationâs disparate segments into a cooperativTable of ContentsSection One: Bedrock ConceptsChapter 1. The multi-faceted nature of product management jobs and structurea. Your job is unique – but you’re not aloneb. Product management can work for services, too!Chapter 2. Leadership and management competenciesa. Change managementb. Surviving matrix structures and cross-functional teamsc. Tips to improve decision makingChapter 3. Business competenciesa. Basic financial conceptsb. Assembling forecastsc. Running a “virtual” businessChapter 4. Market knowledge competencies: fact capturinga. Trend-spotting, research and customer segmentationb. Describing the customer purchase process, personas and value chainc. Competitive intelligence briefingsd. Technology assessment and design thinkingChapter 5. Planning frameworksa. The product manager continuum: from upstream to downstreamb. Introduction to portfoliosc. Innovation, revitalization, protection and sunsettingSection Two: Upstream product management: Strategic new products & initiativesChapter 6. Roadmaps, strategic plans and innovation directivesa. Visualizing the future: three time horizonsb. Time management of the pipelinec. Making buy, build or partner decisionsChapter 7. Managing the fuzzy front end of new product processesa. Balancing breakthroughs and incremental changesb. Defining current and future customer need-driversc. Generic NPD processes and stage-gatesChapter 8. Creating – and getting approval for – business casesa. Understanding the importance of the business caseb. Estimating and validating demandc. Requirements planning, management and clarification of feasibilityd. Framing and justifying the investmente. The provisional marketing planChapter 9. Overseeing new product projectsa. Attributes and responsibilities of core teamsb. Team decisions and processesc. Managing scope creepd. Guiding gate reviews and readiness to move to each levele. Improving beta programsChapter 10. Formulating and executing launch plansa. The major components of the launch document & processb. Incorporating belief buildersc. Building in early tracking measures d. Preparing red alert strategiese. The final analysis: project and process reviewsSection Three: Downstream product management: Marketing and ongoing supportChapter 11. Generating brand equitya. Cultivating brands and positioning from the outside inb. Brand elements, structure and strategyChapter 12. Lifecycle management and marketinga. Categorizing products for streamlined effortsb. Defensive and offensive considerationsc. Revitalization programs: product versioningd. Revitalization programs: refocused marketing schemae. Right-pricing your productsChapter 13. Supporting sales and channel effortsa. Lead generation, referrals, and collateralb. Call support, demos and presentationsc. Converting product marketing plans into sales callsChapter 14. Marketing communications, SEO and social networkinga. Who should write the copy and what should it sayb. From broadcast to narrowcast approachesc. Make the message resonate with the right customersd. Manage the sales funnelChapter 15. Sunsettinga. Defining kill criteria: the "Cockroach" problemb. Evaluating alternative approaches for product eliminationSection Four: Fine-tuningChapter 16. Establishing a global mindseta. Global versus multi-local products: decision points>b. When product development is handled in another countryc. Working with cross-cultural co-workers on project teamsd. Communicating across borders and culturesChapter 17. Goal and performance alignmenta. Linking goals, directives and initiativesb. Defining appropriate product manager performance measuresc. Coaching toward proficiency

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Book SynopsisVery 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.Table of Contents1: 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

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

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Book SynopsisEntrepreneurship and innovation play a vital role in fostering sustainable development. Advances in technology and communications have both transformed the process of business as well as strengthened the role of entrepreneurship in developed and developing countries. This important book is the first to provide the fundamental concepts and applications for faculty and students in this field, and also serves as a professional reference for practicing entrepreneurs and policymakers.Each chapter provides a clear guide to the conceptual and practical elements that characterize entrepreneurship and the process of new venture formation, including functional strategies in key areas such as marketing, information technology, human resources management, and accounting and finance. Questions and exercises are presented throughout in order to encourage discussion and problem-solving. A quick summary of the important concepts and definitions are also provided. Keeping practicality as the bookâs core aim, all chapters include a long case study to set the scene and then draw upon shorter cases from both developing and developed countries to reinforce key learning objectives and the real-world application of the bookâs core concepts.Trade Review"It 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." José Edson Lara, University Professor in Master's and Doctoral Programs and CEO, Fundação Pedro Leopoldo, Brazil"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." Henrik Totterman, Hult International Business School, USA "A timely and comprehensive exploration of the multifaceted interplay between innovation, entrepreneurship, and globalization in the context of both developed and developing economies."Tatiana S. Manolova, Professor of Management, Bentley University, Waltham MA, USA"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."Tarek Hatem, Professor of Entrepreneurship, Founding director of the Entrepreneurship unit American University in Cairo, Egypt "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."Fernando Serra, DSc, Professor of Strategic Management, Graduate Program of Business Administration - Universidade Nove de Julho - UNINOVE"A timely and comprehensive exploration of the multifaceted interplay between innovation, entrepreneurship, and globalization in the context of both developed and developing economies."Tatiana S. Manolova, Professor of Management, Bentley University, Waltham MA, USA"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."Tarek Hatem, Professor of Entrepreneurship, Founding director of the Entrepreneurship unit American University in Cairo, Egypt "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."Fernando Serra, DSc, Professor of Strategic Management, Graduate Program of Business Administration - Universidade Nove de Julho - UNINOVEIt 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"Jos é Edson Lara, University Professor in Master’s and Doctoral Programs and CEO, Funda ç ã o Pedro Leopoldo, Brazil"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."Henrik Totterman, Hult International Business SchoolTable of ContentsIntroductionIntroductory chapter: entrepreneurial discovery, creationary, and business model development PART I: The environment and entrepreneurship 1 Entrepreneurship and development in the era of globalization2 Cultural context, entrepreneurship, and development 3 Technology, communications, and entrepreneurship PART II: Individual characteristics and training 4 Personality, experience, and training 5 Creativity, innovation, and development PART III: The organization6 Institutions, governance, and strategy7 Ethics and corporate social responsibility PART IV: Process8 Marketing, technology, and entrepreneurship 9 Financing opportunities and challenges 10 Essentials of bookkeeping Index

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Book SynopsisThis book equips readers with the knowledge, insights and key capabilities to understand and practice business activities from ethical and sustainable vantage points.In our interconnected global business environment, the impacts of business activities are under increased ethical scrutiny from a wide range of stakeholders. Written from an international perspective, this book introduces the theory and practice of ethical and sustainable business, focusing in particular on eco-environmental sustainability, intergenerational responsibilities, current disruptive technologies, and intercultural values of the business community and consumers. Written by an expert author who also brings to the fore non-Western concepts and themes, this book: features positive case studies, as well as transferrable and applicable key insights from such cases; highlights the importance of taking cultural differences into account; takes a tTrade Review"In business as in life there is no ethics-free zone, and students will look for guidance in steering their course through the many challenges awaiting them. This book prepares them well by laying a solid foundation in ethical theory with only a minimum of technical terminology, but with numerous cases and thought experiments for ethical decision-making that stimulate students’ moral imagination to develop their own pathways towards solutions they can ethically justify." Gerhold K. Becker, Founding Director, Centre for Applied Ethics, Hong Kong Baptist University "Gandhi once pointed out that commerce without morality is a social sin. In this excellent book, Roman Meinhold has provided practical ethical guidelines not just only for business students but also entrepreneurs and professionals. It is an invaluable asset for our future commercial society." Warayuth Sriwarakuel, Vice President for Research, Assumption University of Thailand Business Ethics and Sustainability is an incredibly valuable asset for any businessperson, young or experienced, to challenge old norms about business ethics and profitability working against each other and hopefully it will allow more people to understand that these two concepts can in fact work harmoniously hand-in-hand." Quincy Yu, Senior Vice President, Tycoon Music Co. Ltd. "The book is a highly recommended useful tool for current students and future global leaders." Khothatso Tšooana, Principal Secretary Ministry of Health, Lesotho; former Commissioner of Police, Lesotho Mounted Police Service, Lesotho Table of Contents1. Business and Ethics: Contradiction and Success Story 2. Ethics and Business: Down the Philosophical Rabbit Hole 3. Normative Ethical Foundations of Business Ethics: The Big Five 4. Sustainability and Organizations’ Environmental Responsibility: Trash and Treasures 5. Ethical Stakeholder Analysis and Ethical SWOT Analysis 6. Disruptive Technologies and Business Ethics 7. Business Ethics in Media, Marketing, Advertising, and Fashion 8. Intercultural Business Ethics and Sustainability 9. Systemic Issues 10. Conclusion

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Book SynopsisNAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETINGASSOCIATION How organizations can deliver significant performance gainsthrough strategic investment in marketing In the new era of tight marketing budgets, no organization cancontinue to spend on marketing without knowing what's working andwhat's wasted.Table of ContentsDownloadable ROMI Resources xiii Acknowledgments xvii Introduction xix Part I Essentials 1 Chapter 1 The Marketing Divide: Why 80 Percent of Companies Don’t Make Data-Driven Marketing Decisions—And Those Who Do Are the Leaders 3 The 15 Essential Marketing Metrics 7 Case Examples 9 Marketing Budgets: Key Differences between the Leaders and the Laggards 17 Using Marketing Metrics to Weather Difficult Economic Times 20 The First Step: Defining the Data-Driven Marketing Strategy 22 Chapter Insights 25 Case Examples: Best Buy, Porsche Turbo Cabriolet Launch, DuPont Tyvek NASCAR Chapter 2 Where Do You Start? Overcoming the Five Obstacles to Data-Driven Marketing 26 Overcome Obstacle 1: Getting Started—Focus on Collecting the Right Data and Create Momentum by Scoring an Easy Win 28 Overcome Obstacle 2: Causality—Conduct Small Experiments 33 Overcome Obstacle 3: Lack of Data—Strategies for Obtaining Customer Data 35 Overcome Obstacle 4: Resources and Tools—Build the Infrastructure for Data-Driven Marketing 39 Overcome Obstacle 5: People and Change—Create a Data-Driven Marketing Culture 44 A Road Map for Implementing Data-Driven Marketing 49 Chapter Insights 51 Case Examples: Royal Bank of Canada, Walgreens, Continental Airlines, Harrah’s Entertainment Chapter 3 The 10 Classical Marketing Metrics 52 Linking Marketing Activities to Metrics 53 A Balanced Scorecard for Marketing 62 Facing the B2B Measurement Challenge 67 Chapter Insights 71 Case Examples: MasterCard FIFA Sponsorship, Microsoft OEM Comarketing Part II 15 Metrics to Radically Improve Marketing Performance 73 Chapter 4 The Five Essential Nonfinancial Metrics: #1—Brand Awareness, #2—Test-Drive, #3—Churn, #4—Customer Satisfaction (CSAT), and #5—Take Rate 75 Shaping Perception: Metric #1—Brand Awareness 75 Comparative Marketing: Metric #2—Test-Drive 87 Loyalty Marketing: Metric #3—Churn 91 Customer Satisfaction: Metric #4—CSAT 96 Campaign Effectiveness: Metric #5—Take Rate 99 Chapter Insights 103 Case Examples: Philips Consumer Lifestyles, Navistar America’s Greenest School, Porsche First Mile, Intel, Ray-Ban, Lexus, Dental Care Partners, DSW Shoe Warehouse Downloadable Excel Templates: Churn, Take Rate Chapter 5 Show Me the ROI! The Four Essential Financial Metrics: #6—Profit, #7—Net Present Value (NPV), #8—Internal Rate of Return (IRR), and #9—Payback 104 Metric #6: Profit 105 Finance for Marketing Managers: Metrics #7—NPV, #8—IRR, and #9—Payback Defined 106 Return on Marketing Investment (ROMI) Framework for Management Decisions 115 ROMI for Sports Sponsorship 119 ROMI for a New Product Launch 122 Stress-Test the Numbers: Sensitivity Analysis 129 Chapter Insights 133 Case Examples: Sports Sponsorship and Web New Product Launch ROMI (Disguised) Downloadable Excel Templates: NPV, IRR, Payback, Campaign ROI, Sports Sponsorship ROI, New Product Launch ROI, Table Function Sensitivity Analysis, Monte Carlo Analysis Chapter 6 All Customers Are Not Equal: Metric #10—Customer Lifetime Value (CLTV) 134 Metric #10—Customer Value Defined 135 The New Marketing Strategy: Value-Based Marketing 138 Balancing Short- and Long-Term Customer Profitability 146 Customer Life Cycle Management 151 Chapter Insights 154 Case Examples: Sainsbury’s, 3M, Continental Airlines, Royal Bank of Canada, Carnival Cruise Lines Downloadable Excel Template: Customer Lifetime Value Chapter 7 From Clicks to Value with Internet Marketing Metrics: #11—Cost per Click (CPC), #12—Transaction Conversion Rate (TCR), #13—Return on Ad Dollars Spent (ROA), #14—Bounce Rate, and #15—Word of Mouth (WOM) 156 CPC versus CPM: Optimizing Metric #11—CPC Is the Google Innovation 157 Optimizing Sponsored Search: Metrics #12—TCR and #13—ROA 159 How Good Is Your Web Site? Metric #14—Bounce Rate 168 Changing the Internet Search Marketing Game with Attribution Modeling 172 Beyond SEM: Internet Display Advertising Impact 176 Hypertargeting Display Advertising in Social Media 178 Metric #15—Word of Mouth (WOM) Social Media Marketing Engagement 181 Chapter Insights 186 Case Examples: Google, Air France, Opinmind, Meteor Solutions, Palm Centro, Capcom Resident Evil 5 Downloadable Excel Templates: Search Engine Marketing Metrics (CPC, CTR, TCR, Take Rate, ROA), Air France Click Data, Google ROA Impact, Bounce Rate, Word of Mouth (WOM) Part III The Next Level 187 Chapter 8 Agile Marketing: Using Near-Time Data to Improve Performance by a Factor of Five or More 189 If You Are Going to Fail, Fail Fast 190 Design for Measurement 196 Chapter Insights 200 Case Examples: Microsoft Security Guidance, DuPont Performance Alliance Chapter 9 Wow, That Product Is Exactly What I Need! The Three Essential Approaches to Analytic Marketing 201 The First Essential Approach to Analytic Marketing: Propensity Modeling 202 The Second Essential Approach to Analytic Marketing: Market Basket Analysis 206 The Third Essential Approach to Analytic Marketing: Decision Trees 207 Timing Is Everything: Event-Driven Marketing Case Examples 214 The Business Case for Analytic Marketing 218 Chapter Insights 220 Case Examples: Meredith, EarthLink, DIRECTV, National Australia Bank, Ping Golf Downloadable Excel Template: Analytic Marketing ROI Downloadable SAS File: EarthLink Retention Marketing Chapter 10 What’s It Going to Take? Infrastructure for Data-Driven Marketing 222 Which Data Do You Really Need? 223 Do You Need to Build a Ranch House or Empire State Building Infrastructure? 225 Requirement Complexity 229 Should You Forklift or Rearchitect Data in the Enterprise Data Warehouse? 233 What We Know Can and Will Go Wrong (If You Don’t Watch Out!) 234 Harrah’s Entertainment: Creating the Data-Driven Marketing Infrastructure Portfolio 237 Chapter Insights 246 Case Example: Harrah’s Entertainment Chapter 11 Marketing Budgets, Technology, and Core Processes: Key Differences between the Leaders and the Laggards 247 Marketing Campaign Management: The State of the Industry 249 Research: Marketing Processes, Technology, and the Link to Firm Performance 252 B2B versus B2C Investment Portfolio Mixes: Leaders versus Laggards 256 Overcoming the Four Barriers to Professionalizing Marketing Processes 260 Upgrading Marketing Campaign Management Processes: A Three-Phased Approach 262 Lessons Learned from the Research: Complexity Requires Governance 266 The Creative X-Factor 268 Tying It All Together 271 Chapter Insights 272 Case Examples: Blendtec Viral Marketing, Nissan Qashqai New Product Launch Appendix For Instructors How to Use This Book to Teach Data-Driven Marketing 275 Notes 279 Index 285

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Book SynopsisPraise for Marketing for the Mental Health Professional: An Innovative Guide for Practitioners This 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. Dr. Thomas Phelan, Psychologist and bestselling author of 1-2-3 Magic David''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. Melinda Edwards, MD, Psychiatrist A hands-on guide to building a successful mental health practice There is real opportunity for growth, advancement, and overall success within the mental health profession. Marketing for the Mental Health Professional helps you acquire and apply the powerfulTable of ContentsPreface. Acknowledgments. PART ONE: NEW BEGINNINGS. CHAPTER ONE: Introduction. Beginning the Exploration. Clearing to Create Opportunity. Secrets of Success and the Sales Stigma. Summary. CHAPTER TWO: Marketing and the Mental Health Profession: A Powerful Combination. Demystifying the Marketing Process. Exploring the New Marketing Model. Where Can Marketing Take You? Summary. CHAPTER THREE: How to Sell Mental Health Services: Five Elements of Success. A New Sales Philosophy for Mental Health Professionals. Creating a Buying Environment through Client-Based Selling. Element 1: Sell the Way People Want to Buy. Element 2: The Power of Presence. Element 3: Give Value and Business Will Follow! Element 4: Arouse “Want” and “Need” in Others. Element 5: Go Above and Beyond and Be Remembered! Summary. PART TWO: THE PSYCHOLOGY OF SUCCESS. CHAPTER FOUR: Finding Your Power: The Social Dynamics of Power, Infl uence, and Persuasion. What Does "Power" Mean and Why Does it Matter for Your Practice? Translating Power into Infl uence and Success. Using the Power of Groups. Opening the Door to Bigger Opportunities. The Intrigue of the Unfinished. Teaser Campaigns in Mental Health. The Use of Framing in the Mental Health Profession. Understanding How People Make Purchasing Decisions. Practical Techniques for Using Personal Power Effectively. Summary. CHAPTER FIVE: Finding Your Place in the Field: Effective Strategies for Building Credibility and Earning Authority. Building a Foundation for Professional Success. Change the Way You Work in the Profession. Build Expertise by Finding Your Market Niche. Turn Your Knowledge and Expertise into Value for Clients. Become Published: You Have Unique Opportunities! The Art of Public Speaking. Slideshow Design Principles that Say “Wow”. Summary. CHAPTER SIX: Understanding Buying Motives in Behavioral Health Care. Trigger Points in Mental Health. Lessons in Behavioral Psychology: Accessing Trigger Points in Your Marketing Messages. Prospecting: How to Sell Your Services to the Right People. Summary. CHAPTER SEVEN: Sales and Marketing for Mental Health Organizations. Building Successful Partnerships. Client-Based Selling for Admissions Departments. Summary. PART THREE: THE FUTURE OF SUCCESS. CHAPTER EIGHT: Social Networking in the Mental Health Profession. How Do I Find the Time? Blogging for the Mental Health Professional. Understanding RSS Feeds. Online Newsletter Subscription Tools. Twitter and the Mental Health Profession. Business Networking and Online Forums. Summary. CHAPTER NINE: Selling Yourself in Today’s Job Market. What the Future of Job Searching Looks Like. “We Can Rebuild Him”: Launching a Transformational Campaign. Glimpsing the Future. Exploring Your Interests and Developing a Career Plan. Goal Writing. Selling Yourself: Four Essential Tips To Getting Hired. Networking Skills. Summary. CHAPTER TEN: Build a Better Web site: Web Site Essentials for Mental Health Professionals. Web Design Questions and Answers. Summary. CHAPTER ELEVEN: Service Trends within Our Changing Industry. The Internet and the Window of Opportunity. The Rise of Professional Coaching. Online Psychotherapy. Online Treatment Programs. Online Training: A Unique Way to Promote Your Services. Summary. CHAPTER TWELVE: Conclusion. APPENDIX: Business Development Worksheets and Exercises. BIBLIOGRAPHY. References. Index.

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Book SynopsisConversations make or break everything in sales. Every conversation you have is an opportunity to find new prospects, win new customers, and increase sales. Rainmaking Conversations provides a proven system for leading masterful conversations that fill the pipeline, secure new deals, and maximize the potential of your account.Table of ContentsAcknowledgments ix Part One Getting Ready to Make RAIN 1 1 Introduction 3 2 The Most Important Conversation You’ll Ever Have 19 3 Goal and Action Planning: Making the Most Rain 27 4 Understanding and Communicating Your Value Proposition 35 Part Two RAIN Selling Key Concepts 49 5 Rapport 51 6 Aspirations and Afflictions 59 7 Impact 71 8 New Reality 85 9 Balancing Advocacy and Inquiry 95 10 Digging Deep into Needs: The Five Whys 107 11 16 Principles of Influence in Sales 115 12 Tips for Leading Rainmaking Conversations 135 Part Three Maximizing Your RAIN Selling Success 153 13 Prospecting by Phone: Creating Rainmaking Conversations 155 14 Handling Objections 181 15 Closing Opportunities, Opening Relationships 195 16 What You Need to Know to Sell 205 17 Planning Each Rainmaking Conversation 215 18 How to Kill a Sales Conversation 221 19 Putting RAIN in Your Forecast 237 Appendix and Online Resources 239 About RAIN Group 257 About RainToday.com 258 RainToday.com Membership 259 About the Authors 260 Index 262

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Book SynopsisDiscover the incredible power of fonts - how they influence your decisions, alter your perceptions, stir your emotions and change how you understand the world. Graphic designer Sarah Hyndman shares her infectious enthusiasm for fonts in this visually inspiring, beautifully designed, immersive and interactive study, including quizzes, tests and case-studies. ''A fascinating insight into how type can influence our feelings, our senses, and even our taste'' -- Professor Charles Spence, University of Oxford''Most books about fonts are written for designers - Sarah brings the power of fonts to everyone'' -- Patrick Burgoyne, Editor of Creative Review''This book is an inspiration'' -- ***** Reader review''Ground-breaking'' -- ***** Reader review''Beautiful and fun! A fantastic read'' -- ***** Reader review''Love this book! Couldn''t put it down and read it from cover to cover'' -- ***** Reader review''A really interesting and insightful book'' -- ***** Reader review*********************************************************************************************************We all constantly interact with type in almost every aspect of our lives. But how do fonts affect what we read and influence the choices we make?This book opens up the science and the art behind how fonts influence you. It explains why certain fonts or styles evoke particular experiences and associations. Fonts have different personalities that can create trust, mistrust, give you confidence, make things seem easier to do or make a product taste better. They''re hidden in plain sight, they trigger memories, associations and multisensory experiences in your imagination.* Fonts can alter the meanings of words right before your very eyes.* See what personalities fonts have, and what they reveal about YOUR personality.* Explore how you respond to fonts emotionally and can make fonts work for your message.* Be amazed that a font has the power to alter the taste of your food.This book is a must-read for anyone interested in typography and graphic design professionally but also a fascinating insight for anyone interested in giving words impact or anyone wanting to know more about how type can be used to influence us.Trade Reviewa fascinating insight into how type can influence our feelings, our senses, and even our taste * Professor Charles Spence, University of Oxford *most books about fonts are written for designers – Sarah brings the power of fonts to everyone * Patrick Burgoyne, Editor of Creative Review *Sarah Hyndman brings a frisky mix of art and science to her multisensory analysis of typography and communication * Ellen Lupton, curator of contemporary design at Cooper-Hewitt National Design Museum *

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Book SynopsisThe social role of sport enterprises is being increasingly recognized at both local and global levels. Sport has the ability to influence community cohesion, physical and mental health, social inclusivity, and provides positive role models across society. More businesses in sport are incorporating these social aspects into their plans as a way of differentiating themselves from their competitors. This, in turn, has led to more social innovation in sport. Recently, there has been more emphasis on social entrepreneurship in sport due to the growing need to capture its societal impact. This book explores the non-profit role sport plays in society, and demonstrates how social enterprises can both address some of the negative social outcomes of sport and support businesses as they develop their social objectives. The over-arching aim of the book is to focus on how social entrepreneurship in sport is important in developing a better global society.Table of ContentsList of tablesAlso by Vanessa RattenAcknowledgements1. Social entrereneurship in sport: an introduction2. Value creation and social entrepreneurship3. Processes and mechanisms for social entrepreneurship4. Entrepreneurial ecosystems in sport5. Strategies for social entrepreneurship6. Gender and social entrepreneurship in sport7. The future of social entrepreneurship in sportIndex

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Book SynopsisHow can responsible business work in the highly competitive areas of innovation? Focusing on business opportunities and illustrating how Responsible Innovation can be successfully implemented in practice, this book captures experiences and insights from key decisionâmakers in business, politics, and academia, to answer this question. In addition to interviews with leading thinkers in the field, Strategies for Responsible Innovation describes the experiences of eight EU projects and provides tools for Responsible Innovation in the business sector.The examples in this book illustrate how to move from a vague societal aspiration to a business case for Responsible Innovation, and provide a compelling argument for collaboration at the important intersection between government, business, and academia. In this way, Responsible Innovation transcends a singular market-based approach to deliver value at many levels, co-creating in a truly inclusive manner. The book sheds light on the strategic benefits of applying the concept of Responsible Innovation in practice and offers concrete tools for its implementation.Aimed primarily at managers of innovation processes in organizations, and consultants and facilitators working on Responsible Innovation and sustainability management, the book also provides insight into the logic and principles of Responsible Innovation management for academics, policy-makers, and civil society organizations, helping them better communicate their requirements to business.

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Book SynopsisWritten by a non-native English-speaking professional speaker with over 20 years of international consulting experience, this book lays out a step-by-step process to improve cross-cultural communication skills and achieve a strong global presence.Every year, organizations lose money, time, and people due to poor or inefficient cross-cultural communication and this can be as easily between departments or individuals within an organization as across oceans. To tackle this widespread problem, Natsuyo N. Lipschutz developed the 3-step process she calls the 3As (Acknowledge, Analyze, Adapt), using a unique multilayered approach: cross-culture × logical thinking × storytelling. Using the 3As process, readers will improve their awareness of cultural differences and learn analytical and logical thinking skills to zero in on their own unique message, tell persuasive stories, and ultimately get their messages not only clearly heard but acted upon in a culturally diverse global busines

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Book SynopsisDrawing on decades of experience in the charity sector and enriched by realâlife examples, this book helps readers to consider how to be a more resilient leader and explores why a wholeâlife approach could be a gamechanger in todayâs world. The world we live and work in has changed exponentially over the last few years, and all sectors share an increased emphasis on sustainability, selfâcare, and resilience. But these last two concepts appear contradictory: how can we keep bouncing back from setbacks when we need a break? Based on her doctoral study carried out over three years â and almost 20 years heading up the ThirdâSector leadership body in Scotland â Patricia Armstrong shows that resilience is much more holistic than previously thought. Itâs not just about what we do that keeps us resilient; itâs also how we think and how we take into account the environment around us. Readers will find new thinking, tools to help assess where focus is needed, and ways to consider proac

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Book SynopsisPricing is frequently used as a key strategic lever for management to increase profitability. However, price can also be used as a lever for societal good. This book demonstrates how effective use of price can have positive societal impacts, such as helping to reduce carbon emissions, accelerating the adoption of eco-friendly products, and improving people's health outcomes and quality of life.This book, written by two leading thinkers on pricing strategy and practice, makes the important link between the ideals of purpose in organizations and the crucial tools of how to implement change using one of the fundamental levers at the disposal of the organization. It introduces the concept of leveraging the power of pricing for both profit and societal good and then clearly explains how it can be done. Price can be used to manage demand, incentivize consumer behavior, and influence change. The impact can be effective and quick, and it is not far-fetched to say that pro-social pric

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Book SynopsisAs the world accelerates towards the digital realm post-pandemic, it has never been more important for marketers and designers to have a solid understanding of visual marketing and the key principles and concepts behind it.Visual Marketing analyses the post-pandemic digital transformation, including AI, taking place across an increasingly competitive marketing landscape. Against this background, the book utilises proven principles in consumer psychology, marketing, and neuroscience to propose creative and useful visual strategies to increase the effectiveness of marketing efforts, illustrating this with many contemporary real-world examples. Reflecting on observations around the radical disruption in the retail industry in particular, the authors introduce the âœKahn Retailing Success Matrix,â which has successfully guided marketing strategy across many industries. The book also highlights the significant influence of visual and physiological principles on how human ob

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Book SynopsisBrand risk is often narrowly defined as risk to reputation. Yet risk and uncertainty are evident in many aspects of brand performance and marketing operations. Considered and responsible risk-taking is central to effective brand management. Risk literacy is the marketerïâïs third necessary competence, alongside strategic insight and financial understanding. In Brand Risk, a practical and accessible book for those who hold responsibilities in marketing or risk management, David Abrahams brings together relevant risk thinking and a range of techniques for the evaluation of brand exposures and opportunities - whether in response to the ambitions of a key business project, new market conditions or shareholder concern. A balanced review of the subject is enriched by reference to topics of current interest and is supported by illustrative examples throughout. Presenting the essentials of brand management and risk management side-by-side, Brand Risk offers graduated and complementary approach

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Book SynopsisNarcissism has become a contemporary pandemic that seems to have been normalized, accepted, and even celebrated, both in society at large and by some of our political and business leaders. In this book, world-renowned psychology and leadership thinker Manfred Kets de Vries explains this modern phenomenon and imagines how you would help the narcissist on the notional coachâs couch.Consumerism, competitive urges, individualism, and identity politics are examples of how our present-day culture has reinforced the self-glorification that drives narcissismâthis cult of the self. Although a healthy competitive spirit is part of human nature, for narcissistic people it can turn into an all-consuming character trait. They view the world almost exclusively in terms of âœwinnersâ and âœlosers,â and to lose is unacceptable. Unfortunately, social media seems to provide ample opportunities to magnify the competitive or narcissistic disposition present in all of us.Starting with an i

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

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Book SynopsisIn this thoroughly revised and expanded edition, Matt LeMay provides real-world guidance for current and aspiring product managers. Updated for the era of remote and hybrid work, this book answers the tricky questions you may have been afraid to ask about the strange, challenging, and rewarding work of product management.

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Book SynopsisThe fully updated single-source guide to creating successful packaging designs for consumer products Now in full-color throughout, Packaging Design, Second Edition has been fully updated to secure its place as the most comprehensive resource of professional information for creating packaging designs that serve as the marketing vehicles for consumer products. Packed with practical guidance, step-by-step descriptions of the creative process, and all-important insights into the varying perspectives of the stakeholders, the design phases, and the production process, this book illuminates the business of packaging design like no other. Whether you''re a designer, brand manager, or packaging manufacturer, the highly visual coverage in Packaging Design will be useful to you, as well as everyone else involved in the process of marketing consumer products. To address the most current packaging design objectives, this new edition offers: Fully uTable of ContentsPreface vii Acknowledgments viii 1 The History 1 The Growth of Trade 3 Emerging Communication 4 Early Commercial Expansion 5 The Industrial Revolution 10 Mass Production 12 Mid-Century Expansion 21 Consumer Protections 29 The Packaging Design Firm 29 New Refinements in Packaging Design 32 Changing Times and Values 35 2 Defining Packaging Design 39 What is Packaging Design? 39 Culture and Values 41 Target Market 42 Packaging Design and Brand 43 Fundamental Principles of Two-Dimensional Design 55 Packaging Design Objectives 58 3 Elements of the Packaging Design 64 The Primary Display Panel 64 Typography 65 Color 83 Imagery 91 Structure, Materials, and Sustainability 104 Production 128 Legal and Regulatory Issues 143 4 The Design Process 148 Predesign 148 Beginning the Assignment 151 Phase 1: Observation, Immersion, and Discovery 153 Phase 2: Design Strategy 158 Phase 3: Design Development 175 Phase 4: Design Refinement 196 Phase 5: Design Finalization and Preproduction 198 Retail Reality 198 Key Points about the Design Process 200 5 The Packaging Design Profession 201 The Stakeholders 201 Managing the Business 213 Entering the Profession 217 Glossary 223 APPENDIX A Consumer Product Categories 230 APPENDIX B Materials And Tools 232 Bibliography 233 Professional Credits 235 Figure Credits 237 Index 239

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Book SynopsisYour guide to the most up-to-date selling strategies and techniques No matter your skill level, this new edition of Selling For Dummies helps you lay the foundation for sales success with the latest information on how to research your prospects, break down the steps of the sales process, follow up with customers, and so much more. Selling, when done right, is more than a jobit''s an art. With the help of Selling For Dummies, you''ll discover how to stand head-and-shoulders above the crowd by knowing your clients, and approaching selling with passion and a positive attitude. The book covers making killer sales pitches and presentations, using the latest technologies to your advantage, establishing goals and planning your time efficiently, partnering with others, addressing clients'' concerns, and closing more sales. Includes expert tips for harnessing the power of the Internet to increase sales Covers the latest selling strategies anTable of ContentsIntroduction 1 Part I: Laying a Solid Foundation for Selling 7 Chapter 1: Selling Makes the World Go Around 9 Chapter 2: The Seven-Step Selling Cycle 19 Chapter 3: What to Sell 29 Part II: Doing Your Homework Before You Sell a Thing 47 Chapter 4: Understanding Your Potential Clients 49 Chapter 5: Selling What Your Product Does Instead of What It Is 85 Chapter 6: Technology as a Sales Tool 95 Part III: The Anatomy of a Sale 105 Chapter 7: Connecting with the People Who Need What You Have 107 Chapter 8: Arranging to Meet and Putting Your Clients at Ease 129 Chapter 9: Qualifying Your Way to Success 159 Chapter 10: Delivering Winning Presentations 175 Chapter 11: Addressing Client Concerns 195 Chapter 12: Closing Sales 209 Chapter 13: Getting Referrals from Your Satisfied Clients 233 Part IV: Growing Your Business 247 Chapter 14: Following Up and Keeping in Touch 249 Chapter 15: Using the Internet to Make Sales 267 Chapter 16: Planning Your Time Efficiently 277 Part V: You Can’t Win ‘Em All: Keeping the Faith in Sales 295 Chapter 17: Staying Upbeat When You Don’t Succeed 297 Chapter 18: Setting Goals to Stay Focused 311 Part VI: The Part of Tens 323 Chapter 19: The Ten Biggest Sales Mistakes to Avoid 325 Chapter 20: Ten (Plus One!) Ways to Master the Art of Selling 331 Chapter 21: Ten Alternative Closes 341 Index 347

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Book SynopsisMarketing has changed forever this is what comes next Marketing 4. 0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing.Table of ContentsAcknowledgments xiii Prologue: From Marketing 3.0 to Marketing 4.0 xv About the Authors xix Part I Fundamental Trends Shaping Marketing 1 Power Shifts to the Connected Customers 3 From Exclusive to Inclusive 7 From Vertical to Horizontal 10 From Individual to Social 13 Summary: Horizontal, Inclusive, and Social 14 2 The Paradoxes of Marketing to Connected Customers 17 Breaking the Myths of Connectivity 20 Summary: Marketing amid Paradoxes 28 3 The Influential Digital Subcultures 29 Youth: Acquiring the Mind Share 32 Women: Growing the Market Share 35 Netizens: Expanding the Heart Share 37 Summary: Youth, Women, and Netizens 40 4 Marketing 4.0 in the Digital Economy 43 Moving from Traditional to Digital Marketing 47 Integrating Traditional and Digital Marketing 52 Summary: Redefining Marketing in the Digital Economy 53 Part II New Frameworks for Marketing in the Digital Economy 5 The New Customer Path 57 Understanding How People Buy: From Four A’s to Five A’s 60 Driving from Awareness to Advocacy: The O Zone (O3) 66 Summary: Aware, Appeal, Ask, Act, and Advocate 69 6 Marketing Productivity Metrics 71 Introducing PAR and BAR 74 Decomposing PAR and BAR 75 Driving Up Productivity 80 Summary: Purchase Action Ratio and Brand Advocacy Ratio 90 7 Industry Archetypes and Best Practices 91 Four Major Industry Archetypes 94 Four Marketing Best Practices 100 Summary: Learning from Different Industries 104 Part III Tactical Marketing Applications in the Digital Economy 8 Human-Centric Marketing for Brand Attraction 107 Understanding Humans Using Digital Anthropology 110 Building the Six Attributes of Human-Centric Brands 113 Summary: When Brands Become Humans 118 9 Content Marketing for Brand Curiosity 119 Content is the New Ad, #Hashtag is the New Tagline 121 Step-by-Step Content Marketing 124 Summary: Creating Conversations with Content 134 10 Omnichannel Marketing for Brand Commitment 137 The Rise of Omnichannel Marketing 139 Step-by-Step Omnichannel Marketing 145 Summary: Integrating the Best of Online and Offline Channels 149 11 Engagement Marketing for Brand Affinity 151 Enhancing Digital Experiences with Mobile Apps 153 Providing Solutions with Social CRM 156 Driving Desired Behavior with Gamification 160 Summary: Mobile Apps, Social CRM, and Gamification 165 Epilogue: Getting to WOW! 167 What is a “WOW”? 167 Enjoy, Experience, Engage: WOW! 168 Are You Ready to WOW? 169 Index 171

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Book SynopsisTable of ContentsIntroduction 1 About This Book 1 Foolish Assumptions 2 Icons Used in This Book 3 Beyond the Book 3 Where to Go from Here 4 Part 1: Getting Started with Digital Marketing 5 Chapter 1: Understanding the Customer Journey 7 Creating a Customer Avatar 8 What to include in your customer avatar 9 Introducing Agency Eric: A customer avatar example 10 Getting clear on goals and values 11 Finding sources of information and entertainment 12 Honing in on demographics 12 Adding challenges and pain points 13 Preparing for objections 14 Getting Clear on the Value You Provide 15 Knowing the Stages of the Customer Journey 16 Step 1: Generating awareness 17 Step 2: Driving engagement 18 Step 3: Building subscribers 19 Step 4: Increasing conversions 20 Step 5: Building excitement 20 Step 6: Making the core offer sale and more 21 Step 7: Developing brand advocates 22 Step 8: Growing brand promoters 23 Preparing Your Customer Journey Road Map 23 Optimizing the Customer Journey 24 Avoiding an Optimization Mistake 25 Chapter 2: Choosing the Right Marketing Campaign 27 Establishing Marketing Objectives 28 Defining a Digital Marketing Campaign 29 Understanding the Three Major Types of Campaigns 32 Campaigns that generate new leads and customers 32 Campaigns that monetize existing leads and customers 34 Campaigns that build engagement 35 Balancing Your Marketing Campaign Calendar 37 Choosing the Campaign You Need Now 37 Viewing Your Digital Marketing through the Campaign Lens 38 Chapter 3: Crafting Winning Offers 39 Offering Value in Advance 40 Designing an Ungated Offer 41 Designing a Gated Offer 42 Zeroing in on what matters 43 Making a specific promise 44 Giving a specific example 44 Offering a specific shortcut 45 Answering a specific question 45 Delivering a specific discount 45 Generating leads with educational content 45 Generating leads with tools 47 Filling out the gated offer checklist 50 Designing Deep-Discount Offers 52 Using physical premiums 52 Employing a book 53 Leveraging the webinar 53 Selling software 54 Splintering a service 54 Brainstorming “little victories” to offer your leads 55 Filling out the deep-discount offer checklist 55 Discovering your deep-discount offer 57 Maximizing Profit 57 Making an upsell or cross-sell offer 58 Building bundles and kits 59 Tacking on a slack adjuster 59 Recurring billing 60 Part 2: Using Content to Generate Fans, Followers, and Customers 61 Chapter 4: Pursuing Content Marketing Perfection 63 Knowing the Dynamics of Content Marketing 64 Finding Your Path to Perfect Content Marketing 65 Understanding the marketing funnel 66 Exploring the prospect’s intent 74 Providing a path to the next step 75 Segmenting your marketing with content 76 Appearing everywhere your customer expects 77 Customizing your content 78 Executing Perfect Content Marketing 78 Step 1: Choosing avatars 79 Step 2: Brainstorming content assets 80 Step 3: Choosing the vehicle and channel 80 Step 4: Planning for ascension 80 Distributing Content to Attract an Audience 81 Marketing through email 81 Capturing leads through search marketing 82 Using social media to drive traffic to your site 82 Paying for traffic 82 Developing a style guide 83 Determine grammar and punctuation rules 84 Document editorial process 85 Document brand voice 85 Determine additional sections 86 Create formal documentation 86 Distribute style guide 86 Chapter 5: Blogging for Business 87 Establishing a Blog Publishing Process 88 Brainstorming blog post ideas 88 Establishing content segments 90 Working with content creators 91 Editing the first draft 95 Copyediting the post 96 Applying Blog Headline Formulas 96 Tapping into self-interest 96 Piquing curiosity 97 Employing urgency and scarcity 97 Issuing a warning 98 Borrowing authority 98 Revealing the new 98 Auditing a Blog Post 99 Presents an exceptional headline 99 Includes a strong introduction 100 Offers easy-to-consume content 101 Satisfies your goal 102 Includes quality media 103 Provides a compelling close 104 Uses search engine optimization 104 Categorizes your topics 105 Completely delivers on the promise 105 Keeps professional consistency 106 Chapter 6: Taking Stock of 65 Blog Post Ideas 107 Defeating Writer’s Block 107 Writing useful content 108 Being generous 114 Entertaining the masses 118 Capitalizing on the timely 119 Showing your humanity 120 Getting promotional 123 Stirring the pot 125 Engaging the audience 127 Creating Stellar Content without All the Fuss 128 Curating and aggregating content 129 Reacting to popular content 130 Crowdsourcing content 132 Part 3: Generating Website Traffic 135 Chapter 7: Building High-Converting Landing Pages 137 Exploring the Types of Landing Pages 138 Creating a Lead Capture Page 140 Creating a Sales Page 140 Writing a sales letter 143 Understanding the elements of a product detail page 149 Grading a Landing Page 152 Chapter 8: Capturing Traffic with Search Marketing 155 Knowing the Three Key Players in Search Marketing 156 Understanding searchers’ needs 156 Knowing what search engines want 156 Targeting Search Queries 158 Defining a search query 159 Choosing the right queries to target 161 Satisfying searchers 163 Optimizing Your Assets for Specific Channels 165 Optimizing for Google 165 Optimizing for YouTube 168 Optimizing for Pinterest 170 Optimizing for Amazon 172 Optimizing for iTunes 174 Optimizing for review sites 175 Optimizing for search engine robots 176 Earning Links 177 Step 1: Cross-link your own content 177 Step 2: Study your competitors’ links 178 Step 3: Create generous content 178 Step 4: Create content worthy of a link 178 Step 5: Publish primary research 178 Step 6: Keep up with the news 179 Chapter 9: Leveraging the Social Web 181 Social Channels 182 Facebook 182 Instagram 184 LinkedIn 185 Twitter 185 The Social Success Cycle 187 Listening to the Social Web 189 Listening by channel 190 Choosing a social listening tool 191 Planning to listen 192 Listening without paid tools 193 Utilizing the feedback loop 194 Handling customer service issues 196 Influencing and Building Brand Authority 197 Influencing by channel 198 Growing your social following 199 Increasing frequency 200 Keeping your content interesting 200 Socializing blog content 201 Networking That Moves the Needle 204 Networking by channel 205 Tapping into niche media 205 Reaching niche media 206 Networking by topic 206 Creating a social media “short list” 207 Flipping the script on media outreach 207 Staying compliant with the law 208 Selling on Social Channels 208 Selling by channel 209 Leading with value 209 Designing “value first” offers 210 Avoiding Social Media Mistakes 212 Knowing When to Automate 212 Chapter 10: Tapping into Paid Traffic 213 Visiting the Traffic Store 214 Understanding Traffic Temperature 214 Choosing the Right Traffic Platform 216 Introducing the Big Six traffic platforms 216 Setting up Boomerang Traffic 232 Defining ad retargeting 232 Setting cookies and pixels 232 Segmenting with content 233 Troubleshooting Paid Traffic Campaigns 233 Strengthening your offer 234 Tweaking your targeting 235 Scrutinizing your ad copy and creative 235 Checking the congruency of your campaign 236 Chapter 11: Following Up with Email Marketing 237 Understanding Marketing Emails 238 Promotional emails 238 Relational emails 239 Transactional emails 239 Sending Broadcast and Follow-Up Emails 241 Broadcast emails 241 Follow-up emails 241 Building a Promotional Calendar 242 Cataloging your products and services 242 Creating an annual promotional plan 244 Developing a marketing plan 245 Creating a 30-day calendar 246 Creating a 90-day rolling calendar 247 Creating Email Campaigns 247 Indoctrination campaigns 248 Engagement campaigns 250 Ascension campaigns 250 Segmentation campaigns 251 Reengagement campaigns 252 Writing and Designing Effective Emails 253 Harvesting proven email copy 253 Answering four questions 254 Knowing why people buy 254 Writing effective email subject lines 255 Writing body copy 256 Cuing the Click 257 Getting More Clicks and Opens 257 Ensuring Email Deliverability 260 List Hygiene 260 Monitoring your reputation 261 Proving subscriber engagement 261 Part 4: Measuring, Analyzing, and Optimizing Campaigns 263 Chapter 12: Crunching Numbers: Running a Data-Driven Business 265 Leveraging the Five Google Analytics Report Suites 266 Understanding Where Your Traffic is Coming From 267 Tracking the Origins of Site Visitors 269 Campaign source (utm_source) 269 Campaign medium (utm_medium) 270 Campaign content (utm_content) 270 Campaign name (utm_campaign) 270 Dissecting a UTM 271 Creating UTM parameters for your URLs 271 Creating Goals to See Who’s Taking Action 272 Segmenting Your Audience with Google Analytics 274 Creating audience segments 275 Honing In on Your Audience 278 Drilling into demographics 279 Drilling into psychographics 281 Putting It All Together 285 Chapter 13: Optimizing Your Campaigns for Maximum ROI 287 Understanding Split Testing 288 Obtaining the tools you need to run split tests 288 Following the split test guidelines 290 Selecting Page Elements to Optimize 293 Considering qualitative data 293 Using qualitative tools 294 Getting Ready to Test 295 Developing an optimization hypothesis 295 Choosing the metrics to track 295 Calculating your test timeline 296 Preparing to Launch 296 Defining goals in Google Analytics 297 Checking that your page renders correctly in all browsers 297 Ensuring that you have no testing conflicts 297 Checking links 297 Keeping variation load times similar or identical 298 Calling a Test 298 Knowing How a Test Performed 298 Analyzing the Test 299 Part 5: The Part of Tens 301 Chapter 14: The Ten Most Common Digital Marketing Mistakes 303 Focusing on Eyeballs Instead of Offers 304 Failing to Talk about Your Customers (and Their Problems) 304 Asking Prospects for Too Much, Too Soon 305 Being Unwilling to Pay for Traffic 305 Being Product Centric 305 Tracking the Wrong Metrics 306 Building Assets on Other People’s Land 307 Focusing on Your Content’s Quantity Instead of Quality 307 Not Aligning Marketing Goals with Sales Goals 307 Allowing “Shiny Objects” to Distract You 308 Chapter 15: Ten Trending Digital Marketing Skills to Add to Your Resume 309 Content Marketing Positions 310 Brand journalist 310 Managing editor 311 Content marketing manager 311 Paid Media Manager 312 Search Engine Optimization (SEO) Manager 313 Social Media Marketing 313 Community Management 314 Video Marketing and Production Positions 315 Video production specialist 316 Video marketing manager 316 Web Design and Development Positions 317 Front-end developer 317 Back-end developer 317 Direct-response copywriter 318 Email marketing analyst 318 Data Analysis Positions 318 Data analyst 319 Testing and optimization specialist 319 Chapter 16: Ten Essential Tools for Digital Marketing Success 321 Building a Website 321 WordPress.org 322 Joomla 322 Drupal 323 BigCommerce 323 Shopify 323 Hosting a Website 323 WP Engine 324 HostGator 324 A2 Hosting 325 Rackspace 325 Choosing Email Marketing Software 325 Constant Contact 326 AWeber 326 Mailchimp 326 Considering Customer Relationship Management (CRM) Software 326 Keap 327 Salesforce 327 HubSpot 327 Zoho CRM 328 Adding a Payment Solution 328 Stripe 328 Square 329 PayPal 329 Adyen 329 Using Landing Page Software 329 Instapage 330 Leadpages 330 Unbounce 330 HubSpot 330 Sourcing and Editing Images 331 Canva 331 SnagIt 332 Managing Social Media 332 Hootsuite 332 Meet Edgar 333 Mention 333 Measuring Your Performance: Data and Analytics 333 Google Analytics 334 Google Data Studio 334 Google Tag Manager 334 Optimizing Your Marketing 334 Visual Website Optimizer 335 Optimizely 335 TruConversion 335 Index 337

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Book Synopsis Harness the power of social media to attract new customers and transform your business!   More 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, Likeable Social Media reveals everything you need to know about building your brand and attracting & retaining loyal customers through smart, savvy social media engagement. This 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. <Table of ContentsForeword Acknowledgments Introduction CHAPTER  1 Listen First, and Never Stop Listening CHAPTER  2 Way Beyond “Women 25 to 54”: Define Your Target Audience Better Than Ever CHAPTER 3 Use Social Network Ads for Much Greater Impact CHAPTER  4 Think—and Act—Like Your Consumer CHAPTER  5 Invite Your Customers to Be Your First Fans CHAPTER  6 Engage: Create True Dialogue with, and Between, Your Customers CHAPTER  7 Respond Quickly to All Bad Comments CHAPTER  8 Respond to the Good Comments Too CHAPTER  9 Be Authentic CHAPTER 10 Be Honest and Transparent CHAPTER 11 Should You Ask a Lot of Questions? CHAPTER 12 Provide Value (Yes, for Free!) CHAPTER 13 Share Stories (They’re Your Social Currency!) CHAPTER 14 Inspire Customers and Influencers to Share Your Stories CHAPTER 15 Integrate Social Media into the Entire Customer Experience CHAPTER 16 Admit When You Screw Up, and Then Leverage Your Mistakes CHAPTER 17 Consistently Deliver Excitement, Surprise, and Delight CHAPTER 18 Don’t Sell! Just Make It Easy and Compelling for Customers to Buy Conclusion: Just Be Likeable Appendix: A Refresher Guide to the Social Networks That Matter Most Notes Index

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Book SynopsisTable of Contents1. What is Customer Service? 2. The Challenges of Customer Service 3. Problem Solving 4. Strategy for Formulating a Plan for Success 5. Empowerment 6. Communications in Customer Service 7. Coping with Challenging Customers 8. Motivation 9. Leadership in Customer Service 10. Customer Retention and Measurement of Satisfaction 11. Technology and Customer Service 12. Excellence in Customer Service

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Book SynopsisA blueprint to new levels of company growth leveraging your firm's Partner Ecosystem In Ecosystem-Led Growth: A Blueprint For Sales and Marketing Success Using the Power of Partnerships, veteran entrepreneur and tech leader Bob Moore delivers an intuitive and insightful guide to using your company's Partner Ecosystem to unlock countless leads, break sales records, scale your organization, and build a once-in-a-generation business. In the book, you'll discover why partnerships are no longer the domain of partner people schmoozing at conferences. Instead, they can be used to unlock vast amounts of data, new relationships, and scalable growth plays. You'll learn about: Transformational technologies that bring partner data to your fingertipsSavvy companies and executives who convert that data into untapped growth opportunitiesReal-world examples of go-to-market leaders at dozens of leading tech companies implementing a powerful new perspective on growth An indispensable roadmap to an exciting new strategy for scaling your firm, Ecosystem-Led Growth will earn a place on the bookshelves of managers, executives, founders, entrepreneurs, salespeople, marketers, and anyone else interested in taking their company to new heights.

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Book SynopsisPaul Hague is based in Manchester, UK and is the founder of B2B International Ltd. Their clients include some of the largest corporations in Europe and the United States. Paul Hague is the author of a dozen books on market research as well as books on customer experience and business models that share over 35 years of practical experience in running a successful market research agency. These include Kogan Page titles such B2B Customer Experience (2018) and The Business Models Handbook (2019).Trade Review"Tactics don't work without a solid strategic foundation. And you only get strategy right working from a good base of market research. This book is that base. Clear. Practical. And everything you need to know to do market research properly." * Mark Ritson, Virtual Marketing Professor *"A concise, engaging and extremely accessible introduction to market research, tools, techniques and issues. This book stands out because of it succinctness, clarity, and brevity. This is a great go-to guide for anyone seeking an introduction to market research." * PR Smith, author and SOSTAC® Planning Founder *"This book presents the rare combination of being comprehensive, authoritative, and eminently readable. It should become the go-to guide for researchers and research buyers seeking to understand the full research process and its many purposes." * C. Frederic John, Principal, Consilience & Consulting LLC, Bronxville New York *Table of Contents Section - ONE: Planning a market research study; Chapter - 01: Introduction; Chapter - 02: Market research design; Chapter - 03: Uses of market research; Section - TWO: Qualitative research; Chapter - 04: Qualitative research; Chapter - 05: Desk research; Chapter - 06: Focus groups; Chapter - 07: Depth interviewing; Chapter - 08: Observation and ethnography; Section - THREE: Quantitative research; Chapter - 09: Quantitative research; Chapter - 10: Sampling and statistics; Chapter - 11: Questionnaire design; Chapter - 12: Face-to-face interviewing; Chapter - 13: Telephone interviewing; Chapter - 14: Self-completion questionnaires; Chapter - 15: Online surveys; Chapter - 16: Data analysis; Section - FOUR: Using market research; Chapter - 17: Using market research to segment markets; Chapter - 18: Using market research to improve a brand position; Chapter - 19: Using market research to improve customer satisfaction and loyalty; Chapter - 20: Using market research to achieve optimum pricing; Chapter - 21: Using market research to enter a new market; Chapter - 22: Using market research to test advertising effectiveness; Chapter - 23: Using market research to launch a new product; Chapter - 24: Reporting; Section - FIVE: The market research industry; Chapter - 25: International market research; Chapter - 26: Research trends; Chapter - 27: Ethics in market research

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