No Lie
Selling Power magazine says, "To his powerful and famous clients, Barry Maher is simply the best sales trainer in the business." Sell far more, sell it faster, sell it easier. * Win customer trust instantly, by telling the whole truth about a product. * Transform negatives into powerful selling points. * Compare your product's shortcomings to a competitor's strength and come out on top. * Prove to your customers how perceived negatives translate into superior performance and greater satisfaction. And what does Selling Power say about NO LIE: TRUTH IS THE ULTIMATE SALES TOOL? They call it "a bestseller waiting to be discovered." Discover it today.
The Digital-First Customer Experience
The definitive guide to designing digital-first experiences customers love. In his third book on the topic of customer experience, bestselling author and consultant Joe Wheeler tackles the challenges many organizations are facing as they attempt to design compelling experiences in a digital-first world. It features case studies of leading brands including Lemonade, Spotify, CEMEX, VMware, Starbucks, NIKE and Amazon. Part One introduces the new "3 Cs", key trends associated with technology convergence, competition and culture change in a post-pandemic world. Part Two takes a deep dive into seven design strategies, from designing emotional peaks across channels to empowering customers through immersive experiences that merge physical and digital assets. Part Three provides a playbook for how to design digital-first experiences, including how to solve the right problems, develop a measurable business case, design digital-first experiences customers love and execute the new design at scale.
Integrated Marketing Communication
With new case studies and increased discussion of digital and social media, this text offers an up-to-date introduction to IMC elements including marketing plans, branding/positioning, creative briefs, copywriting, and design for each major media. Discussion questions, a glossary, and online student and instructor ancillaries supplement learning.
Commodity Branding
When it comes to branding the energy space, an exciting and largely unexplored field of research emerges. Energy companies are under the spotlight as consumers press for positive action on sustainability, CSR, and environmental issues. In light of this, this book has two objectives. First, the author explores the challenges and opportunities that experts within the field face when deciding on strategic brand direction. The results indicate that practitioners in recently liberalised markets have met the emerging branding challenges, such as differentiating commodities, meeting new consumer demands, and building strong brands. Second, the book examines, from an expert-practitioner point of view, whether branding and building brands are activities relevant to this type of market. This book, therefore, attempts to fill a literature gap, as it examines the applicability of theoretical and practical methods of branding and brand strategies in a commodity market, in this case the energy market.
From Penguins to Paradise
Is this the funniest book about the ad industry to hit the bookshops this year - whilst being the most informative about what goes on inside agencies in London and around the world? It charts the career of a young agency executive. His insightful and often hilarious experiences range from the pitfalls of trying to make penguins perform for a TV commercial in London, to the trials of opening some of the first Western agencies in Moscow and China. The reader will laugh and learn in equal measure.
From Penguins to Paradise
Is this the funniest book about the ad industry to hit the bookshops this year - whilst being the most informative about what goes on inside agencies in London and around the world? It charts the career of a young agency executive. His insightful and often hilarious experiences range from the pitfalls of trying to make penguins perform for a TV commercial in London, to the trials of opening some of the first Western agencies in Moscow and China. The reader will laugh and learn in equal measure.
Social Media Marketing 2023
Are you prepared to enter the world of social media marketing and advance your career? This is the definitive guide you have been looking for, so stop searching now.You will learn all the techniques, methods, and trade secrets you need to succeed as a social media marketing manager in this thorough manual. This book offers the information you need to create a successful business or develop your personal brand.The days of being overloaded and perplexed by the abundance of information available online are long gone. Now that you have this guide in your possession, you will have a clear path to success.Do not be concerned if you are a total newbie! This useful manual is intended to give you the information and abilities you need.
The Great 8 Pillars
Many manufacturing business owners see marketing as nothing more than smoke and mirrors.When they do invest in marketing, they expect a measurable return on their investment. It doesn't help when marketing executives themselves get addicted to the rhythms of tactical efforts and focus on generating output instead of outcomes. That "more, more, more" approach results in a reactive, whack-a-mole cycle that delivers burnout, turnover, and increased costs instead of long-term ROI. Before long, marketing itself seems pointless.Christopher Peer knows there's another way.Informative and accessible, The Great 8 Pillars: ROI-Driven Marketing for Manufacturing Companies offers a step-by-step tutorial on crafting marketing strategies and value propositions, establishing ROI-driven goals, and defining key performance indicators. Chris teaches readers to build a professional marketing infrastructure that consistently delivers a return on investment-and to value marketing in the process.
Brand Love
The best brands evoke the emotions of their customers by tapping into their hearts and minds. Individuals connect with brands the same way they connect with people. As a marketer, it's your responsibility to cultivate that relationship with your consumers. But how? In this book, marketing and brand strategist Lydia Michael breaks down the process of building culturally inclusive, long-lasting consumer-brand relationships. Brand Love describes how brands appeal to the emotions of their consumers and why everybody benefits when brands earn the hearts, minds, and love of their customers. Lydia Michael explains what marketers need to do to make consumers fall for their brands. The book builds on in-depth interviews with brands in addition to what she has learned through client work and her observations as a consumer in multicultural settings. She offers insight into the use of emotional and rational drivers by introducing a "brand love" model designed to inspire brand loyalty. With emotional elements such as humanization, personalization, and trust alongside rational elements like relevance, differentiation, and innovation, Lydia Michael highlights the best ways to create or reinforce brand love to help your brand remain profitable and a source of inspiration for consumers - even during challenging times. Whether you're a marketer for a big or small brand, Brand Love will show you how to capture the hearts of your consumers.
The Digital-First Customer Experience
The definitive guide to designing digital-first experiences customers love. In his third book on the topic of customer experience, bestselling author and consultant Joe Wheeler tackles the challenges many organizations are facing as they attempt to design compelling experiences in a digital-first world. It features case studies of leading brands including Lemonade, Spotify, CEMEX, VMware, Starbucks, NIKE and Amazon. Part One introduces the new "3 Cs", key trends associated with technology convergence, competition and culture change in a post-pandemic world. Part Two takes a deep dive into seven design strategies, from designing emotional peaks across channels to empowering customers through immersive experiences that merge physical and digital assets. Part Three provides a playbook for how to design digital-first experiences, including how to solve the right problems, develop a measurable business case, design digital-first experiences customers love and execute the new design at scale.
Brand Storytelling
FINALIST: 2023 American Marketing Association Foundation Leonard L. Berry Marketing Book Award (first edition) Written by the award-winning storyteller Miri Rodriguez at Microsoft, this bestselling book gets back to the heart of brand loyalty, consumer behavior and engagement as a business strategy by using storytelling to trigger the emotions that humans are driven by. Despite understanding essential storytelling techniques, brands continue to explain how their product or service can help the customer, rather than showcasing how the customer's life has changed as a result of them. This second edition of Brand Storytelling contains new trends in storytelling, as well as expanding on story experience and employee experience. This book explores the future of brand storytelling in a post pandemic era. New to this edition is also a 'How to Guide' taking readers through each step of the design thinking process in order to prototype their stories. Brand Storytelling provides a step-by-step guide to assess, dismantle and rebuild a brand story, shifting the brand from a 'hero' to 'sidekick' mentality and positioning the customer as a key influencer to motivate the audience. Clarifying why machine-learning, AI and automation only tell one side of the story, this book will inspire you with cutting edge interviews and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google to tap into authentic brand loyalty and human connection.
Brand Love
The best brands evoke the emotions of their customers by tapping into their hearts and minds. Individuals connect with brands the same way they connect with people. As a marketer, it's your responsibility to cultivate that relationship with your consumers. In this book, marketing and brand strategist Lydia Michael breaks down the process of building culturally inclusive, long-lasting consumer-brand relationships. Brand Love describes how brands appeal to the emotions of their consumers and why everybody benefits when brands earn the love of their customers. The author explains what marketers need to do to make consumers fall for their brands. The book builds on in-depth brand interviews and insights from companies such as Huda Beauty, LEGO and Toyota. She also shares what she has learned through client work and her observations in multicultural settings. Offering insight into the use of emotional and rational drivers, she introduces a "brand love" model designed to inspire brand loyalty and advocacy. With emotional elements such as humanization, personalization and trust alongside rational elements like relevance, differentiation and innovation, the author highlights the best ways to create or reinforce brand love to help your organization remain profitable and a source of inspiration, even during challenging times. Whether you're a marketer for a big or small brand, Brand Love will show you how to capture the hearts of your customers.
Brand Storytelling
Written by the award-winning storyteller Miri Rodriguez at Microsoft, this bestselling book gets back to the heart of brand loyalty, consumer behavior and engagement as a business strategy by using storytelling to trigger the emotions that humans are driven by. Despite understanding essential storytelling techniques, brands continue to explain how their product or service can help the customer, rather than showcasing how the customer's life has changed as a result of them. This second edition of Brand Storytelling contains new trends in storytelling, as well as expanding on story experience and employee experience. This book will explore the future of brand storytelling in a post pandemic era. New to this edition will also be a 'How to Guide' taking readers through each step of the design thinking process in order to prototype their stories. Brand Storytelling provides a step-by-step guide to assess, dismantle and rebuild a brand story, shifting the brand from a 'hero' to 'sidekick' mentality and positioning the customer as a key influencer to motivate the audience. Clarifying why machine-learning, AI and automation only tell one side of the story, this book will inspire you with cutting edge interviews and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google to tap into authentic brand loyalty and human connection.
Busting Silos
Unify your teams and go to market like the best in the business Hillary Carpio and Travis Henry of Snowflake helped scale the go to market program behind one of the fastest growing software companies in history. Not satisfied with the traditional model of separate sales and marketing functions, they married both into integrated, account-based, cross-functional teams that targeted and closed business at historic rates--what they call "one-team GTM." In Busting Silos: How Snowflake Unites Sales and Marketing to Win its Best Customers, Carpio and Henry map out how you can do the same at scale. Learn to: Turn your funnel upside down and stop wasting resources Design a one-team ABM program, align people with strategy, and win buy-in Deliver the right message at the right time to the right account Scale your pilot to sell (and upsell) to enterprise heights Whether you are building a new ABM function or scaling an existing one, your ABM and sales development reps are likely siloed. To go to market at size, speed, and scale like Snowflake, that needs to change. Busting Silos is your roadmap to making it happen.
The Value Sale
If you can prove ROI, you can sell anything.You're struggling to make sales, and you know it. When meeting with prospects, you routinely challenge them to move to the next step in the sales process, but they're still not buying. You're good at showing them your product's features, but that's not helping to close deals.Ian Campbell wants to permanently disrupt your sales slump. You can't afford to ignore The Value Sale's winning method for showing value to prospects, quantifying benefits, and creating a winning ROI business case for your product.Discover the strategy to weave value into the entire sales process. Learn how simple changes in the way you speak can bring more leads, more sales, and happier customers. Master the step-by-step process to identify value points and prove ROI. The secrets of The Value Sale will revitalize the way you do business.
The Maven Marketer
It's time to declare war on wasted advertising...If you're tired of spending money on advertising with poor results...If you're sick of shiny objects and marketing gimmicks...If you wish someone would just tell you the truth about how it works......this book is for you. It's time to make a change.Stop paying for bad advertising.Stop settling for poor quality leads (or none at all).The Maven Marketer is the no-nonsense guide, created from over adecade on the front lines of small business marketing. Learn the exactprocess Brandon Welch, Founder of Frank & Maven, has used to floodhis clients with new customers, skyrocket revenues, and change thelives of business owners across the United States.Brandon exposes the truth about the broken system of advertising inAmerica, why so many companies fail to grow to their fullest potential, and how you can finally build a marketing plan that will launch yourcompany to new heights.Conquer the challenges limiting your business and fast-track a plan formarketing your way to millions.
The Value Sale
If you can prove ROI, you can sell anything.You're struggling to make sales, and you know it. When meeting with prospects, you routinely challenge them to move to the next step in the sales process, but they're still not buying. You're good at showing them your product's features, but that's not helping to close deals.Ian Campbell wants to permanently disrupt your sales slump. You can't afford to ignore The Value Sale's winning method for showing value to prospects, quantifying benefits, and creating a winning ROI business case for your product.Discover the strategy to weave value into the entire sales process. Learn how simple changes in the way you speak can bring more leads, more sales, and happier customers. Master the step-by-step process to identify value points and prove ROI. The secrets of The Value Sale will revitalize the way you do business.
Heroes, Villains, and the Thrill of Professional Selling
When thinking of sales, it's easy to pick out the heroes and the villains, but Adrian Davis is here to spell it out in detail. With relatable analogies of comparing sales to cinematic superhero tropes, Heroes, Villains, and the Thrill of Professional Selling explains how to find success in every story in the marketplace. Rooted in SAMA and the concept of "Co-Creating Value" this book describes an approach to creating value that draws upon an ideal from the movie industry and is imperative for mutual success: Your client is the hero in the story.Adrian Davis simplifies the hero's journey with real-life examples, compelling stories, and templates to guide your learning. Movie genres are compared to different client types, and analogies are drawn between the screen and the sales floor to educate the salesperson, or in this case, the director, on creating a positive buying experience for clients. Adding to this insight, Adrian offers a path to develop your SOCKET solution, and a way to engage "inside-outsiders" to help in the journey. Find a robust series of 100 questions to discover value and a stakeholder checklist to guide you through the maze and knowledge on "Co-Creating Value" to garner success.Whether you prefer action, mystery, romance, sci-fi, comedy, horror, or drama, Adrian's explanations are sure to make you a sharper salesperson and cinephile as you continue working with your client.Take Adrian's advice and don't come out of the story to editorialize -- let the story do the work! You can read his lessons learned, put them into practice, and embark on your own journey for stronger relationships and success.
Sustainable Advertising
Sustainable Advertising is a manifesto for the world's advertising industry, a case for change globally: 'to change the way we work and to change the work we make'. This is the book every advertising and marketing professional needs to make every ad a sustainable ad. Sustainable Advertising informs every stage of the advertising process with the expertise required to make advertising more sustainable, future-proofing portfolios, improving productivity, and saving money. Covering the way ads are made and distributed, to the products, services, and behaviours they promote, this book sets out the insights, best-in-class case-studies and practical guidance to accelerate change and ensure the industry is fit for purpose in the face of the climate crisis. This must-read guide sets out a clear action plan for agencies, brands, media owners, tech platforms and individuals. It includes interviews with industry leaders including Unilever, WPP, Google, ITV, Cannes Lions, Meta, Havas, PwC, Tesco, Oxford University's Said Business School, the Advertising Standards Authority and dentsu. Learn how to avoid greenwashing, how to pitch more sustainable behaviour changes to appeal to the most customers and how advertising can make the most positive contribution to the global battle against climate change.
Sustainable Advertising
Transform your advertising practice by learning to harness the power of the industry to tackle the climate crisis. This is the book every advertising professional needs to lead the way to a sustainable future. Sustainable Advertising is designed to equip advertising and marketing services professionals with the tools and expertise they need to make their daily practices more sustainable whilst improving productivity and saving money. Covering every aspect of advertising, from how ads are made and the way they are distributed to the product, service and behaviour each ad promotes, this book lays out a way forward for the industry that will overcome the current problems faced. From the Director of Communications for the Advertising Association and Ad Net Zero Matt Bourn, this must-read guide sets out a clear 5-point action plan for the advertising industry and includes case studies and interviews with industry leaders including Cannes Lions, Havas, WPP and Mediacom. Learn from top examples of best practice in the industry and how to avoid greenwashing in this unmissable and practical manifesto for the future of advertising.
Release the Power of ENTANGLED MARKETING(TM)
Entangled Marketing is the new business model for building a supportive, enduring and mutually-rewarding customer relationship. Sebastian Jespersen and Stan Rapp have created this thought-provoking business and marketing model through their vision of entangling the brand and the consumer in an unbreakable, ongoing relationship. They find fault with today's lock-step focus on engagement when advanced digital technology makes anything imaginable--truly doable. The book introduces a number of groundbreaking ideas centered around the ways a brand can provide meaning and value to customers to keep them in an ongoing relationship for life. The reader will be taken on a journey from the twentieth century's arm's-length relationships to the twenty-first century's "Zero Degrees of Separation." The authors maintain that bottom-line results improve exponentially when brand and customer act as a "one-plus-one" twosome. The ability to release the power of entangled marketing changes one's thinking about how marketing can work best in the digital age.
The Great 8 Pillars
Many manufacturing business owners see marketing as nothing more than smoke and mirrors.When they do invest in marketing, they expect a measurable return on their investment. It doesn't help when marketing executives themselves get addicted to the rhythms of tactical efforts and focus on generating output instead of outcomes. That "more, more, more" approach results in a reactive, whack-a-mole cycle that delivers burnout, turnover, and increased costs instead of long-term ROI. Before long, marketing itself seems pointless.Christopher Peer knows there's another way.Informative and accessible, The Great 8 Pillars: ROI-Driven Marketing for Manufacturing Companies offers a step-by-step tutorial on crafting marketing strategies and value propositions, establishing ROI-driven goals, and defining key performance indicators. Chris teaches readers to build a professional marketing infrastructure that consistently delivers a return on investment-and to value marketing in the process.
New Biz Turbo Charger 4.0
How to seal the deal - acquisition push for every day: Motivate - convince - sellEurope's No. 1 sales professional Dirk Kreuter's New Biz Turbo Charger 4.0 are motivating stories on the subject of customer acquisition - sometimes more, sometimes less technical, but always really good!Short stories peppered with tips and tricks from the top salesman's box. For example, he uses the example of "sea salt butter" to show how to arouse emotions through skillful wording, tells what can be learned from young people in a skate park with regard to the right sales attitude, and gives effective tips for sales executives.The kick for salespeople who want more sales, new customers or simply more success and fun in their job.About the author: Dirk Kreuter (born 1967) is successful in many ways. He is a businessman with over 150 employees at locations in Bochum, Hannover, Dubai & Singapore. As an investor, he is active in 9 company investments and had a volume of 44 million euros in 2021, 80 million euros in 2022, and his goal for 2023 is to increase the volume to 140 million euros. Aside from his successful entrepreneurship, he is also an author and has published over 100 books, audiobooks, and online courses
Cold Email Manifesto
Cold Email Manifesto distills the professional insights of "Cold Email King," Alex Berman and business executive Robert Indries into actionable, clear chapters, explaining how sales professionals can generate millions for themselves or their clients via cold emails.
Marketing Skills in Practice
Based around research into marketing education and practice, Marketing Skills in Practice helps students embarking on a career to develop their professional identity, as well as key skills required by employers.
Cultural Intelligence for Marketers
Brands not only reflect culture but actively shape societal norms and values. Move beyond performative inclusive marketing and drive the cultural conversation. A brand today can build a marketing strategy that not only effectively resonates with audiences but also meaningfully impacts society at large. Learn how to produce inclusive marketing using an approach grounded in critical perspectives on society and the impact brands wield in shaping it. In this book, cultural theorist and strategist Anastasia Karklina Gabriel draws on social analysis, media theory, and semiotics to help marketers improve cultural fluency and future-proof brand strategy by embedding equity and inclusion into every aspect of marketing. Cultural Intelligence for Marketers explains how to create an inclusive marketing strategy using an actionable approach that draws on advanced insights into culture, identity, representation, and the power of media in driving social change. The book offers an in-depth dive into the urgent need for cultural competence in marketing using a framework rooted in 4Cs: Culture, communication, critical consciousness, and community. It delves into practical aspects of conscious marketing, inclusive innovation, cultural insights, brand activism, social impact, and responsibility in business. It features insights from current and former marketing leaders at Wieden+Kennedy, Mindshare, Dentsu, and Saatchi & Saatchi, among others. Drawing on case studies from brands that are actively pursuing inclusive marketing strategies, including Microsoft, Pinterest, Billie, and REI, Gabriel outlines the process of deploying cultural intelligence to attain commercial advantage while transforming society for the better.
Marketing Fashion
This edited collection critically reflects upon the power of fashion in contemporary society and the role marketing and marketers have in the process of defining, creating and preserving fashion, but also for divesting fashion that is no longer up to date.
Customer Xperience Leadership: A Blueprint to Maximize Performance
The success of private sector companies as well as public sector organizations is positively correlated with the level of customer experience they deliver. Outstanding experiences lead to high performance, satisfied customers, and many other positive outcomes. Poor experiences lead to countless negative problems and obstacles within the company and dissatisfied, frustrated customers outside.Given the importance of experiences, substantial resources are invested in improving them. Yet, the results are often disappointing. Companies have a difficult time fulfilling customers' expectations and satisfying their needs consistently, over time. Especially in the digital era we live in. This raises a question: Is there a roadmap that can help people and organizations achieve their experience goals? This book focuses on this issue.This interdisciplinary book offers a holistic, step-by-step blueprint for students, practitioners, and managers interested in understanding how to create exceptional customer experiences and learning how to effectively manage them. A unique model is presented. It includes four parts which are broken down into fourteen lectures. Each lecture deals with a specific topic and includes research-based figures and graphs, practical tools, and easy-to-implement customer-focused actions. Every lecture is one piece of the blueprint and together, they offer a path to experience leadership.
Chancing Your Arm
WHAT DOES IT TAKE TO BECOME A SUCCESSFUL BUSINESS OWNER IN A FOREIGN COUNTRY?Chancing Your Arm is one man's entertaining and unflinchingly honest story of business and personal success against all odds. David Garc穩a Gonz獺lez' inspirational account of his odyssey from ordinary person to high achiever and CEO of a hugely successful business is packed with life and business insights that will resonate with and energise those still dreaming of setting up their own business as well as entrepreneurs at all stages of their business journey.
Chancing Your Arm
WHAT DOES IT TAKE TO BECOME A SUCCESSFUL BUSINESS OWNER IN A FOREIGN COUNTRY? Chancing Your Arm is one man's entertaining and unflinchingly honest story of business and personal success against all odds. David Garc穩a Gonz獺lez' inspirational account of his odyssey from ordinary person to high achiever and CEO of a hugely successful business is packed with life and business insights that will resonate with and energise those still dreaming of setting up their own business as well as entrepreneurs at all stages of their business journey.
Solving Product
A book that actually teaches you how to create growth in a product businessSolving Product is not a big idea book. It's a book entrepreneurs and product teams are using to drive real results in their organizations. The book helps them: Reveal the gaps in their business modelsClarify the challenges they're facingCarefully weigh alternative solutions for addressing blockers and driving new growthLearn from their prospects and customers with the right customer research techniquesLay out clear action plans to address the issuesMake their organizations more customer-centricIt's everything you need to know about growing a product from Idea to MaturitySolving Product is exhaustive. It contains actionable advice from hundreds of product leaders and customer research experts, and features over 25 case studies. No matter where you are in the product growth cycle-at the idea stage, at maturity, or somewhere in between-the book will help you find new growth.The book is used by thousands of organizations around the worldSolving Product is actively in use by product teams and entrepreneurs in: Startups: Entrepreneurs and early-stage teams are using the content to find their business opportunities, identify competitive advantages, validate their concepts, and iterate their early products' value until they find product/market fit.Scaleups: Growing startups are using the book to reduce friction, fine-tune their positioning, test acquisition channels, and expand into new markets.Mature Product Organizations: Established companies are using the overarching framework to identify their business' bottlenecks, the supporting content to make their organizations more customer-centric, and the various tools in the book to train and level-up their product teams.Accelerators & Incubators: From Canada to Lebanon, to the United-States and Singapore, accelerators and incubators have been structuring their programs around the content of the book, often even using the content to train the founders in their programs.A book you'll find yourself going back to, time and time againSolving Product is a different type of book. It's structured in a way so you can put it on your desk and thumb through it whenever you face a growth challenge in your organization. You can read it from beginning to end, or navigate to the section you need to drive new growth. You'll be going back to the content, time and time again. Solving Product is not a book you'll read once, then simply put away.
Mastering Sales Leadership
Mastering Sales Leadership shows how to build a strong sales culture and increase sales productivity through effective leadershipand management strategies. Many sales management books deal with the sales process, some address the management role. Few address the impact of company culture on sales productivity. Some books focus on the new business process and some address key account management. Mastering Sales Leadership deals with it all! Steven Jenkins has spent the last 45 years in sales, working in corporates, SMEs and start-up businesses. He founded his own direct marketing agency and brought in an impressive list of Blue-Chip clients, generating over 瞿1 million of new sales revenues every year for 15 years. In the last 20 years, he has worked with many companies struggling with growth. His career has given him a unique perspective on Business-to- Business selling and he has seen the same mistakes made by large and small companies alike and how each mistake impacts sales productivity. Mastering Sales Leadership puts the whole sales management practice under the microscope. Through his approach to sales planning, sales directors and their managers will be able to achieve realistic targets and become the heroes at the monthly Board meetings. Written for the senior sales leadership in Business-to-Business companies, Mastering Sales Leadership: is a must-read for organisations needing to grow and stay growing.
Public Relations and Communications
This book provides an introduction to public relations (PR) that employs pedagogical experiential learning models to assist students in developing the skills and competencies required by the PR industry.The book takes the reader on a journey from the theory and origins of PR, through to the structure of the PR profession and the more practical elements of how PR is practiced today. It devotes attention to the common competencies necessary for success as a communications professional, such as communication skills, critical thinking skills and business acumen, while giving due focus to the rapidly evolving new technologies and media that impact how organisations communicate. Featuring example cases from around the world, each chapter includes discussion topics and scenario-based questionnaires to encourage learning and assist students in developing key competencies.This book is ideal for undergraduate PR modules, particularly those with experiential and/or blended learning pedagogical approaches. It will also be useful to those in business seeking to gain a deeper understanding of communications.Situational Judgement Tests and sample press releases, presented as online resources, also accompany the book. Please visit www.routledge.com/9781032170435.
Strategic Crisis Communication
Addressing 21st-century issues, threats, and opportunities with time-tested principles, this book empowers corporate communications professionals to protect, inspire, and energize organizations in the face of a crisis. Whether due to an external incident or an internal misstep, every major company or institution will find itself scrutinized, its normal operations disrupted, and its reputation and business continuity threatened at some point-and how it prepares for, and reacts to, a crisis can make a critical difference in the ultimate outcome of events. This book focuses on strategic crisis communication as a function of three elements: 1. crisis preparation-establishing a robust and nimble infrastructure and plans, in advance of any crisis 2. crisis management-rapidly gathering information, activating and adjusting plans, making decisions, and relentlessly monitoring outcomes 3. crisis communication-reaching multiple audiences, on multiple platforms, with clear, consistent, and purposeful messages that tell the truth and defend the organization. Bringing together best practices gleaned from hundreds of recent case studies, this book is an unmatched resource enabling corporate communications and PR professionals, and the organizations that employ them, to understand how to weather any reputational storm that may threaten their enterprise.
SalesRx - Daily Prescriptions for Success in Selling
A collection of 365 straightforward, bite-sized, prescriptive sales practices that work! Professional salespeople have grown weary of the myriad methodologies, theories, and systems of selling, each of which are generally promoted as a panacea for all challenges sales related. Guess what? They don't work! At least, they don't work that well, that often. Additionally, salespeople become so preoccupied with trying to remember and execute the method du jour, they lose perspective and begin ignoring the principles and practices which matter most. Sales Rx reintroduces those core practices and principles in a current and pragmatic way, which salespeople can immediately implement and quickly see positive results. Each prescription is delivered in a conversational style, from one sales professional to another. No fluff, no filler, just practical and proven sales tips you can take to the bank!
SalesRx - Daily Prescriptions for Success in Selling
A collection of 365 straightforward, bite-sized, prescriptive sales practices that work! Professional salespeople have grown weary of the myriad methodologies, theories, and systems of selling, each of which are generally promoted as a panacea for all challenges sales related. Guess what? They don't work! At least, they don't work that well, that often. Additionally, salespeople become so preoccupied with trying to remember and execute the method du jour, they lose perspective and begin ignoring the principles and practices which matter most. Sales Rx reintroduces those core practices and principles in a current and pragmatic way, which salespeople can immediately implement and quickly see positive results. Each prescription is delivered in a conversational style, from one sales professional to another. No fluff, no filler, just practical and proven sales tips you can take to the bank!
Are You Visible?
Are you tired of being the best-kept secret in your industry? Do you want to be recognized as the go-to expert in your field? Look no further than "Are You Visible?" -The ultimate guide to being seen, heard and chosen.Dr. Izdihar Jamil, a visibility expert and TEDxHuntingtonBeach Curator, shares her personal philosophy and proven strategies to help you stand out from the crowd. With her exclusive and intimate approach, she treats her clients like family and empowers them to become the best at what they do.In this book, you'll learn the top tips for building your personal brand and becoming the go-to leader, using Dr. Jamil's proven system to get predictable results. "Are You Visible?" is a must-read for anyone looking to make an impact in their industry. Get your copy today and start being seen as the expert you are!"Dr. Izdihar Jamil is a shining light of inspiration. In her new book, Are You Visible?, she enthusiastically shares clear action steps on how to increase online visibility. Beyond increasing visibility, she encourages the professional to strive to be the go-to leader in their industry. Her experience and wisdom have led me to believe this is possible while maintaining a harmonious balance of work and family life. I highly recommend all of her books." - Drew Lawrence, Multi-platinum hit Songwriter and Artist Development Coach"When it comes to self-publishing a book, Izdihar is my go-to expert. With Izdihar's knowledge, enthusiasm and strategies she makes the daunting task of writing a book a reality. If you're looking for a business coach look no further!" - Tim Hmelar, Home Builder and Realtor to Silicon Valley Business Titans."Dr. Izdihar Jamil's book is the best visibility roadmap you can have. Her greatest gift is providing you with her expertise in a straightforward, understandable, and thoroughly enjoyable format. To all of the entrepreneurs out there, this is a must-own book for your collection." - Deb Rosman, Public Speaker & Poet of The Grieving Heart and International Bestselling Author of It is Done!"Are you Visible? is jam-packed with value-added knowledge from leading visibility expert Izdihar Jamil! This book provides vital information so that you can become the go-to expert in your field." - Amber Howard, Four times #1 International Bestselling Author and Leadership Expert. ABOUT. Dr. Izdihar Jamil, Ph.D.-#1 International Bestselling Author of Money Makers, TV Show Host and Visibility Expert-has appeared on FORBES, Fox TV, and TED.com. She helps leaders to be SEEN, HEARD and CHOSEN as the go-to experts in their field with proven, predictable and effective methods. She's also the Curator for TEDxHuntingtonBeach. She lives in California with her husband and children, she loves baking and reading.
Unleashed
When God gives you a message it needs to be heard.What if I told you that, by applying some simple strategies, your message could reach more people, more effectively, while making a bigger impact--an impact, not only on others, but also on you?The tragedy is that many Christian leaders and influencers are thinking two-dimensionally about their message. They either preach it, or in some cases, they write a book around it, cutting their audience short, and also themselves.People consume content multiple ways. They read, they listen, they watch, they attend and they participate. By utilizing different vehicles that facilitate information consumption, we can innovate the way we package our message and bring it to market. Not only will we reach more people, we will also position ourselves to generate tremendous streams of income.The principles, concepts and strategies that are outlined in this book have helped me to personally: - Generate $500K in 40 days from an idea that wasn't yet an actual product.- Build a niche database of over 100K leads in less than 3 months.- Build the largest children's pastors conference in the country in less than one year.- Produce half a million dollars in revenue by giving away 4,500 books.- Create $30K in sales, in less than 10 days, by selling a $9 product.- Generate $100K in 5 minutes of a webinar (and double that in the 24 hours. ...and much, much more!This is not an illusion. This stuff is real! Let's open up our minds, and let's jump in.
Fitness Influencers. Impact on Purchase Intentions and Attitudes of Instagram Users
Master's Thesis from the year 2018 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, Berlin School of Economics and Law, language: English, abstract: This master thesis empirically assesses the impact of the fit between digital fitness influencers and promoted brands on attitudes and purchase intentions of Instagram users. The study identifies attitudes toward source - both source credibility and source trustworthiness, attitudes towards ads and attitudes towards brands as important constructs to measure the advertising impact on attitudes. Based on a review of the existing literature regarding digital influencers and the concept 'fit', an experiment with two conditions was conducted via independent online surveys. They were carried out to members of online fitness forums and communities and fitness groups on social network sites. Data collected from 109 respondents in survey A and 110 in survey B was analyzed and tested using unpaired 2-sided tests. The empirical study reveals the relevance of influencer-/brand fit. The results confirm that the impact on all tested constructs is significantly more positive for the test group exposed to the survey including a post of a digital fitness influencer with a high perceived influencer-/brand. The findings require further confirmation in other settings and industry sectors before they can be generalized, but offer helpful new insights to better allocate efforts and resources to effectively manage the collaboration with digital influencers. A high influencer-/brand fit serves as a key driver for advertising effectiveness of influencer marketing.
50 Ways To Promote Your Book
You've written your book...now what? In today's busy marketplace authors can struggle to launch and continue to promote their book. It can feel as if your book isn't good enough, but it could be the best kept secret! From social media, to creating video, online and offline promotions, we have tried to produce a plethora of promotion ideas so that you can keep talking about - and celebrating - your book. After all it takes a lot to write it in the first place! We have asked marketing expert and fellow author to write our foreword, and asked some of our favourite published authors to share their expertise too. Grab this book to help you plan your initial launch, or use this to re-ignite your book's success.
Total Customer Growth
"Rock Solid ABM Bible," - Charles Cantu, founder of Rest Digital"TCG Will be the Next Acronym on Every Marketers Lips," - Bob Abrahamson, chief marketing officer, pCare"This book is very well written and full of actionable insight. I especially appreciate the many free tools offered for download as part of the book purchase," - Kelly McDermott, chief marketing officer, of Caregility"A fresh take on ABM. It's the sort of book you can come back to frequently for how-to's and ideas," - Drew Neisser, Founder of CMO Huddles and award-winning authorIf you have read or considered great books like ABM is B2B by Sangram Vajre or A Practitioner's Guide to Account-based Marketing by Bev Burgess, you will enjoy this fresh and up-to-date take on ABM.Adam and Ben speak with hundreds of sales and marketing leaders every year. Several recurring issues come up: How to get started with ABM, how to win and grow a more profitable customer base and how to turn marketing into a competitive advantage.This book will answer these questions about ABM and propose a new, more holistic model for making your sales and marketing more effective.ABM is part of the answer and is emerging as the way to acquire new and more profitable customers. In addition, a relatively new concept has emerged called "account-based experience" (ABX) that addresses how to cross-sell, upsell, and convert customers into evangelists.This book proposes a new more efficient model that combines ABM, ABX, and other account-based strategies. We call it...Total Customer GrowthTotal Customer Growth is a system involving sales, marketing, and customer success to find, engage, convert, and grow profitable customers for life. It is a holistic approach to building a sustainable, long-term business model.We wrote this book as a comprehensive practical guide to ABM, ABX, and Total Customer Growth. The book includes how-to guides, strategic rationales, examples, and references to online resources to help in your journey.The book is divided into four parts: Part 1 - Strategic Foundations of Total Customer GrowthChapter 1 Why ABM Is Transforming B2B Sales and MarketingChapter 2 The Total Customer Growth FrameworkChapter 3 Starting with IntentChapter 4 TargetingChapter 5 The Buyer JourneyChapter 6 ABM Campaign Strategies and PersonalizationChapter 7 Engagement and Content PlanningPart 2 - Putting ABM into ActionChapter 8 The ABM Technology PlatformChapter 9 SDRs: ABM's Secret WeaponChapter 10 Measurement MattersPart 3 - ABM to ABXChapter 11 Envisioning ABX and Total Customer GrowthChapter 12 Account Insight-Driven GrowthChapter 13 Turning Customers into Positive InfluencersPart 4 - Get Moving. Get Scaling.Chapter 14 Think/Crawl/Walk/RunChapter 15 Scaling and EvolvingChapter 16 Being AgileChapter 17 The Total Customer Growth Organization
How to Advertise Like a Pro
Free advertising seems like an impossibility. There are ways to save on advertising costs, however, with a little imagination and creativity. Companies wishing to advertise can write articles related to their area of expertise which can be submitted to media and publications with an interest in that field. Promotional items can contain information about company and merchant opportunities. Due to the increase in Internet users and websites, new websites offering free services have emerged. Articles can be written and broadcast for free on this website, which is viewed by hundreds of people every day. Once a business gains recognition, it will gain popularity in the crowd in no time. This popularity can lead to them being invited to radio and television talk shows and even interviews. Such an opportunity should not be missed as it offers a chance for free promotion. If the delay lasts longer, you can contact the manufacturer by mail, which can be followed by a phone call or personal visit. During the visit, it was possible to discuss the types of business knowledge that would be of interest to viewers of each channel. Once an entrepreneur is public friendly, more offers flow.
Vet for Life
ADVANCE PRAISES "In a world where so many young vets leave the veterinary profession for a range of reasons, this book should be a must-read for all new graduates, as well as an engaging and helpful read for older vets at all stages of their careers."- Dr Pete Wedderburn BVM&S CertVR MRCVS, Media veterinarian "I LOVE this book! From practical steps to approaching job applications and interviews, understanding the common mindset self-sabotage patterns we have as vets and diving into upskilling yourself in consult technique and how to shift your thinking around money, this book is jam-packed full of useful information and should be on every vet's bookshelf!"- Dr Jenny Guyat BVetMed MRCVS ICF-accredited Veterinary Career Coach "Lennon's book is an authoritative guidebook for any vet starting out on their career, or in its early years. It's all 'the stuff they didn't teach you at vet school'. I'd go as far as to say that any young person who aspires to be a vet should read this book first!"- Dr Ross M Kelly BVMS, MRCVS, Managing Director of Veterinary Independent Purchasing Group (Management) LTD "Even after 20 years in the profession, this book still opened my eyes and challenged my thinking, a great book to read for anyone wanting to enter, stay or even considering leaving the profession."- Dr Paul Horwood BVetMed DBR MBA MRCVS "MASTERPIECE!!! Bloody Marvellous! 'Vet for Life' is compulsory reading for every vet, everywhere! Lennon has proven to be the mentor any of us would wish for. This book celebrates the individual and offers every opportunity and support for new and established graduates and enterprising veterinary leaders to take ownership of their career, their role in the team and their impact within and for the profession."- Dr Sarah J Paterson BSc BVMS MBA(Open) MRCVS, Practising Veterinary Surgeon, Coach and Therapist All profits will be donated to VetLife, an independent UK veterinary charity.
Sales Management
Sales are the lifeblood of the business world and therefore an area of fundamental importance for scholarly research. This concise book analyses current thoughts and emerging practices in sales management research.Organisations who are looking to increase revenues and add new customers to their portfolio will find it increasingly difficult to successfully do this without being aware of and adopting the appropriate, adaptive sales processes. Emergent themes such as agile sales management, digital selling, artificial intelligence and trust will be discussed in the book that also embraces the importance of customer relationship management, and how salespeople are aligning their interactions with the marketing function. The text will review recent research to identify how to grow and organise the sales pipeline, manage hybrid sales teams, and the effects of new technologies on selling processes. These discussions will be helpful in highlighting issues and providing some solutions to practitioners who are operating in new environments.This book will be invaluable to sales researchers as it summarises current knowledge about key sales and sales management topics and indicates possible future research directions.
Consumer Behavior on Online Grocery Shopping Adoption. A Quantitative Analysis in the Context of the COVID-19 Pandemic, Contrasting the Markets of Peru and Germany
Master's Thesis from the year 2022 in the subject Business economics - Market research, grade: 1,3, University of applied sciences, Munich, language: English, abstract: The COVID-19 pandemic raised the demand for online food shopping in traditional Peru and Germany. This urged an in-depth examination since consumer attitudes in specific cultural contexts had received little attention. Thus, this research aims to ascertain the factors that significantly influence Germans' and Peruvians' intention to use online grocery shopping, as well as to identify significant differences between the two countries. Two particular research topics serve as the framework for this study, which are as follows: Are there significant differences in the usage of online grocery shopping between Germans and Peruvians during the COVID-19 pandemic? What factors significantly influence Germans and Peruvians' online grocery shopping usage during the COVID-19 pandemic? As indicated by both research questions, this study's primary emphasis is on online grocery shopping behavior during the COVID-19 pandemic that peaked one year ago, in the year 2020, yet has persisted worldwide. Therefore, this study focuses only on empirical data from the COVID-19 outbreak since online grocery shopping in both nations was not a significant event before the pandemic. Furthermore, there was no previous scientific research on online grocery shopping's behavior in Peruvian literature, preventing comparison between the two countries. Given that the pandemic's breakout aided in the partial adoption of online grocery shopping in both nations, the researcher judged it appropriate to frame both research questions exclusively in terms of the COVID-19 pandemic to capture better the influence of the digital transition that was experienced in 2020.
Conference Proceedings Trends in Business Communication 2022
The academic conference Trends in Business Communication (TIBCOM) addresses current and upcoming trends in the communication sector. International scientists present their new findings in the fields of marketing and communication after a peer-review process. The presented content will be mapped and submitted in form of Full Scientific Papers and will be the subject of this conference proceedings. The international conference took place virtually on December 9, 2022.
Strategic Communication
Strategic Communication deals with the principles behind strategic communication planning. It covers the professional practice steps involved in researching, planning, writing, evaluating and implementing a communication strategy.
Multicultural Marketing Is Your Story
This book is an invitation to reflection, to critical thinking, to objectivity and to the liberty of accepting what is different.Ever since Homo Sapiens populated our world, our lives have been stories we tell to all those we are surrounded by every day as well as to unknown people through social media when we post the pictures of our vacations, pets, children and graduation or changes in our jobs. We buy brands that have a story we admire or those that are recommended by influencers because we are fascinated by their stories. This book is about you. It is the story of your past, your present and your future as you live in multicultural communities. Page after page, you see the story of humankind and of multiculturalism unfold and be explained through the lenses of science and storytelling.Multicultural Marketing is Your Story is thoroughly illustrated with real life examples. The ideas, theories and statements presented in this book will perhaps challenge some of your deepest beliefs or they might as well comfort you in your own opinions. Ultimately, this book is an invitation to reflection, to critical thinking, to objectivity and to the liberty of accepting what is different.
