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Inbound Content

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Inbound Content

Develop and implement an effective content strategy tailored to your business’s needs Inbound Content is a step-by-step manual for attracting the right people, turning them into leads, and closing them into customers. Today, everyone knows that content is king. It’s how we engage, how we inform, and how we pass the time; content is everywhere, and if you’re not leveraging its power to promote your business, you’ve already been left behind. Having a website and social media is not enough; if you...

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Beyond Traditional Marketing

Adrian Ryans

Beyond Traditional Marketing

This book aims to be what every marketing manager needs to know about marketing in today?s competitive markets. The idea was born out of repeated comments from IMD clients that there were gaps in the ?classic? literature where innovations in practice had moved ahead of the discipline at an academic level. Each chapter takes a subject that can be defined as being new or relatively new (for instance value chain marketing, marketing through collaboration with customers, and two-way brand building)...

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Adrian Ryans

New Consumer Marketing

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New Consumer Marketing

Because of the Internet and globalization, the fast moving consumer goods market has been turned on its head and made more competitive than ever. This book synthesizes emerging marketing thinking in the consumer domain with practical advice on how to profit from changes. It illustrates the key issues facing the fast moving consumer goods industry and provides an analysis of cutting-edge management research and academic insight.

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Agency Account Handling

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Agency Account Handling

Agency Account Handling strives to distinguish between good account handling and great account handling. This book will help you understand the wider picture of client servicing, give you satisfied customers and allow you to go home at night with a smile on your face. In reality it may not avoid all the 'blood, sweat and tears' but it will certainly reduce them to a manageable level. Good account handlers know instinctively most of the principles associated with effective client servicing. What...

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Asking Questions

Seymour Sudman

Asking Questions

Since it was first published more than twenty-five years ago, Asking Questions has become a classic guide for designing questionnaires¾the most widely used method for collecting information about people?s attitudes and behavior. An essential tool for market researchers advertisers, pollsters, and social scientists, this thoroughly updated and definitive work combines time-proven techniques with the most current research, findings, and methods. The book presents a cognitive approach to...

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Seymour Sudman

The Marketing Director's Role in Bu...

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The Marketing Director's Role in Business Planning and Corporate Governance

Corporate governance is a hot topic, as is the need for marketing to operate at board level. But no-one has yet brought the two issues together. This book changes that. Gerald MichIaluk builds on the latest research to help marketing directors incorporate marketing systems and best practice into a board’s decision-making process. Michaluk outlines marketing’s key role in alerting the board to market conditions that merit adjustment of the corporate strategy, thus ensuring that strategy is based...

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Excellence in Warehouse Management

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Excellence in Warehouse Management

Warehouses are often seen as a necessary evil: places that stop the flow of goods and thus increase costs without adding value. But the truth is that they have a critical part to play in supply chain management, and warehouse managers should be centrally involved in the strategic aspects of any business. Excellence in Warehouse Management covers everything you need to know to manage warehouse operations as part of a streamlined and holistic system, fine-tuned to serve the customer and drive the...

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Brand Innovation Manifesto

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Brand Innovation Manifesto

The days of the image brands are over, and ‘new marketing’ has gone mainstream. The world’s biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant, co-founder of the legendary agency St. Luke’s and author of The New Marketing Manifesto, whose radical thinking has informed a generation. Now Grant is set to stun the industry again. In The Brand Innovation Manifesto,...

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The Employer Brand

Richard Mosley

The Employer Brand

Levels of 'employer brand awareness' are rising fast across Europe, North America and Asia-Pacific, as leading companies realise that skilled, motivated employees are as vital to their commercial success as profitable customers and apply the principles of branding to their own organization. Starting with a review of the pressures which have generated current interest in employer branding, this definitive book goes on to look at the historical roots of brand management and the practical steps...

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Richard Mosley

Ganzheitliche Marketingkommunikatio...

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Ganzheitliche Marketingkommunikation im Internet

Dieses Buch beschreibt die Möglichkeiten des Internets als Kommunikations- und Marketingmedium ganzheitlich anhand von Beispielen und Fallstudien, ergänzt durch Checklisten. Es richtet sich an Vertriebs- und Werbeleiter, Webmaster, Webdesigner, IT-Leiter und Geschäftsführer.

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Brands Laid Bare

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Brands Laid Bare

The way we relate to brands has changed. Once, brand management was about doing things to people, and choices were made by brand managers not consumers. Now the focus has shifted towards the customer, empowering them to make choices and treating them as individuals rather than an amorphous mass. A consequence of this is increased interest in understanding people as a foundation for brand management. And this is where market research can come in. By drawing on market research to understand...

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Logos and No Gos

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Logos and No Gos

Logos and No Gos ought to be mandatory reference material for all managers of branded products and services. It is a concise, easy read, jammed with crucial information on how to survive and thrive in the I.P. Jungle. It shows how to add brand value and how to guard that value with your life. When Kangol moved out of manufacturing and distribution into brand licensing it took us a while to realise that brand value lies as much in the quality and protection of the I.P. portfolio as it does in the...

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Luxury China

Michel Chevalier

Luxury China

A guide to reaching and profiting from China's expanding luxury consumer class China's growing consumer base and expanding economy means more disposable income for more Chinese citizens. The Chinese market for luxury goods is expected to expand from $2 billion this year to nearly $12 billion by 2015. Today's biggest global luxury goods retailers expect China to make up a large and ever growing portion of their customers, and those businesses are responding with new stores and investments in...

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Michel Chevalier

Managing the New Customer Relations...

Ian Gordon

Managing the New Customer Relationship

Praise for MANAGING THE NEW CUSTOMER RELATIONSHIP “Gordon delivers an impressive synthesis of the newest methods for engaging customers in relationships that last. No organization today can succeed without the mastery of customer relationship management strategy fundamentals. But to win in the decades ahead, you must also understand and capitalize on the rapidly evolving social computing, mobility and customer analytics technologies described in this book. Checklists, self-assessments and...

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Ian Gordon

Achieving Class A Business Excellen...

Kevin Herbert

Achieving Class A Business Excellence

A tough, challenging, and eventful journey is outlined in this cutting-edge business story. Greg, the company President, uses the latest edition of the trusted industry standard, The Oliver Wight Class A Checklist for Business Excellence, to transform his business from mediocrity to industry leading performance. What he learns about senior management responsibilities and behaviors drives him to achieve outstanding rewards and benefits, not the least of which is his company's survival.

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Kevin Herbert

Anticipate

Bill Thomas

Anticipate

Design and implement the ideal customer focus Anticipate provides business readers with a practical how-to approach for taking their customer-supplier relationship to one that is more sustainable and more mutually profitable. Much of the discussion on customer experience has centered on the hospitality or retail industries and has showcased the discrete techniques organizations use to deliver better service and create more satisfied customers. Anticipate extends and integrates those techniques...

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Bill Thomas

How to Speak So People Really Liste...

Paul McGee

How to Speak So People Really Listen

Learn how to inspire your audience with best-selling author Paul McGee! 13 things you'll discover when reading this book… 1. The big lesson Steve Jobs learnt when an advertising exec threw something at him… and how it will help how you communicate. 2. Seven ways to manage your nerves (surprisingly, you don’t want to eliminate them). 3. Why our obsession with body language is totally wrong, and what to focus on instead. 4. Why you must think about a beachball before you next speak. Believe me,...

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Paul McGee

The Oliver Wight Class A Standard f...

Oliver International Wight, Inc.

The Oliver Wight Class A Standard for Business Excellence

The Oliver Wight Class A Standard for Business Excellence is the definitive, comprehensive statement of excellence in business today. Oliver Wight’s Class A Standard is the accumulated practice and experience of Oliver Wight Consultants around the world. It reflects the effort and achievement of thousands of client companies who have used the standard, and the benchmark capability it enables, to differentiate their business. The Seventh Edition will be the standard of business excellence for all...

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Oliver International Wight, Inc.

An Advertiser's Guide to Better Rad...

Mark Barber

An Advertiser's Guide to Better Radio Advertising

There has recently been dramatic growth in the medium of radio. However, advertisers and agencies too often still use radio for its basic tactical abilities, leaving the emotional power of the medium untapped. This book is a practical guide to understanding and exploiting the true power of radio as the ?brand conversation medium?. Combining theory, listener understanding and practical advice, the authors explore the scale and effectiveness of radio advertising, how the medium communicates, it?s...

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Mark Barber

Managing Creative People

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Managing Creative People

A clash between the ideology of growth and the growth of ideas, between control and creativity, between measurement and the immeasurable, between predictability and the fickle muses of inspiration in engulfing our boardrooms. In this scathing swipe at the institutionalised idiocy that is stifling creativity just at the time the world needs it most Gordon Torr draws from the leading lights of creativity research to demolish the myths that surround the generation of ideas in the modern...

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The Marketing of Technology Intensi...

Patrick Corsi

The Marketing of Technology Intensive Products and Services

This book provides the basic models and methods for the profitable use and marketing of advanced technology. It provides a guide to developing and administering marketing plans, conducting market research, searching for and managing partners, tapping capital for innovation, scoping adequate pricing methods, managing intellectual property rights, and selling and distributing products and services. It also shows how to develop formatted business plans for investors. This title is uniquely focused...

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Patrick Corsi

Werbekonzeption und Briefing

Ralph Hartleben E.

Werbekonzeption und Briefing

Werbe- oder Kommunikationsberater in Unternehmen, Kontakter oder Strategic Planner in Agenturen oder Consultants müssen Geschäftsstrategien analysieren, Elemente aus der Marketingtheorie praxisgerecht umsetzen und daraus Entscheidungen zur Kommunikation konsistent ableiten. Unterstützt durch eine Fülle von Beispielen präsentiert dieses Buch einen praxisbewährten Ansatz, ein «Konzept für Konzepte».

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Ralph Hartleben E.

Innovative Team Selling

Eric Baron

Innovative Team Selling

Sales teams have the potential to do great work. Most sales teams do not devote enough energy to meeting dynamics and process awareness. The skills related to this are critical components of effective teamwork, collaboration and innovation, both internally and externally. Innovative Team Selling places the focus squarely on what will actually make team selling work within organizations large and small. It outlines how to help your teams master new skills in five specific categories:...

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Eric Baron

HBR Guide to Building Your Business...

Raymond Sheen

HBR Guide to Building Your Business Case (HBR Guide Series)

Get your idea off the ground. You’ve got a great idea that will increase revenue or boost productivity—but how do you get the buy-in you need to make it happen? By building a business case that clearly shows your idea’s value. That’s not always easy: Maybe you’re not sure what kind of data your stakeholders will trust. Or perhaps you’re intimidated by number crunching. The HBR Guide to Building Your Business Case , written by project management expert Raymond Sheen, gives you the guidance...

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Raymond Sheen

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