Маркетинг, PR
3584 кн.
Gain, engage, and retain customers with positive experiences A positive customer experience is absolutely essential to keeping your business relevant. Today's business owners need to know how to connect and engage with their customers through a variety of different channels, including online reviews and word of mouth. Customer Experience For Dummies helps you listen to your customers and offers friendly, practical, and easy-to-implement solutions for incorporating customer engagement into your...
| Автор | Bob Kelleher |
Tried-and-true information and tips for selling like a pro Are you looking to enter the world of sales, or are you already a salesperson who's looking for new tips and tactics to expand your business? Whether you're in charge of your own selling career or you're responsible for training and managing a professional sales force, Selling All-In-One For Dummies features everything you need to know to improve your results. This valuable selling resource includes new ways to effectively network and...
| Автор | Consumer Dummies |
A step-by-step guide to designing and implementing an amazing customer service culture In today's competitive business environment, keeping customers happy is the key to long-term success. But some businesses provide much better customer service than others. It's not always clear what works and what doesn't, and implementing new customer service practices midstream can be a difficult, chaotic task. Business leaders who want to transform their business culture into one of customer service...
| Автор | Dennis Snow |
Know if you'll hit your targets before pulling the trigger on any marketing plan More than sixty five percent of new products are commercial failures, and if you compound this with a recession, now more than ever you can't afford to be wrong. In If You Build It Will They Come, business professor and strategy consultant Rob Adams shows you how to make sure you hit your target market before you spend a lot of money. He shows you the fast, systematic and proven approach of performing Market...
| Автор | Rob Adams |
The business classic, fully revised and updated for today's marketers The second edition of Kellogg on Marketing provides a unique and highly regarded perspective on both the basics of marketing and on new issues that are challenging businesses today. Includes more than 60% new material on both fundamental marketing concepts and hot topics such as Product Innovation, Social Media, Marketing to Consumers at the Bottom of the Pyramid, and Internal Branding With a foreword by Philip Kotler The...
| Автор | Philip Kotler |
Practical and proven masterclasses for simple and effective small business marketing This straightforward, practical book cuts through the morass of marketing theory to reveal the practical steps that small businesses can take to achieve phenomenal marketing results. Presenting fifteen comprehensive masterclasses, marketing expert Dee Blick presents easy-to-understand and easy-to-implement strategies to increase sales, prevent marketing mistakes, and build the foundations of a customer-driven...
| Автор | Dee Blick |
In today’s competitive business climate, you can’t just satisfy your customers. You have to be better than that, giving them experiences that they won’t forget. Author Shep Hyken has spent twenty-five years studying great companies and the evangelists they create. In The Cult of the Customer, Hyken shows how to design a strategy that leads both customers and employees through five distinct cultural phases – from «uncertainty» to «amazement.» By presenting dozens of case studies that show how...
| Автор | Shep Hyken |
The first book devoted entirely to B2B social marketing B2B markets are fundamentally different from consumer markets. Decisions are made on value, not impulse. Buying cycles are complex, often with many stakeholders involved. Relationships and support are critical. Bet-the-business decisions demand discipline, knowledge, and lots of information. This hands-on guide covers topics unique to this segment, including cost justification, prospecting and lead generation, matching tools to the sales...
| Автор | Paul Gillin |
Key skills to make sales managers better developers of salespeople Get out of the firefighting business and into the business of developing the people who develop your profits. Successful salespeople rightfully become sales managers because of superior sales records. Yet too often these sales stars get stuck doing their old sales job while also trying to juggle their manager role, and too often companies neglect to train their sales managers how to excel as managers. That's the «sales management...
| Автор | Chris Lytle |
Practical tips on using the web to boost your business, no matter what business you're in Everyone in business knows they need to embrace the web, but not everyone knows how to do it or where to start. No matter what industry you're in, the web offers efficiencies and solutions for sales, marketing and customer service, and many other business functions. For businesspeople, small business owners, and marketers, Web Marketing That Works offers proven tactics, road-tested by the authors, and...
| Автор | Adam Franklin |
Make your online customers happy—and create new ones—with this winning guide Social media gives you an unparalleled vehicle for connecting and engaging with an unlimited number of customers. Yet this vehicle is different than other, more impersonal forms. With social media, reps become part of their customers' lives. They follow back. They handle complaints immediately. They wish customers «happy birthday.» They grow their brands by involving themselves in communities. The Ultimate Online...
| Автор | Marsha Collier |
Attract, engage, and inspire your customers with an «Optimize and Socialize» content marketing strategy Optimize is designed to give readers a practical approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement. Companies, large and small, will benefit from the practical planning and creative content marketing tactics in this book that have been proven to increase online performance across marketing, public...
| Автор | Lee Odden |
A holistic approach to conversion rate optimization that encompasses an entire business—online and offline—to drive more sales and referrals, and increase bottom-line profits In order for your business to survive, you must convert anonymous traffic into sales. The better you do that, the more money you make. The science of tweaking and testing webpages to convert the maximum number of people is known as conversion rate optimization (CRO). Convert Every Click introduces an expanded vision of CRO...
| Автор | Benji Rabhan |
Understand the next level of marketing The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire,...
| Автор | Philip Kotler |
Harness the power of games to create extraordinary customer engagement with Game-Based Marketing. Gamification is revolutionizing the web and mobile apps. Innovative startups like Foursquare and Swoopo, growth companies like Gilt and Groupon and established brands like United Airlines and Nike all agree: the most powerful way to create and engage a vibrant community is with game mechanics. By leveraging points, levels, badges, challenges, rewards and leaderboards – these innovators are...
| Автор | Gabe Zichermann |
In an online and social media world, measurement is the key to success If you can measure your key business relationships, you can improve them. Even though relationships are «fuzzy and intangible,» they can be measured and managed-with powerful results. Measure What Matters explains simple, step-by-step procedures for measuring customers, social media reputation, influence and authority, the media, and other key constituencies. Based on hundreds of case studies about how organizations have used...
| Автор | Katie Paine Delahaye |
If you've been let down by the undelivered promises of marketing, this book is for you. Launch reveals a new way to grow your business that involves focusing on the needs of others, giving gifts, working with outsiders, and restraining your marketing messages. These principles are precisely the opposite of traditional marketing. Yet they work. And they are the future. If you follow the formula outlined in this book, you can attract countless customers and prospects, resulting in amazing business...
| Автор | Michael Stelzner A. |
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category...
| Автор | David Aaker A. |
The small or mid-sized business' guide to outselling the big boys Often, small or mid-sized businesses don't think they have the resources or the talent to compete with the larger competitors in their industry. But just because they don't have the advertising budgets or purchasing power of their bigger counterparts doesn't mean they can't play ball. For sales organizations, service matters much more than size. If your sales business is competing with much bigger fish, the odds are stacked...
| Автор | William Brooks T. |
Sales managers have the most difficult job in the business world. They are responsible not just for revenue, but also for the hiring, coaching, training, and deployment of the employees who must generate it. Before the advancements that inspired Scientific Selling, sales managers had few tools to help them succeed at these disparate yet essential tasks. Today, however, the scientific approaches described in this book allow sales managers to more effectively measure, refine, and improve every...
| Автор | Nancy Martini |
Learn the relationship-building secrets that lead to lifelong clients, repeat customers, and endless referrals In today's commoditized marketplace, no matter what product or service you sell, there's probably someone somewhere able to offer it cheaper, faster, and maybe even better. So how do you differentiate yourself from your competitors? The Connectors shows that the only thing that truly sets you apart is the quality of your relationships with your clients and customers. Everyone knows that...
| Автор | Maribeth Kuzmeski |
In this Web 2.0 era, small business owners are at a severe disadvantage because they have minimal, if any, knowledge, about Internet marketing. They also lack the budget to hire a top-notch web marketer. As a result, the thrust of their Internet marketing program is usually a poorly performing website that attracts few visitors. e Boot Camp is the solution to the entrepreneur's Internet marketing problem. This do-it-yourself book provides the know-how that's needed to win business in cyberspace...
| Автор | Corey Perlman |
The benefit to my own company's fortunes, having worked with Anthony,has been a steadily expanding client roster, a leg up on my competition, and the ability to comfortably walk through any door knowing that the prospect who sits in judgment of my service needs me at least as much as I need them.—Rob Katz, CEO, Medical Eyeglass Center «My time with Anthony Belli played an immeasurably important role in mytransformation from an engineer to hardcore, street-smart sales professional. Countless...
| Автор | Anthony Belli |
Launch effective real-time communications to win in today's always-on world Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. «Real time» means news breaks over minutes, not days. It means companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it. In this eye-opening...
| Автор | David Meerman Scott |