Sales and marketing Books
Penguin Books Ltd GoGivers Sell More
Book SynopsisThe sequel to the international bestseller The Go-Giver, applying its inspirational approach to real-world challenges.The Go-Giver took the business world by storm with its message that giving is the simplest, most fulfilling, and most effective path to success. It has inspired hundreds of thousands of readers; but some have wondered how the story''s lessons stand up to the tough challenges of everyday, real-world business.Bob Burg and John David Mann answer that question in Go-Givers Sell More, a practical guide that turns giving into the cornerstone of a powerful and effective approach to selling.Most of us think of sales as a struggle to make people do something they don''t really want to do. But that cut-throat mentality makes the process much harder than it has to be - especially in an economic downturn when customers are more suspicious and defensive than ever. It''s far more effective (and satisfying) when salespeople think like Go-Givers Trade ReviewUse the approach in this book and you will not only sell more, you will also lead a rich and joyous life. It works! * Spencer Johnson, author of Who Moved My Cheese? *
£10.44
Oxford University Press Strategic Marketing
Book SynopsisPractical, relevant, and with implementation at its core, this is the ideal guide to strategic marketing. The fourth edition offers extensively-revised global examples throughout, and unique interviews with practitioners to give invaluable real-world insights and advice.Trade ReviewA clear and user-friendly text addressing the needs of the modern marketing decision-maker. * Dr Edel Foley, Technological University Dublin *Comprehensive and detailed discussion about marketing strategy that covers a range of essential concepts and their applicability across the globe. * Dr Kathy-Ann Fletcher, Abertay University *Table of ContentsPart A Where are we now? 1: Strategic marketing: analysis, perspectives, and blueprint 2: Environmental and internal analysis: market information and intelligencePart B Where do we want to be? 3: Strategic marketing decisions, choices, and mistakes 4: Segmentation, targeting, and positioning strategies 5: Branding strategiesPart C How will we get there? 6: Relational and sustainability strategies 7: Product innovation and development strategies 8: Service marketing strategies 9: Pricing and distribution strategies 10: Marketing communications 11: Social and ethical strategiesPart D Did we get there? 12: Strategy implementation and control 13: Strategy and metrics
£53.19
Oxford University Press Consumer Behaviour
Book SynopsisA concise, fascinating, and practical guide to consumer behaviour, bringing essential theories to life through an impressive array of engaging international case studies.Trade ReviewConsumer Behaviour is up to date and full of relevant cases from a global, regional and national perspective with good consideration for the wider macro environment's impact on contemporary consumer behaviour. The later chapters on digital consumers and sustainability are increasingly relevant to the current generation of students. * Jennie White, University of Chicester *This text provides everything you need to know to understand the basics of consumer behaviour. Consumer Behaviour is an accessible, neatly-packaged, contemporary text that bridges the gap between theory and practice. * Dr Ashleigh Logan-McFarlane, Edinburgh Napier University *This text is academic yet current, relevant and easy to read. This is precisely why I want to use it for undergraduate students who haven't got much practice experience but need to learn how consumer behaviour concepts actually work in practice. This book does just that. * Dr Arie Barendregt RM MBA, Erasmus University Rotterdam *Consumer Behaviour is contemporary, relevant and presents fresh approaches to issues relating to consumer behaviour in the 21st Century. Important contributions are provided to highlight the role that digital plays in consumption practices in a post-Covid world; and how cultural, sociological, psychological and technological aspects frame our daily consumer behaviour. The link between conceptual academic frameworks and leading-edge research practice is blended neatly with real-world case study examples and practice-based marketing principles to great effect. Strong use of diverse and global marketing examples to illustrate and underpin consumer behaviour principles are combined with student-related review, reflection and discussion topics, which ensures it is a practical text for use in-class. Practitioner input also gives the book a relevant up-to-date perspective on the main themes emerging in consumer behaviour studies. * Mr. Simon Wragg, University of Northampton *Consumer Behaviour is a comprehensive textbook written in an accessible language with good and frequent examples. The questions for students and new, 'Think Critically' sections motivate students to put the knowledge into the context of their own lives and consider the ethical consequences of consumption / marketing. * Prof. Thyra Uth Thomsen, Copenhagen Business School *Consumer Behaviour is an informative, theory-driven textbook that helps to bring the subject to life. * Dr Chris Raddats, University of Liverpool *I have always described this text as a great introduction to consumer behaviour. I like its simplicity and application of theory to real world case studies and examples. * Carianne Wallace, Aston University *Consumer Behaviour is an informative yet engaging text that showcases theory applied to practice. * Mr. Thomas McAlinden, University of Strathclyde *Consumer Behaviour is a must-have for students studying consumer behavior. * Dr Letizia Alvino, Nyenrode Business University *Table of ContentsPart 1: Introduction to Consumer Behaviour 1: A context for understanding consumer behaviour Part 2: Micro-View of Consumption 2: Decision making 3: Learning 4: Perception 5: Attitudes 6: Personality Part 3: Macro-View of Consumption 7: Groups 8: Culture 9: Patterns of buyer behaviour Part 4: Where Do We Go Next? 10: Digital 11: Sustainable 12: Future trends
£48.99
Oxford University Press Advertising
Book SynopsisHow advertising works is not a question that has a simple answer. Advertising is a diverse entity and different campaigns work (or fail to work) in a plethora of different ways. Most advertising persuades people to buy things, but how? And who does it aim to persuade? And how are these decisions made? In this Very Short Introduction Winston Fletcher, an expert with extensive knowledge of advertising from the inside, aims to answer these questions, and in doing so, dispels some of the myths and misunderstandings surrounding the industry.The book contains a short history of advertising and an explanation of how the industry works, and how each of the parties (the advertisers , the media and the agencies) are involved. It considers the extensive spectrum of advertisers and their individual needs. It also looks at the financial side of advertising and asks how advertisers know if they have been successful, or whether the money they have spent has in fact been wasted.Fletcher concludes with a discussion about the controversial and unacceptable areas of advertising such as advertising products to children and advertising products such as cigarettes and alcohol. He also discusses the benefits of advertising and what the future may hold for the industry.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. What does advertising do? ; 2. The structure of the advertising industry ; 3. Advertisers: the paymasters ; 4. The media: blowing the trumpet ; 5. The agencies: (i) creating the ads ; 6. The agencies: (ii) spending the clients' money ; 7. Research, research, research ; 8. The good, the bad and the ugly ; 9. The benefits of advertising
£9.49
Penguin Books Ltd We Are All Weird
Book SynopsisWe Are All Weird is Seth Godin''s cult classic on celebrating (and marketing to) the individual, now repackaged and relaunchedWorld of Warcrafters, LARPers, Settlers of Catan? Weird.Beliebers, Swifties, Directioners? Weirder.Paleos, vegans, carb loaders, ovolactovegetarians? Definitely weird.Face it. We''re all weird.So why are companies still trying to build products for the masses?Why are we still acting like the masses even exist?Weird is the new normal. And only companies that figure that out have any chance of survival. In this book, Seth Godin shows you how.''Read this book slowly and read it again, for the lessons are rich and wise'' Jacqueline Novogratz, founder, Acumen
£10.99
MIT Press Ltd Consumer Neuroscience The MIT Press
Book SynopsisA comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services.Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners.After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making and reviews the sensory and perceptual mechanisms that govern our perception and ex
£64.80
Pearson Education Highly Effective Marketing Plan HEMP The
Book SynopsisPeter Knight has run small, medium and large companies and today is Founder & Chairman of Phoenix plc, a marketing communications agency which works with clients including Motorola, First Choice, Laing, Harry Ramsden's and many more. Phoenix employs 60 people at The Chapel of Ideas a converted church all of whom are engaged in effective communications via all media.Peter is a TEC International speaker and won the speaker of the year award in 2002. He regularly is engaged by clients to speak and facilitate at conferences, business retreats & strategy planning workshops, and he also contributes to several trade publications.Trade Review"Startling both in its simplicity and effectiveness, I hugely recommend HEMP as essential reading for anyone involved in or interested by marketing." Chris Hughes, Chairman, TEC International " HEMP helps you achieve in a few hours a plan which would normally take weeks" Ann Fendi, Sales and Marketing Director, Sunley plc HEMP will stimulate you to look at marketing challenges with enhanced clarity and significantly increase your chances of delivering demonstratable value. Plus, it's a really entertaining read!" Andy Hurst, Sales and Marketing Director, Taylor Woodrow "Clear, concise and informative - focused on the key issues, avoiding all the jargon!" Patrick Stirland, MD, The Mitie Group "a compact, hard working guide to a marketing system that should, ir followed from beginning to end, improve your business' chance of profitability... Knights writing is so motivational that it could give you the biggest high you'll get all year" - Internet WorksTable of ContentsStep One - Desired ResultAs Stephen Covey put it, "Begin with the end in mind." The principle of this step is: the greater the clarity of the outcome the more likely it will be accomplished.Step Two – What's it worth?If you're going to do something then value it. And identifying a monetary value helps create a universal currency, as others might view differently the worth you attach to your project. For example, "this initiative will create turnover of £5 million and produce £1 million profit in 12 months" has a clarity which will appeal to any board or bank.Step Three – What are the consequences?All new plans have consequences. There are potential upsides and downsides – what are they? And what will be the consequence of not implementing your plan? This chapter explores how important it is to identify every possible outcome before the plan commences: often people will be more motivated by fear of loss than by the pleasure of gain, e.g. "consider what will happen if we don't pioneer this new initiative and our major competitor does instead."Step Four – TargetsWho are we after? Who will be buying your product or service. And don't just go for standard classifications; really go to town gathering information. Build a picture of these people. How old are they? How much do they weigh on average? Would they prefer to fly British Airways or Virgin? When did they last go to the cinema and what film did they see? The principle of this chapter is that you can't know too much about your targets.Step Five – What do they currently think and do?Now you know who you're after, (step four), what do these people currently think about your product and service? And as a consequence of what they think, what do they do? Do they know you for providing one product and think that's all you do, (and as a result buy your other product from a competitor)? Have they never heard of your service or anything like it, (and therefore they currently do nothing)? Thinking precedes doing: know what your targets think.Step Six – What do you want them to think and do?Following on from the last chapter, we can now look at what we want people to think and having changed their mind will cause them to buy your product or service. The principle underpinning steps five and six is simple: change the thinking and you'll change the doing patterns of your targets, (whereas so many companies try to get people to change their "doing" without thinking first.)Step Seven – What's the story?What are you actually selling? This chapter prompts the exercise of succinctly writing down exactly what's on offer. This exercise is amazing for many people who whilst believing they know what they do actually discover that either they don't or they can't adequately describe it.Step Eight – The one big thing (10 second sell)All too often peoples' description of their service or product are boring and confusing filled with far too much irrelevant detail. This chapter distills down to the ONE big thing on offer. This chapter is what Pearson calls "The 10 second sell", and you know how effective that is.Step Nine – What's the benefit?This step looks at the one big thing and asks the question: so what? What do you do for the target customer? Does this benefit them significantly? Is it compelling and how does it compare to the competition?Step Ten – Know yourselfIs your current personality appropriate for the product or service you're offering? There's no point your being seen as British Airways if your product is designed for Virgin customers. There's a built in disadvantage, which is unnecessary, for a traditional old-fashioned company offering a service which will primarily appeal to youth. This step asks the question: do you need to review the personality of your company for this new product or service to work? There are lots of examples of
£12.79
Pearson Education Principles of Marketing
Book SynopsisAn introduction to marketing from a European perspective, this work explains the fundamental concepts and theories of marketing and demonstrates their application through a wealth of examples, case studies and vignettes. It offers a media package including an online interactive study guide, a video lounge, integrated video case studies and more.Table of ContentsPart I- Marketing And Its Environment 1. Marketing dynamics 2. The European marketing environment Part II- Customers and Markets 3. Consumer behaviour 4. B2B buying behaviour 5. Segmenting markets 6. Marketing information and research Part III- Product 7. Anatomy of a product 8. Product management 9. New product development Part IV-Price 10. Pricing, context and concepts 11. Pricing strategies Part V- Place 12. Marketing channels and logistics 13. Retailers and wholesalers Part VI- Promotion 14. Integrated marketing communication 15. Advertising 16. Sales promotion 17. Personal selling and sales management 18. Direct marketing and exhibitions 19. Public relations and sponsorship Part VII-Marketing Management 20. Strategic Marketing 21. Marketing planning, management and control 22. Services and non-profit marketing 23. International marketing 24. E-marketing and new media
£68.39
Pearson Education Limited Essentials of Marketing
Book SynopsisDr Frances Brassington is Principal Lecturer in Marketing at Oxford Brookes University Faculty of Business. She has taught marketing at all levels and on a wide range of undergraduate marketing modules and programmes and has supervised a number of PhD students. Her own research interests include retail marketing, international marketing, and the use of project-based learning in marketing education. Dr Stephen Pettitt, was previously Deputy Vice Chancellor and Dean of Luton Business School. He is currently undertaking consultancy projects in marketing and higher education. He has published over 30 papers and articles along with major studies in tourism innovation strategies, large buyer-small firm seller relationships and small firm development.Table of Contents Chapter 1: Marketing Dynamics Chapter 2: The European marketing environment Chapter 3: Buyer behaviour Chapter 4: Segmenting markets Chapter 5: Marketing information and research Chapter 6: Product Chapter 7: Price Chapter 8: Place Chapter 9: Promotion: integrated marketing communication Chapter 10: Promotion: Advertising and sales promotion Chapter 11: Promotion: direct and digital marketing Chapter 12: Promotion: personal selling, PR and sponsorship Chapter 13: Marketing strategy and planning Chapter 14: Services and non-profit marketing
£62.99
Pearson Education How to sell with NLP
Book SynopsisPat Hutchinson established Quadrant 1 International and is currently Sales and Marketing Director at the company. Using NLP techniques long before she ever trained as an NLP trainer, Pat developed sales teams across the world including Europe, Asia and North America. Pat has since incorporated this experience into her NLP business teaching and currently uses NLP to help people in business.Table of ContentsAbout the author Acknowledgements Introduction: Think, act and sell! 01 Selling in the twenty-first century 02 Building strong relationships 03 How clients make decisions 04 Aligning with your role, your clients and your organisation 05 Believing your way to success 06 What are you aiming for? 07 Rapport gets you everywhere 08 The elegant language of sales 09 Using frames to keep control 10 Selling to groups 11 The NLP sales process Index
£15.29
Taylor & Francis International Perspectives on Museum Management
Book SynopsisInternational Perspectives on Museum Management is the first volume of the ICOM Museum Practice series. Exploring contemporary practices in the field of museum management, the book demonstrates how strategic vision and effective leadership can enable museums to fulfil their varied roles and empower staff to achieve their individual and collective objectives.Gathering together contributions that shed light on key aspects of running a museum in different parts of the world, the volume examines a wide range of topical issues from a management perspective. Chapters within the volume focus on governance and operations, communication and marketing, accessibility and community engagement, the decline in public funding, sustainability and risk management and planning a new museum or a renewal. As a whole, the book demonstrates that competent and creative museum management is vital to museums' ability to survive and thrive in the face of decreased investment in culture and shif
£32.99
Taylor & Francis Ltd Digital Marketing Excellence
Book SynopsisNow in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools.Trade ReviewDigital Marketing Excellence is a practical textbook for all marketing executives, managers and students who plan and implement digital campaigns. The book is engaging, practical, easy to follow and comprehensive and is highly recommended by the IDM.Tracey Poulson, Director of Learning, Institute of Direct and Digital Marketing, UK.Digital marketing has transformed the marketing arena. It offers opportunities for better target profiling and informed strategic decisions. Chaffey & Smith have supported that evolution from the start. Their book, Digital Marketing Excellence 6e, covers elements of how to turn data into information and information into insight - and insight is the fuel that drives digital marketing success.Marialena Zinopoulou, CEO - The Digital Marketing Association - Analytics Lecturer - IoT Researcher, UK.Our School of Marketing places an emphasis on analytics in our digital marketing education. In Digital Marketing Excellence, the leading edge examples demonstrate data driven decision making in practice. The SOSTAC® framework is an element that our students take from the classroom to the workplace and use as a systematic and comprehensive approach to digital marketing planning.Etain Kidney, Programme Director, Digital Marketing, DIT, Ireland. Digital Marketing Excellence is a practical textbook for all marketing executives, managers and students who plan and implement digital campaigns. The book is engaging, practical, easy to follow and comprehensive and is highly recommended by the IDM.Tracey Poulson, Director of Learning, Institute of Direct and Digital Marketing, UK.Digital marketing has transformed the marketing arena. It offers opportunities for better target profiling and informed strategic decisions. Chaffey and Smith have supported that evolution from the start. Their book, Digital Marketing Excellence 6e, covers elements of how to turn data into information and information into insight - and insight is the fuel that drives digital marketing success.Marialena Zinopoulou, CEO - The Digital Marketing Association - Analytics Lecturer - IoT Researcher, UK.Our School of Marketing places an emphasis on analytics in our digital marketing education. In Digital Marketing Excellence, the leading edge examples demonstrate data driven decision making in practice. The SOSTAC® framework is an element that our students take from the classroom to the workplace and use as a systematic and comprehensive approach to digital marketing planning.Etain Kidney, Programme Director, Digital Marketing, DIT, Ireland. Table of Contents1. Introduction to Digital Marketing 2. Digital Customers 3. Digital Models 4. Content Marketing 5. Create Integrated Campaigns 6. Social Media Marketing 7. Digital Communications 8. Designing Digital Experiences 9. Digital Innovation 10. Digital Marketing Plan
£45.59
Taylor & Francis Ltd (Sales) The Customer Copernicus How to be CustomerLed
Book SynopsisSome companies are great for customers â not only do they care but they change whole markets to work better for the customers they serve. Think of Amazon, easyJet and Sky. They make things easier and improve what really matters â obvious, surely? They have also enjoyed huge business success, growing and making plenty of money. The Customer Copernicus answers the question that follows â if itâs obvious and attractive why is it so rare? And then it answers a second question, because Tesco, O2 and Wells Fargo were like this once. Why, having mastered it, would you ever stop? Because all three did, and two ended up in court. The Customer Copernicus explains how to become and how to stay customer-led. Essential reading for leaders and teams who want their organisations to stay competitive by developing a more purposeful and innovative culture.Trade Review‘Everyone talks about being customer-led, very few do it for real. The Customer Copernicus explains why, based on real-world examples. It has practical guidance on how to do better. If you’re saying you want to be a customer-led success, read this. It will help.’Peter Duffy, CEO Moneysupermarket Group‘Business leaders often say “we are customer focused” and the words sound good. But how often are they true? Like the great astronomer Copernicus, The Customer Copernicus is a different way of looking at the world showing what “customer focus” really means. Fact-based, opinionated, challenging and ultimately inspiring, Dawson and Meehan explain how “outside-in” beliefs can transform an ailing business into a financial success and an innovator making life better for its customers. If you have time for only one business book this year, this would be the one.’Gavin Esler, award winning television and radio broadcaster, novelist and journalist‘Charlie Dawson and Seán Meehan explain very vividly what it takes to transform an organisation towards a customer centricity and how to avoid falling back into old habits. The different case studies are brilliant examples of how companies can achieve a sustainable shift towards an outside-in customer-led organisation and that all starts with a strong belief to do the right thing for its customers. Especially in today’s time, this book is a great reminder and a demonstration that organisations will only deliver superior business results in the long term if they put the customer needs at the centre of their marketing activities.’Rolf Fallegger, Member of Group Management and Head of Marketing, Lindt & Sprüngli‘The most inspiring and impressive entrepreneurs and founders I know believe unconditionally in putting customers and the frontline first. The Customer Copernicus is really refreshing and hugely important, especially today – it ought to be on the desk of every CEO!’Kim Fausing, President and CEO, Danfoss ‘Customer-centric systems and behaviours are the key to success. But if it’s that obvious why is it so hard to do ... and harder yet to sustain? Dawson and Meehan take this puzzling conundrum and propose well thought out and actionable solutions. A must read for business leaders navigating today’s markets.’Dan Futter, Chief Commercial Officer, The Dow Chemical Company‘Outside-in thinking with the customer at the centre, sustained by many Moments of Belief, has been critical to DBS’ evolution. The Customer Copernicus will put you on this path.’Piyush Gupta, CEO DBS‘CEOs never fail to say that the customer is the heart of their business – and some might even believe it – but they seldom do what it takes to make it a reality. This book lifts the veil. It shows what customer focus actually means, how companies put it into practice, and how they keep it alive amid all the vicissitudes of business life. This book helps companies to survive.’ Anthony Hilton, author, broadcaster and award winning journalist‘The definitive book on how to build, nurture, and sustain a customer-led organisation. Dawson and Meehan show how firms through shared beliefs, systems, processes, and engrained customer obsession make it “how things are always done around here.”’Bernie Jaworski, Peter F. Drucker Chair in Management and the Liberal Arts, Drucker School of Management‘At Tesco in thirty years we went from a 10% to a 30% market share. We did it by becoming more and more customer focused. Seán and Charlie have worked hard to find out how it was done by Tesco and many other businesses besides. Lots to learn here.’Tim Mason, CEO, Eagle Eye and former Deputy CEO, Tesco‘For those who want to turn the prevailing “inside out” view in companies to “outside in” and ensure long-term success.’Paul Polman, co-founder, Imagine and former CEO, Unilever ‘Putting customers first is simple to say but hard to do. Using real-world stories, The Customer Copernicus shows why and what it takes to succeed. These ideas would be useful to anyone looking to run a more successful, more sustainable business.’David Potts, CEO, Morrisons‘Customers are the lifeblood of any healthy business. The Customer Copernicus explains how and why they need to be at the centre of our thinking and why this is much more difficult than it may seem.’Woods Staton, Executive Chairman, Arcos Dorados‘The Customer Copernicus produces the answer to a pertinent question – if the customer at the centre of business thinking is such simple common sense, why do most organisations find it so difficult?’Sir John Timpson, Chairman, TimpsonTable of ContentsIntroduction: Why Should I Believe You? 1. Why Customer-Led Beliefs Matter 2. What Being Customer-Led Looks Like 3. What Being Customer-Led Feels Like 4. Creating Customer-Led Beliefs 5. Losing Customer-Led Beliefs 6. Protecting Customer-Led Beliefs Conclusion: Believe in Better
£29.99
Taylor & Francis Ltd Foundations of Social Entrepreneurship
Book SynopsisFoundations of Social Entrepreneurship presents definitions of social entrepreneurship, explains its benefits and challenges, describes the components of an ecosystem of support, and presents practical tools to approach social entrepreneurial projects. It is designed to be easily approachable by anyone without prior in-depth knowledge of the subject. The book is divided into two parts; the first provides readers with theoretical foundations to understand the phenomenon of social entrepreneurship, its different interpretations, the context in which it developed, and its socio-economic function. The second part of the book covers what it takes to create and manage a social entrepreneurial initiative. Pedagogical features are incorporated throughout to aid learning. They include summary tables, international case studies of social entrepreneurs from both developed and emerging economies, as well as suggested exercises and examples of how the tools presented are Table of ContentsList of figuresList of tablesAbout the authorAcknowledgements IntroductionPART 1 – Theoretical foundations of social entrepreneurship1. Introduction to social entrepreneurship 2. Social entrepreneurship and social change 3. Characteristics of social entrepreneurship 4. The social entrepreneurship ecosystem 5. The present and future of social entrepreneurship PART 2 – Practical foundations of social entrepreneurship6. Identifying an opportunity for social entrepreneurship7. Developing a social entrepreneurial idea 8. From developing to implementing a social entrepreneurial idea9. Creating strong foundations for social entrepreneurial organisations10. Funding and growing social entrepreneurial organisations11. Measuring impact Appendix – Case study: MayamikoGlossaryBibliographyIndex
£128.25
Taylor & Francis Ltd Clipped Wings
Book SynopsisWithin the developed world, airlines have responded to the advice of advocates for corporate social and environmental responsibility (CSER) to use the intertwined dimensions of economics, society and environment to guide their business activities. However, disingenuously, the advocates and regulators frequently pay insufficient attention to the economics which are critical to airlinesâ sustainability and profits. This omission pushes airlines into the unprofitable domain of CSERplus.The author identifies alleged market inefficiencies and failures, examines CSERplus impacts on international competition and assesses the unintended consequences of the regulations. She also provides innovative ideas for future-proofing airlines. Clipped Wings is a treatise for business professionals featuring academic research as well as industry anecdotes. It is written for airlines (including their owners, employees, passengers and suppliers), airports, trade associations, policy Table of ContentsChapter 1. Introduction to economic airline sustainability Chapter 2. Society, Social Responsibility and Airline Economics Chapter 3. Inside Economically-Sustainable Airlines Chapter 4. Passenger Challenges Chapter 5. Travelling Timebomb Chapter 6. Environment, Science and Politics Chapter 7. Getting it Right Chapter 8. Challenges for Sustainability Conclusion
£32.99
Taylor & Francis ConsumerBrand Relationships
Book SynopsisTrade Review'…a stimulating and challenging treatment of the topic…a valuable addition to any brand scholar or marketing practitioner.'Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College, USA'The book addresses consumer-brand relationships, which are critical for branding academics and brand managers alike. The authors do an impressive job in pulling together the various stages in brand relationships.' Bill Merrilees, Research Leader, Griffith Business School, Australia'If you want to truly understand one of the most important concepts in branding, the consumer- brand relationship, you need to read the multiple perspectives provided in this book. This is a treasure of insights that will advance your thinking and your brand.'- David Aaker, Vice Chairman of Prophet, Professor Emeritus at the Haas School of Business, University of California, Berkeley'In the midst of this global economic crisis, Consumer-Brand Relationships re-focuses us on the primal foundations of branding: individuals, lived experiences, relationships and humanity. This book offers a vibrant framework for re-mastering our human understanding of brands. With this as a foundation, we can fine-tune our brand measurement systems and deliver improved present and future financial performance through the discipline of branding.'- Ed Lebar, CEO of BrandAsset® Consulting™, a division of Young & Rubicam Brands'Few subjects are more top-of-mind to marketers than the quest for resonant ‘brand relationships’ with customers. Yet, for all the talk in today’s socially networked world, there is little real scholarship applied to the actual science of relationship-building. In Consumer-Brand Relationships, the authors have taken a major, comprehensive step towards understanding the real drivers of successful brand-consumer intimacy. Through scholarly assessment and pragmatic insights, the real meaning of ‘brand relationships’ is revealed: how they are built, nurtured and, too often, abused. Read, learn and profit!'- Hayes Roth, Chief Marketing Officer, Landor Associates'Every marketer aspires to move his or her brand from one that is preferred to one that is loved. The consumer-brand relationship is a delicate dance that when properly choreographed can create material value for both the customer and the organization. Consumer-Brand Relationships provides an insightful primer in understanding the framework of what ignites, engages and sustains consumer-brand relationships over time. This book is a must-read for organizations seeking competitive advantage through deeper brand engagement.'- Michael Simon, Chief Marketing Officer, Panera Bread'A brand cannot be valuable without a true understanding of its relationship with its customers. Consumer Brand Relationships provides a thought provoking and illuminating journey through one of the most the complex and multifaceted components of any great brand: its bond with customers. Consumers change so fast within society. Read this if you want a more thorough understanding of their world.'- Graham Hales, CEO Interbrand London'There are few concepts in marketing as illuminating as the consumer-brand relationship. Understanding the relationship dynamics between brands and people is a powerful tool for strategists, creatives, and CMOs. With terrific insight and vision Fournier pioneered the basis for the ideas presented in this book years ago while teaching at Harvard Business School. But in the modern marketing era, defined by connections that consumers actively choose, the framework has become more relevant and useful than ever. Relationships drive economic performance. If you understand that, and care about the relationship your brand has with customers and prospects, read this book.'- Baba Shetty, Chief Strategy Officer, Hill Holliday'Fournier, Breazeale, Fetscherin and Melewar have assembled heavy hitters to take on the big questions. I am wowed by the results. This book will transform the theory and practice of branding enormously and take us one great leap forward.'- Grant McCracken, MIT Research Affiliate and author of several leading cultural branding books including Culturematic and Chief Culture Officer'This smartly edited volume, which brings together prominent academic and practitioner branding experts, advances our understanding of questions fundamental to consumer-brand relationships: their types, their properties, drivers, and consequences to consumers and marketers alike. Critical issues regarding the consumer as co-creator of brand meanings as well as the boundaries of the human relationship metaphor to the study of brands add novel insight to our understanding of this rich topic. A brilliant concluding chapter charts a far-reaching and powerful agenda for pushing the boundaries of knowledge about consumers’ relationships with their brands.'- Debbie MacInnis, Professor of Marketing, University of Southern California'Too often relationship marketing practices have been more relationship destructive than helpful to consumers and their marketing sponsors. This book brings together leading scholars who breathe new life and understanding into the fundamental challenges of building the ‘right’ kinds of relationships with consumers. The insights in this book will revitalize relationship marketing in ways that will deliver value to marketers and foster ties that are valued, strong, and that can endure.'- James McAlexander, Professor of Marketing, Oregon State University'The editors of this volume have assembled a valuable collection of cutting edge works exploring the nature of the relationship between consumers and the brands they love. The authors have examined the subject from a variety of conceptual and methodological approaches. I highly recommend this book for scholars and managers who want a deeper understanding of the fascinating connections between consumers and their special brands.'- Tom J. Brown, President, Academic Council, American Marketing Association and Noble Foundation Chair in Marketing Strategy, Oklahoma State University'Branding has become the sine qua non for effective marketing in the 21st century. Ranging from organizational to individual brands, and from perceptions to experiences, this book allows thoughtful scholars and practitioners to re-engage with fundamental concepts. Consumer-Brand Relationships offers an important conceptual and perceptual map in todays’ fiercely competitive global world.'- Philip J. Kitchen, Dean and Professor of Marketing, Brock University, Ontario, Canada and author of several books and 100 plus articles on marketing and corporate communications'Love me, love me not? An essential question not only for people but also for brands! Yet, just like human relationships, consumer-brand relationships are multifaceted and vary significantly in nature and depth. This book bears convincing witness to these many facets and variations, covering multiple conceptual perspectives and the application of different methods. Hence, it is a must-read for everyone interested in a thorough understanding of how consumers embrace brands in their daily life.'- Suzanne C. Beckmann, Professor of Marketing, Copenhagen Business School'Consumer-brand relationships is exceptionally rich in brand metaphors, with key human phenomena such as love, friendship, and forgiveness being used to explain relationships between consumers and brands. The comprehensive and in-depth contributions develop along fundamentally subjective lines to show how brands can become person-like when brand and individual identities intermingle in a complex process. Another great merit of this book is to consider both the positive and the negative sides of consumer-brand relationships with topics such as brand avoidance and the potentially destructive effect of CRM.'- Jean Claude Usunier, Professor of Marketing, HEC Lausanne, University of Lausanne, Switzerland'Exploring every facet of how people connect with brands, this fascinating collection of papers gets right to the heart of why branding matters more than ever. Everyone knows that brand loyalty breeds commercial advantage. But here we see how brands reciprocate, bestowing benefits on people, society and culture. We learn how brand affinity is analogous to building a friendship, falling in love, having a fling or forgiving an infidelity. And critically, we gain a better understanding of how social media is redefining how such relationships work.'- Jim Bodoh, Brand Consultant, Radley Yeldar, London, UK'In many industries the brand is the only way to differentiate your company from your competitors. And the consumer’s emotional attachment to your brand is maybe the only thing your competitor cannot imitate. Thus, in-depth understanding of consumer-brand relationship is a key issue in order to achieve sustainable advantages and earn superior profits. The editors have done a great job providing a comprehensive overview of the topic and addressing its many facets by encouraging renowned scholars and experienced practitioners to share their insights with us. This book will help understanding, teaching and improving customer-brand relations.'- Manfred Schwaiger, Professor Munich School of Management, Ludwig-Maximillians University Munich, Germany'This book provides a comprehensive overview of how consumers embrace brands. With creativity and originality, the authors go beyond theory and provide great insights into the blossoming area of consumer-brand relationships.'- Christian Casal, Manager McKinsey & Company, Switzerland Table of ContentsForeword Introduction: The Why, How, and So What of Consumers’ Relationships with Their Brands Part I: The "What" of Brand Relationships: Exploring Brand Relationship Varieties and Type 1. When is our Connection to Brands like our Connection to People?: Differentiating between Consumer-Brand Relationships and Interpersonal Relationships 2. Exploring Relationship Analogues in the Brand Space 3. Understanding Negative Consumer Responses: Motivations for the Brand Avoidance Relationship 4. Brand Flings: When Great Brand Relationships Are Not Made to Last 5. Examining Childhood Consumption Relationships 6. Mental Accounting in Consumer-Brand Relationships Part II: Understanding Consumer-Brand Relationship Bonds: Brand Love and Other Strength Indicators 7. Love Actually?: Measuring and Exploring Consumers’ Brand Love 8. Brand Love: Interpersonal or Parasocial Love Relationships? 9. Brand Relationship Quality – Conceptualization and Measurement: Results of a Cross-Industry Study in the German Consumer Market 10. Brand Forgiveness: How Close Brand Relationships Influence Forgiveness 11. Relationships Are Complicated: On Construct Validity when Consumer-Brand Relationships are Systems Part III: How Goals and Identity Drive Consumers’ Relationships with their Brands 12. This Store Just Gets Me!: Customer Chemistry and its Role in Identity Construction 13. Beyond Relationship: Metaphor Transfer and Beyond 14. Teenagers’ Purposive Brand Relationships: From Social Filters to Shoulders to Lean On 15. Brands Can Be like Friends: Goals and Interpersonal Motives Influence Attitudes toward Preferred Brands Part IV: Managerial Applications and Extensions of Consumer-Brand Relationship Ideas 16. Firing Your Best Customers 17. On the Complexity of Managing Brands in a Social Media World 18. Corporate Identity and its Reflective Effect in Developing Brand Relationships 19. Brand Humanity: Transforming the Business of Building Brands Final Reflections: So Where Do We Go from Here?
£51.29
Taylor & Francis Ltd (Sales) Fundraising Management Analysis Planning and
Book SynopsisApplying the principles of marketing to nonprofit organizations 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 modern perspectives on organizational behaviour, extended coverage of digital fundraising and donor behaviour, including an examination of group influences on behaviour, and a new chapter on the use of social media for supporter engagement and retention. Combining scholarly analysis with practical real life examples, Fundraising Management has been endorsed by the 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‘As well as being the core text for students of the Institute of Fundraising Certificate and Diploma in Fundraising, this book is simply a ‘must have’ in the library of any practising fundraiser, no matter how experienced. Featuring brand new chapters on Digital Communications and Social Media, the latest thinking on donor behaviour and a plethora of case study material, this new edition is bang up to date with the very latest best practice.’ - Paul Marvell, Director of Professional Development and Membership, Institute of Fundraising‘No other book provides such an authoritative, clear and interesting overview of all the key issues and debates in fundraising. This is the only core text that I recommend to my students and I am grateful to Adrian Sargeant and Elaine Jay for updating this book so that it covers all of the newly emerging issues affecting those who practice and study fundraising.’ - Dr Beth Breeze, Director, Centre for Philanthropy, University of Kent‘Fundraising Management is absolutely the first go-to for the fundraiser moving into management. The case studies are inspiring, the academic theory sound and, most of all, it provides all the essential check-lists one needs to create plans and to manage teams and fundraising programmes effectively. The structure, level of detail and precision of analysis give the answers to almost any strategic challenge or opportunity a fundraising manager will face. The examples show how the very best have overcome their challenges and seized their opportunities. Fundraising Management is a crystal clear guide, essential reading for the ambitious fundraiser.’ - Alan Clayton, Creative Director, Revolutionise Clayton BurnettTable 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. Donor Development 9. Major Gift Fundraising 10. Legacies and in Memoriam Giving 11. Community Fundraising 12. Corporate Fundraising 13. Trust and Foundation Fundraising 14. Digital Communications 15. Fundraising in Social Media 16. Managing Fundraising Teams 17. Fundraising Team Dynamics 18. Leading Fundraising Teams 19. Legal and Ethical Aspects of Fundraising Management
£56.94
Taylor & Francis MarketLed Strategic Change Transforming the
Book SynopsisMarket-Led Strategic Change, 5th edition, has been fully revised and updated to reflect the realities of 21st century business and the practical issues for managers in the process of going to market. The world of business has changed dramatically, with a more complex environment, more demanding customers and radical new ways of going to market. This textbook develops a value-based strategy examining the roles of market sensing, customer value, organizational change and digital marketing in the implementation of strategy.This much-anticipated new edition has been carefully updated, now with Nigel Piercyâs unique and clear-sighted views on the latest developments in marketing strategy, retaining Piercyâs insightful, witty and provocative style. The text is supported throughout with brand new case studies from globally recognised companies such as Uber and Volkswagen, and covering topical issues such as the legalisation of marijuana and reinventing the healthcare business. Lecturers are assisted with a newly expanded collection of support materials including PowerPoint slides for each chapter, suggested frameworks for using the case studies in teaching, and case studies from previous editions.If you're an ambitious marketing student or practitioner, whether you are new to strategic change through marketing or just want a different view, this is the book for you. Lecturers will find this engaging, funny, thought-provoking but always practical textbook is a sure way to get your students thinking and enthused.Trade Review'As ever, Market-Led Strategic Change is intelligent, witty, though-provoking and what’s more a damn good read! Whether you’re a hardened old marketer or a fresh-faced student, this book will change the way you think about making stuff happen!' - Professor Lloyd C. Harris, Head of Department, Professor of Marketing, University of Birmingham, UKPraise for the fourth edition‘Much is known about good marketing practice, but little is known about how to transform a company into a first-rate marketing company. Nigel Piercy has provided the best guide I've seen to creating a market-led company -- replete with worksheets, diagnostics, and many convincing illustrative cases ... a very useful and readable book that will make a contribution to many companies that manage to read it and act on it.’ - Philip Kotler, S.C. Johnson & Son Professor of International Marketing, Northwestern University, USA‘Professor Piercy lives up to his promise to provide management with a number of tools and techniques to help implement marketing effectively in their own companies so that customer considerations and satisfaction are put at the top of the management agenda. A very practical manual, full of good useful advice ... I enjoyed reading it.’ - John O'Shaugnessy, Professor Emeritus of Business, Columbia University, USA‘It is not just the chapter titles which are provocative. The more closely one reads the contents of the individual chapters, it becomes apparent that they constitute a healthy mix of foundation material (informative), well-reasoned questioning of certain heretofore unchallenged assumptions and practices (provocative), and clear directions to managers as to how the content of the individual chapters can be put to use in organizations (instructive) ... I was looking for new insights, needless to say I was not disappointed ... an outstanding contribution.’ - P. Rajan Varadarajan, Distinguished Professor of Marketing and Ford Chair in Marketing and E-Commerce, Texas A&M University, USA‘This is a marvellous, thought-provoking book on how to cultivate and implement a customer-focused strategy within a company. In a time when many marketing texts seem depressingly similar, this book is different and that is very much to the good … No reader will walk away from this book without substantial new ideas on making customer-focused marketing work. On that basis, I think it is a book that should be on the shelf of every person seriously concerned with market strategy.’ - Bruce H, Clark, Associate Professor and Group Coordinator of Marketing, Northeastern University, USA‘Every once in a while one reads a book and think "This makes so much sense, why didn’t someone write it before?" Anyone seriously interested in the management of marketing is likely to have this reaction to Nigel Piercy’s Market-Led Strategic Change … Refreshing in its candor, stimulating in its arguments, practical in its applicability, Professor Piercy is to be congratulated. Buy it!’ - James M. Hulbert, President of James M. Hulbert Associates Inc. and formerly Kopf Professor of International Marketing, Columbia University, USA‘This book is aimed at the reflective practitioner who wants to get things done. It is a management perspective on marketing, where marketing is not just the Marketing and Sales Department but a way of life that permeates every corner of the company. Market-Led Strategic Change demonstrates the author's ability to combine systematic analysis with practical advice for action. The book is rich in practical examples from the author's own experience and research.’ - Professor Evert Gummesson, Professor Emeritus of Service Marketing and Management, University of Stockholm, Sweden‘By now everyone knows (or should know) what marketing is and what benefits will accrue to the marketing oriented organization. The problem is not WHAT but HOW. Virtually all the recent work on competitiveness and competitive success ... confirms that 'it ain't what you do, it's the way that you do it'. In his new pragmatic and practitioner-oriented book Nigel Piercy provides usable insights and advice on how to establish, develop, deliver and sustain long-term customer satisfaction which can be the only guaranteed road to survival and success. I will use the book myself both as an educator and a senior manager/company director.’ - Michael J. Baker, Emeritus Professor of Marketing, University of Strathclyde, UK‘I have always enjoyed reading what Nigel Piercy has to say about marketing, because he always has something interesting and useful to say. This book is no exception. It is creative, original, punchy, practical, challenging, thought-provoking, actionable, and a very enjoyable read to boot. I shall definitely be recommending it to as many people as possible. It will make an enormous contribution to marketing practice.’ - Malcolm McDonald, Emeritus Professor of Marketing, Cranfield University School of Management, UKTable of ContentsPart I: Everything has Changed, but Everything is the Same... 1. A Map for Market-Led Strategic Change: Using the Model Without Getting Lost! 2. The Changing World: The New and Harsh Realities we all Face 3. The Customer is Always Right, Except When They Are Wrong: Customer Satisfaction, Customer Sophistication and Market Change 4. The Evolution of Marketing for a Changing World: New Ideas Win Part I: End of Part Cases Case 1. The Price of Oil: Black Gold or can Someone Find Somewhere to Store the Filthy Stuff? Case 2. Marijuana: Is the World Going to Pot or What? Case 3. Business and the Global Obesity Epidemic: Who Made us Fat? Case 4. Privacy: The New Product for the 21st Century Part II: Developing Value-Based Strategy 5. Value-Based Strategy: Strategic Thinking and Thinking Strategically About Value 6. Market Sensing and Learning Strategy: Competitive Strength Through Knowing More 7. Strategic Market Choices and Innovation: Where to Compete, Where not to, and What's New 8. Customer Value Strategy and Positioning: What Have You Got to Offer, How Does it Make You Different to the Rest? 9. Strategic Relationships and Networks: Building the Infrastructure to Deliver the Strategy 10. Strategic Customer Relationships: The Special Case in Relationship Strategy Part II: End of Part Cases Case 5. Uber: A Revolution in Personal Transport or a Death Trap? Case 6. Volkswagen and Emissions: Hoakwagen Sent to the Naughty Step Case 7. Music: We Built this City on Rock 'N' Roll, But Where's the Money Now? Case 8. Reinventing the Healthcare Business: An Apple a Day Keeps the Doctor Away, But only if You Throw it Very Hard Indeed Part III: Processes for Managing Strategic Transformation 11. Strategic Gaps: The Difference Between What We Want and What We Have Got 12. Organization and Processes for Change: Building the Infrastructure to Make It Happen 13. Implementation Process and Internal Marketing: Making it Happen 14. An Agenda for Market-Led Strategic Change: The Last Chapter that No-One Reads Part III: End of Part Cases Case 9. Alibaba: Amazon Plus E-Bay Plus Some Case 10. Facebook: Ok Mark, Very Clever, But Where's the Money? Case 11. The Continuing Dilemma For Marks And Spencer: And no Jokes About "Has Marks Lost its Sparks"! Case 12. Counter-Implementation Strategy: The Anatomy of Hate and the Tactics of the Gutter
£58.99
Kogan Page Ltd The New Strategic Brand Management
Book SynopsisJean-Noël Kapferer is one of the world's foremost thought leaders on luxury brands. An active researcher, he is an HEC Paris graduate and holds a PhD from Northwestern University's Kellogg Business School. Kapferer is author of Kapferer on Luxury and co-author of The Luxury Strategy (both published by Kogan Page). He is a sought after speaker, leading seminars on luxury worldwide at institutions including HEC Paris, Tsing Hua University Beijing, Seoul Luxury Business Institute and LBI Shanghai. He is also advisor to the president of Inseec Business School (Paris).Trade Review"New exciting ideas and perspectives on brand building." * Philip Kotler, 'The father of modern marketing' *"Kapferer's book is one of the cornerstones of brand management in MBA programs today." * Anand P Rarnan, Senior Editor, Harvard Business Review *"A magisterial work on brands." * Editor, The Journal of Product & Brand Management *"If I had to use just one word to describe this book I would say it is comprehensive. It provides guidance through the entire branding process; no aspect of brand management is left untouched." * Michael Baicoianu, Branduniq.com *"A fully and highly informative text. Well-written and brought to life through numerous appropriate examples." * International Journal of Research, The Market Research Society *"Kapferer continues to be on the leading edge." * Earl N Powell, President Emeritus, Design Management Institute *"One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics." * Rik Riezebos, European Institute for Brand Management *"A solid contribution written with depth and insight. I recommend it to all those who desire a further understanding of the various dimensions of brand management." * David Aaker, author of Managing Brand Equity *"I have been 'blown away' by the depth of thinking, the rigour and the organized structure. It far surpasses anything I have encountered in the world of branding." * Scott Talgo, Managing Director at J Scott Consulting *"The best book on branding." * Design Magazine *Table of Contents Chapter - 00: Introduction - Building the Brand when the Clients Are Empowered; Section - ONE: Why is Branding So Strategic?; Chapter - 01: Brand Equity in Question; Chapter - 02: Strategic Implications of Branding; Chapter - 03: Brand and Business Models; Chapter - 04: Brand Diversity - How Specific Are Different Sectors?; Chapter - 05: Managing Retail Brands; Section - TWO: The Challenges of Modern Markets; Chapter - 06: The New Brand Management; Chapter - 07: Brand Identity and Positioning; Section - THREE: Creating and Sustaining Brand Equity; Chapter - 08: Launching the Brand; Chapter - 09: Growing the Brand; Chapter - 10: Sustaining a Brand Long Term; Chapter - 11: Brand and Products - Identity and Change; Chapter - 12: Growth Through Brand Extensions; Chapter - 13: Brand Architecture; Chapter - 14: Multi-Brand Portfolios; Chapter - 15: Handling Name Changes and Brand Transfers; Chapter - 16: Brand Turnaround and Rejuvenation; Chapter - 17: Managing Global Brands; Section - FOUR: Brand Valuation; Chapter - 18: Financial Valuation and Accounting for Brands
£42.74
Ebury Publishing The Middle Finger Project
Book SynopsisTrade ReviewI f*cking love a woman who knows what she wants and how to get it – and even better, is willing to share her secrets so we can all get ours too. Ash Ambirge is a whole mood, and trust me: you want to be in it. * Sarah Knight, New York Times bestselling author of The Life-Changing Magic of Not Giving a F*ck *If you don't believe in yourself, who will? Ash is here to help you see that you have more chances to make a ruckus than you ever thought possible. * Seth Godin, author of This is Marketing *I wouldn’t have had the career I have without having followed Ash’s work. Every woman who has felt even an iota of dissatisfaction in her life needs to read this book. My business book of the year, hands-down. * Laura Jane Williams, author of Our Stop *This funny and fabulously insightful book is f*cking gold – a must-read for any woman who is ready to stop playing small in life. * Noor Hibbert, Life and Business Coach, author of Just F*cking Do It *Ashley Ambirge is Ryan Gosling-sent proof that you can live life on your own terms, burn up the rule book and do what lights you up. The Middle Finger Project is the instruction manual for people who don't read the manual. * Matthew Kimberley, author of Get a F*cking Grip *
£14.99
Running Press,U.S. Brand Mysticism
Book SynopsisAn irreverent and wide-ranging treatise on building and maintaining a standout brand in business or in life, from the marketing mastermind behind countless iconic booze labels. Steven Grasse made a name for himself as not only a distiller but also the mind behind beloved brands like Hendrick’s Gin and Sailor Jerry Rum and the guy who made cheap-beer-standbys like Narragansett and Miller High Life cool again. Through his work in advertising and marketing, Grasse has changed the game in the booze world and become an authority on building an authentic, enduring, and deeply beloved brand. Food & Wine has called him “the punk-rock prince of small-batch spirits.” So how did he do it? Through practicing brand mysticism, a mentality for all endeavors based on keeping an open mind, taking risks, and developing authenticity—skills that have benefited him in booze, business, and beyond. In this book, he’s sharing this practice with the world. Through lessons (big life things that feel like just cool stories), case studies (how did Sailor Jerry become the punk rock Captain Morgan?), and magical ingredients (what makes a great message sing), Brand Mysticism guides you through the steps it takes to channel entrepreneurial spirit into a brand, a business, a creative practice, or a life that breaks with tradition to achieve the remarkable.
£19.80
Taylor & Francis Routledge Handbook of Risk Management and the Law
Book SynopsisIn todayâs highly globalized and regulated economy, private and public organizations face myriad complex laws and regulations. A process designed to detect and prevent regulatory compliance failures is vital. However, such an effective process cannot succeed without development and maintenance of a strong compliance and legal risk management culture.This wide-ranging handbook pulls together work from experts across universities and industries around the world in a variety of key disciplines such as law, management, and business ethics. It provides an all-inclusive resource, specifying what needs to be known and what needs to be further pursued in these developing areas. With no such single text currently available, the book fills a gap in our current understanding of legal risk management, regulatory compliance, and ethics, offering the potential to advance research efforts and enhance our approaches to effective legal risk management practices.Edited by an expert on lTable of ContentsForeword Introduction Part 1: What are Risk Management, Regulatory Compliance, and Ethics? Chapter 1: Operational Risk Management Chapter 2: Compliance, Corporate Governance, and Corporate Social Responsibility: Part I- The Interplay Between the Company, the Stakeholder and the Regulators Chapter 3: Compliance, Corporate Governance, and Corporate Social Responsibility: Part II-The Interplay Between the Company, the Stakeholder, and Shareholders Chapter 4: Understanding and Managing Behavioral Ethics Risk Chapter 5: Deconstructing Risk – Practical Understanding and Perspectives Chapter 6: Fostering Dialog About the Future of Law as Risk and Compliance are Coming into Their Own Part 2: Contract Risk Management & Insurance Considerations Chapter 7: Insurance: A Look Inside the Claims Department Chapter 8: Contract Risk Management within an Operational Context Chapter 9: Contract Risk and Uncertainty Management Chapter 10: Finding Opportunities in Risk for Small Businesses and Subcontractors Chapter 11: Supply Chain Risk Management Considerations in an Ever-Changing World Part 3: Corporate Compliance & Ethics Challenges Chapter 12: Operationalizing Compliance: Best Practices Chapter 13: Internal Investigations Chapter 14: Human Resources Considerations Chapter 15: The Self-Regulatory Organization’s Role in Promoting Ethical Behavior in Industry Chapter 16: Risk and Compliance Considerations in the Startup World Chapter 17: Corporate Compliance and Ethics Challenges, a European Perspective Chapter 18: Financial Considerations, a Global Perspective Part 4: Cyber, Data Risks and Technological Considerations Chapter 19: Considerations for a Successful Cybersecurity Program Chapter 20: Value and Risk in the Fourth Informational Revolution Chapter 21: The Convergence of Social Media, Technology and Data Chapter 22: Records Management/Records Retention Risk Considerations Chapter 23: Quality Management Considerations Chapter 24: Data Privacy Considerations, an International Viewpoint Chapter 25: Intellectual Property Considerations and Business Risk in China Part 5: Best Practices Emerging from Lessons Learned Chapter 26: Environmental Compliance Risk Management Chapter 27: Compliance Leadership Chapter 28: Ethics and Leadership Chapter 29: Risk and Innovation Chapter 30: Uncertainty Management Chapter 31: A View from the Top
£146.25
Harriman House Publishing The Art of the Click
Book SynopsisIn this entertaining and highly readable guide, copywriting expert Glenn Fisher boils down over a decade of experience to present a huge array of techniques, tactics and industry secrets to improve your copywriting, get more clicks... and ultimately, get more sales.
£13.49
Cambridge University Press Theatre in the Chocolate Factory
Book SynopsisA symbol of Britain's industrial heyday, Cadbury's offered recreational and educational schemes that included an astonishing amount of theatre. Focusing on the staff and performances central to the tale, Catherine Hindson situates theatre at the heart of understanding Cadbury's operation and the wider industrial histories it represents.Table of ContentsPart I. Factory Theatre: 1. Staging Bournville's spirit: Cadbury's industrial performances; 2. Theatre in the Bournville factory: performance at work; Part II. Theatre in the Factory Garden; 3. Marketing fresh air: outdoor performance at Bournville's factory in the garden; 4. Serious play: John Drinkwater's masques at Bournville; Part III. Theatre, Education, and Worker Wellbeing: 5. Keeping on the right lines: making theatre in Bournville's recreational societies; 6. Dramatic methods of teaching: theatre and education at Bournville.
£80.75
Cambridge University Press Retail Marketing
a huge range and FREE tracked UK delivery on ALL orders.
£38.08
LEGARE STREET PR Marketing Methods and Salesmanship. Part I
Book Synopsis
£29.66
Taylor & Francis Accessibility in Sport Management
Book SynopsisThis book introduces the fundamental principles of accessible and inclusive sport venue management, with a focus on people with disability. It offers a social ecological analysis of how governments, businesses, the disability social movement, sports organisations and their stakeholders can, and should, make sport more accessible and inclusive. Using a critical disability studies perspective, the book highlights recent global human rights initiatives, challenges and ongoing resistance to the drive for accessibility in sport venue management. Drawing on the latest research, it takes a step-by-step look at the sporting experience - including pre-experience planning, travel to and from an event, the built environment, the experience itself, and online participation â and considers how each phase might be made more accessible and inclusive, and how commercial and social justice considerations intersect. Addressing the needs of participants, consumers, employees, volunteers
£47.49
Taylor & Francis Ltd Human Resource Management and Internal Marketing
Book SynopsisThis book explains various key concepts of internal marketing and its relation to human resource management, commitment, service quality, market orientation, etc. Various human resource models are insufficient to define internal marketing. Therefore there is a need to focus on the models and key concepts of human resource management and internal marketing and in what way they contribute to organizational success. It involves motivation, internal market research, internal communication, internal segmentation, employee retention, inter-functional coordination, and internal branding. The current need for human resource management is to link human resource management and marketing practices which are called internal marketing. Internal marketing plays an eminent role in organizational success.This book helps students, practitioners, start-ups, and educationists. This is a research monograph that will assist an organization to decide the future of human resource management as wellTable of Contents1. Introduction 2. Thoughts on Internal Marketing 3. Internal Marketing Dimensions 4. Significance of Internal Marketing in the 21st Century 5. Implementation Strategy 6. Models of Internal Marketing 7. Internal Marketing, Human Resource Management, and Technology 8. Service Journey of Internal Marketing 9. Mechanism of Internal Marketing 10. Reorientation of Total Quality Management 11. Internal Marketing and Market Orientation 12. Internal Marketing and Service Quality 13. Internal Marketing and Commitment 14. Thoughts on Internal Marketing
£34.19
Taylor & Francis Ltd Success in Social Marketing
Book SynopsisSocial marketing, a field first introduced by Philip Kotler and Gerald Zaltman in a pioneering article in the Journal of Marketing in 1971, uses marketing concepts to influence the behaviors of individuals and communities for the greater social good. Now, as the discipline celebrates its 50th anniversary, Success in Social Marketing provides an accessible and comprehensive guide to the field, introducing stories from around the world including public health, injury prevention, environmental protection, community engagement, financial well-being, and education. The 100 case examples contained in this book, each about two pages in length, follow an outline that includes key components of a campaign: Wicked Problem, Purpose & Focus, Priority Audience, Desired Behavior, Audience Insights, Marketing Intervention Mix, and Results. This common structure provides the reader with a clear sense of how success in social marketing may best be achieved in a wide variTrade Review"Kotler and Lee have over many years developed the concept of social marketing as a practical set of principles that can be applied to inform and augment programmes that seek to influence positive social behaviour. This book is an invaluable guide to both those familiar with social marketing and those new to the field . The book provides an invaluable overview of real examples of the contribution that social marketing principles can make across a broad range of social challenges. The book includes case studies form a spectrum of public interest topics such as public health, education, safety, financial wellbeing and environmental issues. The book helpfully uses a consistent strategic presentation framework based on social marketing principles to tell the story of the cases set out in the book. This Consistent and helpful framework helps to emphasise the power of social marketing to help shape, develop, deliver and evaluate social interest programmes. This book is a fantastic addition to the social marketing literature and is an invaluable guide how it can enhance both the effectiveness and efficiency of such programmes. This is a book that every scholar and practitioner should have in their library." - Professor Jeff French, President of the International Social Marketing Association.Table of Contents1. Introduction: Framework Used for Each Case Story 2. Improving Public Health 3. Preventing Injuries 4. Protecting the Environment 5. Engaging Communities 6. Enhancing Financial Well Being 7. Supporting Educational Milestones Epilogue
£36.99
Taylor & Francis Ltd Responsible Fashion Business in Practice
Book SynopsisThis unique text offers a holistic, insightful and timely exploration of sustainable practices across the fashion industry.The book takes the reader logically through each part of the authors' new Responsible 9 Framework, providing a clear perspective and examples for each component. The framework thoroughly explains the move away from a singular product commercial focus to a Conscious Item approach and Circular Services business mindset. An organisation's people are at the heart of the new framework and have therefore been rebranded as Community. Next addressed is the Perceived Value of an item or brand, and how sustainable pricing initiatives actively influence consumer purchase. Insights into Accountable Systems are reviewed to examine the importance of responsible processes when considering and integrating a successful, sustainable supply chain into a fashion business. The section on Governance looks at the different globalTrade ReviewThis is a must read for those interested in learning more about responsible fashion business in practice. The authors have created a valuable tool, named the RESPONSIBLE 9 FRAMEWORK and this is introduced and explained throughout the book. Insightful contemporary case studies and industry insights excellently serve to justify and clarify each of the 9 elements of the frameworkPaolo Taticchi, Professor in Strategy and Sustainability, UCL School of Management, UKThis book offers an insightful take on how to re-think sustainability within the fashion industry, in all organisational areas, and at all stages of the product lifecycle. Definitely a must read for all fashion business leaders, students in the field and fashion consumers who want to make more informed purchase decisionsEva Baquedano, Chief Omnichannel & Client Officer, LOEWEAn essential and accurate guide for every responsible business leader and consumer who is seriously committed to embracing the transition to a more sustainable future. A better future starts by asking ourselves the right questions, as this book brilliantly does.Francesca Ragazzi, Head of Editorial Content, Vogue ItaliaTable of ContentsLIST OF CONTRIBUTORS. FOREWORD. ACKNOWLEDGEMENTS. INTRODUCTION. CHAPTER 1 - CONSCIOUS ITEM. CHAPTER 2 - CIRCULAR SERVICES. CHAPTER 3 - COMMUNITY. CHAPTER 4 - PERCEIVED VALUE. CHAPTER 5 - ACCOUNTABLE SYSTEMS. CHAPTER 6 - GREEN ENVIRONMENT. CHAPTER 7 - GOVERNANCE. CHAPTER. 8 - HONEST COMMUNICATION. CHAPTER 9 - STORYTELLING PLATFORMS. INDEX.
£33.99
Taylor & Francis Social Media Marketing Management
Book SynopsisThis book responds to calls for a systematic approach in understanding the transformations in the social media marketing landscape. To narrow the focus, the book takes a developing economy perspective and presents a comprehensive understanding of social media practices and how these can be integrated in firms' operational activities to create a competitive advantage.In emerging markets and developing economies (EMDEs), social media provides a technological solution to the economic challenges faced by governments, firms, and people at the bottom of the economic pyramid. Social media is often considered to be fundamentally changing the business paradigm and is increasingly integrated into the marketing function, and EMDEs seem to be quickly finding out that it offers them a relatively low-cost opportunity to potentially leapfrog the competition in developed markets. By using social technology to reach users in different market segments in ways that were impossible before
£44.99
Taylor & Francis Ltd Research Methodologies for Business Management
Book SynopsisMost existing research methodologies texts take a more general approach or are edited books of previously published articles or chapters written by different authors. This book, written by a business management scholar, covers the fundamentals of business management research and its methodologies in a seamless, unified manner.The book offers up-date methodologies and accessible explanations of the research process. It starts with advances in business management research methodology and gives a thorough overview on the different levels of analysis in the field. It builds upon the knowledge by examining both qualitative and quantitative research methodologies in the context of business management. It also goes over the use of machine learning and other technological advances like AI in research and data collection, as well as how the United Nations sustainable development goals are being considered by researchers.This book will help business management students and junioTrade Review‘This is a timely and comprehensive introduction to business management research methodologies which covers both qualitative and quantitative approaches to the subject. A highlight is the application of research methodologies to the United Nations Strategic Development Goals which broadens the scope of the book beyond a narrow managerial focus. There is also a useful examination of how machine learning and artificial intelligence is relevant to business management research. The author is commended for her innovative approach to this vital area of business education.’Russell Lansbury, Emeritus Professor and former Associate Dean of Research, University of Sydney Business School‘Catapulted by unprecedented levels of consumer engagement, digital transformation, and vast quantities of transactional, ‘big’ data, the research serving business management has never so desperately needed a new roadmap. Research Methodologies for Business Management provides a timely guide for students, academics, and practitioners to understand the transformation of business models and prosper in the new digital landscape. Its content offers a comprehensive yet accessible user-guide for every research need in the contemporary business environment. It’s easy to recommend this foundational text.’Aaron Smith, Professor, Sport Business & Innovation and Director, Institute for Innovation & Entrepreneurship, Loughborough University, U.K.Table of Contents1. Advances in Business Management Research Methodology 2. Levels of Analysis in Business Management Research 3. Designing Effective Business Management Research Studies 4. Qualitative Business Management Research Methodologies 5. Conducting Interviews and Focus Groups 6. Qualitative Data Analysis 7. Quantitative Business Management Research Methodologies 8. Bibliometrics and Literature Reviews in Business Management 9. United Nations Sustainable Development Goals and Research Engagement 10. Artificial Intelligence and Machine Learning
£41.99
Taylor & Francis Responsible Finance and Accounting
Book SynopsisThe UN Sustainable Development Goals, an increasing interest in Environmental, Social, and Governance factors, the climate crisis, stakeholder pressure, the lessons of corporate scandals, and the COVID-19 pandemic have triggered a massive change in how companies approach finance and accounting practices. From being a nice-to-have' to becoming a must-have', Responsible Finance and Accounting positions itself as a key pillar in tomorrow's better world for business, society, and planet. In this book, leading researchers and practitioners in the field of corporate social responsibility, from the schools and corporate partners of the Council on Business & Society, give you key insights into green finance and social and environmental reporting, national, international and corporate stakes in green taxonomy and carbon tax, and triple capital accounting. It also details how to model effective and low-cost social impact reporting, ethics in finance and accounting, and strategie
£19.99
Taylor & Francis Ltd eMarketing
Book SynopsiseMarketing, 9th edition, equips students with the solid foundation in digital marketing required to excel in practice and think like a marketer.The book connects digital marketing topics with the traditional marketing framework, making it easier for students to grasp the concepts and strategies involved in developing a digital marketing plan. With a strategic approach that focuses on performance metrics and monitoring, it is a highly practical book. The 9th edition has been fully updated to include the most cutting-edge trends and topics, including SEO, Customer Experience, digital media consumption, Analytics, Big Data and AI, and Diversity and Ethics. Case studies and examples have been updated across the book to demonstrate marketing practice in real organisations globally. Pedagogical features support the theoretical foundation throughout, incorporating success stories, trend impact, and let''s get technical boxes, as well as activities at the end of eacTrade Review"This book gives an in depth understand of the intersection between e-business and e-marketing, including a large amount of real-life examples to enlighten the students."Dr Anne Kristin Sortehaug Ajer, University of South Eastern Norway, Norway.Table of ContentsPart I Digital Marketing in Context1 Past, Present, and Future2 Strategic Digital Marketing and Performance Metrics3 The Digital Marketing PlanPart II Digital Marketing Environment4 Global Digital Marketing 3.05 Ethical and Legal IssuesPart III Digital Marketing Strategy6 Digital Marketing Research7 Consumer Behavior Online8 Segmentation, Targeting, Differentiation, and Positioning StrategiesPart IV Digital Marketing Management9 Product: The Online Offer10 Price: The Online Value11 The Internet for Distribution12 Digital Marketing Communication: Owned Media13 Digital Marketing Communication: Paid Media14 Digital Marketing Communication: Earned Media15 Customer Relationship ManagementAppendix A Internet Penetration Worldwide as of September 30, 2021.Appendix B BibliographyIndex
£52.24
Taylor & Francis Ltd The Character Compass
Book SynopsisA guide to transforming leadership for the 21st century, this is a book about a powerful and practical framework that leaders can use to help their organizations thrive, prosper, and improve the world around them: leader character.Developed through extensive research, teaching, and outreach over the past decade, leader character is the foundation that leaders rely upon to help them make their most critical judgments. This book carries forward the authors' important work to the implementation stage on both the individual and organizational levels. Based on the authors' interactions with organizations in the public, private, and not-for-profit sectors around the world, they offer practical roadmaps for implementing leader character in such areas as leadership development, strategy, manifesting purpose, culture-building, executive recruitment and HR practices, EDI, risk management, and other key corporate activities. The result of these implementations is nothing less than sustaTable of ContentsChapter 1: The case for character Chapter 2: The science of character Chapter 3: What’s your Achilles' heel? Chapter 4: Exercising character Chapter 5: The power of micro-moments Chapter 6: Becoming a champion of character change Chapter 7: A culture of character Chapter 8: Character’s role in risk management Chapter 9: Character, directors, boards, and governance Chapter 10: The compass of your life
£31.34
Taylor & Francis Ltd Sustainable Operations and Supply Chain
Book SynopsisThis book takes as its starting point the need to improve sustainability performance across the triple bottom line and reach global sustainable development goals. As such, it places sustainability at the heart of developing and explaining relevant theory, concepts and models in operations and supply chain management. Whereas previous textbooks on operations and supply chain management have focused on augmenting existing models of operations and supply chain management by simply adding on selected sustainability issues, this textbook places sustainability at the heart of operations and supply chain management. Sustainable Operations and Supply Chain Management consolidates the tools, concepts and methods of operations and supply chain management relevant for reaching sustainable development goals. This book includes not only descriptions of the theories and models but also practical cases based on the most recent developments in different industry sectors, including useTable of Contents01 IntroductionPart I Sustainable products02 Sustainable product designCase: Sustainable product design at Ambu A/SPart II Sustainability and operations03 Sustainable production04 Lean management05 ServitizationCase: Sustainable energy production with Burmeister & Wain Scandinavian Contractor (BWSC)Part III Sustainability and supply chains06 Collaborative supply chains07 Sustainable procurement08 Sustainable transport and logistics09 Reverse supply chainsCircular economy
£35.99
Taylor & Francis Ltd Brands and Consumers
Book SynopsisBrand management is firmly established as a core business and marketing activity. The research evidence on how consumers react to branding, however, is in constant evolution globally. This short-form book provides a comprehensive overview of research evidence on several core branding topics whilst acting as a catalyst for advancing future research and informing business practice.The book fills a gap created by prior volumes on branding that, although well- illustrated and explained, have often approached the subject in somewhat uncritical manner. The book represents a timely compendium on popular topics in branding and aims to be a valuable addition to knowledge in branding. The book focuses on reviewing research in branding and brand management, and proposes areas for expanding research in the field. Recognising the diversity of research in branding, the authors of this book, as active branding researchers, attempt to discuss the limitations of current research and pr
£24.99
Taylor & Francis Ltd Essentials of Sustainability for Business
Book SynopsisEssentials of Sustainability for Business teaches the core principles of sustainability in a concise format for those new to issues at the intersection of sustainability and business. The book plots a path through the contradictions and confusions in the debates about sustainability, to get to the heart of why it matters, how to respond, and where it leads.The book is structured around three parts in order to assess the context, the goals, and the applications of sustainable business. The first part provides the foundation for understanding the core issues in sustainable business including, the history of sustainability, the sustainable development goals, corporate social responsibility, responding to climate change and delivering resilient sustainability. The second part offers a framework for sustainability analysis, which cuts through the complexity of multiple overlapping issues providing application to real life practice of policy makers and businesses. The final Table of ContentsTable of contentsPreface1. Introduction2. History of Sustainability3. Sustainable Development Goals (SDG)4. Corporate responsibility5. Responding to Climate Change6. Preventing Biodiversity Loss7. Resources8. Pollution9. Delivering resilient sustainability10. The Practitioner11. Perspectives12. Timescale13. Lenses14. Vision Building15. Key Success Factors16. Sustainable Business Models17. The Sustainability Imperative18. Agreements, Treaties and Regulations19. Trade20. Resilient economics21. Employment22. Manufacturing23. Agriculture24. Energy25. City Design26. ConclusionsAppendix 1 Exercise Feedback
£34.19
Taylor & Francis AI in Marketing
Book Synopsis
£44.99
Taylor & Francis Responsible Strategic Thinking for Business and
Book SynopsisThis exciting new text investigates the true essence of strategic thinking, and explores the need for alternative, responsible approaches in a complex global environment. Existing definitions of strategy and strategic management and leadership are examined, challenging previous ways of thinking that no longer relate to the way private, public and third sector organisations operate. Enriched by a diverse and experienced panel of contributors, chapters characterise the global systems which influence strategic thinking by spanning themes of politics, economics, society, technology, the legal framework, leveraging Generation Zâs values, environmental sustainability, and ethics. Supported by detailed global case studies from well-known and smaller brands, examples show how business and organisation leaders have thought differently to bring about change. The work concludes by providing a âsystemic view toolkitâ, which shows what can be done to optimise strategic thinking for change and longevity. To aid comprehension, each chapter includes a clear outline and Key Points, as well as a summary.Written in an accessible style, this title is intended as introductory and recommended reading for advanced undergraduate and postgraduate students of Strategic Management and Leadership, who are interested in how strategic thinking relates to the global political, economic and social environment.Online supplementary resources include PowerPoint slides, as well as recommendations for further reading within each chapter.
£42.99
Taylor & Francis The Management of Migrant Workers in the International Hospitality Industry
a huge range and FREE tracked UK delivery on ALL orders.
£50.34
CRC Press Security Relationship Management
Book SynopsisAligning information security to the goals and strategies of the business is paramount for ensuring risks are addressed, without an abundance of negative impacts to the company. But how does a Chief Information Security Officer (CISO) accomplish effective alignment? A security executive must understand the detailed needs of business leaders and stakeholders from across all corners of the company. We cannot rely on a standard cadence of general security discussions across all of the lines of business, as well as functional areas, and expect our alignment to be maximally effective. Instead, we should promote our security programs in such a way that makes it personal to whomever we are speaking with at any given time.By leveraging already established and tested marketing concepts, slightly altered for information security, the CISO can tailor their message to fit the needs of each stakeholder. This allows for in-depth business alignment, as well as a holistic view of the company
£999.99
Taylor & Francis Ltd Smart Parts Pricing
a huge range and FREE tracked UK delivery on ALL orders.
£34.19
SAGE Publications Inc Social Marketing
Book SynopsisSuccessful social marketing holds the power to change the world.Social Marketing: Behavior Change for Good, 7th Editionis the definitive guide for designingand implementing memorable social marketingcampaigns. Authors Nancy R. Lee, Philip Kotler, and Julie Colehour present a proven 10-step strategic marketingplan and guides students through each stage of the process. The 7th Edition is packed with 12 new casesand dozens of new examples related to today's most pressing social problems including the COVID-19 pandemic, natural disasters, equity and inclusion, and homelessness. The new edition also includessignificantly expanded coverage ofsocial media. Whether your students are on a mission to improve public health, protect the environment, or galvanizetheir community, they will find Social Marketing an invaluable resource.Table of ContentsForeword Part I • Understanding Social Marketing CHAPTER 1 • Defining and Distinguishing Social Marketing CHAPTER 2 • 10-Step Strategic Planning Model CHAPTER 3 • Research Options CHAPTER 4 • Behavior Change Theories, Models, and Frameworks Part II • Determining Plan Purpose, Focus, Audience, Behaviors, Insights CHAPTER 5 • Steps 1 & 2: Social Issue, DEI Considerations, Purpose, Focus, Situation Analysis CHAPTER 6 • Step 3: Selecting Priority Audiences CHAPTER 7 • Step 4: Behavior Objectives and Target Goals CHAPTER 8 • Step 5: Audience Insights Part III • Developing Marketing Intervention Strategies CHAPTER 9 • Step 6: Crafting a Desired Positioning CHAPTER 10 • Step 7.1: Product: Creating a Product Platform CHAPTER 11 • Step 7.2: Price: Determining Incentives and Disincentives CHAPTER 12 • Step 7.3: Place: Making Access Convenient and Pleasant CHAPTER 13 • Step 7.4: Promotion: Deciding on Messages, Messengers, Creative Strategies, and Communication Channels Part IV • Managing Social Marketing Programs CHAPTER 14 • Step 8: Monitoring and Evaluation CHAPTER 15 • Step 9: Budget and Funding Plans CHAPTER 16 • Step 10: Implementation and Sustaining Behaviors Plans Epilogue Appendix References Index
£114.95
John Wiley & Sons Inc No Thanks Im Just Looking
Book SynopsisSecrets of the trade from the master of retail selling and sales training No Thanks, I'm Just Looking gives anyone the inside scoop on how to skyrocket their selling career with a system of easy-to-learn practical money-making steps.Table of ContentsForeword Richard Erhart x Acknowledgments xii Introduction xiii Chapter 1 Getting Your Act Together before You Take It to the Selling Floor 1 The Not-So-Fun Stuff 4 Customer Service Points 5 The Four Occupations of the Professional Retail Salesperson 19 The Daily Precheck 24 Hot Tips and Key Insights 31 Chapter 2 Opening the Sale 33 People Behave Reactively 35 Causing a Negative Reaction from the Beginning 36 The Primary Goal of Opening the Sale Is to Get Past Resistance 37 Opening Lines 37 Opening Moves 41 Getting into Business: The Transition 44 Working Two Customers at Once 52 How Have You Been Opening? 54 Hot Tips and Key Insights 54 Chapter 3 Probing 59 Opening as Many Doors as Possible 61 Knowledge Is Power 62 Probing Questions 66 QAS 73 Logical Sequence 74 Logical Sequence Guide Chart 78 Switching—Or Selling What You Have First! 78 Hot Tips and Key Insights 82 Chapter 4 The Demonstration 85 The Demonstration Follows What You Learned in Probing 87 Selling the Value That the Customer Wants 90 Creating the Desire for Ownership 94 Covering All the Bases 97 The Ultimate Demonstration Tool 101 Avoiding the Comparison Trap 109 The Expert Kills the Deal 112 Hot Tips and Key Insights 115 Chapter 5 The Trial Close (Otherwise Known as the Assumptive Add-On Close) 119 The Dreaded Close 121 Adding On 125 Constructing a Trial Close 131 Hot Tips and Key Insights 136 Chapter 6 Handling Objections 139 The Trial of Trial and Error 141 Why Objections Occur 143 Work with the Customer 146 The Smoke-Out 150 Handling the Price Objection 153 Hot Tips and Key Insights 159 Chapter 7 Closing the Sale 161 Intent Is Everything 163 Getting Started 164 Basic Closing Techniques 166 Handling Requests for Discounts 175 Turning Over the Sale 178 Buying Signals 182 Hot Tips and Key Insights 184 Chapter 8 Confirmations and Invitations 187 Buyer’s Remorse 189 The Confirmation: Cementing the Sale 192 The Invitation: Requesting Another Visit 194 Building Personal Trade 200 Hot Tips and Key Insights 206 Final Thoughts 209 Appendix: Retail Training Resources 211 About the Author 217 Index 219
£17.85
John Wiley & Sons Inc Sales Management For Dummies
Book SynopsisGuide your sales force to its fullest potential With a proven sales management and execution process, Sales Management For Dummies aids organizations and individuals in reaching the highest levels of success. Although selling products or services is a central part of any sales job, there's much more to it.Table of ContentsIntroduction 1 Part I: Welcome to the World of Sales Management 7 Chapter 1: You’re a Sales Manager — Now What? 9 Chapter 2: So You Got the Job, Now What Do You Do? 19 Chapter 3: Establishing Good Working Relationships across Departments 41 Part II: Building the Team 59 Chapter 4: Who’s On First: Building Your Best Team 61 Chapter 5: Adding New Players to the Team 77 Chapter 6: Hiring and Onboarding New Staff 87 Chapter 7: Defining Your Sales Process and Training Your Team 105 Part III: Training and Development 129 Chapter 8: Defining Your Expectations 131 Chapter 9: Ongoing Training and Helping Your Salespeople Grow 147 Chapter 10: Creating and Running an Effective Sales Meeting 167 Part IV: Sales Meetings and Key Performance Indicators 187 Chapter 11: Measuring What Matters: Key Performance Indicators 189 Chapter 12: Assessing Performance: Keeping Score and Celebrating Wins 209 Chapter 13: Addressing Poor Performance: Counseling and Critiquing Effectively 227 Part V: Now You’re Managing 241 Chapter 14: Inspiring Your Superstars: Managing Your Best People 243 Chapter 15: Making Cuts: When It’s Time to Let Someone Go 261 Chapter 16: Managing for the Future: Developing Careers of Future Leaders 279 Part VI: The Part of Tens 297 Chapter 17: Ten Traits of a Successful Sales Manager 299 Chapter 18: Ten Things that Destroy Your Credibility 305 Chapter 19: Ten Signs of a Struggling Salesperson 311 Chapter 20: Top Ten Apps for a Busy Manager 317 Index 323
£18.69
John Wiley & Sons Inc Experiential Marketing
Book SynopsisThe most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago.Table of ContentsBefore We Begin ix Chapter 1 The Rise of the Experience 1 The Experience R/Evolution 3 Recalibrating the Marketing Mix 7 The New Branding Frontier 14 Reference 15 Chapter 2 The Psychology of Engagement 17 The Science Behind Relationships 19 Learning Drives Understanding 24 References 24 Chapter 3 Developing an Experiential Strategy 25 Connection 26 Control 34 Content 42 Currency 49 Conversion 55 Strategy First 62 Chapter 4 Anatomy of an Experiential Marketing Campaign 63 Remarkable 63 Shareable 67 Memorable 73 Measurable 75 Relatable 77 Personal 81 Targetable 83 Connectable 85 Flexible 88 Engageable 91 Believable 95 Reference 98 Chapter 5 Digital Plus Live 99 Creating a Wired Experience 100 Connecting Online and Off 115 Chapter 6 Experience Design 117 Creating Living Stories 118 Building an Experience 120 Bringing Brands to Life 131 Chapter 7 Proving Performance and Measurement 133 Metrics That Matter 137 Building Your Performance Plan 141 The Power of Touch 144 Brands Making Headway 147 The Next Phase 149 Practice Measurement Discipline 150 References 153 Chapter 8 The 10 Habits of Highly Experiential Brands 155 The DNA of Experiences 156 Embracing Experiential 171 Chapter 9 The Vocabulary of Experiences 173 New Marketing Features, Functions, and Terms 174 Chapter 10 Converting to an Experience Brand 187 Step 1. Identify Your Fronts 187 Step 2. Find and Align Partners 188 Step 3. Select the Right Agency 189 Step 4. Fix Your RFP Process 190 Step 5. Beef Up Your Internal Teams 193 Step 6. Create Value 193 Step 7. Improve Lower-Funnel Results 194 Reference 195 Acknowledgments 197 About the Authors 199 Index 201
£19.55
John Wiley & Sons Inc Inbound Content
Book SynopsisDevelop and implement an effective content strategy tailored to your business's needs Inbound Content is a step-by-step manual for attracting the right people, turning them into leads, and closing them into customers. Today, everyone knows that content is king. It's how we engage, how we inform, and how we pass the time; content is everywhere, and if you're not leveraging its power to promote your business, you've already been left behind. Having a website and social media is not enough; if you truly want to take advantage of unprecedented levels of connectedness, you have to create content that draws customers in. It's not about blindly expanding reach, it's about reaching out to the right audience. Today's marketplace is no longer about chasing the salewith the right approach to content, your customers will come to you. Your content must be valuable, relevant, and consistentbut how should it be implemented at the actual content-creaTable of ContentsForeword xiby Marcus Sheridan Preface xv Acknowledgments xvii About the Author xix Introduction: Your Content Marketing Transformation xxi Chapter 1 Building a Content Creation Framework 1 Why Does Your Business Need a Framework for Creating Content? 1 How Do You Build a Framework for Creating Content? 2 What Resources Do You Need to Build a Content Creation Framework? 10 Chapter 2 The Power of Storytelling 17 Why Does Your Business Need a Story? 17 How Do You Develop the Structure of Your Story? 19 What Does a Good Story Look Like? 27 Chapter 3 Generating Content Ideas 33 Why Do You Need a Process for Generating Content Ideas? 33 Where Do Ideas Come From? 35 How Do You Generate Ideas for Content Creation? 38 Chapter 4 Planning a Long-Term Content Strategy 49 Why Long-Term Content Planning Is Important 49 How Do You Build a Long-Term Content Strategy? 51 Chapter 5 Becoming an Effective Writer 65 Why Effective Writing Matters 65 How to Attract and Engage People with Effective Content 66 How to Improve Your Writing 73 Chapter 6 Creating a Blog Post 81 Why Does Blogging Help Your Business Grow? 81 How Do You Create a Successful Blog Post? 82 What Does a Successful Blog Post Look Like? 91 Chapter 7 Extending the Value of Your Content through Repurposing 99 Why Repurposing Content Is Important 99 How Do You Extend the Value of Your Content? 101 What’s an Example of Repurposing Content? 117 Chapter 8 How to Effectively Promote Content 123 Why Content Promotion Is Important 123 Organic versus Paid Content Promotion 125 How to Excel at Content Promotion 128 What a Successful Content Promotion Campaign Looks Like 133 Chapter 9 Measuring and Analyzing Content 141 Why Measuring and Analyzing Content Is Important 141 How to Collect and Interpret Data 142 What to Do with Data after You’ve Collected It 152 Chapter 10 Developing a Growth Marketing Mentality 157 What Is Growth Marketing? 157 How Can You Develop a Growth Marketing Mindset? 158 What Are Some Growth Marketing Pro Tips? 165 Chapter 11 Creating Topic Clusters and Pillar Pages 171 Why Are Topic Clusters Important? 171 How Do You Create an Effective Topic Cluster and Pillar Page? 172 What’s an Example of a Successful Pillar Page? 190 Chapter 12 The Results: Where to Go from Here 201 Glossary 203 Notes 207 Index 211
£17.09
