Sales and marketing Books

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

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Book SynopsisJoe Wheeler is a bestselling author, speaker and consultant. He is the CEO of CX/Digital, a subsidiary of The Service Profit Chain Institute (SPCI), a Boston-based consulting firm. Before launching The Service Profit Chain Institute, he was the Quality and Productivity Executive for Bank of America. Prior to this, he was Executive Vice President with The Forum Corporation, where he managed the firm's Customer Experience Consulting Practice.He earned his MBA from Edinburgh Business School and lives in Hingham, Massachusetts.Trade Review"Joe Wheeler's latest book hits a lot of my hot buttons: immersive experiences, customization at scale, flywheels of learning and of course digital technology. Get your highlighter out before you open it up and let Joe's principles and case studies lead you in developing your own playbook for thriving in today's Experience Economy." * B. Joseph Pine II, co-author of 'The Experience Economy: Competing for Customer Time, Attention, and Money' *"A timely treasure for those who wonder whether, why and how 'digital' fundamentally changes the customer experience, with an added bonus 'playbook' for designing business models up to the task." * Susan Fournier Allen, Questrom Professor and Dean, Boston University, Questrom School of Business *"A must-read for managers looking to stay current on this rapidly changing topic. The book could not be more timely or useful!" * Leonard A. Schlesinger, Baker Foundation Professor, Harvard Business School *"Joe's book reminds us that in a digital-first world, our people have never been more important. That the brands customers love understand how to design experiences that create enduring value for employees, customers and shareholders. I highly recommend it." * Maxine Clark, Founder, Build-A-Bear Workshop; CEO, Clark-Fox Family Foundation *"Creating a best-in-class digital experience requires a design that resonates with your consumers. This book focuses on the role of design and the importance it plays in creating the deepest relationship with your consumer and the impact that is possible for your business." * Chris McCann, Chief Executive Officer, 1-800-FLOWERS.Com *"Joe Wheeler is my 'go-to' for anything related to customer insights and customer experience. There is no one better. This new book shares the wisdom of a true master." * Robert C. Wolcott, Co-Founder & Chair, TWIN Global *"A focused manifesto for companies looking to leverage digital technologies to deliver a highly valued customer experience. Joe's ability to boil this down to seven intuitive strategies with carefully chosen examples to bring these to life with actionable playbooks make this a must-read for multiple departments." * Abhi Ingle, Chief Operating Officer, Revenue Operations Qualtrics *"A hallmark of Joe Wheeler's work has always been his clear-eyed understanding that it's not enough merely to design a great product or service. You also have to be able to deliver it consistently, at reasonable cost and in a sustainable manner. This practical perspective permeates The Digital First Customer Experience. Joe outlines an approach that is both simple and sophisticated, both immediately impactful and enduring. And he does it through a series of engaging and enjoyable stories, making it as accessible as it is essential." * Rob Markey Partner, Bain & Company, and co-author of 'The Ultimate Question 2.0' *"What Joe's book Managing the Customer Experience did for the experience economy, so his latest book will do for the digital economy. If you want to understand how to create leading edge CX, this book is for you." * Shaun Smith, Founder, Smith+Co *"I deeply admire Joe's passion for creating enduring customer experiences. He is relentless in seeking to understand how human centered design can improve the digital experience to create shared value for the customer, employee and enterprise." * Brad Warner, Board Member, Capital One *"I've seen first-hand the perils and promise of digital-first strategies. Wheeler's playbook ensures the former is avoided and latter is achieved. I highly recommend it." * Dana Stalder, Partner, Matrix *"Joe Wheeler's book is a gift to those who work to take up the cause which I love and have made my own life's work: to improve lives. I know you will find his book an outstanding arrow in your quiver of resources to elevate your company to one that is admired and loved." * Jeanne Bliss, Author of Chief Customer Officer 2.0' and 'Would You Do that to Your Mother?' *"Joe Wheeler continues to innovate as the global market leader in customer experience strategy. Through digital-first, Joe has created the digital roadmap that customer-centric leaders can execute to grow their business." * Michael Crosby, Chief Executive Officer, AquOm Incorporated *"I love this book. If you are operating a business in 2023 and beyond, it's critical you understand and master the CX Digital space. The Digital-First Customer Experience by Joe Wheeler tells you how you do it." * Brad Smith, Founder President of Vector Business Navigation, Inc; CXPA Board member alumni *"Joe Wheeler's new book succinctly describes the 'digital tsunami' that is changing the way all companies will deliver customer experiences in the future. His advice? Instead of just adapting to it, put it to your advantage. I couldn't agree more, and this book shows you how." * Diane Hessan, Founder and Chairman, C Spa *"The Digital-First Customer Experience provides actionable strategies to design next-generation experiences, move AI from the back office to the customer and to help you make the right choices in a digital-first world." * Geoffrey Parker, Charles E. Hutchinson '68A Professor of Engineering Innovation, Dartmouth College; co-author of 'Platform Revolution' *"The Digital-First Customer Experience provides a peek into how successful companies across different industries deliver a personalized path to engage customers throughout their journey. Key AI/ML tech enablers serve as a backdrop while the design principles framework provides structure to innovate an engaging CX-driven solution." * Sherri Dorfman, Chief Executive Officer, Stepping Stone Partners *"Joe Wheeler is a long-time friend and colleague who I respect and admire. I highly recommend reading his new book, The Digital-First Customer Experience. The fusion of digital and its impact on looking at holistic experiences vs. fragmentation is essential for the success of CX and employee experiences in the future. The time has come, if not long past, for CX and EX professionals to be well versed in the essential shift from the Industrial Age perspectives to the Age of Transformative Experience. Value creation has been with us for a while, yet CX perspectives seem siloed and fragmented. A recipe for ineffectiveness." * Lou Carbone, Chief Executive Officer, Experience Engineering, Inc. *Table of Contents Chapter - 00: Introduction; Chapter - 01: PART 1: The new 3 C’S Chapter - 02: PART 2: The 7 design strategies Chapter - 03: DESIGN STRATEGY 1: Achieve emotional peaks across channels, finishing strong Chapter - 04: DESIGN STRATEGY 2: Create a personalization flywheel to grow customer engagement Chapter - 05: DESIGN STRATEGY 3: Strengthen customer commitment by providing choice and control Chapter - 06: DESIGN STRATEGY 4: Foster ownership through customer community and co-creation Chapter - 07: DESIGN STRATEGY 5: Inspire rituals that create shared meaning Chapter - 08: DESIGN STRATEGY 6: Empower customers through immersive experiences Chapter - 09: DESIGN STRATEGY 7: Link digital assets to leverage value over cost Chapter - 10: The 7 design strategies summary Chapter - 11: PART 3: The playbook Chapter - 12: Start by solving the right problems Chapter - 13: Build your business case Chapter - 14: The design process Chapter - 15: Execute to scale Chapter - 16: Epilogue Chapter - 17: APPENDIX: CX/digital maturity assessment Chapter - 18: APPENDIX 1: The CX/digital design accelerator

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Book SynopsisTim Mason, based in London, UK, has over 30 years' experience in the grocery and retail industries, specializing in customer loyalty and strategic marketing. He is CEO of Eagle Eye, a SaaS technology company specializing in delivering omnichannel personalization at scale. Sarah Jarvis, based in London, UK, has over 15 years' experience as a retail marketing leader in the loyalty industry. She has worked with some of the world's largest retailers to help them drive profitable growth by prioritizing the customer in their decision-making processes. She is the Communications and Propositions Director at Eagle Eye.Trade Review"The second edition of Omnichannel Retail is a ginger shot of retail marketing genius - packed full of concentrated advice and case-studies, it is utterly stimulating. I read it in one sitting and emerged fizzing with reinvigorated energy and ideas to boost our omnichannel strategy." * Charlotte Lock, Partner & Customer Director, John Lewis & Pan Partnership *"Omnichannel Retail clearly articulates how to bridge the online and offline gap by utilizing best practice digital marketing, data and loyalty approaches. A must read from one of the original pioneers of retail loyalty." * Max Savransky, Customer Loyalty Expert, Loyalty & Reward Co *"There are very few people who have truly dedicated their entire professional lives to customer loyalty, but Tim Mason has done exactly that. His legendary expertise spans the online and offline worlds, giving him a unique perspective and expertise on the challenges and opportunities that omnichannel retail requires. In this insightful book, Tim and his co-author Sarah Jarvis make a compelling case for the power of culture, communications and connection, both online and offline, as tools that drive success, with clear and practical examples that make this book essential reading for every ambitious retailer in today's digital world." * Paula Thomas, Founder and CEO, Let’s Talk Loyalty *"In the omnichannel world we live in, it's so easy for retailers to get lost in the jargon and the technology and lose sight of what really matters - understanding and serving your customers better. This book reminds us that customer-first thinking is more important than ever and is packed full of advice and case studies for building relevant, meaningful digital connections with your customers." * Matt McLellan, VP Customer Planning and Proposition, Asda *"This book looks to highlight the real value of knowing your customers and the insights into realizing how powerful your customers are to the growth of your business. If you believe customers can be the spokes in your wheel of fortune, then read this book (especially the chapters on loyalty!)." * Adam Posner, Founder, The Point of Loyalty *"The whole idea of Omnichannel has never sat right with me. Pushed by tech vendors and consultants, the concept of Omnichannel has contorted into a confusing buzzword that creates unrealistic expectations for marketing leaders. Yet, the second edition of Omnichannel Retail gives us a fresh, and perhaps better approach to the concept. This revised edition could not come at a better time for retail leaders as brands have to respond to out-of-control cost of living challenges, a post-Covid-19 world and increased digital expectations from consumers. In Omnichannel Retail, Tim Mason and Sarah Jarvis have delivered a vision for what this confounding word should represent that I can finally get behind." * Juan Mendoza, CEO and Editor-in-Chief, The Martech Weekly *"Tim Mason is a pioneer in the world of enterprise customer engagement - a genuine icon. And while you have to credit him for the incomparable work he has done for the brands he's worked on over the years and how he has advanced the thinking and awareness of the critical human factors that underpin this industry, that's not why you should read this book. Read this book because Tim provides retailers with strategies and tactics that are not only practical but are actionable right now and which (unlike so many other current books in this genre) actually help to move the needle! Tim Mason has done it again!" * Mike Giambattista, Founder and CEO, TheCustomer *"In the latest edition of Omnichannel Retail, Tim shares his invaluable, hard-won experience and learning from establishing Clubcard to innovative digital and insight-driven marketing that Eagle Eye deliver. He brings it bang up to date with the latest on loyalty fundamentals, personalisation, AI and machine learning. It's not all data magic wizardry, most importantly, Tim describes the 'non-negotiable' of kind and humane culture for the people who work for an organisation in its sustainable success. Tim never shies from the realities of creating, building and keeping loyal customers and colleagues, it's hard work and requires relentless focus but if you follow this priceless 'how to' you are increasing your odds of getting close and staying close to customers and growing your brand." * Sheila Hooper, Former Director of Performance, Barclays Retail *"Omnichannel Retail brings to life Tim Mason's unrivalled sense of customers the world over and how their lives are changing. It draws out his life-long retail experiences and his instinct for growth and is a must-read for all thoughtful and sustainable retailers." * David Potts, Group Chief Executive of Morrisons *"Brilliant, and for retailers, most welcome! Omnichannel Retail nails its value proposition. Tim Mason, in providing a comprehensive and highly practical guide to harnessing digital technologies, urges retailers to rethink brand, upgrade customer experience, deliver loyalty and (for most) regain profitability. He provides an exciting vision for the role of retail in the 21st century." * Seán Meehan, Professor of Marketing and Management & Dean of Faculty IMD *"Customers live and shop digitally and physically now...but they don't see the distinction that retailers make between the two. The retailers that will win in the future will be able to effortlessly combine physical and digital experiences and marketing. Taking the disciplines of digital marketing that deliver more targeted, more scaled and more interactive messages for customers now is a "must-do" to create that seamless experience. Omnichannel Retail helps to address how to deliver this." * Rob Hattrell, Head of Digital, TDR Capital *"I worked alongside Tim Mason for 15 years and he is the best marketer I have ever worked with. Whilst "success has many fathers", Tim can genuinely lay claim to many of the customer initiatives that drove the growth of Tesco over a remarkable 20 plus years. This book brings all that customer knowledge and focus to life for the digital age." * Andrew Higginson, Chairman, JD Sports *"Since the last edition, 4 years have flown by and a lot has changed. The principles outlined in the first edition of Tim's excellent book have not only accelerated, but they have been enhanced in this new edition. By reading this book, you'll learn from a real master in the of the art and science of marketing. Tim and Sarah have captured brilliantly new and improved ways of winning in the connected world. Omnichannel Retail shows how to blend customer understanding, data and technology into a winning mixture. Tim proves that his innovative mindset keeps adapting and evolving to keep finding ways to compete. A good lesson for us all. Worth the read." * Matt Atkinson, Non-Executive Chair, UNiDAYS *Table of Contents Chapter - 00: Introduction; Chapter - 01: The digital imperative; Chapter - 02: Analogue learnings; Chapter - 03: Is loyalty dead?; Chapter - 04: The fundamentals of loyalty; Chapter - 05: Data-based retailing; Chapter - 06: The power of personalization; Chapter - 07: ‘Near me’ – the importance of place; Chapter - 08: The digitally augmented store; Chapter - 09: Mobile makeover; Chapter - 10: Marketing in the moment; Chapter - 11: Monetizing the customer connection; Chapter - 12: The culture of loyalty; Chapter - 13: Lessons learnt;

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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 SynopsisJenny Li Fowler is the director of social media strategy at the Massachusetts Institute of Technology (MIT). She served as Editor-in-Chief of State Farm's Auto Learning Center as well as Social Media Manager and Web Editor for Harvard Kennedy School of Government. A recurring correspondent for HubSpot's INBOUND and a recognized voice across the social media marketing space, Fowler takes a strategic approach to the process of creating an organic presence on social media. Jenny is Korean-American. She is based in Cambridge, Massachusetts.Trade Review"Filled with incredibly useful tips, valuable insights and actionable advice. This is the book I wish I had when I first started in social media marketing and should be required reading for social media managers everywhere." * Jon-Stephen Stansel, social media strategist, speaker and consultant *"In a sea of noise telling you there's a trick or shortcut to success, Jenny captures the truth of organic social with a thoughtful and dedicated perspective. Her attention to culture, technology and, most importantly, the audience drives a connective and deeply human approach to how social should be used by brands, creators and the general public. A must-read for social media professionals of all stages, whether they need to learn or be reminded of what organic social can truly be." * Christina Garnett, Principal Marketing Manager, HubSpot *"Jenny Li Fowler's book offers the ultimate peace of mind for social media managers and companies looking to build their brand online. In the cluttered landscape of social media advice, Jenny offers refreshingly original and memorable frameworks you can implement in your every day. You'll gain the know-how to build a sustainable strategy to foster long-term social media growth and engagement. The best part? Jenny's foundational techniques will hold true regardless of future social media innovations. Her expertise shines through on every page, and you will benefit from her trusted guidance for years to come." * Brianne Fleming, University of Florida Communications Instructor and 'Making the Brand' podcast host *"This is the book I wish I had starting out as a social media manager, but I know I'll be returning to throughout my career. Organic social media management can often feel like navigating the wild west. This book is the ultimate grounding guidebook to remind SMMs about what really matters and how to grow their channels. As a creator dedicated to improving mental health resources and eliminating burnout for social media managers, I was particularly moved by the section on social media and mental health. While this book is full of helpful ways to grow your career and your company's channels organically, we could all use these reminders to take a step back from time to time and take care of ourselves offline. Everyone with a career in social media management should have a copy of this book at the ready to consult and continue iterating. I certainly will." * Nicole Tabak, Founder, Social Media Detox *"Organic Social Media is a groundbreaking and insightful book that not only exceeds my expectations but will redefine the way I approach social media management. Across its ten chapters, Jenny Li Fowler masterfully navigates the complex world of how brands manage and leverage social media. The book's brilliance lies in its ability to seamlessly blend theory with practicality, making it equally valuable for both seasoned professionals and newcomers to the field. In essence, this gem of a book transforms the way we perceive and approach organic social media management, providing a holistic and empowering guide that is both timely and timeless. Whether you're a social media team of one or work with a full staff, this book is a must-read, offering a comprehensive roadmap to success in the ever-evolving world of digital communication. Organic Social Media is not just a game-changer; it's a life-changer for anyone in the field." * Harrison "Soup" Campbell, Head of Marketing & Brand, ZeeMee *"I have watched Jenny succeed across verticals (broadcasting, financial services, higher education) so it's a joy to see her first book in market. A wonderful balance of strategy and tactical tips, Organic Social Media delivers on Fowler's goals of knowledge transfer, thought leadership and inspiration. A must-read for social media practitioners and aficionados." * Teri Lucie Thompson, CEO, TLT Enterprises *"If it comes from the mind of Jenny Li Fowler, you can bet that it's not only accurate, but trustworthy and provocative; all non-negotiables when you're trying to evolve an industry. Jenny is a revolutionary thinker and a pragmatic doer. This is a must-read for anyone in the social media space." * Kevin Tyler, Director of Marketing and Community, SimpsonScarborough *"Jenny's expertise in social truly shines throughout. My favourite section is the tactics vs. strategy (often confused even by leadership) because her clarity and explanation will truly help the social team in their uphill battle, especially when meme culture is taking over all content. I also loved the part about authenticity; that is the only way to be consistent and build a community that you can continue to uphold. Jenny's knowledge comes from being immersed in the internet and it translates wonderfully as lessons for both beginners in the industry and seniors who want to understand it better!" * Chi Thukral, Marketer, creator, strategist *"This is the book I wish I had when I started my career in social media. Jenny breaks down the nuances of working in social media in a simple, digestible manner, providing strategies that social media professionals at any level can immediately implement for success." * Azad Yakatally, Experienced Social Media Specialist, Accomplished Speaker, Digital Marketing Strategist *"Jenny Li Fowler's Organic Social Media is a critical read for social media professionals and marketing/communications leaders in all industries. Jenny does a wonderful job of advocating for community-centred content that is also strategic, sustainable and actually engages. The book is woven with lots of relevant examples, practical models and action steps, from creating goals to reporting on metrics. What I enjoyed the most was how it felt like a 1-1 coaching session with Jenny, as she writes in a conversational and honest tone about the realities and real opportunities of social media." * Dr. Josie Ahlquist, Digital Engagement and Leadership Consultant, Speaker and Executive Coach *Table of Contents Chapter - 01: Strategy versus tactics; Chapter - 02: Social media goalsetting; Chapter - 03: Who is your audience?; Chapter - 04: Choosing the right platforms; Chapter - 05: Content discovery; Chapter - 06: The posting process; Chapter - 07: The content calendar; Chapter - 08: What metrics should you be tracking on social media?; Chapter - 09: The backup plan; Chapter - 10: Tips for thriving as a social media manager;

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Book SynopsisMatt Bourn is Director of Communications for the Advertising Association and Ad Net Zero, based in London, UK. With 25 years' experience, previously he was Managing Director of Braben, working for companies such as Sky, Channel 4, Disney and Sony. Sebastian Munden is a strategy and communications adviser, based in London, UK. He is also Chair of WRAP (The Waste & Resources Action Programme) and Chair of Ad Net Zero. He worked at Unilever for 30+ years applying the principles of business as a force for good, lastly as CEO of the UK and Ireland business.

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Book SynopsisOlivier Duha is the CEO and co-founder of Webhelp, a leading global provider of IT solutions and customer experience management services. Prior to founding Webhelp, he worked Bain & Company and served on the advisory council on strategy and mergers and acquisitions for LEK Consulting. He also served as President and Vice President of CroissancePlus from 2009 to 2013. Based in Brussels, Belgium, he is a member of the Mouvement des Entreprises de France (MEDEF), France's largest employer's federation.Trade Review"A great summary of the challenges companies face when trying to deliver an outstanding customer experience combined with practical ideas on how to address them. A must-read for anyone who has to decide where to invest precious resources in CX, and a timely reminder about the importance of humans in the delivery of exceptional customer experiences." * David Rickard, Partner, Everest Group *"Customers are a firm's most valuable asset. Therefore, it makes economic sense to nurture, protect and develop that asset. The book Think Human extends that view by focusing on the experiences customers have in their interactions with firms. Olivier Duha makes a convincing case that firms need to embrace technology to enhance the human side of the customer experience. After all, customers are human beings and have to be treated accordingly." * Dr Heiner Evanschitzky, Professor of Marketing, Alliance Manchester Business School, University of Manchester *"Behavioural science has consistently demonstrated that experiences are the most critical factors shaping human behaviour. In this hugely insightful and useful book, Olivier Duha uses his extensive research, knowledge and experience in the field to guide readers on what creates game-changing customer experiences. By recognizing that customer relationships are fundamentally human relationships, he provides invaluable advice and frameworks for creating great human experiences for the people who buy from your business - without whom you have no business." * Richard Chataway, author of The Behaviour Business *"This is a vital and amazingly comprehensive reference for all of us involved in the Copernican struggle to make technology work for humans rather than the other way around." * Rory Sutherland, Vice Chairman, Ogilvy *"In a thought-leadership tour de force, Olivier Duha identifies with precision not only the key challenges that have evolved in the art of customer management, but he does so while proposing real-world solutions that all CX professionals should be heeding as they make plans for 2024. In a world where the customer experience sector is filled with theoretical rhetoric and management speak, Think Human is one of the best blueprints for getting CX right that I have had the privilege of reading in some time." * Peter Ryan, Principal Analyst and Founder, Ryan Strategic Advisory *"Think Human provides a timely and compelling explanation as to why human endeavour will continue to be vital in an increasingly digital world. Olivier Duha draws on his own extensive knowledge about the importance of a strong human-first approach to successful customer outcomes. This book is an essential read for decision makers charged with competing choices for their customer operations. Achieving the correct equilibrium of human endeavour and automation is the holy grail of success in businesses of all sectors during today's climate of disruption and significant change." * Anne-Marie Forsyth, CEO, CCA Global *"Olivier Duha's sentiment that human connection is central in our world aligns with my own beliefs. Think Human demonstrates a strong understanding of marketing and its role in customer service as a means for business growth, and the way Olivier Duha builds on the historical foundations of business success with the 4Es is refreshing. Business leaders would benefit greatly from reading this book to give their organizations a chance in the modern world." * Leigh Hopwood, CEO, CCMA (Call Centre Management Association) *Table of Contents Chapter - 00: Introduction; Section - ONE: A digital coup d’état – the customer becomes the new master of commerce; Chapter - 01: Before the digital revolution – the pre-customer era; Chapter - 02: The customer’s copernican revolution; Chapter - 03: The customer’s subjectivity is the number one concern for brands; Section - TWO: How to win the battle for customers; Chapter - 04: Customer experience – the new brand compass; Chapter - 05: The keys to a successful customer journey; Chapter - 06: What can you do ? a toolbox to manage customer relationships; Chapter - 07: Conclusion;

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Book SynopsisGordon Glenister, based in Essex, UK, is Global Head of Influencer Marketing for the Branded Content Marketing Association and has over 25 years' experience in promotional marketing. He is the host of Influence Global Podcast, runs his own influencer consultancy and regularly speaks around the world on influencer marketing. Glenister also runs his own influencer course helping individuals become influencers and was previously Director General of the British Promotional Merchandise Association for 11 years.

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

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Book SynopsisKian Bakhtiari is founder of The People, a creative company powered by a global community of young changemakers. Based in London, UK, he was formerly Youth Insight Lead at Dentsu and is now Advisor to UN Climate Change and One Young World Ambassador. For his contributions to marketing, he has been named one of the Top 50 Future Leaders by the Financial Times. He regularly writes about marketing through a Millennial and Gen-Z lens for Forbes CMO Network and is deeply passionate about using the power of creativity for good.

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Book SynopsisAreej AbuAli is the founder of Women in Tech SEO, a global community in marketing and tech. Founded in 2019, Women in Tech SEO has over 10,000 global members and 50,000 followers who connect through online groups and in-person conferences in the UK, Europe and USA. Based in the UK, Areej AbuAli is an international speaker, a Google Women Techmaker ambassador, and a UN Women UK delegate. In 2024, she was awarded a place in the BIMA 100 list for the Champions for Change: People category.

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Book SynopsisLeila Fataar is a globally renowned brand-builder and leader in delivering cultural relevance for some of the world's biggest brands, previously of Diageo and Adidas before founding her own agency Platform13. Based in London, UK, she has experience across lifestyle, FMCG and sportswear companies at both big brands and boutique agencies. A regular keynote speaker at international conferences and a thought leader, she imparts a vision for branding that is as socially conscious as it is commercially successful.

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Book SynopsisTom Ollerton is the founder of Automated Creative, the creative effectiveness platform who have optimised over 6 billion impressions globally for companies such as MARS, P&G, Diageo and McDonalds. Based in London, UK, he is the host of the Shiny New Object podcast and Advertisers Watching Ads series. He has appeared at MAD//Fest for the last 3 years and was a Juror for the World Federation of Advertisers Marketer of the Year Award 2023. He has spoken at conferences such as Performance Marketing World Unlocked, AdWeek and Social Media Week and is a popular podcast guest.

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Book SynopsisJohn Westwood has held a wide variety of senior sales and marketing positions and is currently an independent marketing consultant, based in East Sussex, UK. He is the author of The Marketing Plan, 30 Minutes to Write a Marketing Plan, The Marketing Plan Workbook and Marketing Your Business, all published by Kogan Page.

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Book SynopsisSorin Patilinet is the Senior Director of Marketing Effectiveness at Mars based in Brussels, Belgium. His initiatives such as the innovative AVI and ACE effectiveness measurement systems have earned industry recognition from prestigious organizations including WARC, ANA and WFA. As a keynote speaker at renowned industry events including Cannes, WFA, ANA, Mad//fest, Festival of Marketing, Possible, and ARF, and as a regular guest lecturer at Wharton Business School and other universities in Europe, he plays a crucial role in shaping the future of marketing and inspiring the next generation of marketers.

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Book SynopsisDevin Bramhall, based in New York, NY, is a seasoned B2B marketing expert with over 15 years of experience spanning startups, agencies and large corporations. As the former CEO of the leading content marketing agency for B2B SaaS companies, she worked with top tech clients including Google, Amazon, Slack and Spotify. Now she is a B2B Marketing advisor and host of the Don't Say Content podcast, as well as a speaker at events such as MarketingProfs B2B Forum and INBOUND.

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Book SynopsisDr Nasir Salari is Head of Academic Delivery (Partnerships) at Bath Spa University, UK. Formerly Senior Lecturer in Marketing and Academic Research Lead, he has extensive teaching experience in marketing analytics, data science, and innovation adoption behaviour. His expertise lies at the intersection of marketing and data science, with a particular focus on the application of advanced analytical techniques to marketing challenges.

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Book SynopsisRebecca Lieb is a strategic advisor, research analyst, keynote speaker, author and columnist. She works with many of the world's leading brands on digital marketing innovation. Clients range from start-ups to non-profits to Fortune 100 brands and regulated industries, including Facebook, Nestlé, Adobe, Fidelity, IBM, Save the Children, Pinterest, Cisco and The Federal Reserve Bank of New York. Previously, she was Altimeter Group's digital advertising and media analyst, and prior to that she was Vice President at Econsultancy. Lieb was VP and Editor-In-Chief of The ClickZ Network for over seven years.Trade Review"Content strategy has become marketing's darling, and with its arrival comes a chorus of pundits and gurus attempting to define it and counsel brands mired in overwhelm and confusion. Out of that chaos comes Rebecca Lieb's clear, lucid and logical voice. To understand content marketing bottom-up, top-down, and inside-out, read this book." * Stephanie Losee, Head of Content, Visa *"The high priestess of digital marketing and media, Rebecca Lieb channels her wisdom into the most comprehensive book on the complex topic of content marketing. Content: The Atomic Particle of Marketing is the strategic big-bang marketers can't afford to miss." * Jason Miller, Global Content Marketing Leader, LinkedIn Marketing Solutions *"The majority of global marketers have no discernible content marketing strategy. With this book, they have no more excuses." * Joe Pulizzi, Founder, Content Marketing Institute and author of Content Inc. and Epic Content Marketing *"If content is the atomic particle of marketing, Rebecca is a quantum physicist. She has, once again, deftly articulated the imperative for content as a strategic function in the enterprise. If you're looking for the foundational elements of a content marketing strategy, you can stop. You've found it here." * Robert Rose, Chief Strategy Advisor, The Content Marketing Institute *"Content: The Atomic Particle of Marketing, should be required reading for any role with a 'C' in their acronym. Rebecca's book will absolutely weaponize you with frameworks and industry examples to support successful integration of content marketing and strategy into your growth and transformational activities. It will help you rise above the noise and deliver real relevance to real people, in support of goals and objectives, at scale, globally. No one surpasses Rebecca's breadth and depth of understanding of content as practiced today." * Carlos Abler, Content Marketing Strategy Leader, 3M *"There is a reason so few companies get content marketing strategy right: It's hard. This book, however, is just what everybody have been waiting for. It's insightful, intelligent, inspiring, structured and generous - just like Rebecca Lieb herself. If you only have time to read one book this year - choose this one!" * Jesper Laursen, CEO at Brand Movers *"Rebecca Lieb is a rare sane voice in an industry noisy with hype. Content: The Atomic Particle of Marketing simultaneously cuts through the B.S. and teaches marketers exactly how they need to think to succeed in content. In a word, it's brilliant." * Shane Snow, co-founder of Contently *"In deconstructing marketing to the atomic level, Rebecca Lieb has penned an essential guide to forces that are continually reshaping how businesses attract and retain customers. Professionals at all levels will learn from her frameworks, formulas, and countless examples that elucidate both the science and art of content marketing." * David Berkowitz, Chief Strategy Officer, Sysomos *"From understanding the importance of-and difference between-Content Strategy and Content Marketing Strategy to Real-Time and Contextual Marketing, Content: The Atomic Particle of Marketing, is a manifesto for how to succeed with content marketing now-and into the future with the IoT and artificial intelligence. I love the way Lieb connects the dots!" * Ardath Albee, author of Digital Relevance *"This is a must-read book for anyone working with content marketing - old pros as well as beginners. Rebecca Lieb provides us with useful insights and tools on everything from strategy and processes to distribution and measurements. The book makes for both an inspiring read and a practical guide to keep handy." * Pontus Staunstrup, Content marketing strategist, Staunstrup *Table of Contents Section - 01: The shift to content marketing; Section - 02: Content marketing versus content strategy; Section - 03: Converged media; Section - 04: Native advertising; Section - 05: Organizing for content; Section - 06: A culture of content; Section - 07: Global content strategy; Section - 08: Real-time marketing; Section - 09: Content marketing software; Section - 10: Content marketing performance; Section - 11: Contextual campaigns;

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Book SynopsisNicholas Ind is an associate professor at Oslo School of Management and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. He is former director of the Design Business Association (UK), a member of the advisory board of Corporate Reputation Review and the editorial board of the Journal of Brand Management. He was a founder member of the Medinge Group, an international branding think tank. Nicholas is the author of eleven books including Beyond Branding, Living the Brand and Brand Together, all published by Kogan Page. Sandra Horlings is a branding and marketing consultant specializing in sustainable business development in a circular economy. Before she founded Wonderwings in 2008, she was a member of the BBDO board in the Netherlands and responsible for Proximity in Amsterdam. Sandra is a guest lecturer and corporate trainer. She is a member of Medinge and a founder of Wereldmarketeers, a Trade Review"Brands with a Conscience presents a timely and necessary reflection on how brands should focus to remain competitive and relevant in today's marketplace. The cases and concluding framework showcase what have become the imperative foundations for building brands in a participative market where consumers, more than ever, have control over the identity of a brand. A must-read for any student, manager, or entrepreneur trying to contribute in making a better world." * Francisco Guzman, Associate Professor, University of North Texas and Co-Editor of the Journal of Product and Brand Management *"In an age of understandable scepticism about brands, it is refreshing to see a more rounded view of branding being taken by Sandra Horlings and Nicholas Ind. Being a brand with a conscience isn't another gimmick but should be a way of life for a brand; a recognition that brands can improve our lives. This interesting and varied collection of case studies highlights how deep seated values should be at the core of 21st Century brand management." * Professor Stuart Roper, Bradford University School of Management *"I like that Brands With a Conscience builds sustainable thinking and doing into their way of being. As a more than 300-hundred-years-old family business, Berry Bros. & Rudd share this ethos. To be successful over the long term, we know the importance of having a vision of the future, balancing a humanistic approach with commercial realities of running a business, and, critically, being able to know when to change and when to stay the same." * Geordie Willis, Creative Director, Berry Bros. & Rudd *Table of Contents Chapter - 01: Introduction, by Ava Hakim; Chapter - 02: Case Study 1: Dilmah Tea, by Jack Yan; Chapter - 03: Case Study 2: John Lewis Partnership, by Erika Uffindell & Simon Paterson; Chapter - 04: Case Study 3: Dr. Hauschka by Brigitte Stepputtis; Chapter - 05: Case Study 4: Merci by Philippe Mihailovich; Chapter - 06: Case Study 5: Tony's Chocolonely by Sandra Horlings; Chapter - 07: Case Study 6: Slow Food by Peter Brown; Chapter - 08: Case Study 7: DNV GL by Nicholas Ind; Chapter - 09: Case Study 8: Cosentino by Cristián Saracco; Chapter - 10: Case Study 9: TATA Steel by Horo Sudhir; Chapter - 11: Case Study 10: Placebranding by Nikolaj Stagis; Chapter - 12: Case Study 11: Leadership by Enric Bernal;

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Book SynopsisConstant Berkhout is a passionate practitioner of retail marketing and shopper psychology. He obtained a Master of Science in Economics Cum Laude with a major in Marketing at the University of Groningen in the Netherlands. Through his own agency, Berkhout works with retailers and suppliers in Europe, the Middle East and Asia including Conagra Brands, Danone, GrandVision, Heineken, JDE, Jumbo, Migros, SPAR International and Sonos. Before setting up his own agency, he held commercial and insights roles at Ahold Delhaize, Kraft, P&G and PepsiCo.Trade Review"A great handbook for many of the marketing professionals in the industry. It clearly outlines what strategies can be applied by retailers and manufacturers to make their shoppers happy, a concept that is often overlooked in the marketing mix. The passion of the author and his practical experience in retail marketing and shopper insights truly make this an invaluable read." * Marc Schroeder, SVP Global Nutrition, PepsiCo *"In this eminently readable book, Berkhout skilfully combines academic research and his own vast experience in retail marketing to provide a wealth of actionable insights for retail marketers. Retail marketers should heed his call to augment intuition with data to make fact-driven decisions." * Jan-Benedict E.M. Steenkamp, Massey Distinguished Professor of Marketing and Marketing Area Chairman, Kenan-Flagler Business School, UNC-Chapel Hill, USA *"Constant has written a book that will be indispensable to both in-retail professionals at all levels but also to their suppliers....There is an admirable wealth of detail from a range of industries and from many continents." * Andrew Seth, former CEO of Lever Brothers and co-author of The Grocers *"Constant does a great job dispelling many myths that exist around shopping behavior that everyone assumes are fact. The book comes to life with many real world examples from across retailer and categories that can be easily applied whether you are a retailer or a manufacturer. It gets your mind thinking about what you could do differently to influence the shopper and drive better results." * Bob Nolan, Senior Vice President Insights & Analytics, ConAgra Foods *"An accessible must-read for every professional in food and non-food retail, and everybody that wants to gain in-depth contemporary understanding of shopper behaviour. This book will provide all the needed insights to serve customers even better, create more shopper happiness and thus sell more, leading to a better and improved business tomorrow!" * Hans van der Heyden, Vice President GrandVision *"Shopper marketing and category management are made very accessible with this clear guide that is well underpinned through numerous illustrations and experiments, both from literature as from the author's wide own experience.... I particularly enjoyed the suggestion to move from gut feel to fact-based decision making, and this from (easy) pilots and experiments to (more advanced) big data analyses." * Jeroen Van de Broek, Director Category Development, Maxeda DIY Group *"Constant explains why and how to operate in multiple channels and to consider the emotional and experiential needs of consumers (who are not as rational and price-driven as retailers think they are). Important scientific studies and principles are illustrated with excellent examples from Constant's extensive retail experience. This book enables retailers to make data-driven decisions and thus catch up, and even surpass the current leaders in their field." * Koen Pauwels, Professor of Marketing at Ozyegin University and Honorary Professor at University of Groningen *Table of Contents Section - One: Shopper happiness; Chapter - 01: Delivering shopper happiness; Section - TWO: Shoppers are people; Chapter - 02: The myth of impulse purchasing; Chapter - 03: Tapping into irrational shopper behaviour; Chapter - 04: Understanding the shopper brain through neuro research; Section - Three: Channel choices; Chapter - 05: Channel preference: the future of the hypermarket channel; Chapter - 06: What the shopper wants from online shopping channels; Section - Four: Fact-driven decision making; Chapter - 07: Getting your assortment right; Chapter - 08: Really making loyalty card programmes work; Chapter - 09: Making big data digestible; Section - Five: In-store execution; Chapter - 10: The unstoppable growth of private labels and opportunities for A-brands; Chapter - 11: The unexplainable effect of music; Chapter - 12: Can scents work wonders?; Chapter - 13: Self-scanning is more than savings; Section - Six: Organizational development; Chapter - 14: The birth of category management; Chapter - 15: True customer understanding; Chapter - 16: Shopper marketing: new phase of trade marketing; Section - Seven: Embracing the shopper; Chapter - 17: Retailers in action to increase shopper happiness

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Book SynopsisThis second edition of the The Blackwell Encyclopedia of Marketing has been revised and updated, with new content on aspects of cross cultural marketing, research in marketing methodologies, societal marketing and marketing strategy.Table of ContentsPreface. About the Editors. Contributors. Dictionary Entries A-Z. Index.

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Book SynopsisThe markets for organic and fair trade food are growing rapidly. Although there are some important differences, both seek to address the consumer desire for better food: fair trade because it offers economically disadvantaged producers a better financial return; organic because it is perceived to be a more sustainable system delivering better-tasting, healthier and safer food than that produced by non-organic methods. The Handbook of Organic and Fair Trade Food Marketing provides a practical guide to successful marketing in these two dynamic sectors, underpinned by case-histories and lessons from companies that have been successful in these areas, including Green & Black''s, Yeo Valley and Duchy Originals. It includes a review of the international markets for organic and fair trade food and drink; an analysis of organic and fair trade consumers; a review of successful retailing practice and a section on organic and fair trade divergence and convergence. ChaptersTrade Review"This book makes an excellent contribution to the organic movement by providing a detailed analysis fo the market for, and the marketing of, organic products. As such it assists in filling in the void that exists between narrowly focused academic publications, topical journalism and consumer publications that focus on why organic and where to get it from. However, as the title indicates, it goes further by including consideration of the fair trade label" Garden Organic "Although the book originates from the United Kingdom, the issues surrounding the organic and fair trade consumer are applicable throughout the world" Garden Organic "...this book is relavant to a wide audience among those who have an interest in customers who purchase organic and fair trade products. It offers the substance that any academic or policy maker requires and the practical insights that are sometimes so hard to obtain. By including consideration of some of the current trends, it is also valuable to any business that is considering how to position itself and make a long term commitment to the organic and fair trade areas" Garden OrganicTable of ContentsForeword by Justin King, Group Chief Executive, Sainsbury’s. . 1. The international market for organic and fair trade food and drink. Amarjit Sahota, Organic Monitor, London, UK. 2. The organic consumer. Martin Cottingham, Marketing Director, Soil Association, Bristol, UK. 3. The fair trade consumer. Harriet Lamb, Fairtrade Foundation, London, UK. . Successful organic and fair trade brands. 4. Case history: Yeo Valley. Graham Keating, Yeo Valley Farms, Blagdon, Bristol, UK. 5. Case history: Green & Black’s. Craig Sams, President, Green and Blacks, Hastings, UK. 6. Case history: Abel & Cole. Ella Heeks, Abel & Cole, London, UK. 7. Case history: Clipper Tea. Lorraine Brehme, Bridport, Dorset, UK. 8. Case history: Duchy Originals. Petra Mihaljevich, Duchy Originals, East Twickenham, UK. . . 9. Case history: Sainsbury’s SO Organic. Ruth Bailey, Senior Brand Manager: Organics, Sainsbury’s Supermarkets plc, London, UK. 10. Organic and fair trade marketing in Germany. Hubert Rottner, Spalt, Germany. 11. Organic and fair trade marketing in Italy. Paola Cremonini, Cremonini Consulting, Bologna, Italy. 12. Organic and fair trade marketing in the USA. Elaine Lipson, New Hope Natural Media, Boulder, Colorado, USA. 13. Organic / fair trade crossover and convergence. David Croft, Ethical Sourcing Director, Cadbury's, London, UK and John Bowes, Cumbria, UK. Further resource: Useful organic and fair trade websites. Simon Wright, O&F Consulting, London, UK. Index

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Book SynopsisWhether you are an aspiring merchant or an industry veteran, this book's strategic framework will help you build a solid foundation for your business in today's ever-evolving retail marketplace.Table of ContentsForeword PART 1: AN INTRODUCTION TO THE RETAIL VALUE PROPOSITION 1 Crafting Value 2 Segmentation and Differentiation PART 2: THE SHOPPING ENVIRONMENT 3 Locations and Formats 4 Inside the Store 5 Omnichannel Retailing PART 3: PRODUCT SELECTION 6 Buying and Merchandise Management 7 Category Management PART 4: CUSTOMER ENGAGEMENT 8 Managing Customer Relationships 9 Customer Valuation 10 Customer Loyalty PART 5: PUTTING IT ALL TOGETHER 11 Retail Pricing 12 Propositions: Pitfalls and Potential Notes Acknowledgments Index

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Table of Contents

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Book SynopsisDynamics in digital technology and human culture have rapidly changed the manner in which companies innovate. The Innovation Navigator presents strategies for exploring and exploiting these new modes of innovation through the lenses of process, people, and knowledge.Table of ContentsForeword Introduction The Calm Waters of the Past: Managing Innovation In Organizations in the 20th Century Technological and Social Change Create the ‘Perfect Storm’ for Innovation The Four Modes of Innovation in the Digital Era The Specialist Mode The Venture Mode The Community Mode The Network Mode The Multimode Organization Conclusions and Thoughts on the Future

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Book SynopsisThe Customer-Driven Playbook details a complete end-to-end process to help large teams and organizations learn from their customers, conceptualize new ideas, and build products their customers will love.

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Book SynopsisHealthcare Marketing: Strategies for Creating Value in the Patient Experience provides students with the tools to effectively combine healthcare expertise with key marketing principles to positively affect patient satisfaction. The book features insights from practicing healthcare professionals, focused readings, and background on marketing insights deeply connected to the world of healthcare to help students adapt and thrive in a dynamic and ever-changing industry.The opening chapter of the text identifies the seven areas healthcare providers should examine to determine whether their products and services are providing value to patients. Later chapters address the healthcare paradigm shift, strategic healthcare marketing, how caregivers create value, patient-centricity, and ethics in healthcare marketing.Healthcare Marketing prepares students to enter a professional healthcare environment with the marketing and management expertise needed to support a positive patient experience. The book is an excellent resource for courses that focus on marketing for healthcare programs and services. Practicing healthcare professionals will also find the information valuable and timely.

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Book SynopsisThe New Global Marketing: Local Adaptation for Sustainability and Profit discusses the ways that marketing managers can assess the potential for global expansion and help their firms capitalize on opportunities. The book explores which companies and products should expand internationally, what countries offer the best opportunities, and which marketing plan will lead each product or company to success.The material adapts well-established frameworks to demonstrate how the global marketer can assess company strengths and weaknesses and analyze opportunities and risks in foreign markets. It discusses the proper balance between standardization and localization, and addresses the importance of the “triple” bottom line – environmental sustainability, social fairness, and financial performance. Students also learn about bottom-of-the-pyramid markets, the role of digital global marketing, and the importance of adapting to international political, social, and environmental pressures.Featuring more than twenty original case studies, The New Global Marketing is an excellent introduction to what it really takes to succeed as a global marketer. Written for students with some marketing education and exposure to international business, the book is ideally suited to upper-level business courses and M.B.A. programs.

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Book SynopsisThe Business of Marketing Research presents readers with a highly practical approach to marketing research. The text familiarizes students with foundational knowledge and skills, features ample practical examples and anecdotes, and is steeped and grounded in academic rigor.The opening chapter introduces readers to the discipline through discussion of the marketing research industry, the marketing research value chain, the strategic impact of high-quality research, and five key trends within the industry. Additional chapters walk readers through the processes of identifying and defining a business problem, reviewing existing data, collecting new data, making informed recommendations, and deploying strategic plans. Readers learn about the importance of high-quality deliverables and communication in marketing research, approaches to qualitative and quantitative study, introductory methods of analytics, and how to conduct brand and customer satisfaction research. Closing chapters address the application of neuroscience and the future of marketing research.Filling gaps in the current literature and well preparing readers for success in their profession, The Business of Marketing Research is a critical textbook for courses in marketing and marketing research. It is also an essential resource for marketing professionals.

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Book SynopsisEach chapter in Global Marketing features a unique three-scan model - Competitive Scan, Environmental Scan and Marketing Scan - that provides a consistent framework for analyzing the tremendous variety of global marketing problems. By using one model to determine the similarities and differences of different situations, students are provided with a clearer understanding of how to devise a marketing strategy that works across markets while taking regional differences into account. Global Marketing: * Discusses contemporary global issues * Covers important cultural issues * Offers a superior discussion of the global environment * Synthesizes traditional and non-traditional analysis * Emphasizes experience-based analysis Each chapter features a chapter outline, learning objectives, conclusions and questions based on the learning objectives. Global Marketing is suitable for marketing practitioners and all international marketing courses at both the undergraduate and postgraduate level.Trade Review"... Professor Lamont is to be commended not only for presenting an excellent analysis of current international marketing strategies, but for proposing and applying a comprehensive framework that will serve readers well in coping with the complex issues facing international markets." Philip Kotler, Kellogg Graduate School of Management, Northwest University "... I would adopt this text. It has excellent structure, it is rigorous, current, well-written and gets to the point of what information means more so than most (if not all) texts on the market today." Van Wood, Virginia Commonwealth UniversityTable of ContentsForeword. Preface. List of Exhibits. Part I: Introduction: . 1. Marketing Frames of Reference. 2. Organizing Marketing Experience. Part II: Researching International Markets:. 3. Country Analysis. 4. Demographic Facts. 5. Cultural Insights. 6. Political Realities. Part III: Positioning Global Brands: . 7. Marketing Teamwork. 8. Marketing Strategy. 9. Product Positioning. 10. Channel Management. Part IV: Signaling National Information: . 11. Promotion Marketing. 12. Price Signals. 13. Sales Force Behavior. 14. Value Marketing. 15. Marketing Forecasts.

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Book SynopsisMarket Driven Supply Chains shows how supply chain management directly impacts the competitiveness and financial performance of a company. The premise is that a company needs to be responsive to enable the supply chain to adapt from one niche to another. The basic framework is discussed at length in Chapter 1 and it outlines how the fit between market drivers and supply chain processes can be assessed in the context of a product or service. Chapter 2 discusses demand and revenue management for shaping demand. Various concepts of capacity allocation, dynamic pricing, demand allocation, and mass customization are explored. In Chapter 3, the theme is managing capacity for market volatility and includes issues such as building flexibility, demand allocation between stable and agile suppliers, outsourcing, demand decoupling, capacity trading, and capacity network are explored at length. Chapter 4 reviews new product and process configuration for demand volatility, attribute mapping techniques such as the house of quality, fit between supply chains and products, product modules, facility configuration, and re-sequencing, and redesigning processes. Chapter 5 covers procurement and the choice of supply network including network design, supplier relationship, and contracts. Finally, Chapter 6 examines the modalities of response in a supply chain disruption including proactive and reactive approaches. Market Driven Supply Chains should be of interest to both the academics and industrial practitioners, and would be of great value to graduate students in business and engineering. Modeling approaches for new problems are suggested along with discussion of case studies and other examples.Table of ContentsPreface. Introduction. 1. Market Drivers and Supply Chains. 2. Demand and Revenue Management. 3. Capacity Restructuring. 4. Product Reconfiguation. 5. Supplier Network. 6. Supply Chain Disruption.

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Book SynopsisThis book focuses on building and maintaining brand community in the emerging, dynamic space of social media. A theoretical model encompassing brand characteristics, relational factors, and characteristics of the brand user community is used as a structure to explain the various aspects of online brand communities. Further, the authors discuss how online brand communities differ from and can be used to complement traditional, face-to-face brand communities.Brand managers, social media managers, and other members of the brand team will find this book useful for strategic decision making in both building and maintaining brand communities. In addition, this book will serve as a practical guide for working professionals enrolled in executive education degree programs as these programs continue to be developed in universities throughout the world.

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Book SynopsisWhat's your organization's marketing strategy? Does your company meet real life marketing challenges head on and with success? This book provides a unique approach by using your organization's mission and vision statements to guide the development of marketing goals, strategies, and tactics. It uses real market examples to demonstrate the development of effective marketing strategies. Central to the development of marketing strategy is the use of the marketing mix of price, place, product, and promotion. This book neatly weaves the process of developing such a marketing strategy with examples given to clarify the theories and guide the reader through the strategic marketing planning process. If you are a manager, business student, or an executive, this book will help you grow an established business or start a new one with smart management techniques and processes that are critical to executing successful marketing strategies. The examples used are from large and small organizations in which the author was personally involved.

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Book SynopsisThe branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won't be confused, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company's bottom line. In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency—where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.Trade Review"Regardless of your industry, building a brand is synonymous today with building a company and a thriving business. As Barbara Kahn points out in Global Brand Power, the key is to begin and end every discussion thinking about what is right for the customer. At Macy's, Inc., we saw a dramatic improvement in business trends when we reorganized our business model and consciously put the customer at the center of all decisions. The principles presented in Global Brand Power can benefit every business leader." --Terry J. Lundgren, chairman, president, CEO and Chief Customer Officer, Macy's, Inc. "Great global brands have to be built and don't happen by chance. Barbara Kahn explores and develops the relationship between customer and brands and how to achieve international loyalty. I learned new information from reading this book." --Roger Farah, President and COO, Ralph Lauren Corporation "In our fast-changing world, visionary business leaders must build a brand flexible enough to grab key opportunities and strong enough to weather any storm. Barbara Kahn's Global Brand Power is a superb must-read for those who want to do just that and position their brands for long-term, global growth." --George Feldenkreis, Chairman and CEO, Perry Ellis International "Kahn has captured the true essence of brand stewardship. That is, while strong brands are managed by marketers, they are owned by consumers. Global Brand Power is a concise yet comprehensive tutorial for how to purposefully build, measure and manage brands for sustained relevancy. A great resource for brand marketers, consumer researchers and marketing services providers." --Philip McGee, Director, Shopping Insights, Campbell Soup Co.

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

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Book SynopsisFor the first time in book form, "B2B Customer Insight: The Proven Path to Growth," will reveal how customer insight surveys tailored to B2B relationships generate significant strategic data; data that, when properly applied, enables company management to expand their share of existing markets as well as successfully penetrate new ones. When these surveys are regularly conducted and implemented, they lead to increased long-term profits and sustainable growth. This book will appeal to virtually anyone wanting to learn about the hidden dynamics of B2B transactions, and how to make those dynamics work in a supplier's favor in their customer relationships and overall business development. In my 20 years of consulting with large manufacturing companies in a variety of industries, I've been able to develop a tested and proven customer insight methodology that I will share for the first time in this book. Utilizing real-life case studies with clients who have agreed to participate in this project, I will also discuss how this research process should never stop with the numbers. Instead, it should provide practical and impactful solutions to specific business dilemmas. The advantage of offering actual case studies of companies who successfully made significant changes (of course based on our PMG customer insight surveys) will also differentiate us from other B2B business books that lack hard, fact-based guidance as well as multiple examples of genuine and significant application.

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Book SynopsisNow more than ever, companies are faced with a critical and challenging truth. Today’s customer is demanding more attention, superior service, and the expertise of a dedicated sales team. Suppliers must make difficult choices to determine how to allocate limited resources, including which customers receive the highest level of service. Increasingly, supply side or-ganizations are working to design and implement key account programs to meet or exceed these expectations. Key account management is a specific business strategy that involves complex sales processes, large-scale negotiations, and the alignment of multiple internal and external stakeholders. This multi-pronged process is anything but straightforward, and the business world is filled with examples of key account programs that have not achieved the expected results. This book addresses the strategic challenges facing top executives and sales leaders as they build strategies to better manage their key accounts.By leveraging up-to-date research, testimonials drawn from interviews with experienced practitioners, best practices of successful companies, along with straightforward practical guidelines for executives and sales leaders, this book can serve as an instruction manual and toolbox for organizations working to achieve success through their key account strategies to meet the demand of their key customers.

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Book SynopsisBy providing excellent service, organizations build strong relationships with customers, generate barriers to competition, utilize resources more efficiently, and increase profitability. This book provides concepts and tools to help managers: Uncover new sources of revenue from innovations and improvements in the customer experience, including leveraging business analytics and metrics. Design service processes, operations and channels to create customer experiences that build relationships, as well as design responses to service failures. Manage people, physical evidence, branding and communications to effectively cocreate experiences with customers. The Customer Experience is the sensory, cognitive, emotional, social, and behavioral dimensions of all activities that connect the customer and the organization over time across touch points and channels. It encompasses all activities involving the customer where the organization is the focal object, including prepurchase activities (such as exposure to a website ad), and purchase, consumption, and engagement behaviors (blogging, sharing photos).This book analyzes the challenges of creating excellent customer experiences, including the management of technology and new media. It describes how customers coproduce and cocreate their experiences, and how these activities influence business revenues and costs. The book takes a deep dive into the psychology of customers, revealing the conceptual building blocks of customer experiences and how they build relationships over time. These ideas provide a business perspective on how to manage relationships with customers to generate cash flows and profitability, including the role of pricing.

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Book SynopsisThis second volume of Critical Thinking for Marketers expands your background knowledge of other areas of critical thinking that are making major contributions to both marketing as a social science and marketing as an applied science. Section I, ""Think Better,"" provides introductory discussions of - marketing as a science; the difference between correlation and causation; the meaning of what a “concept” is and why it is critical for marketers to develop good concept definitions (e.g., “What is customer satisfaction?”); why the 18th century Scottish philosopher David Hume is relevant to marketers today; and the impact that behavioral economics is having on how marketers do their job. Section II, ""Cognitive Biases and Their Importance,"" talks about recent discoveries in cognitive psychology and neuroscience that have relevance to marketers. You’ll learn that marketers need to be aware of their own cognitive biases and irrational thinking processes, which often lead to making bad decisions, and that the retail and business customers we market to are not as rational as we may think and hope they are. Finally, Section III, ""Conclusions,"" draws on both Volumes I and II to summarize the book’s primary messages with helpful hints on applying your new tools and making better marketing decisions.

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Book SynopsisThis book discusses the three facets of the design-cube identified as design-to-market; design-to-society; and design-to-value through theoretical foundations, design arguments, managerial analysis, and best practices of companies. The design-to market concept has been critically examined for customer-centric companies with focus on the current trend of coevolution and crowd sourcing approaches that drives the companies to practice critical thinking.Developing ‘out of the box’ business designs in view of understanding market competition, consumer needs, preferences, and values have been discussed in the book. The concepts and models developed in the book are central to innovation, social responsive behavior of companies, and coevolution of business with customer.Thematically, the discussion on these theses are interpreted in terms of current consumer marketing and multi-brand management issues of companies across market destinations. This book is divided into five chapters and accommodated in to three distinctive sections comprising the fundamental thinking, the design cube, and near and far effects. Discussions throughout the book bridges theory and applications of design elements in business by linking market competition, customer value and society in managing multi-brand and multi-market paradigms in the context to achieve long-term business performance among customer-centric firms.

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Book SynopsisGenerating leads and landing new business are critical to the growth and long-term success of any type of service business. Rainmakers who are able to consistently gain new business by using their selling skills to convert prospects into new customers are difficult to find. Recruiting rainmaking professionals from other organisations is expensive and for many businesses has been largely ineffective. Every executive and manager of a service business understands the importance the ability to generate leads and landing new customers are the critical components to a successful business.This book is written for managers and leaders who want to transform their professionals from doing work to effectively marketing and selling and bringing in new business. Divided into three comprehensive parts - Charting a new course, The fundamental success models, Building your business - this book will show you how to: help professionals overcome fear of selling; acquire the right sales capabilities; market and sell within your comfort zone; setting and achieving big goals; leverage existing customers to acquire new ones; build accountability across the business.Rain Maker Pro: A Manager's Guide for Training Salespeople will introduce you to a variety of strategies and techniques that will help you build a reliable, sales-driven team and turn your professional into effective business developers.

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Book SynopsisOver the past decades China gained the reputation of being the world's factory, focusing solely on manufacturing exports. This is about to change. The role of e-commerce is tremendously important in the context of the Chinese government's stated goal of relying less on exports to the recession-stricken West and focusing more on domestic consumption as a driver for further economic growth. China's online population is currently the largest online population worldwide. This book is aimed at assisting Western entrepreneurs, SMEs, investors and business students to understand and ideally enter the Chinese e-merging market. E-Commerce is an easy, fast, and cost-effective way of entering the Chinese market compared to more traditional ways of entry. It offers great opportunities for high profit gains to Western companies seeking to do business in China without the hurdle of heavy upfront investment. This book is designed to work as a step-by-step guide to the online marketplace environment in China. It provides a detailed overview of the Chinese online market and proposes different strategies available to foreign companies. It contains practical advice, the latest data and relevant links for further reference that Western SMEs, investors, and entrepreneurs can use to establish their online presence in China.

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Book SynopsisOpen the doors to the world of branding and artificial intelligence, the future of building efficient revenue! Unlike anything else out there, the book is an authentic and lucid representation of what branding is and the role it plays with artificial intelligence in the success of businesses. The book would be singularly profound to entrepreneurs, marketing professionals, brand strategists, students, and anyone aspiring to take a hungry bite out of the knowledge repository built from first-hand experiences of creating a brand from scratch and running it successfully in the digital age. Highlights: Explains in-depth theories, tools, and models explaining the core ingredients of creating a successful brand; Discusses how branding on an organizational and personal level is directly proportional to profit and return on investment along with measuring tools; Includes case studies that dissect successful and unsuccessful marketing strategies of huge brands; Covers the role of AI in branding, with its potential in facilitating companies in achieving their goals through targeted marketing.

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Book SynopsisThis book looks at the best of the best of sonic logos from the people who gave them notes. Whether you consider them to be music to your ears or earworms, these are the ten most noteworthy sonic logos of all time and one future hall of famer. So open your computer and meet Water Werzowa the creator of the Intel logo and Brian Eno who gave Windows 95 sound.Remember your favorite television show or movie and say hello to Mike Post from Law and Order fame, Dr. James "Andy" Moore from THX and John Williams who scared us in Jaws…and don't forget to honor those NBC chimes. Keep your phone on in case you get a ring from Lance Massey on your T-Mobile or Joel Beckerman on your AT&T commercial. And if you get hungry, there's always something from McDonald's courtesy of Bill Lamar or a Coke from Joe Belliotti and Umut Ozaydini. Finally, pay for it all with your Raja Rajamannar's Mastercard.

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