Sales and marketing Books

Book SynopsisIn a world where content is everywhere, consumer attention is a valuable commodity. Every marketer, creator, and communication professional is vying to get eyes on their brand. But the old marketing techniquespaying for ad space and trying to pop up on the right platformsaren't cutting it to get the attention you require to grow your business. If this sounds familiar, you need to shake up your process and start earning the attention you're asking for.In Earn It, entrepreneur and innovator Steve Pratt delivers his forward-thinking approach with passion and humour to help you see why your marketing strategy needs to be as unique as your business. Drawing on his own expertise as well as insights from other leading experts in creativity, marketing, and media, Steve outlines the reasons you need to abandon the status-quo and get creative. He warns that there is no shortcut and no hack, but if you're ready to do the work and find the sweet spot between your Commitment and C

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Book SynopsisDuring the last decade, the sustainability position in multinational corporations has grown in influence. Much literature has explored how corporations can play an important role in solving the environmental challenges facing the planet. However, until now, there has been little research on sustainability leadership at the individual level. In this book, Schein explores the deeper psychological motivations of sustainability leaders.He shows how these motivations relate to overall effectiveness and capacity to lead transformational change and he explores the ways in which the complexity of sustainability is driving new approaches to leadership.Drawing on interviews with 75 leaders from over 40 multinational corporations and NGOs, Schein explores how ecological worldviews are developed and expressed in global sustainability practice. By applying key theories from developmental psychology, integral ecology and eco-psychology to sustainability practice, Schein encourages us to think about leadership in a different way.A New Psychology for Sustainability Leadership will be of interest to an interdisciplinary audience of social scientists, educators, corporate executives, and social entrepreneurs. The insights from this book can be usefully integrated into leadership curriculum and development programs to help the next generation of leaders respond to global challenges.Trade ReviewThrough riveting examples and comprehensive research, Schein provides a logical framework for business leaders, academics, and students to lead transformational change. -- Laura Asiala, The New Global Citizen http://goo.gl/fWmk5F For practitioners, educators and academics, this book provides a clear starting point for discussion and research about the role of eco-centric philosophy in successful sustainability management practice. As such it is a useful and timely contribution to the literature. -- Environmental ValuesTable of ContentsPart 1: Introduction1. Ecologically awake2. The limits of “sustainability”Part 2: Exploring the corporate eco-psyche3. Perspectives on ecological worldviews4. Life experiences that shape ecological worldviews5. Anthropocentric blindness6. The ecological self7. Expressions of ecocentricism and ecological self in the corporate worldPart 3: How sustainability leaders think8. Interior dimensions of leadership9. Human development10. Expressions of post-conventional worldviewsPart 4: The future of sustainability leadership11. The collaborator-in-chief (with an ecologicalworldview)12. Cultivating a new psychology for sustainability leadership13. Multinational executives as human trim tabsAppendix A: Ecological Sustainability Worldview Assessment Tool (E-SWAT)Appendix B: Research methodology and description of participants

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Book Synopsis'The most insightful book on branding of the last 20 years' Rory Sutherland, Vice Chairman of Ogilvy Now, more than ever, your brand is either loved - or it's noise. In a world defined by digital products and immediate gratification, how can your brand stand out? When consumers can easily have anything, how can your brand be the one thing they can't live without? To rise to this challenge, brands must shape not just what consumers buy, but how they act, feel and connect. This requires a new perspective, one that goes beyond business and into the fundamentals of human behaviour. Branding that Means Business combines the latest business thinking with psychology, sociology, and anthropology to show that a brand can't serve a business unless it connects with people. Equipped with these human-based perspectives, you'll have the tools to create, enhance and distinguish your brand in new and impactful ways - and make it a must-have in the minds and lives of your consumers.Trade ReviewBranding that Means Business is brimming with insight. Johnson and Misiaszek are experts on the science behind wise business decisions, and here they explain how to create enduring, meaningful brands that connect with their consumers. The business landscape has never been busier, but Johnson and Misiaszek wisely-and entertainingly-explain how to rise above the crowd -- Adam Alter Professor of marketing and psychology, NYU Stern School of Business, NY Times bestselling author * Irresistible *This book goes beyond the buzzwords and hype surrounding marketing and brand success, and elegantly integrates the latest thinkings about brands, their purpose, value and impacts as well as the specific lessons that today's executives can gain from past cases as well as the latest scientific research. It then offers cogent advice on what practical steps can and should be taken to enhance the value that firms create for their stakeholders. This is an important and highly accessible book, filled with great examples for marketers to learn from and apply -- Philip Sugai, Professor of Marketing at Doshisha Business School and author * The Value Plan *By bridging the gap between brain science and business effects, Matt Johnson and Tessa Misiaszek have produced the most insightful book on branding of the last 20 years -- Rory Sutherland, Vice Chairman of Ogilvy and author * Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life *A wonderful blend of academic insights and practical know-how -- Richard Shotton, author * The Choice Factory: 25 Behavioural Biases that Influence what We Buy *It's no secret that our business ecosystem is becoming increasingly complex, dynamic, and unpredictable. Applying a social neuroscience lens to branding, Johnson and Misiaszek address this problem head-on, offering readers practical steps for harnessing the fundamentals of human nature to build compelling and enduring brands that deeply connect with customers. This is an extremely engaging, no-nonsense, and accessible book that could not be more relevant in our ever-changing world of work-a must-read! -- Jacinta M. Jiménez, Psychologist, VP of Coach Innovation at BetterUp, and award-winning author * The Burnout Fix *Perhaps the most important - and hardest - problem any business faces is how to create a successful brand; a brand that deeply resonates with consumers, and that doesn't get lost in the increasingly fragmented 'noise' of the modern media landscape. In this brilliant book, Johnson and Misiaszek clearly and engagingly explain the role brands play in the life of today's consumers, and how to create brands that successfully change the minds and behaviour of consumers - for good -- Richard Chattaway, CEO of BVA Nudge Unit UK and author * The Behaviour Business *The digital economy is also the fragmented economy: which influencers or Ai-enabled bots can customers rely on? Matt Johnson and Tessa Misiaszek brilliantly demonstrate how purpose-driven brands can inspire and guide people, businesses and - ultimately - societies in search of meaning -- Jean-Marc Laouchez, President of the Korn Ferry InstituteWith a solid focus on brands as important carriers of cultural meaning that enhances our lives, the authors bring a fresh, multidisciplinary approach to understanding why brands matter to and create value for consumers. This book offers focused advice for building and shepherding brands that symbolically deliver meaning that addresses the socio-cultural needs of contemporary consumers -- Jill Avery, Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator, Harvard Business School

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Book SynopsisA brand is more than a snazzy logo – but what else is there to consider when building a brand? Do you really need a brand for business success? And what has intellectual property got to do with anything?A strong, authentic brand is what makes your business stand out from the crowd – and what drives long term success. But the branding industry can be an overwhelming minefield, full of conflicting advice and multiple disciplines – so how do you navigate your way through the process? That’s where Brand Tuned comes in. With the step-by-step TUNED methodology, you will:• define your brand to drive the business forward and help it stand out• know what brand promise will attract your ideal client• pick a name that will put you “front of mind”• ensure that the design elements you choose are distinctive and ‘ownable’• train your team to live the brand.Drawing from evidence-based research, interviews with experts, and years of experience supporting businesses, Brand Tuned is the first branding guide written by an intellectual property lawyer who specialises in trademarks and brands. By incorporating the principles of intellectual property law right from the start of the process, branding expert Shireen Smith will show you how to create and build the brand that is right for you and your business – while avoiding the potential pitfalls.Shireen Smith is an intellectual property lawyer specialising in trademarks and brands, with years of experience in marketing small businesses. Her TUNED framework is designed to guide you to create a brand that attracts sales for the long term.Trade ReviewAs someone dipping my pinkie toe into branding, marketing, and digital art, I found this book incredibly helpful. Her fresh perspective coming from a law background was instrumental in steering me on the right path with my business and I highly recommend anyone considering a path in branding or IP to pick this book up! It's a quick, informative read! * NetGalley *Well organized and perfectly written, Brand Tuned is a bedside book for any entrepreneur who takes their business journey seriously. It approaches branding as a strategy to help you to start your brand journey one step ahead. From its cleverly structured methodology to well-presented research, this book will surely become a guide for businesses of any size. * Amazon *Anyone involved with setting up or growing a business will benefit enormously from the insight provided by this book into the world of branding. All aspects are thoroughly covered in a way which is both enjoyably readable and positively instructive. * Amazon *Table of ContentsPart 1 – What is a brand and why does it matter?IntroductionThe UK TV program Grand Designs shows how a building project is achieved with the involvement of several disciplines. Creating unique Brand Tuned needs to similarly involve various disciplines. Intellectual property, in particular, is not an appropriate subject to leave till after the brand is created. As Steve Jobs highlighted, design means how it works, not just how it looks. The book explains how the Intellectual property dimension of brands impacts branding, and why visual identity needs to be the final step, not the first one. It incorporates interviews with subject experts from the fields of design, marketing, PR, digital marketing, SEO, and intellectual property valuationChapter 1 – What is A Brand? Why Is Branding Important?Understanding what brand and branding mean is fundamental to getting a better outcome from branding. CEOs and other target audiences of the book would benefit from developing their knowledge of branding. There are many myths and misinformation surrounding this subject, particularly the intellectual property dimension of it. I will try to interview a high profile individual for this chapter on the importance of IP, possibly Deborah MeadonChapter 2 – The 3 Fundamental Problems in BrandingThe branding industry includes many new media companies, such as web designers who provide branding services as a secondary activity. Many are unaware of the business purpose of branding, and the role of intellectual property in their work. The industry tends to separate branding from intellectual property, leading to problems. Unlike big business, founders of small businesses do not have a brand manager to take care of their brand needs. Even large companies can lack an understanding of the role of IP in branding. Richard Kirstein and Anne. H. Chasser & Jennifer C. WolfePart 2 – TUNED methodology - Think IP First1st Component of TUNEDChapter 3 – Using an inter-disciplinary approach to brandingThe world has changed, so must branding. It needs to take account of IP so IP and branding are dealt with together. Branding in the 21st century needs to be inter-disciplinary. This partly involves professionals expanding their expertise to include related disciplines, such as for lawyers to include branding as part of their skillset, or designers to also cover strategy, communications, marketing or PR too, A wider range of skills is especially needed when supporting smaller businesses. Focus on the Brand Rewired book, as well as considering Aaker’s book on Spanning Silos Anne. H. Chasser & Jennifer C. Wolfe. Lucy Wern, Seek comments from Aaker,Chapter 4 –Think IP First! Is the first component of TUNEDIP is about erecting barriers to entry, a moat around your business as Warren Buffet calls it. A review of what brand elements are protectable, and how these considerations impact the approach to designing a business and brand. Leaving IP till after Brand Tuned is the wrong way around. Branding needs to start with IP, and deal with designs last. International nature of IP principles will be highlighted. Stephen Robertson. A visual representation of the TUNED model.Part 3 – TUNED methodology - Understand your Market2nd Component of TUNEDChapter 5- Understanding Customers and Competitors Understanding your client and market are the focus of this chapter. Identifying what customers want and need is key to success for any brand. This involves knowing who your competition is, and what market you’re in. Competition is not just direct competitors. It also includes indirect competitors who may have similar offerings or entirely different ones that enable customers to achieve similar outcomes in different ways. This involves finding groups of people based on their psychographics, worldviews, life stage, priorities, attitudes to life, rather than focusing purely on demographics, and creating personas. Byron Sharp research findings. Mark Ritson, JP Hanson, Phil BardonChapter 6 - Key role of positioning.What moves the needle in branding? Here I will also look at the evidence-based research, and how it impacts brand strategy, outlining the Ehrenberg-Bass institute’s evidence-based research from Byron Sharp from his books How Brands Grow, and also from Jenni Romaniuk’s book Distinctive brand assets. They introduce fresh thinking that impact certain areas of branding such as purpose. and differentiation, The chapter considers positioning in more depth, highlighting Seth Godin’s distinction between positioning and differentiation. Byron Sharp, Jenni Romaniuk, Comments from Mark Ritson and Seth Godin will be sought too.Part 4 – TUNED methodology - Name it right!3rd component of TUNED Chapter 7 – Considerations When Choosing the NameDiscuss the different approaches to brand naming – “house of brands” and “house brands” and the hybrid approach to brand hierarchy. Coca Cola, and Proctor & Gamble case studies of brands that changed their approach to use an endorsed approach a few years ago. Jeremy Miller,Chapter 8 – Use own name?When is it appropriate to use the founder’s own name for a business? Pros and cons of using the founders name as the name of the business brand. Explore this topic thoroughly here so chapter 11 just refers back to this chapter when covering proper names as a type of brand name. Dell, Disney, Marks & Spencer, Clarks, and many other examples of brands using founder’s own name. Relevance of such a choice to the chapter on the importance of building own personal brand in business will also be touched on here and expanded upon in chapter 15. Jeremy Miller, Rand FishkinChapter 9 – How SEO, Online Visibility and Marketing impact brandingThe internet impacts every industry. It is constantly evolving and changing. Our approach to branding needs to keep up, and not hold onto outdated notions, such as the continuing emphasis on the need to own the .com domain of a proposed brand name. SEO considerations that impact marketing imperatives should not override branding fundamentals. Choosing generic brand names is misguided because branding involves using a unique and distinctive name. It’s doubly important to use a unique name when going global. There is widespread confusion about which considerations should prevail when it comes to names and keywords. Rand Fishkin Chapter 10 – Choosing the name.The right way to go about naming. 5 types of name: descriptive, suggestive, names that have a dictionary meaning, proper names, made up names. Why descriptive and certain other name choices, such as well-known initials that stand for something like KPI, key performance indicator should be avoided. Will illustrate types of name by using examples drawn from the latest Interbrand list of top 50 brands. Brand value and names. Darlene Hart of US Tax and Financial Planning. Stephen Robertson. Interbrand representative on naming. Part 5 – TUNED methodology- Establish the Brand Strategy!4th component of TUNED Chapter 11 – What is Brand Strategy? How does it impact branding?Setting the brand strategy plays an important part in developing and growing the brand to reflect the promise the business wants to be known for. It’s the pre cursor to naming and visual designs. Drawing from the book Marketing Myopia by Theodore Levitt this chapter covers the importance of thinking about business fundamentals such as ‘What business are you really in?’ Kodak and Blockbuster case studies. Also, 6 Ps are outlined for determining the brand strategy: Purpose, Principles, Positioning, People, Product, Personality. Michael Johnson. JP Hanson (Image of Maslow’s Hierarchy of needs)Chapter 12 – How to plan your strategy.The core of your brand strategy is your vision, mission and values. These are the basis on which to build the strategy, and to use to align it to your products and processes. Asking a series of Why, What, Who and How questions to uncover some common areas of thinking needed to set the strategic direction of the brand, The strategy will play a major role in determining the brand story, and messaging, as well as internally to inspire and motivate the team. Consider the brand book and begin thinking about what messages to communicate and how. Part 6 – TUNED methodology - Drive the Brand Strategy!5th component of TUNEDChapter 13 Drive the Brand Strategy! – the fifth component of TUNEDOnce the strategy for the brand has been established involve designers to create a visual identity that can best reflect the brand promise. Marty Neumier’s ideas about importance of enabling the creatives who are designing the brand to revisit the strategy as part of considering the visual approach. Jenni Romaniuk’s book Distinctive Brand Assets impacts branding choices. The design considerations need to bear in mind what is ownable as IP. Jack Wills trade mark dispute case study, and example of Azrights development of Ram icon. Interviews with Marty Neumier, Jenni Romaniuk,, Laura Ries. Images of Azrights Ram icon. Jack Wills icon. Ehrenberg-Bass institute’s Owl icon. Visual icons of some famous businesses that evoke their names, Compare the Market logo. Nike’s swoosh, MacDonald’s M, Coca Cola’s bottle, Apple’s apple, Rolls RoycePart 7 – Brand buildingChapter 14 –Promoting the brand.Driving the brand strategy also impacts how you promote the brand internally and externally, and communicate brand messages. Draw from Byron Sharp’s How Brands Grow to illustrate some ways it impacts marketing and branding. Brand building on social media, being omni-present- being everywhere, visible, and recognizably the brand. Budget constraints for smaller businesses, and how to manage this as they grow. Promoting the brand internally to support the culture and to motivate the team to make on brand decisions. Using the brand to guide recruitment. Tony Hsieh, Katie BurkeRand Fishkin. Will Critchlow. Byron SharpChapter 15 – Personal, Business and Product BrandingDiscusses the importance of having clarity around your personal and business aspirations and aligning the two so you build the right business. Unless the founders own name is being used for the brand, it’s essential to promote a triage of brands, the brand name, as well as the personal brand of the CEO, and also key product brands. Trend towards using personal brands of individual team members to promote the business brand. Stephen Robertson.ConclusionThe environment of the 21st century calls for a rethink of society’s approach to branding. More education is needed for the many businesses that offer branding services to update their thinking, particularly around intellectual property and its role in branding. AppendixesDocument to assist when identifying a new name.Brand strategy document, including checklistsBrand book document and what needs to be included in it

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Book SynopsisNowadays, just having a website or an app is not enough. Potential customers aren't going to stumble across you by accident you need to employ digital marketing tools and techniques to help them find you and keep you front of mind, and have them coming back again and again.Marketing your products and services online doesn't have to cost the earth. Lots of digital marketing activities can be done for free, or very little, and are very effective. You may also save costs for advertising in magazines, and creating, printing, and distributing brochures. Furthermore, there are no geographical boundaries on the internet you can target customers around the globe. Digital marketing for businesses in easy steps guides you through the essential steps you need to take to set your digital strategy and get it right first time. It covers all the key digital marketing channels you should consider deploying to generate a larger, stronger, and a more loyal customer base. It covers: The fundamentals of digital marketing.Getting more from your website and getting your digital house in order. The social network sites where your customers are most likely to be active: Facebook, Twitter, Instagram, Pinterest, and LinkedIn. The art of blogging to get customer loyalty. How to create and launch a powerful Content Marketing Strategy. How to use Search Engine Marketing to ensure customers find you and buy from you. How to measure and optimize the effectiveness of your digital marketing. Whether you are new to digital marketing or want to rethink your strategies, this book is for you. Digital marketing is now essential for businesses don't miss the trick!

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Book SynopsisManagement fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights into the ever-changing area of Internet branding. Full of impeccable, intelligent guidance, Brand Leadershipis the visionary key to business success in the future.

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Book SynopsisSuccessful brands are alive. They are able to activate the very forces of life because they embed our fundamental human motives, the evolutionarily preserved mechanisms that have helped us survive and thrive. Our fundamental human motives shape the language that is shared by everyone. Living Brands decodes this language and helps marketers, consumer insight managers, advertisers, designers, PR professionals, and brand owners bring brands to life. By using, for the first time, a multidisciplinary approach that includes client workshops, brand communication decoding, motivational research, cultural anthropology, sociology, philosophy, psychology, cognitive science, and affective neuroscience, Living Brands deconstructs and hierarchises the motives underpinning our consumer behaviour, allowing practitioners to build narratives that engage consumers at a profound human level.

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Book SynopsisThese days, regardless of whether a book is self-published or traditionally published, there will be an expectation on the author to take an active role in marketing their book. Based on a series of interviews with successful authors from both sides of the publishing divide and both sides of the pond, Lynn lays out in detail the marketing strategies that have worked for them, alongside an explanation of how book marketing works based on her own long-standing career as a senior marketing exec. From developing social media tactics and arranging promotional events to handling press and trying to start viral campaigns, Lynn offers practical advice designed to help an author find a book marketing strategy that best works for them, based on their personal strengths and budget.Trade Review'So, you've written and published... now what? You read this manual! It's a fantastic resource for anyone looking to get their writing in front of more people. Morrison turns the overwhelming task of marketing into bite-size tips and tutorials that anyone can implement' —Stephanie Jankowski, author of 'Schooled'

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Book SynopsisSo your wife signed up with a network-marketing company, and now you're tripping over a pile of skepticism, frustration, and a million questions.Oh no. She can't be serious. These things are scams! Thousands of men across the country are in the same boat. They hear their wives talk about a new ';opportunity' and immediately launch into all the reasons why network marketing doesn't work, how nobody makes real money, and how most people quit the business within a year. Instead of encouraging their wives' excitement and enthusiasm, many husbands pour a bucket of cold water on their dreams. In She's Selling What?! Tim Farrant opens up about his wife's start and epic rise in network marketing and his own journey from shock and skepticism to understanding and support as he set aside his ego and figured out how to support his wife as she built a business that changed their family forever. As you follow along, you will: Discover how to overcome your initial skepticism and take a good, honest look at your wife's network-marketing business. Identify your family's big win that will make all her hard work worthwhile. Understand how her compensation plan works, how to maximize it to make the most money possible. See where you fit into her business and how you can make an exponential impact on her success. Find answers to the most common questions husbands have about network marketing. Learn when you should speak upand when you should shut up. Embrace your role as her number-one fan. Realize that her business can be the best thing that ever happened to your family. We owe it to our wives to set aside our initial skepticism and preconceived notions about network marketing and dig deep into the issue that matters most: how we can become the supportive, encouraging husbandsand teammatesour hard-working wives deserve.

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Book SynopsisThis textbook provides students with real-world social marketing case studies from different countries and regions around the world, taking learners from classroom theory to practice. The primary objective is to clearly portray to students distinct, identifiable steps that are essential for successful social marketing campaigns. Core social marketing practices are applied to each case to help students master social marketing principles and apply them to their own real world social marketing activities in order to affect positive social change. This textbook first provides the tools necessary to understand the effective applica- tion of social marketing, and then offers 24 case studies exemplifying effective social marketing efforts from all around the world. Specifically, Part I clearly and concisely explains the principles of social marketing in five chapters: • Upstream vs. downstream social marketing, SWOT, competition • Fundamentals of social marketing, ethics • Formative and Evaluative Research • Theories applied in social marketing • A historical perspective on social marketing Part II features 24 social marketing case studies that demonstrate the application of social marketing principles. All 24 cases follow a consistent structure that includes: • Background • Positioning • SWOT • Research • Objectives • The 4 P’s • Target audience • Evaluation • Barriers and benefits • Discussion • Competition This format allows for students and professors to easily and effectively select individual cases and compare between cases. This textbook also allows instructors to encourage critical thinking by having students compare and contrast not only the cases themselves, but the applications used. In addition, teaching guides with answers to discussion questions, suggestions for activities inside and outside of the classroom and further readings are available to assist professors in teaching from this book.Table of ContentsPart I: Understanding Social Marketing.- Chapter 1 The Big Picture in Social Marketing.- Chapter 2 The Fundamentals of Social Marketing.- Chapter 3 Research and Evaluation in Social Marketing.- Chapter 4 Theory in Social Marketing.- Chapter 5 A Brief History of Social Marketing.- Part II Social Marketing Cases: Social Welfare.- Chapter 6 Fun Ways to Engage with Rail Safety through the Dumb Ways to Die Social Marketing Campaign.- Chapter 7 The Second Life of Food.- Chapter 8 The Bank of Cancer Research.- Chapter 9 VCW of Social Impact in a Developing Country.- Chapter 10 Operation Red Nose.- Chapter 11 Social Marketing for the Reduction of Tax Evasion.- Chapter 12 Worn Wear.- Part III Social Marketing Cases: Health.- Chapter 13 Inculcating the Handwashing Habit through Social Marketing Among Poor Children in India.- Chapter 14 Social Marketing Campaigns for Healthier Eating Habits in France.- Chapter 15 Smile Train India.- Chapter 16 Enhancing Existing Communication Channels for Large-Scale Health Interventions.- Chapter 17 Saving Lives through Lifebuoy's "Help a Child Reach 5' Social Marketing Campaign.- Chapter 18 Behavior Change and Nutrition Education for Teenagers.- Chapter 19 Using Social Marketing to Promote Handwashing the Soap for a Healthier Vietnam.- Part IV: Social Marketing Cases: Environment.- Chapter 20 Using Social Marketing to Increase Bicycle Ridership to Major Events in Vancouver, Canada.- Chapter 21 Akureyri on the Verge.- Chapter 22 Vancouver Aquarium and World Wildlife Foundation's Great Canadian Shoreline Cleanup.- Chapter 23 Be the Street You Want to See.- Chapter 24 The Coulee Clean Up.- Chapter 25 Applying Social Marketing to Koala Conservation.- Part V Social Marketing Cases: Education.- Chapter 26 Co-creating a Sea Change Social Marketing Campaign for Ocean Literacy in Europe.- Chapter 27 Enhancing Health by Means of Massive Open Online Courses.- Chapter 28 Use of Social Marketing to Improve Science Teaching in Maharashtra, India 2014-2018.- Chapter 29 A Case of Co-Created Social Marketing Campaign.

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Book SynopsisSports are big business. Most companies want to expand into global markets, enhance their brand and understand varying market conditions. This textbook supports sports marketing students as they learn about the challenges and opportunities that are specific to the global sports industry. Written from the perspective of different stakeholders in the sports sector, such as fans, sports entity holders, clubs, sponsors and the sports media, it offers a holistic view of this evolving and ever-changing industry.Taking a truly global approach, this textbook helps students understand the current issues facing sports marketing professionals and is relevant across all regions of the world. Drawing on the author’s years of industry and teaching experience, it blends theory and practice with case studies including the International Olympic Committee and FIFA. Crucially, the book provides comprehensive coverage of hot topics such as sports governance, digital marketing, and the globalization of the sports product. Written in an accessible style and accompanied by a full suite of online resources, this textbook is for ideal for anyone looking to excel as a sports marketer or progress within the wider sports industry. It is a valuable resource for Sports Marketing courses at undergraduate, postgraduate and MBA levels.Table of Contents The Global Sports Sector in Context Sport and Its Role and Contribution to Society and Economic Development Sports Governance Understanding Fans and Their Consumption of Sport Sports Distribution and Media Rights Formulating and Implementing Sports Marketing Strategy Ticketing Strategies in the Sports Sector The Sports Product and Brand-Building Decisions Globalization Strategies for the Sports Product Managing the Sports Sponsorship Process Future Challenges for Sports Marketers

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Book SynopsisThis book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized master’s programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, and examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures and managing the relationship between national subsidiaries, regional headquarters, and global headquarters, as well as corporate social responsibility challenges and pertinent future trends that are likely to affect global business.A guide to suitable video resources giving additional background to this book can be downloaded by all readers by contacting the author. Instructors can also obtain additional support material for teaching. Please email Bodo Schlegelmilch at WU Vienna, using your institutional email and stating your university affiliation: - More than 400 PowerPoint slides covering the material in each chapter- Open Ended Questions - A comprehensive multiple choice test bank with solutionsTable of Contents1. Marketing Strategy: A Global Discipline.- 2. The Global Marketing Environment.- 3. Selecting and Entering Global Markets.- 4. Balancing Global Synergies and Local Responsiveness.- 5. Steps in Developing Global Marketing Strategies.- 6. Segmenting Targeting and Positioning in Global Markets.- 7. Creating Global Product and Service Offerings.- 8. Extracting Value from Global Operations.- 9. Global Supply Chains.- 10. Global Branding and Communication.- 11. Global Digital Marketing Strategy.- 12. Organizational Design for Global Marketing Strategy.- 13. Global Business Responsibility.- 14. The Future of Global Marketing Strategy.

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Book SynopsisThis book looks at how both advocacy groups in New Zealand and Australia use political marketing to conduct advocacy and support Israeli and Palestinian public diplomacy and nation branding. The focus lies on their marketing orientation, segmentation/ targeting/ positioning (STP), and internal marketing practices. The theoretical framework will draw upon several political marketing frameworks and concepts including the product/sales/market-oriented framework, the STP process, and Petitt's internal stakeholder marketing approaches. The book examines four case studies: (1) the Palestine Solidarity Network Aotearoa (PSNA), (2) the Israel Institute of New Zealand (IINZ), (3) the Australia/Israel & Jewish Affairs Council (AIJAC), and (4) the Australia Palestine Advocacy Network (APAN). To ensure balance and comparison, four groups representing both the pro-Israel and pro-Palestinian camps in NZ and Australia were selected. Other criteria included their broad scope of activity, approachability and accessibility, as well as connections to state actors through advocacy, public diplomacy, and nation branding.Table of Contents1. Introduction2. Palestine Solidarity Network Aotearoa3. Israel Institute of New Zealand4. Australia/Israel & Jewish Affairs Council5. Australia Palestine Advocacy Network6. ConclusionAppendices

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Book SynopsisWhen it comes to branding the energy space, an exciting and largely unexplored field of research emerges. This book, therefore, attempts to fill a literature gap, as it examines the applicability of theoretical and practical methods of branding and brand strategies in a commodity market, in this case the energy market.

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Book SynopsisSetting the Stage.- The Building Blocks of AI-Enabled Pricing.- Case Studies: AI in Action.- Guiding Organizational Change for AI-Enabled Pricing.- The Future of AI-Enabled Pricing.

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Book SynopsisIntroduction to empirical data analysis.- Regression analysis.- Analysis of variance.- Discriminant analysis.- Logistic regression.- Contingency analysis.- Factor analysis.- Cluster analysis.- Conjoint analysis.

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Book SynopsisMore visibility in the market with content marketing.- Compact foundational knowledge.- Rules for content marketing in B2B SMEs.- Content marketing in five steps: goals, analysis, planning, production, management.- Generative AI in content marketing: tools, prompting, areas of application, ethics, data protection, copyright.- Practical example.

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Book SynopsisThe market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system.

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Book SynopsisThis book seeks to understand how a one-man consultancy practice can grow to become what is arguably the largest such enterprise in one of the world's largest countries. It follows the incredible story of the start-up MarkPlus and its journey to become what it is today. Through this journey, one will discover the importance of developing innovative and original marketing frameworks and practices, along with the purpose and passion of a start-up's founder. This insightful book covers many well-established marketing concepts and practices and sheds light on the path that many entrepreneurs must take in establishing their own businesses.

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Book SynopsisAs the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume II, Parts III to V, is dedicated to Product, Advertising, Packaging, Biometrics, Price and Promotion. Part III focuses on the product development process, covering the analytic methods and procedures used to screen ideas, concepts, and products during development, launch, and post-launch.Part IV delves into advertising, packaging, and biometrics. The fundamentals, concepts, and core themes of advertising are covered in a chapter that explains how advertising works and what makes it effective and impactful. The chapter on Advertising Analytics focuses on audience engagement, both behavioural and attitudinal, and the analytic techniques and research processes used to test and track advertising.The chapter on packaging is devoted to the analytics and research techniques employed throughout the stages of packaging development and the chapter on biometrics covers biometric techniques and the relevant technologies, devices, metrics, and applications of these techniques that are useful to practitioners.Finally, Part V deals with price and promotion, covering a variety of pricing research methods and techniques for promotions evaluation. This will help the reader to gain an understanding of the importance and application of pricing and promotions in marketing strategy.

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Book SynopsisAs the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume IV is divided into two parts — Retail and Statistics for Marketing Analytics. Retail delves into the various aspects of retail tracking, sales and distribution, retail analytics, and category management.The chapter on retail tracking covers in detail the processes that make up a retail measurement service, including the metrics supported by the service, the key benefits of the service, and how the data is interpreted.The sales and distribution chapter covers five key managerial objectives — building distribution, targeting the right channels and chains, optimizing assortment, securing retailer support, and managing stocks in trade.The retail analytics chapter covers a range of diagnostic analytic tools used to extract insights from disaggregate outlet-level data.Category management offers a framework for retailers to manage their business and for suppliers to understand the dynamics of trade marketing.Statistics for Marketing Analytics covers basic statistics, sampling, and marketing mix modelling. It aims to equip readers with the statistical knowledge and tools necessary to analyse and interpret marketing data. The chapters in this part provide a comprehensive understanding of statistical methods and their applications in marketing analytics, including sampling techniques, probability distributions, hypothesis testing, and regression analysis.

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Book SynopsisThis book on pricing decisions gives practical guidance on how to identify customer value, estimating customers’ willingness to pay for these benefits, and on how psychology affects customers’ perception of prices in a market. This strategic view on pricing gives the reader a competitive advantage. It empowers them with means to plan and perform a pricing strategy based on their value propositions. The target group for this book is managers, entrepreneurs, and business students. The book guides the reader in understanding how economics, strategy, marketing, and psychology are combined when it comes to pricing decisions. Further, the chapters contain step-by-step procedures that help managers and entrepreneurs to succeed with complex pricing decisions in busy workdays. The analysis is based on the basic edition of Microsoft Excel software. In sum, the book helps the reader to strategically plan, execute, and win price competitions. It covers topics such as dynamic pricing, estimation of customers willingness to pay, price competition and wars, customers’ reaction to unfair prices, and price tactics and strategy. The book includes specialized chapters on pricing in e-commerce, and pricing in the sharing economy.

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Book SynopsisRobert B Miller of Miller Heiman, is a global leader in sales training, brings almost 40 years' experience in sales, consulting and executive management to help clients succeed in the sales arena. Stephen E Heiman, the former President, CEO and Chairman of Miller Heiman, has worked in sales development for over 30 years. Tad Tuleja is a professional writer at Miller Heiman. They are also the authors of the bestselling The New Strategic Selling.Table of Contents Chapter - 0: Introduction; Two people speaking; Section - 1: ‘No-sell’ selling; Section - 2: Getting started; Four questions to ask yourself before you make the call; Section - 3: The sales call; Getting information; Section - 4: The sales call; Giving information; Section - 5: The sales call; Getting commitment; Section - 6: Assessment; Zero hour – and beyond;

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Book SynopsisAnastasia Karklina Gabriel is a cultural theorist and strategist, specializing in inclusivity within marketing, media and tech. Currently a senior insights lead at Reddit, she earned her doctorate in cultural studies from Duke University and has consulted for the world's top brands and agencies. A lifelong activist, she helps brands ignite cultural innovation and leverage the power of media for good. Her insights have been featured in the Association of National Advertisers (ANA), Advertising Week, Wall Street Journal, New York Times, Washington Post and Teen Vogue.

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Book SynopsisHow do you build a brand in a time of information overload where the media are so fragmented that you can barely get the attention of your audience? And how do you ensure that everyone tells the same story on all those channels? Carlijn Postma takes you to the place where content is the product and where people know how to attract and retain an audience: Hollywood. Binge Marketing is not another stuffy marketing book, but a refreshing look at modern marketing so you can be sure that people will want to listen to your story. Not just one episode, but as a loyal and committed reader, viewer or listener. Compare your brand with the scenario of a very good television series and consider every single statement and marketing activity you put out there as an episode of that series. As a true showrunner you can build on your own loyal and involved audience. AUTHOR: Carlijn Postma is a Dutch content marketing strategist. As founder of The Post, a leading content marketing agency in the Nether

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Book SynopsisNot all of us get to work on multimillion corporate identity projects for airlines and huge conglomerates. If you are new to the sector or honing their skills, this book if for people who have tackled identity projects in the real world, then this is for you. This is a broad introduction on identity design - not branding - don't worry, you'll learn the difference.If you want a book that tells you how to do it, this is for you - if you want a book about how other people have done it - then this isn't the book for you.This book is for graphic designers and people who commission corporate identity projects who want to understand the process and how to deliver one, be it new to the sector or honing their skills.

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Book SynopsisRobert B Miller of Miller Heiman, a global leader in sales training, brings almost 40 years' experience in sales, consulting and executive management to help clients succeed in the sales arena. Stephen E Heiman, the former President, CEO and Chairman of Miller Heiman, has worked in sales development for over 30 years.Tad Tuleja is Miller Heiman's staff writer. They are also the authors of the other Miller Heiman best-sellers, The New Strategic Selling and The New Conceptual Selling.Table of Contents Chapter - 00: Introduction: Back to growth; Section - ONE: Basic Principles; Chapter - 01: The new landscape of account management: eight lessons; Chapter - 02: Selecting the Large Account; Chapter - 03: A real-world example; Section - TWO: Situation Appraisal; Chapter - 04: The Buy-Sell Hierarchy; Chapter - 05: Preparing the ground; Chapter - 06: Strategic Players; Chapter - 07: The Account’s Trends and Opportunities; Chapter - 08: Your Strengths and Vulnerabilities; Chapter - 09: Situation Appraisal summary; Section - THREE: Strategic Analysis; Chapter - 10: Charter Statement; Chapter - 11: Goals; Chapter - 12: Focus Investments; Chapter - 13: Stop Investments; Chapter - 14: Revenue Targets; Chapter - 15: Pre-Action Overview; Section - FOUR: Execution; Chapter - 16: Actioning the strategy; Chapter - 17: Ninety-Day Review; Chapter - 18: The LAMP® advantage

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Book SynopsisPeter Cheverton is Director of Insight Marketing & People, now established as the leading international training and consultancy firm in KAM implementation, working in more than thirty countries including Australia, Austria, Belgium, Brazil, Canada, China, Denmark, France, Germany, Holland, Hong Kong, India, Italy, Korea, Malaysia, Mexico, Poland, Singapore, South Africa, Sweden, Switzerland, Taiwan, the United Kingdom and the United States, with a client list that includes some of the world's major blue chip companies. He is also the author of Understanding the Professional Buyer and Global Account Management (both published by Kogan Page).Trade Review"A combination of clarity, enthusiasm and common sense... reading this is a rewarding experience." * Professor Malcolm McDonald, Emeritus Professor, Cranfield School of Management *"Will help any business focus their sales activities where they matter... this is the essential guide to global best practice." * Winning Business *"For those who are embarking on key account management from a major project perspective then this is a good introduction....it has good information and guidance on how to select your key accounts and the overall key account management process." * "Getting to Grips with Key Account Management" Kim Tasso's Blog *"A good overview of analytical tools, sound advice on strategy, timely warnings and software and planning tools. We highly recommend this book to anyone with an interest in key corporate sales." * getAbstract, Inc. *"Presents a planning methodology for identifying, obtaining, retaining, and developing key customers." * Journal of Economic Literature *Table of Contents Section - ONE: Definitions and purpose; Chapter - 01: The key account approach; Chapter - 02: Why Key Account Management?; Chapter - 03: The spectrum of KAM ambition; Chapter - 04: What is a key account?; Chapter - 05: What is Key Account Management?; Section - TWO: Analysis: opportunity and value; Chapter - 06: Knowing the market, knowing your value; Chapter - 07: Knowing the people, knowing your value; Section - THREE: Relationship management; Chapter - 08: From ‘bow-ties’ to ‘diamonds’; Chapter - 09: Decision mapping and contact strategies; Chapter - 10: The good, the bad, the sad and the ugly; Section - FOUR: Achieving key supplier status; Chapter - 11: The purchasing revolution; Chapter - 12: Supply chain management: seeking value; Chapter - 13: Purchasing organization: rationalization and centralization; Chapter - 14: Supplier positioning: managing suppliers; Section - FIVE: Achieving strategic supplier status; Chapter - 15: Being of strategic value; Chapter - 16: How do they plan to grow?; Chapter - 17: How do they aim to win?; Chapter - 18: What drives them?; Chapter - 19: A shared future?; Section - SIX: The value proposition; Chapter - 20: The customer’s total business experience; Chapter - 21: The customer’s activity cycle; Chapter - 22: Measuring the value – securing the reward; Chapter - 23: Making the proposal; Section - SEVEN: Planning and joint planning; Chapter - 24: The key account plan; Chapter - 25: Joint planning; Section - EIGHT: Targeting; Chapter - 26: Customer classification; Chapter - 27: Customer distinction; Chapter - 28: Global Account Management; Section - NINE: Making it happen; Chapter - 29: Sins and requirements; Chapter - 30: Leadership and organization; Chapter - 31: Skills, attitudes and behaviours; Chapter - 32: The role of information technology; Chapter - 33: Measuring customer profitability; Chapter - 34: The implementation plan; Chapter - 35: Training and further help

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Book SynopsisBev Burgess is founder and Managing Principal at Inflexion Group, which delivers thought leadership, consulting and training to companies on account-based growth. She has held senior marketing roles at British Gas, Epson and Fujitsu and headed ITSMA's global Account-Based Marketing (ABM) practice and European business. Based near London, UK, she is also the author of Account-Based Growth and Executive Engagement Strategies, both published by Kogan Page.Dave Munn, based in Massachusetts, US, is a recognized thought leader in B2B services and solutions marketing. As President and CEO of ITSMA, he has led the way in defining and inspiring excellence within the ITSMA global community. Dave helped pioneer the discipline of Account-Based Marketing (ABM) in the early 2000s and is co-author of the first and second edition of, A Practitioner's Guide to Account-Based Marketing.Trade Review"Bev Burgess and Dave Munn have humbly titled this work A Practitioner's Guide to Account-Based Marketing, but it might be better called The Account-Based Marketing (ABM) Bible, such is their pre-eminence and knowledge of this topic. It is a must-use reference for anyone serious about leading or being part of a successful ABM team, and given client expectations around account-level marketing engagement, it should also be considered critical for every B2B marketer." * John Gallagher, CMO, IBM Services *"At Accenture, the fundamental principles of ABM have been a strategic reality for a long time. We understood the critical need to ensure marketing and account teams align to deliver client value. This book is a brilliant exposition on why, how and when to do it. It truly is essential reading." * Stephanie Winters McConnell, Managing Director – Marketing, Strategic Accounts and Global Sales, Accenture *"ABM puts the customer at the heart of your marketing strategy. This excellent book explains how to build and scale an ABM programme that is right for your business and gives a step-by-step guide to creating integrated plans that deliver great business outcomes for you and your customers." * Tim Yeaton, Executive Vice President and Chief Marketing Officer, Red Hat *"As this valuable book emphasizes, the alignment of key account management and ABM brings exceptional competitive value by ensuring that strong customer relationships are at the heart of strategic philosophy and operational focus. This book is a step-by-step guide to not just getting it right but persuading everyone why this approach is so critical to success." * Geoff Quinn, Director, Key Account Management Center of Excellence, Pfizer Biopharmaceuticals Group *"If you are looking for guidance on how to create an effective B2B marketing strategy to build deeper and mutually valuable relationships with customers, buy this book." * Jon Geldart, Director General, Institute of Directors *"This book shows in clear steps how all B2B businesses can benefit from taking an outside-in approach to engaging with their most important clients. If you want to take a focused and cost-effective approach to accelerate your organic growth, then read this book." * David Sharp, CEO, International Workplace *"ABM has come such a long way in such a short space of time, but Bev Burgess remains its biggest and best advocate and evangelist. She has been pivotal in its development to date, and without a doubt, will be the centre of how it continues to evolve (in an accelerated way) into the future. If you only ever read one book about ABM, make sure it's this one." * Joel Harrison, Editor-in-chief, B2B Marketing *"A must-read for all B2B marketing leaders! Whether you're a CMO driving revenue and growth, needing to stay relevant with the latest marketing strategies at your disposal, or an emerging marketing leader looking to advance your personal career development and potential, this is your must-read practical marketing guide this year." * Emma Roborgh, Founder and CEO, B2B Marketing Leaders Forum APAC *"The first edition of this book was one of the best resources out there, and the second edition is even better: It's chock-full of best practices honed from years of working with the most sophisticated clients in the world, and even has career advice on the skills you need to develop to be a good account-based marketer. If an account-based strategy is part of your go-to-market, you owe it to your company - and yourself - to read this as soon as possible." * Jon Miller, CMO, Demandbase (former CEO, Engagio) *"Once again, Bev Burgess, with David Munn, has produced the definitive guide to delivering measurable impact through ABM. As ABM becomes a mainstream element of every B2B brand's marketing strategy, this is a must-read for any progressive marketer." * Clive Armitage, CEO, Agent3 *"Burgess and Munn have written a must-read primer for anyone considering account-based marketing. Read this book and learn from the best." * Alisha Lyndon, Founder, Momentum the growth consultancy *"This second edition is a must-read for any ABM-er who is taking executive engagement seriously. This was important before; it is critical now." * B Lee Demby, Co-Founder and President, Boardroom Insiders, Inc *"The digital transformation of B2B marketing has added to the complexity of a discipline that requires even more specific and relevant experiences for targeted accounts. Luckily for us all, Burgess and Munn have evolved what is already an indispensable guide to ABM to include essential updates in strategy and best practices that will power B2B marketing success stories for years to come." * Lee Odden, CEO and Co-Founder, TopRank Marketing *"Burgess and Munn do a terrific job of demystifying account-based marketing. They provide practitioners with highly relevant examples, insightful nuggets, and pragmatic suggestions for succeeding in a world where the ability to treat large customers as individual markets really matters." * Jonathan Copulsky, Executive Director, Medill Spiegel Research Center; Senior Lecturer, Northwestern University; author: Brand Resilience, co-author: The Technology Fallacy and The Transformation Myth *Table of Contents Section - ONE: Setting up an account-based marketing programme; Section - 01: The essentials of account-based marketing; Section - 02: Building the right foundations for account-based marketing; Section - 03: Investing in the right tools and technologies; Section - 04: Deciding which accounts to focus on; Section - 05: The ABM adoption model; Section - TWO: Account-based marketing step by step; Section - 06: Knowing what is driving the account; Section - 07: Playing to the client’s needs; Section - 08: Mapping and profiling stakeholders; Section - 09: Developing targeted value propositions; Section - 10: Planning integrated sales and marketing campaigns; Section - 11: Executing integrated campaigns; Section - 12: Evaluating results and updating plans; Section - THREE: Developing your career as an account-based marketer; Section - 13: The competencies you need to do account-based marketing; Section - 14: Managing your ABM career; Section - 15: Index

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Book SynopsisJulie Atherton is the founder of the social media transformation advisory and marketing consultancy Small Wonder which specializes in advising organizations on embedding social media in their strategic development and growth. Her social media strategy books are built on 30 years' experience gained advising and training global brands, small independents and innovative start-ups including Deloitte Digital, Mott MacDonald, Nissan, Axa Group, St John Ambulance, Parcelforce Worldwide, Emerge Digital, Arnolfini, SmartViz and Ulster Bank. She is the author of Social Media Strategy, also published by Kogan Page.Trade Review"'Social selling' is nothing new. People have been doing it for years over breakfast, lunch, dinner and invites to events. But the numbers are generally small, and it takes time. Social selling today is on a different scale and to manage a strategy at this scale needs some guardrails. Julie has written a much needed 'how to' guide which brings everything up to date for us." * Tony Spong, Lead Consultant, AAR Group and Chair of DMA Creative Committee *"Building trusting relationships - as Julie rightly points out in the opening pages - is central to any successful business and B2B Social Selling Strategy offers the complete "go to" guide to making this a reality. It covers all the bases from why social selling works, what an effective plan looks like, and how to deliver results and embed best practice." * Susan Walkley, Managing Director, Public Relations & Creative Comms, Havas Health & You *"B2B marketing and sales has long been recognised as relationship-led. Relationships are increasingly online, social media continues to grow and traditional media and sales landscapes are upended, so new strategies are needed - and this book offers just that. Practical, accessible and evidence-based solutions for today's and tomorrow's B2B issues, relevant to novice and professional alike, helping businesses and individuals navigate and succeed in this VOCA environment. A great and timely achievement." * Prof. Donald Lancaster, PhD, University of Exeter Business School, Director of MBA; Assoc Professor, FHEA, CMBE, Fellow, Worshipful Company of Marketors *"As an experienced marketing practitioner and trainer, Julie doesn't just give you the theory but demonstrates the practice of how you can truly put the customer at the heart of B2B social media to build authentic relationships and deliver results." * Rachel Aldighieri, Managing Director, Data & Marketing Association *"B2B Social Selling has seen significant growth in recent years. However, many seem to miss the point that success comes from building trusted relationships rather than from a continuous sales pitch. Julie draws on her wide and deep experience, explaining how to use Social Selling as a key relationship and business-building technique. I thoroughly recommend this book to anyone serious about Social Selling." * Mike Berry, Strategic Marketing Lecturer, Trainer, Consultant and co-author of Digital Marketing Fundamentals *"B2B Social Selling Strategy is a great addition to the literature. Insight driven, it provides a guide to best practice in social selling that will help improve business and personal performance. It is ideal both for those running businesses or studying this often-overlooked aspect of marketing." * Matt Housden Principal Lecturer, University of Greenwich and Chair of the Marketing Skills Trust *"A Julie Atherton book is always essential reading. This one doesn't disappoint. Clear, constructive but practical insights and advice adorn every page! The text represents a manual for B2B selling that few students and practitioners will want to miss out on." * Dr. Rob Angell, Associate Professor in Marketing, University of Southampton, Co-author of the State of Martech Survey *"Julie is one of the most respected professionals in the social media sector. Her experience gives her a unique perspective on the challenges facing marketers trying to get to grips with the complexities of social media selling. This book explains how to target and convert prospects with optimal efficiency and effect in a channel that is increasingly important." * James Sutton, Strategy and Commercial Director, The Chartered Institute of Marketing *"Packed full of actionable and impactful tactics that I'll certainly be implementing with my own clients." * Jenna Yhearm, MD at Gumption Agency and Founder of The Social Media Union *"Social engagement is well recognised as a valuable way of building engagement and - more importantly - trust, with clients. In my experience, far too few companies truly embrace this cultural approach across their client facing teams. With this book, Julie provides a great overview with excellent insights that will help to truly drive social client-facing and trusted engagement." * Chris Boorman, Independent Business Advisor *"After working at Google for six years, I thought I knew how social media worked, especially in B2B. Wrong! This book has shown me not just how much more I can be doing to promote my awards business but how to do better what I am doing already." * Patrick Collister, Custodian of The Caples Awards, Fellow of the IPA, author of 'How to Use Innovation and Creativity in Business' *Table of Contents Chapter - 01: Introduction - How To Use This Book; Chapter - 02: The Modern B2B Sales Challenge - Who Sells, How They Do It And Why It Works; Chapter - 03: Getting Started - Creating Your Own B2B Social Selling Strategy With Achievable Objectives And KPIs; Chapter - 04: Networked Audiences - Finding Your Networked Audiences On Social Media, What Do They Look Like, And How Can You Understand Them?; Chapter - 05: The Interdependent Brand - Differentiating Your Business Through Mature Relationships And Effective Content Marketing; Chapter - 06: Campaigns - How To Take An Integrated Approach To B2B Social Selling Channel Selection; Chapter - 07: Campaigns - Building And Implementing A B2B Social Selling Plan; Chapter - 08: B2B Social Selling Tools - How To Select The Best Tools To Improve Efficiencies, Increase Insight, And Transform Results; Chapter - 09: Using B2B Social Media Influencers - Making The Most Of Influencer Relationships; Chapter - 10: Monitoring And Measurement - Measuring The Effectiveness Of Your B2B Social Selling Strategy; Chapter - 11: Social Transformation - Creating A B2B Social Selling Culture In Your Business

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Book SynopsisMark Wickersham is a Chartered Accountant, speaker and sought-after profit improvement expert. Since selling his own accountancy practice in 2006 he has trained and mentored hundreds of accountants around the world on how to improve their value pricing techniques and strategies. He has built a large, international online community with The Value Pricing Academy, The Bookkeepers' Pricing Academy and the private Facebook group, Value Pricing with Mark Wickersham.Trade Review"There is great nobility in being paid a fair portion of the value your firm creates. In Value Pricing for Accounting Professionals, Mark provides the mindset change required, along with his proven strategies to help you price based upon customer value, not internal costs. Mark renders your journey painless and rewarding-for you and your customers." * Ronald J. Baker, Radio-Show Host, The Soul of Enterprise, Founder of VeraSage Institute and author of the bestselling book, Implementing Value Pricing: A Radical Business Model for Professional Firms *"Priceless. In these pages the world's best expert on pricing for accountants gives us the world's best advice." * Steve Pipe, accountant and author of ‘Our Time To RISE’ *"Pricing, and specifically Value Pricing, is a total game-changer for Accounting Professionals. Mark does an incredible job of breaking down what is a complex and critically important topic into a series of powerful actions - actions that quite simply result in a better firm for you, your team members AND your clients. This great book is a must-have and a must-do." * Paul Dunn, Co-Founder, B1G1: Business for Good. *"Mark is one of the top value pricing experts in the world. He's been on my podcast a few times and has always provided great value to my listeners. His book, Value Pricing for Accounting Professionals is yet another piece of terrific content which will positively impact the accounting industry for years to come." * Michael Palmer, Host, The Successful Bookkeeper Podcast *"Pricing is tough, with so much competition you worry a high price will scare off clients. Mark's approach is proven to help you price in a way that both reflects your true worth and that clients are happy to pay. A WIN WIN. I highly recommend this book, gain confidence from the case studies and act on the learning." * Shane Lukas, Accountancy Business Coach and Strategist, Author of Putting Excellence Into (your) Practice and Tedx speaker *"Pricing in general and value pricing in particular has been a problematic area in accounting for many years. Mark has led the charge in educating accountants and bookkeepers to price confidently and effectively. He is the one true voice and mentor of choice for professionals wanting to crack the value pricing mystery." * Rob Brown, Host of the Accounting Influencers Podcast & Co-Founder of the Accounting Influencers Roundtable *"246 pages packed with practical examples, case studies, insights and ideas that can be applied by real people in the real world. Mark has condensed a lifetime of wisdom, knowledge and practical experience into a book that has the power to transform. No accountant or bookkeeper who is serious about running their own business and serving their clients can be without this manual on their desk. The "Must Read" handbook of the profession." * Des O’Neill Founder of the OmniPro Group and Accounting Profession Progression Fanatic. *"If you want a business which allows you to achieve your goals, your pricing must be right. In his book, Mark Wickersham makes a compelling argument for all accounting professionals to price with confidence. Follow Mark's advice to tackle pricing head-on and you'll love your business." * Zoe Whitman, business coach, author, podcaster, award winning accountant. The 6 Figure Bookkeeper. *"Mark has perhaps done more to forward the cause of value pricing for accountants than just about anyone in the profession. In this book, he distils his very best content and dares you to run towards the thing that scares you." * Martin Bissett - Founder of The Bissett Group - The World's Most Published Author of Practice Growth Books for Accountants *"Mark is known as one of the leading experts globally in pricing for accountants, and in this book you'll see exactly why. With case studies, references to pricing psychology, and his own lived experience, Mark provides a comprehensive toolkit for any firm looking to maximise their revenue." * Carl Reader, Chair of the ACCA Practitioner Panel *"Increasing prices is the fastest way to higher profits. But it has to be done properly and carefully. It's both art and science. In Mark's latest book he has NAILED the art of Value Pricing. Not just the theory but the practical 'how to' implement it. It's an awesome read for every Accountant." * Rob Nixon - Helping Accountants earn more than $1M profit while they work less than 500 hours *"Price! Price! It's all about price! Or is it? Well, Mark Wickersham explains 'how' you price is far more important than the price itself. As you read through this 'how to guide' from world pricing expert Mark - don't be too surprised how many times you hear yourself saying, "Oh, that's how it's done!" Or how much extra profit you can make by applying his tried and tested ideas. By the way - these are not 'theories' from Lecture Land - just the real stuff. Enjoy!" * Peter Thomson - "The UK’s Most Prolific Information Product Creator" - Founder - The Achievers Club Limited *"Mark is an expert in value pricing and has a great way of teaching pricing concepts to accountants in an easy to understand and practical way. This new book is packed full of value on everything you need to know about pricing as an accountant and more importantly, how to implement it!" * Reza Hooda, Practice Owner, Mentor & Coach to accountants. Transform Your Profits Ltd *"I have followed and admired Mark for many years now and so pleased he has at last got around to writing this book to share his thought leadership on value pricing for the accounting profession. Full of great tips and tricks from many years of experience this book should be a must read for any accountant who not only genuinely cares about their customers, their team members, their profession but importantly their own self-worth and wellbeing." * John Chisholm B.Juris LLB. Recovering Lawyer, Pricing advocate to the legal profession. *"Mark Wickersham has written the ultimate step-by-step playbook to help finance professionals improve their pricing, so they achieve better business results and get life." * Bob Harper, cofounder of Agendali.com *Table of Contents Chapter - 01: The problem with the old-fashioned way of pricing accounting services; Chapter - 02: What the research tells us; Chapter - 03: Overcoming a lack of confidence when pricing; Chapter - 04: What makes a great pricing strategy?; Chapter - 05: How does pricing change in a post-COVID world?; Chapter - 06: The foundations of value pricing; Chapter - 07: The structure of the value conversation; Chapter - 08: How to price a new client; Chapter - 09: How to prequalify prospects so you avoid the time wasters; Chapter - 10: The questions to ask the client to determine value; Chapter - 11: Giving clients a choice – Your first step to value pricing; Chapter - 12: How to create effective packages; Chapter - 13: How to calculate a profitable price; Chapter - 14: How to properly build scope into the price so you never make a loss; Chapter - 15: How to set out your fixed price agreement; Chapter - 16: How to identify and tackle scope creep; Chapter - 17: How to re-price your existing clients without fear of losing them; Chapter - 18: How to get clients to value what you do for them; Chapter - 19: How to quantify the value to your client; Chapter - 20: The reason your clients are clueless about price and how that helps you

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Book SynopsisDr Rachel Lawes is recognized as one of the original founders of British commercial semiotics. Based in London, UK, she has convened the Market Research Society Advanced Qualitative Methods Masterclass for 15 years. Academic posts include Principal Lecturer in Marketing at Regent's University London. She supplies brand strategy and consumer insight to brands and ad agencies globally. Clients include Unilever, P&G, Diageo and Grey London. Rachel is a Fellow of the Market Research Society in the UK. She is the author of Using Semiotics in Marketing and Using Semiotics in Retail, both published by Kogan Page.Trade Review"In an age where influencer marketing, personalization and building positive social impact are the new mantras of marketing, Lawes' book is a priceless guide for marketers to make sense of the world that their consumers live in. Brilliant, incisive and a comprehensive look at using the principles of semi­otics in marketing, this book is testimony to Lawes' mastery of the subject and her immense contribution to the world of semiotics." * Shelley Sengupta, GM and Head of Insights, Pernod Ricard India *"This book confirms why Lawes is one of the foremost industrial semioti­cians. It is a masterclass on the role of culture in consumer behaviour. If you are a researcher, this book is an essential part of your library. The second edition of Using Semiotics in Marketing adds three new chap­ters that link recent changes in the global socio-political context and the emergence of metamodernism. Lawes provides an insightful, actionable and entertaining comparison between generations with regards to how they process functional and emotional information, and translates this into how brands should think about designing product experiences and communica­tions to be authentic and sincere." * Dr Nick Harrington, Senior Director, Procter & Gamble *"Dr Lawes' book goes much further than academic or professional stand­ards. Her writing is emotional, touching, profound and delicate at the same time. And that reflects that semiotics is about culture before becoming a matter of marketing. Nevertheless, it is vital for consumer trends under­standing and brand planning. Using Semiotics in Marketing is full of meaning. It is brilliant and compelling, both professionally and personally." * André D’Abreu Pazin, Director of Customer Intelligence, Research and Strategy, LATAM Airlines *"Business leaders talk about using semiotics in research, but do they actually know what it means? In this book all is revealed, and in a simple, practical and applicable way to boot. Using Semiotics in Marketing ultimately proves that semiotics meets the stature of its buzzworthyness and that leaders can gain differentiated insights by leveraging it, top down, bottom up and layered with other methods that help us investigate deeper into consumers and cultures." * Joanna Lepore, Global Foresight Director, McDonald’s *"Rachel Lawes writes with insightful brevity, but what makes this book shine is the incredibly useful techniques she offers for 'culture first' thinking. The 'Tree' technique in Chapter 6 has particularly inspired me in how to guide strategists to structure upstream thinking rooted in truisms. A gem of a book to reignite your approach to creative development." * Lucy Crotty, Cultural Strategy and Insight Lead, ITV *"This is a book that demands to be read (again and again), comfortably sat back with a note-taking device nearby, as we are invited to jot down our own reflections and ideas that will inevitably come. This second edition brings future applicability to all the learnings from the previous chapters, with a focus on key changes in consumer culture brought about by metamodernism. Rachel Lawes makes light work of explaining the values, needs and behaviour shifts that will define the future through the metamodernist lens. The insights are so compelling that you'd be forgiven for concluding that this shift is not just key for marketing into the future, but for adding value and meaning to all kinds of professional and personal relationships. If Rachel's book doesn't stir something inside you, you haven't read it right." * Trish Rajo-Brea, Insights Professional and Capabilities Lead, Unilever *"A fascinating and insightful read on an area of research which can often be underrepresented. Lawes makes a compelling case for the use of semiotics and the commercial impact it delivers. If you ever need to convince someone of the power of semiotics, make sure you give them a copy of this book. A must-read for marketers and insight professionals." * Andrew Tenzer, Independent Insight and Brand Strategy Consultant, Reach plc *"This highly awaited second edition of Using Semiotics in Marketing is writ­ten by a semiotics veteran. Dr Rachel Lawes knows the industry well! If you're a marketer, you need to read this book. If you're studying marketing, branding, retail UX and/or consumer behaviour, you need to read this book. With three new chapters on Generation Z, social change in the 'West' and the rise of emotions, the book is bang up to date. So, if you're in any way, shape, form or part of the 'digital ecosystem' (and I'd be surprised if you're not!) you must read this book. Like, now! What are you waiting for?" * Professor (Dr) Zubin Sethna, Professor of Entrepreneurial Marketing and Consumer Behaviour, Regent’s University London *"The publication of this second edition has given me the perfect excuse to revisit this seminal text on best practice in semiotics - written by one of the discipline's best practitioners. This is a book that should sit within arm's reach of everyone working in marketing, research and communication; in fact, anyone who needs to understand how people tick as part of their job. Filled with practical advice and fascinating examples, it is that unusual breed of textbook that you will fly through. This new edition applies the lens of the seismic cultural shifts caused by the pandemic and maturing of Generation Z. It is now even more imperative that you absorb its wisdom and insight. Meanwhile, we all need to hold our breaths for what will be the inspira­tion for a third edition!" * Fiona Keyte, Planning Partner, Grey London *"Using Semiotics in Marketing is a must-read for anyone committed to putting people at the centre of marketing. Dr Lawes manages to make a complex and nuanced practice approachable, and does so in a way that illuminates, rather than dulls, the pixie dust of semiotics. This effortless balance of the practical and the magical solidified my belief that Dr Lawes is an underutilized resource in our industry." * Kim Einan, Chief Strategy Officer, Starcom *"How many times in our lives have we looked at objects or ideas or brands for what they are rather than what they signify? A coffee, for example, as a brewed beverage, evokes comfort, creativity and alertness; a sofa, as a furniture item, evokes symmetry, relaxation and family time. In this compelling book about images, icons, language, culture, people and meaning, the often-mystifying world of semiotics comes alive. Lawes, in her commercially relevant and practi­cal account, masterfully brings forth the future of researching customer engagement by describing how researchers, strategists and marketers can decode signs so they can see connections and meanings that others cannot. It beautifully and aptly explains the fascinating world of semiotics with clarity and accessible language for all, novices or experts. A must-read!" * Dr Panagiotis Kokkalis, Chair of Business and Management and Associate Professor of Strategy, Rochester Institute of Technology, Dubai *"Seeing things other brands, marketers or even the person sitting next to you don't is vital to success. In Using Semiotics in Marketing Dr Lawes gives you the keys to unlock the unseen that's all around us. With sharper vision we become sharper marketers. Dr Lawes' book helps you keep your 'eyes on that very special prize'." * George Tannenbaum, Founder, GeorgeCo, LLC, Adaged Blog *"Are great semioticians born or created? Mindful, perhaps, of my own limita­tions in this field, I had always leaned toward the former, lamenting my lack of relevant genetic curlicues. The first edition of this book changed all of that, making the mysterious hinterland of semiotics accessible, sending up a flare to illuminate this terrain and roll back the shadows cast by past intel­lectuals - yes, I'm looking at you, Barthes. This new version, enriched with recent social history and dripping with new cultural codes, is clear, concise and comprehensible, touching the universal elements of the everyday while spotlighting the 'how to' of creative analysis - increasingly necessary to business innovation and delivering competitive advantage." * Leslie X Hallam, Course Director, Psychology of Advertising MSc, University of Lancaster and Qualitative Consultant, Tangent Partnership *"The field of semiotics is littered with books that are either unreadable, unusable or far too pleased with themselves. Lawes' is different. As well as being hugely practical and commercially relevant, this gem of a textbook is packed full of juicy cultural analysis. Lawes manages to make page-turners out of discussions on baked beans and toilet tissue. Her depiction of British tea-time rituals is up there with Nice Cup of Tea and a Sit Down. It could only have been written by someone who cares as much about Instagram as she does about Ideograms. Essential reading." * Dr Nick Coates, Global Creative Consulting Director, C Space *"Do you wish you knew more about semiotics, how it is used in market research, and how it links to other techniques? Learn how ideas get into people's heads, the role of culture and the method of outside-in thinking. A must-read for any marketer or market researcher." * Ray Poynter, Founder and Chair, NewMR and Member of ESOMAR Council *"I like to think I know a bit about semiotics, but Lawes is the real deal, the Full Monty, the Queen of Codes. Her insightful work is an important rejoinder and reminder to all those in the brand and comms world of the need to focus on culture and meaning, linguistics and anthropology, icons and images - not just the reductionist world of messages, propositions and benefits." * Anthony Tasgal, Strategist and Owner, POV Marketing and Research *"A great read for anyone in the research game! Whether new to the field or long in the tooth, this is certainly a book to get stuck in to." * Viv Farr, Managing Director, Narrative Health *"From the moment I started reading about the culture of weddings, I was gripped. This was going to be a good read! But more than that, Using Semiotics in Marketing gives you the step-by-step, practical tools to learn and use the discipline yourself - written in a highly engaging manner. Lawes masterfully combines the practicality of a training manual with a 'can't put down' read. If you are intrigued by semiotics, if you wish you knew how to be a semiologist, Lawes gives you the tools to get stuck in. This second edition really opened my eyes to the importance of Generation Z and provides heaps of practical strategies for brands and marcoms as new gener­ations of consumers evolve." * Fiona Blades, President and Chief Experience Officer, MESH Experience *"I have concluded that all Quant researchers become Qual converts in the end - and I am no exception. I've spent the last 10 years promoting qual research, and it seems to me that semiotics is a qual 'superpower'. I loved the clarity of this book and the clever synthesis of so much academic research that I wouldn't have had the time to read for myself, but most of all I appreci­ated gaining an insight into current trends that I have been observing without fully understanding. If you are a 'boomer' (like me), some of the ideas of metamodernism are bewildering and very hard to assimilate - but the effort is very definitely worthwhile for the light it shines on the modern world." * Phyllis McFarlane, Market Research Society Gold Medallist *"Lawes excels at writing in a way that demystifies semiotics and makes it clearly actionable in an engaging way, exploring the cultural changes happening in society that only semiotics can truly identify. The new chapters include identifying the consumer needs of the 2020s and provide several different lenses that businesses can instantly learn from. A shout out here goes to the way that the case studies and activities dovetail seamlessly together, to provide the tools for marketeers to apply immediately." * Alan Hathaway, MD, Discovery Research Ltd and Judge, MRS Awards 2022 *"An invaluable tool for any researcher looking to go beyond the traditional methodologies to successfully level up and differentiate their analysis and storytelling. Lawes has made semiotics accessible to those of us who aren't expertly trained as semioticians but still understand the value of decoding the cultural symbols and language all around us. Lawes' Using Semiotics in Marketing gets us results for our clients every time with its inspiring advice for market researchers. It's full of amazing revelations and stories you won't read anywhere else. This expanded second edition has even more fascinating insights concerning social change in the United States." * Stephanie David, Vice President Research and Design, Vital Findings *"In writing Using Semiotics in Marketing, Rachel Lawes has succeeded in both simplifying and making a complex subject accessible. This book is a great practical guide to semiotics written in an engaging style. I would highly recommend it to all insight professionals who want to further their under­standing of the subject." * Julie Irwin, Co-Founder and Board Director, Citrine Market Research and Judge, MRS Awards 2022 *"If you're looking for a well-written, easy-to-understand and informative book on the use of semiotics in marketing then look no further. Dr Lawes has taken years of experience and succinctly summarized it into a practical and interesting book. The second edition builds on the first by bringing an explanation of semiotics in relation to recent yet rapid changes to western-influenced culture. Dr Lawes continues to deliver further knowledge to the reader and practical responses that brands can make to meet the changing expectations of their market and consumers." * Steven Darby, Director, AURA *"If you read just one book about the shifting consumer culture and what it means for brands, make it this one! Dr Lawes sets out the criticality of semi­otics in this powerful, practical and immensely insightful second edition. It brilliantly elevates semiotics from a 'nice to have' to a 'must have' for all insight and marketing practitioners. It bravely challenges old ways of think­ing and catapults us into a state of readiness for the future. It's an essential, enlightening and hugely enjoyable read." * Sandra Grandsoult, Co-Founder and Equity Architect, Equitas Insight *"This is a weighty tome of information and thought-provoking content. What is most relevant and fruitful for me is the way Rachel Lawes helps marketers (in the broadest sense) understand that semiotics can make tangi­ble what their customers are thinking and feeling in ways that are much more insightful than the kind of answers we tend to get in Q&A market research." * Hilary Woods, Strategic Partner, Crater Lake & Co and Agency for the Third Age *Table of Contents Chapter - 00: Introduction to the new edition; Chapter - 000: Introduction to the first edition; Chapter - 01: Semiotics will change your career in marketing or market research; Chapter - 02: An explosion of semiotics in business; Chapter - 03: How to do research using semiotics – A blueprint for marketers; Chapter - 04: Images, language and other semiotic signs; Chapter - 05: Society, culture and other big influences on consumers; Chapter - 06: Creativity and innovation – Semiotic tools for thinking; Chapter - 07: How to do semiotic field trips; Chapter - 08: Combining semiotics with ethnography and discourse analysis; Chapter - 09: Data – insight – strategy; Chapter - 10: Sharing the findings of semiotic research; Chapter - 11: Industry debates and the future of semiotics; Chapter - 12: Inspiration – How to continue teaching yourself to do semiotics; Chapter - 13: Consumer needs in the 2020s; Chapter - 14: Brands and businesses; Chapter - 15: Marketing and communications; Chapter - 16: Acknowledgements; Chapter - 17: Glossary; Chapter - 18: References;

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Book SynopsisAlison Lowe is a leading expert on fashion brand development and growth. Based in London, UK, she founded and leads a fashion incubator agency and an online support platform, Start Your Own Fashion Label. She develops and teaches courses at the London College of Fashion, University of East London, University of the Arts London and Emlyon Business School. A regular international conference speaker, she also consults for brands across the globe, is a judge for the Great British Entrepreneur Awards and has been awarded an MBE for Services to the Fashion Industry.Trade Review"Addresses the changes of sustainability and digitalization brilliantly, highlighting some amazing examples. A wonderful guide for students with entrepreneurial ambitions." * Professor José Teunissen, Dean at London College of Fashion, University of the Arts London *"Alison brings to the table an unbeatable combination of years of experience and an accessible writing style which addresses fashion's issues with admirable directness." * Maurice Mullen, Head of Fashion & Luxury Goods, Evening Standard *"Provides a fresh contemporary approach to the subject of fashion business, fusing both core academic theory and practical tips." * Alexandra Hill, Course Leader, Norwich University of the Arts *"Provides a thorough introduction to all aspects of fashion management while maintaining a clear strategic focus" * Sennait Ghebreab, Programme Leader Business BA Courses at Istituto Marangoni London *"A must-read primer for anyone considering fashion business and management. Read this book and learn from one of the best." * Kent Le, Programme Leader MA International Fashion Business, University of East London and Adjunct Professor for Business of Fashion, Fordham University *"A crucial textbook for fashion studies and an important reference point for those working in fashion branding, fashion businesses and their related industries." * Ram Shergill, Editor in Chief, The Protagonist Magazine *Table of Contents Chapter - 01: Putting the customer first; Chapter - 02: Competitive advantage; Chapter - 03: Purpose, planet, people; Chapter - 04: Business foundations for fashion brands; Chapter - 05: Product design and development; Chapter - 06: Supply chain management; Chapter - 07: Brand storytelling and management; Chapter - 08: Innovation and technology; Chapter - 09: Driving sales; Chapter - 10: Marketing and promotion; Chapter - 11: Finance; Chapter - 12: Future entrepreneurial advantage for fashion brands; Chapter - 13: Glossary;

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Book SynopsisKelly Cutler is a seasoned entrepreneur, technology executive, educator and business leader based in Chicago, Illinois. Through her consulting business, she guides companies across sizes and industries in their digital marketing and technology strategies. As a faculty member at Northwestern University, Kelly also teaches marketing and communication courses throughout various programs at Medill, the Kellogg School of Management and the School of Professional Studies (SPS).Trade Review"Cutler's expertise in search marketing shines through every page of this thoughtful and practical guide to search marketing. This is a book that will help marketers at all levels think strategically about how to apply search to profitably grow their businesses, get the most out of their search marketing spend and enrich their customer interactions. Cutler's writing brings the same energy, enthusiasm and passion to this subject as she does to the classroom and readers will surely be the beneficiaries." * Jonathan Copulsky, co-author of 'The Technology Fallacy' and 'The Transformation Myth'; author of 'Brand Resilience' *"In Search Marketing, marketing expert Kelly Cutler unveils a groundbreaking guide that will transform the way you navigate the digital landscape. Whether you're a seasoned marketer or just dipping your toes into the world of search marketing, this book is your go-to resource for mastering the art of SEO and SEM." * Jim Lecinski, Associate Professor of Marketing at the Kellogg School of Management, Former Vice President Sales and Services, Google, Inc. *"In essence, this book is a distillation of everything one would need to plunge headfirst into the world of SEO and SEM. It doesn't merely instruct; it guides you through the process with an ease that makes learning not only straightforward but also empowering. For marketers who have longed for an accessible, all-in-one package to truly comprehend and master the dynamics of SEO and SEM, your pursuit ends here. With this book, you'll find yourself not just understanding but confidently leading your business's digital marketing efforts. In the world of digital marketing, this book is not just an accessory; it's a necessity." * Sabine Gutsche, Head of Marketing, Deutsche Leibrenten Grundbesitz AG *"Kelly Cutler's Search Marketing is the new must-read guide for all marketers. Search marketing remains the strongest results-driver of all digital marketing strategies. Kelly distills the complexity of SEO and SEM as only a successful veteran entrepreneur of the dot com boom turned highly respected digital marketing professor at one of the country's top universities could. This book truly cements her guru status." * Karrie Sullivan, Founder, Culminate Strategy Group *"From beginning steps to full integration, Kelly unmasks the mystery of the digital marketing sphere. Using her detailed map of SEO and SEM, she gives you a blueprint to develop your strategy seamlessly. Kelly, being an entrepreneur and a professor, is the insider you have been looking for." * Steve Tullar, Managing Director, JonesTrading *"Kelly Cutler's innovative Three-Pronged approach offers a fresh perspective on SEO. Her book serves as a valuable guide, providing essential foundations for a comprehensive and effective SEO strategy suitable for experts and newcomers alike. It's a must-read for anyone looking to understand the art and science of digital marketing." * Herman Bulls, Marketing Professional, 2015 MBA Duke’s Fuqua School of Business *"Cutler injects her engaging and effective teaching style by starting each chapter with clear objectives and key results you can expect to achieve by implementing these best practices in your organization today. You'll leave each chapter empowered with confidence and knowledge to incrementally improve your Search Marketing strategy and drive key business results." * Mara Sackfield, Global Product Manager, Stryker *"Whether you have been around since the early days or are brand new to search marketing, Kelly offers fresh perspectives, tactical tools and real-world examples to help you better optimize SEO and SEM strategies and stay one step ahead of the latest trends." * Jennifer McGinn, Senior Director Marketing, Informatica *"Kelly Cutler has been my go-to expert for all things SEO for 15 years and she's finally sharing her knowledge with the world in this book. A must-read for both SEO newbies and experts looking to fine-tune their craft." * Ajay Goel, CEO of Gmass *"Kelly Cutler has masterfully crafted a comprehensive guide that demystifies the multifaceted world of Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Her expertise shines through as she breaks down the intricate strategies and techniques that drive online success in this space. This book is a must-read for entrepreneurs, marketers and business owners looking to maximize their online visibility and drive results." * Tanya Norwood, Chief Officer, Marketing and Membership, ASCP *Table of Contents Section - 01: The fundamentals of search; Chapter - 01: An overview of search; Section - 02: SEO; Chapter - 02: Search engines and web traffic ; Chapter - 03: The Functionality of SEO; Chapter - 04: A Winning SEO Framework; Chapter - 05: Publishing SEO-friendly Content; Chapter - 06: Measuring Successful SEO Outcomes; Section - 03: SEM; Chapter - 07: Overview of SEM; Chapter - 08: Successful SEM Campaigns; Chapter - 09: Refreshing the SEM Approach; Chapter - 10: Advanced Techniques to Measure and Optimize a Campaign; Section - 04: Conclusion; Chapter - 11: Working together with SEO and SEM; Chapter - 12: The Future of Search Marketing;

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Book SynopsisSimon Kingsnorth is a marketing expert with over 25 years' industry experience. Based in Reading, UK, he has held senior marketing roles at leading brands, is CEO of the global marketing agency SK and is a regular keynote speaker and contributor to industry publications. He is the author of The Digital Marketing Handbook and Marketing in Web 3.0 also published by Kogan Page.

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Book SynopsisSport Marketing presents a modernized, current-day approach to the dynamic world of sport marketing. With engaging, comprehensive coverage, students will develop valuable marketing skills and prepare for a successful career in this competitive industry.Table of ContentsChapter 1. The Special Nature of Sport Marketing Sport Marketing Then and Now The Sport Industry Sport Marketing Defined Marketing Myopia in Sport Uniqueness of Sport Marketing Wrap-UpChapter 2. Strategic Marketing Management Marketing Planning Process Strategic Step 1: Develop Vision, Mission, and Values Strategic Step 2: Develop Strategic Goals and Objectives Strategic Step 3: Develop a Ticket Marketing, Sales, and Service Plan Strategic Step 4: Integrate the Marketing Plan Into a Broader, Strategic Resource Allocation Strategic Step 5: Control and Evaluate Implementation of the Plan Eight-Point Ticket Marketing, Sales, and Service Plan Model Marketing Models Wrap-UpChapter 3. Understanding the Sport Consumer Socialization, Involvement, and Commitment External Factors Internal Factors Responses Wrap-UpChapter 4. Market Research and Analytics in the Sport Industry Sources of Information Users of Market Research in Sport and Entertainment Application of Market Research in the Sport Industry Performing the Right Research Data Analytics Wrap-UpChapter 5. Market Segmentation and Target Marketing What Is Market Segmentation? Four Bases of Segmentation Target Marketing Wrap-UpChapter 6. The Sport Product What Is the Sport Product? The Sport Product: Its Core and Extensions Key Issues in Sport Product Strategy Wrap-UpChapter 7. Managing Sport Brands What Is Branding? Importance of Brand Equity Benefits of Brand Equity How Brand Equity Is Developed Leveraging Brand Equity Identifying and Measuring Your Brand Protecting the Brand Additional Brand Management Considerations Wrap-UpChapter 8. Promotion and Paid Media Promotion: The Driver to Sales Paid Media Advertising Media for Sport Promotional Concepts and Practices Promotional Components Ultimate Goal of Sport Marketing: Get and Keep Consumers in the Frequency Elevator Putting It All Together: An Integrated Promotional Model Wrap-UpChapter 9. Public Relations What Is Public Relations? Public Relations in the Sport Marketing Mix Sport Public Relations and Content Creation in the Digital and Social Media Age Public Relations, Advocacy, and the Art of Influencing Public Opinion Sport, Television, and Entertainment Influence on Sport Public Relations Wrap-UpChapter 10. Sponsorship, Corporate Partnerships, and the Role of Activation What Is Sponsorship? Sponsorship in the Marketing Mix Growth of Sponsorship What Does Sport Sponsorship Have to Offer? Corporate Objectives Athlete Endorsement Sponsor Activation Selling Sponsorships Ethical Issues in Sponsorship Wrap-UpChapter 11. Social Media in Sports What Is Social Media? Social Media and the Marketing Mix Building an Audience Engaging Fans Social Media Platforms Leveraging Players and Talent Wrap-UpChapter 12. Sales and Service Relationship Between Media, Sponsors, and Fans and the Sales Process What Is Sales? Database Sport Marketing and Sales Typical Sales Approaches Used in Sport Pricing Basics Secondary Ticket Market Customer Lifetime Value, Service, and Retention Wrap-UpChapter 13. Delivering and Distributing Core Products and Extensions Placing Core Products and Their Extensions Theory of Sport and Place Facility Marketing Channels Product-Place Matrix Wrap-UpChapter 14. Legal Aspects of Sport Marketing Intellectual Property Trademark Infringement Copyright Law and Sport Marketing Patents Sport Marketing Communications Issues Ambush Marketing Right of Publicity and Invasion of Privacy Contractual Issues Involving Consumers Promotion Law Issues Emerging Issues Wrap-UpChapter 15. The Evolving Nature of Sport Marketing Cross-Effects Among the Five Ps Controlling the Marketing Function The Shape of Things to Come Wrap-Up

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Book SynopsisEverywhere we turn, brands and organizations are under fire for failing to treat their customers with respect and dignity. And increasingly, consumers want firms to take a lead in helping to shape a better society. Yet, most don't know where to start or have struggled to get things right. In Marketplace Dignity, Cait Lamberton, Neela A. Saldanha, and Tom Wein introduce a tangible, practical way to take a stand on the fundamental value of humans, and in so doing, be a force for good in a society that increasingly demands that they do so. Marketplace dignity is the idea that customers seek respect and recognition from the firms they interact with, not just rational or emotional benefits. Marketplace dignity appeals to humans' sense of justice and goes to the essence of what makes customers human. It is also a powerful driver of their engagement, loyalty, and satisfaction. In this book, you will discover how to:+ Apply the principles of marketplace dignity to the whole of the customer

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Book SynopsisAbout our authors Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds undergraduate and master's degrees in business from Wayne State University in Detroit, and he received his PhD in marketing from Northwestern University. Dr. Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy. But Professor Armstrong's first love has always been teaching. His long-held Blackwell Distinguished Professorship is the only permanent endowed professorship for distinguished undergraduate teaching at the University of North Carolina at Chapel Hill. He has been very active in the teaching and administration of Kenan-Flagler's undergraduate program. His administrative posts have included Chair of Marketing, AssTable of ContentsPART 1: DEFINING MARKETING AND THE MARKETING PROCESS Marketing: Creating Customer Value and Engagement Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE Analyzing the Marketing Environment Managing Marketing Information to Gain Customer Insights Understanding Consumer and Business Buyer Behavior PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN MARKETING STRATEGY AND MIX Customer Value-Driven Marketing Strategy: Creating Value for Target Customers Product, Services, and Brands: Building Customer Value Developing New Products and Managing the Product Life Cycle Pricing: Understanding and Capturing Customer Value Marketing Channels: Delivering Customer Value Retailing and Wholesaling Engaging Customers and Communicating Customer Value: Advertising and Public Relations Personal Selling and Sales Promotion Digital Marketing PART 4: EXTENDING MARKETING The Global Marketplace Sustainable Marketing: Social Responsibility and Ethics APPENDICES Company Cases Marketing Plan Marketing by the Numbers Careers in Marketing

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Book SynopsisThe key to success, salespeople are constantly told, is to follow specific steps and techniques. Just heed the advice of this guru or that speaker, and you’ll be the best! Well, that approach just doesn’t work for most salespeople. And it probably doesn’t work for you either. The most successful reps, Gallup has determined from decades of research, understand their innate talents and strengths and use them to sell more effectively. The truth is, no two great sales reps are alike: You might thrive on fierce competition, while a colleague wins by being a super-analytical problem solver. Or maybe you have a tremendous talent for building relationships, while your fellow top performer is a brilliant strategist. What’s most important is that you win business your way. You’ll receive a code to take the world-renowned Clifton StrengthsFinder assessment, which reveals your unique talents and strengths. Armed with this information, you’ll follow this book through the entire selling process — from assessing opportunity and cold calling to retaining and growing accounts — learning how to apply your talents at each step. The book also features action items that will help you make the most of your strengths in sales. There’s no one right way to sell. Salespeople get the best results by building on who they already are. This lively and liberating book will teach you to do just that.

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