The AI Revolution
The AI Revolution: Strategies for Business Growth Amid Disruption In an era where technological advancement is the heartbeat of industry evolution, "The AI Revolution: Strategies for Business Growth Amid Disruption" is your guide to harnessing the transformative power of artificial intelligence (AI). This book aims to demystify AI, revealing its profound potential for reshaping small and medium enterprises (SMEs) and positioning them for unparalleled growth. So let's journey together through these chapters that lay the foundation for AI understanding. Whether you're an entrepreneur, a decision-maker, or a small or medium sized business owner, this book offers a robust framework to not only survive the wave of AI-driven change but to thrive within it. Embrace the AI revolution today and unlock a future of exponential growth!
Becoming a Public Relations Writer
The seventh edition of Becoming a Public Relations Writer serves as an essential guide to the writing process for public relations practice.
Ultimate Sales Tool Kit
Ultimate Sales Tool Kit gives you a wide array of fresh new tools you can start using immediately. The book provides helpful examples and unique visual exercises that help you remember how and when to use each one and work them into your routine.
Account-Based Marketing
Whether you're a B2B marketer learning about account-based marketing (ABM) for the first time, or an experienced account-based marketer who wants to keep up to date with the latest advances in the field, this book is the perfect guide to using ABM effectively in your business. From explaining how to design the right ABM strategy, to exploring the five types of ABM and how to decide which type to use with which customers, this guide will help you build your company's ABM capability through the right structure, processes and organization to deliver the best results. Written by the leading practitioner in ABM, Bev Burgess, this book will also help you prepare for the future of ABM as the world of marketing evolves with the introduction of generative AI, helping you to stay at the forefront of your professional practice. With real-world examples and perspectives from companies such as Accenture, AWS, NTT, Salesforce and Vodafone, this guide is a key resource for Account-Based Marketers everywhere, providing an up-to-date view of best practices in ABM globally and a look at how these practices are evolving.
Consumer Behaviour
With this textbook, students will learn the concepts, theories and processes of consumer behaviour and how to apply them in a digitalized and competitive business landscape. Consumer Behaviour combines theoretical underpinnings with real-world practice to provide comprehensive, up-to-date coverage of the subject. It starts with an exploration of how consumer behaviour has evolved with the impact of technology, personalization and sustainability on perception and decision-making. Students will then learn about the psychological and social dynamics of consumer behaviour and the scientific foundations of learning and memory in brand engagement. Supported by international examples throughout, the textbook examines the role of AR/VR in retail experiences, the power of online communities and voice commerce, as well as the importance of good UX design. Crucially, it also delves into ethical considerations of the digital consumer landscape, including privacy and data concerns. Consumer Behaviour includes in-text learning features such as learning outcomes, key terms, a glossary and exercise questions to help develop critical thinking. It is supported by online resources of PowerPoint slides, videos and essay questions. This textbook is ideal for postgraduate students taking modules on Consumer Behaviour as part of their Marketing degrees.
Global Marketing
Global Marketing provides students with an understanding of how marketing works in today's globalized business landscape, covering key topics, theories and applications. Taking a holistic approach to the subject, this textbook includes chapters on global communications, cultural convergence and divergence and production considerations. There are discussions of standardization vs differentiation, cultural universals, brand equity and the encoding of marketing messaging. Crucially, it explores these topics from multiple stakeholder perspectives, providing further insight into how theories, when used in practice, may have different implications. Ethical considerations of marketing internationally are covered extensively, alongside important theoretical debates and critiques to support critical thinking. Global Marketing includes pedagogical features such as learning outcomes, end of chapter exercise questions and activities for students. There are real-world examples throughout from companies such as Disneyland, Guinness and Kinder, helping students to apply theoretical content within professional practice. It is supported by online resources of PowerPoint slides, multiple choice questions and videos. This textbook is ideal for undergraduate students taking modules on Global Marketing as part of their degrees.
Account-Based Marketing
Whether you're a B2B marketer learning about account-based marketing (ABM) for the first time, or an experienced account-based marketer who wants to keep up to date with the latest advances in the field, this book is the perfect guide to using ABM effectively in your business. From explaining how to design the right ABM strategy, to exploring the five types of ABM and how to decide which type to use with which customers, this guide will help you build your company's ABM capability through the right structure, processes and organization to deliver the best results. Written by the leading practitioner in ABM, Bev Burgess, this book will also help you prepare for the future of ABM as the world of marketing evolves with the introduction of generative AI, helping you to stay at the forefront of your professional practice. With real-world examples and perspectives from companies such as Accenture, AWS, NTT, Salesforce and Vodafone, this guide is a key resource for Account-Based Marketers everywhere, providing an up-to-date view of best practices in ABM globally and a look at how these practices are evolving.
![Crystallizing Public Opinion - [Paperback]](https://cdn.kingstone.com.tw/english/images/product/6641/9789362056641m.webp?Q=8283c "Crystallizing Public Opinion - [Paperback]")
How to Get to Know Your Customer
If you run a small business, you probably wish you had access to the sophisticated market research techniques that big businesses have at their disposal. Imagine being able to really understand your customers!Well, now you can. Katie Tucker reveals 10 simple road-tested tools and techniques that big businesses use and which YOU can use immediately to transform your market knowledge, in just 6 minutes!
The Speed Storytelling Toolkit
Getting media coverage helps you stand out as a business. But how come it always seems to be your competitor, not you, who gets the headlines?Former BBC journalist Felicity Cowie has the insider secrets you need to build great relationships with the media so that you become the go-to authority in your field. Discover how to set your business apart and secure outstanding coverage, consistently, in just 6 minutes!
Branding From The Windsurfing Perspective
In this book, we argued brand concept from the perspective of windsurfing consumers. Brand trust, brand satisfaction, brand passion and brand loyalty are mainly focused topics. In a niche sport like windsurfing, the relationships between brand passion, trust, satisfaction and loyalty play an important role in the development of marketing and brand management strategies. The emotional and psychological bonds athletes establish with brands play a key role in their becoming loyal customers. Brand management strategies emphasize the importance of emotional messages and experiences appropriate to the target audience.
Contemporary Selling
Contemporary Selling is the only book that combines full coverage of up-to-date personal selling processes with a straightforward look at sales management practices, delivered in a way that students want to learn and instructors want to teach.The overarching theme of the book is enabling salespeople to build relationships successfully and to create value with customers. It is a comprehensive, holistic source of information about the selling function in modern organizations that links the process of selling (what salespeople do) with the process of managing salespeople (what sales managers do). A strong focus on the modern tools of selling, such as customer relationship management (CRM), social media and technology-enabled selling, and sales analytics, means the book continues to set the standard for the most up-to-date and student-friendly selling book on the market today. The book has been fully updated with new content throughout, including the impact of the COVID-19 pandemic, the rise of remote working and virtual selling, advances in sales technology and tools, such as the use of AI and automation, value-based sales, and social selling.Pedagogical features include: Mini-cases to engage students and reinforce learning objectives Ethical Dilemma and Global Connection boxes that simulate real-world challenges New Cultural Sales Challenges that engage, inform, and develop students' cultural intelligence in sales scenarios New Application Exercises at the conclusion of each chapter with specific applications for 'in the classroom' and 'in the field'. Role Play exercises that enable students to learn by doing Discussion Questions to drive classroom discussion and help students connect important concepts This 7th edition is an invaluable resource for students of personal selling at both undergraduate and postgraduate levels.Supplementary resources include an instructor's manual and PowerPoint slides.
Public Relations for Dummies
Understand what it takes to develop successful public relations campaigns Effective public relations (PR) can help level the playing field between you and your competitors. You don't necessarily need a big budget to establish brand awareness and a positive reputation. With enough practice, anyone can learn to think like a PR specialist. Public Relations For Dummies helps you understand the mechanics of PR and gives you all the tools you need to succeed. This friendly guide gives you practical insights on using the many components of PR to create successful campaigns. You'll learn how to assemble a PR plan, create a budget, develop winning ideas, cultivate media contacts, create pitches, leverage social media and podcasts, secure public speaking engagements, and beyond. Plus, this new edition covers the latest technology for reaching more people and analyzing your results. No business jargon in this book--just clear, simple information and advice on making PR work for you. Understand the purpose and process of public relations management Choose the right PR tactics to meet your specific goals Use social media, including TikTok, to your advantage Connect with people who can help you build your brand's reputation This Dummies guide is great for small business owners and people who want to learn more about doing PR for larger companies. Nonprofit organizations and influencers will also love these tips on getting noticed.
