Conjoint Analysis
Conjoint Analysis: The Pioneering Years by Paul Green chronicles the development of one of marketing's most powerful and enduring research techniques. This book captures Green's groundbreaking work on conjoint analysis, an approach that revolutionized how companies understand customer trade-offs and preferences. By simulating real-world decision-making, conjoint analysis allows marketers to uncover what product features truly drive consumer choices.Green takes readers back to the origins of conjoint methods, explaining the core principles, experimental designs, and analytical techniques that shaped early research. The book offers practical guidance on designing effective studies and interpreting results while providing historical context on how conjoint evolved into a staple of product development and pricing research.Ideal for marketing researchers, analysts, and students of consumer behavior, this book is both a historical archive and a practical guide. Discover how conjoint analysis laid the groundwork for modern preference modeling and continues to inform decision-making in industries from tech to consumer goods.
How to Get a Meeting with Anyone, Updated Edition
The hard part just got easy. You know how to sell--that's your job, after all--but getting CEOs and VIPs to call you back is the tricky part. You're in luck: That impossible-to-reach person isn't so impossible to reach after all. Hall-of-Fame-nominated marketer and Wall Street Journal cartoonist Stu Heinecke discovered that he could get past traditional gatekeepers to reach those elusive executives by thinking outside the box and using personalized approaches he calls ""Contact Campaigns."" Including presidents, a prime minister, celebrities, countless CEOs, and even the Danish model who became his wife, Heinecke found that getting meetings with previously unreachable people was easier than ever. Now he shares his tactics and tips in this essential guide for anyone who needs to make contact. Featuring expanded content and brand new chapters, this updated edition of How to Get a Meeting with Anyone explains how you can use your own creative Contact Campaigns to get those critical conversations. He divulges methods he's developed after years of experience and from studying the secrets of others who've had similar breakthrough results--results that other marketers considered impossible, with response rates as high as 100 percent. Through real-life success stories, Heinecke lays out 20 categories of Contact Campaigns that anyone can research and execute. Tactics range from running a contact letter as a full-page ad in The Wall Street Journal to unorthodox uses of the phone, social media, email, and snail mail to using personalized cartoons to make connections. He also packs in plenty of tips on how to determine your targets, develop pitches, and gain allies in your contact's circle of influence. How to Get a Meeting with Anyone provides you with a new toolkit you can put to work right away so you can make the connections that are essential to your success."
Marketing in the (Great, Big, Messy) Real World
Transform Complexity into OpportunityMarketing leaders face an uphill battle: their teams are expected to deliver predictable, measurable results in a world characterized by uncertainty, human behavior, and complexity. Traditional approaches attempt to treat marketing as a vending machine where input guarantees output. But this outdated approach sets CMOs up for frustration in today's dynamic business environment. Kathleen Schaub-marketing innovator, former CMO, and research analyst-reveals a radically needed shift in thinking that will not only bring clarity to the whole organization but help CMOs thrive in the chaos. Drawing on decades of experience combined with relevant science, Schaub explains why industrial-era practices fall short today and outlines a more flexible approach that embraces marketing as a complex system. Schaub's method begins with four essential mindset shifts-think like an investor, navigator, statistician, and ecologist-and builds on them with actionable operational changes in intelligence, teams, work methods, and change management.Marketing in the (Great, Big, Messy) Real World empowers marketing leaders to create adaptable, resilient marketing systems that thrive in uncertainty. Unlock your team's full potential and turn complexity into opportunity.
Managing Brand Crises
Managing Brand Crises: A Guide to Navigating the Storm equips brand managers, PR professionals, and business leaders with the tools they need to weather the storm and emerge stronger.In today's fast-paced digital world, brand crises are no longer a question of "if" but "when." With the power of social media amplifying every misstep, a poorly timed campaign, a product recall, or a public relations blunder can quickly spiral out of control, jeopardizing a brand's reputation and financial future. Managing Brand Crises: A Guide to Navigating the Storm equips brand managers, PR professionals, and business leaders with the tools they need to weather the storm and emerge stronger.This insightful guide explores the critical skills required to anticipate potential pitfalls, respond swiftly and transparently, and rebuild consumer trust. From mastering stakeholder engagement to crafting strategies for reputation recovery, this book provides actionable steps for transforming crises into opportunities for growth and innovation. Packed with real-world examples and expert advice, it demonstrates that with the right preparation and response, crises can become defining moments that strengthen a brand's identity.Whether you're a seasoned professional or new to the field, Managing Brand Crises is an essential resource for navigating the challenges of today's high-stakes marketplace. Learn how to stay ahead of the curve, safeguard your brand, and turn moments of adversity into opportunities for success.
Sales Governance
Sales Governance is about the managerial perspectives of sales - up-wards, down-wards, to the sides and of sales itself. The book aims at challengingthe way management of the firm is conceived in terms of (organic) growth and the role of sales in achieving the growth targets. We expect the conceptual framework to find it's way into the firms, into the board rooms, into the C-suites, into the board educations, into yearly reports, and everywhere else where organic growth and governance are relevant themes.
AI First
AI is going to change brand strategy and marketing forever. Are you ready?What does the rapid rise and astonishing rate of improvement of AI mean for brands in the next five years? Listen to what OpenAI CEO Sam Altman told authors Adam Brotman and Andy Sack when he met them: "It will mean that 95 percent of what marketers use agencies, strategists, and creative professionals for today will easily, nearly instantly, and at almost no cost be handled by AI. No problem."Upon hearing that astonishing statement, the authors began a journey of discovery to understand what the transition to an AI first world would mean. You'll hear from a who's who of tech visionaries who spoke with the authors, including Altman himself, Bill Gates, and Reid Hoffman, sharing how they're thinking of the transition to the new reality. You'll also hear from practitioners bold enough to be surfing this tidal wave of change, including one who audaciously mandated experimentation with AI for all his employees.Brotman is the former chief digital officer at Starbucks, pivotal in the development of the coffee giant's mobile payment and loyalty programs. Sack is a legendary tech visionary and former adviser to Microsoft CEO Satya Nadella. Together, they formed the strategic consultancy Forum3 to take on every aspect of the challenge of becoming an AI first organization, including how you think about the design of jobs, what skills you need to develop within your organization, what your customers will expect from your brands, and how you can achieve early wins. In the AI first arena, where almost anyone can build creatively engaging brands quickly and cheaply, you need to know how to compete.It's time to get ready for a brand-new world. Start here.
NeuroSelling 2.0
NeuroSelling(R) is more than just theory-it's a step-by-step, practical communication methodology honed by years of field experience, resulting in millions in new revenue in industries as diverse as biotech, financial services, manufacturing, and engineering. In this revised edition, you'll learn specific strategies to overcome the constraints of digital channels while leveraging their unique advantages, as well as how to integrate the power of VR/AR and AI alongside the proven NeuroSelling process. You'll also see the NeuroSelling principles in action with four new case studies showcasing the power of neuroscience-backed principles in sales.NeuroSelling 2.0 isn't just an update-it's a complete reimagining of what's possible when you truly align your sales approach with how the human brain actually makes decisions.
Optimizing Mom’s Cookies Bar Marketing Approaches. Marketing Strategies in the Social Media World
Case Study from the year 2024 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, language: English, abstract: Moms Cookie Bar, a Doylestown creamery and patisserie, has worked to improve its online presence and brand awareness in the community. Mom's Cookie Bar is a small business providing packaged cookie bars and personalized ice cream. Linda Baker was the one who got things started. Our comprehensive digital optimization strategy is based on three pillars: social media strategy formulation, e-commerce integration, and digital marketing campaign implementation. YouTube is one of the social media sites recommended by our system. TikTok, like Facebook and Instagram, is a social networking site. This strategy seeks to engage clients by creating visually engaging content, implementing interactive engagement strategies, and sticking to regular publishing schedules. Customers can perform research through an easy-to-use user interface, select from over 65 different cookie bar settings, and complete purchases. To achieve this goal, you must create an e-commerce platform (such as Shopify) that incorporates social media smoothly. We will use pay-per-click (PPC) advertising, search engine optimization (SEO), and a complete content strategy that includes videos and blogs to raise brand awareness. Moms Cookie Bar aspires to become a digital sensation and a Doylestown institution to increase online sales and customer contact. Frequent analytics assessments will be carried out to measure project progress and to ensure that Moms Cookie Bar customers have a simple and delightful online purchasing experience.
NeuroSelling 2.0
NeuroSelling(R) is more than just theory-it's a step-by-step, practical communication methodology honed by years of field experience, resulting in millions in new revenue in industries as diverse as biotech, financial services, manufacturing, and engineering. In this revised edition, you'll learn specific strategies to overcome the constraints of digital channels while leveraging their unique advantages, as well as how to integrate the power of VR/AR and AI alongside the proven NeuroSelling process. You'll also see the NeuroSelling principles in action with four new case studies showcasing the power of neuroscience-backed principles in sales.NeuroSelling 2.0 isn't just an update-it's a complete reimagining of what's possible when you truly align your sales approach with how the human brain actually makes decisions.
The Clock That Had No Hands, and Nineteen Other Essays About Advertising
Marketing in the AI Era
Personalized Customer Experience is a timely primer on the basics of personalization, and how it can be applied across channels. It includes emerging best practices on how AI is transforming the limits of personalized experiences and offers practical guidance eon how to establish a scalable personalization structure that fits your organization along with a clear, repeatable process that you can implement right away.
AI in Marketing
AI in Marketing equips students with the knowledge to understand the impact of Artificial Intelligence (AI) on marketing strategies, processes, and activities, empowering them to navigate the AI-driven marketing landscape confidently.Divided into four parts, it provides a comprehensive exploration of AI's transformative role in marketing. The first part lays the groundwork, offering foundational insights into the intersection of AI and marketing. Part two explores the various applications of AI in marketing, and the tools marketers use to optimize their processes and deliver enhanced customer experiences. The third part focuses on leveraging AI for consumer insights, enabling marketers to craft data-driven strategies. The final part examines ethical considerations and the pedagogical integration of AI into marketing education. Each chapter includes real-world examples, exercises, discussion questions, key terms, and AI resources, empowering students to develop practical skills and industry-relevant knowledge.Students studying in advanced undergraduate and postgraduate Marketing courses will benefit greatly from this comprehensive textbook, preparing them for a future workplace that requires them to know how to use AI effectively, ethically and responsibly.The book is fully supported by online resources, including an instructor manual and customizable PowerPoint slides.
Factors Influencing Physicians in the Adaption of E-Detailing in the In-Vitro Diagnostic Industry
The Sales Professional
Over a career of more than 40 years, Joe Denhamhas trained many salespeople through stand-up presentations and lectures. Now he shares those lessons and his knowledge in The Sales Professional with anyone who has a strong work ethic and wants to to succeed in sales. This book not only seeks to help existing salespeople who want to succeed - Who doesn't? - it's also for people who want help getting started in a career in sales. Many good sales staff in the corporate world become quickly disenchanted because of a lack of early sales success, generally due to a dearth of real guidance and structure in the way they approach their chosen careers. This book aims to bring some discipline and professionalism into the way they conduct business. Experience is not something you can buy. However, when someone like Joe Denham passes his experience on to you through a book like this, with explanations and an understanding of the sales process that are logical, simple, and straightforward, you will benefit beyond your expectations.
Little Bosses Everywhere
A groundbreaking work of history and reportage that unveils the stranger-than-fiction world of multilevel marketing: a massive money-making scam and radical political conspiracy that has remade American society.Companies like Amway, Mary Kay, and Herbalife advertise the world's greatest opportunity: the chance to be your own boss via an enigmatic business model called multilevel marketing, or MLM. They offer a world of pink Cadillacs, white-columned mansions, tropical vacations, and--most precious of all--financial freedom. If, that is, you're willing to shell out for expensive products and recruit everyone you know to buy them, and if they recruit everyone they know, too, thus creating the "multiple levels" of MLM. Overwhelming evidence suggests that most people lose money in multilevel marketing, and that many MLM companies are pyramid schemes. Yet the industry's origins, tied to right-wing ideologues like Ronald Reagan, have escaped public scrutiny. MLM has slithered in the wake of every economic crisis of the last century, from the Depression to the pandemic, ensnaring laid-off workers, stay-at-home moms, and teachers--anyone who has been left behind by rising inequality. In Little Bosses Everywhere, journalist Bridget Read tells the gripping story of multilevel marketing in full for the first time, winding from sunny postwar California, where a failed salesman started a vitamin business, through the devoutly religious suburbs of Michigan, where the industry built its political influence, to stadium-size conventions where today's top sellers preach to die-hard recruits. MLM has enriched powerful people, like the DeVos and Van Andel families, Warren Buffett, and President Donald Trump, all while eroding public institutions and the social safety net, then profiting from the chaos. Along the way, Read delves into the stories of those devastated by the majority-female industry: a veteran in Florida searching for healing; a young mom in Texas struggling to feed her children; a waitress scraping by in Brooklyn. A wild trip down an endless rabbit hole of greed and exploitation, Little Bosses Everywhere exposes multilevel marketing as American capitalism's stealthiest PR campaign, a cunning grift that has shaped nearly everything about how we live, and whose ultimate target is democracy itself.
