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The Art and Science of Interpreting...

J. Fletcher H.

The Art and Science of Interpreting Market Research Evidence

The Art and Science of Interpreting Market Research Evidence offers a complete account of the way today's researchers interpret evidence and apply it to decision making. David Smith and Jonathan Fletcher show how to assess your current deciphering processes, and present an innovative framework integrating quantitative and qualitative approaches for analysing complex data-sets. With its holistic approach to interpretation and its 10-step process for making it work in practice, this book will...

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J. Fletcher H.

How to Make Brilliant Stuff That Pe...

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How to Make Brilliant Stuff That People Love ... and Make Big Money Out of It

This book describes a marketing and design approach called «total design,»which is about not only making but marketing and promoting a good or service both successfully and profitably. It offers an integrated, holistic approach to the whole process. It's integrative because the design,marketing, and branding must give a clear and consistent story about the product. It's holistic becuase «total design» engages consumers on all levels.

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Account Management

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Account Management

The sales function is the front-line of any business. Keeping up with the latest sales techniques is essential, as well as ensuring you have a motivated, incentivised and focused sales team well-versed in the basics of selling, from identifying new prospects and getting repeat business to closing the deal. This module gives essential insight into all the key sales drivers such as account management, handling complex sales, selling services, FMCG selling, customer relationships and...

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The Business of Brands

Jon Miller

The Business of Brands

This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And...

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Jon Miller

The Dollarization Discipline

Jeffrey Fox J.

The Dollarization Discipline

How companies turn value-added into real profits The Dollarization Discipline shows organizations and marketers how to effectively communicate the economic value created by their products and services. Too often, when companies compete using conventional sales and marketing approaches, they force customers to make financial decisions (how much to spend), based on non-financial arguments (product features and benefits). On this playing field, the company that can show true financial advantage in...

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Jeffrey Fox J.

Professionelles Kundenmanagement

Gunter Hofbauer

Professionelles Kundenmanagement

Kundenmanagement ist eine zentrale Aufgabe in allen modernen Unternehmen. Optimal wirksam wird es aber nur, wenn man alle Dimensionen des Kundenmanagements berucksichtigt: Analyse, Kommunikation, Kooperation, Vertriebsorientierung und Serviceorientierung. Dieses Buch vermittelt dem Leser ein umfassendes Verstandnis der kundenbezogenen Prozesse. Kompakt, leicht lesbar und verstandlich stellt es die Grundlagen des kundenorientierten Beziehungsmanagements dar und zeigt, wie dieses in der...

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Gunter Hofbauer

Conversations with Marketing Master...

Laura Mazur

Conversations with Marketing Masters

Conversations with Marketing Masters offers new insights by gathering the collected wisdom of the most influential marketing thinkers of our age, each of whom has given a structured interview. Covering a wide range of issues and illustrating concepts with cases of success and failure, these seminal dialogues offer a rare look at what made each master great – and a glimpse of the marketing future. The Marketing Masters featured are Philip Kotler, David Aaker, Jean-Claude Larreche, Regis McKenna,...

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Laura Mazur

KundenProfiling

Andreas Wenzlau

KundenProfiling

Mit KundenProfiling können Sie potenzielle Kunden genau und treffsicher analysieren. Sie erhalten Hypothesen über deren Märkte, Strukturen, Probleme, Wünsche und Bedürfnisse bis hin zu ganz persönlichen Eigenschaften Ihres Ansprechpartners. Daraus lassen sich zuverlässige Kernaussagen ableiten, die Ihnen eine präzise Ansprache Ihrer Kunden und eine deutlich höhere Erfolgsquote in der Akquise ermöglichen. Das Buch richtet sich an Geschäftsleiter, an Selbständige, an Marketing- und...

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Andreas Wenzlau

Breakthrough Zone

Roy Langmaid

Breakthrough Zone

A breakthrough is a discontinuous change that makes new things possible and takes performance in a market to a new level. This book is about creating breakthroughs in large organizations where so much energy is often committed to existing activity. Drawing on their wide experience of working with top companies including British Airways, BUPA, and Carphone Warehouse, Ray Langmaid and Mac Andrews argue that it is customers themselves who are best-placed to conceive great new products and services,...

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Roy Langmaid

Market Research Handbook

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Market Research Handbook

The fifth edition of what was formerly know as The ESOMAR Handbook of Market and Opinion Research has been completely revised to reflect the latest approaches in the rapidly changing world of professional market research. The new Handbook stands out from earlier editions by explaining the latest research techniques and methodologies within a contemporary business context. Yet it remains an invaluable and practical day to day reference work for the modern market researcher. Truly international in...

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The Art of Retail Buying

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The Art of Retail Buying

Buying for retail is a demanding and challenging job that requires a creative flair, a strong awareness of fashion trends, life trends as well as good interpersonal and team working skills. Buyers and merchandisers have to ensure that the right merchandise is being sent to the right stores, at the right time, in the right quantities. This takes a blend of forward planning and rapid response to consumer demands. In combination with the other areas of the business, success comes from maximizing...

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Cadbury's Purple Reign

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Cadbury's Purple Reign

A unique expose of the Cadbury story, providing an unprecedented insight into the makings of an iconic brand. Cadbury's Puple Reign for the first time tells the in-depth story and definitive history of the Cadbury brand, and how it came to be the world's pre-eminent chocolate brand. It presents a no holds barred account of the rollercoaster ride the organization has experienced that has, ultimately, led to its success. It is a story of endurance, where, in the UK, Cadbury is a clear market...

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Alliance Brand

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Alliance Brand

As pressure continues to build on organisations to achieve more with less, partnering offers tremendous promise as a strategic solution. However, up to 70% of such initiatives fail to meet their objectives. In this book, alliance expert Mark Darby argues that, in the age of the extended enterprise, firms must display a positive reputation and hard results from their alliances in order to attract the best partners and stand out from the growing crowd of potential allies. Building on this, he...

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Rethinking Sales Management

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Rethinking Sales Management

Until recently, sales managers received no specific training for their jobs. However, selling has become more complex with the emergence of regulations and more sophisticated customers. Sales managers need to inspire and achieve sales results by managing teams of professionals and other resources. To do so, they need guidance on dealing with issues that arise in these broader aspects of their role. This concise guide for sales managers is based on a well-known sales management technique called...

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Return on Ideas

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Return on Ideas

Return on Ideas is a practical guide to getting more from the resources you put into your innovation process. David Nichols clearly shows why current innovation funnel models stifle rather than encourage new ideas, and offers a new methodology, ‘rocketing’, to tackle the problem. The first book to look in detail at innovation as a business-driving imperative, Return on Ideas provides the tools, techniques and processes to actually upgrade the way you tackle innovation, illustrated with examples...

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Sales Enablement

Byron Matthews

Sales Enablement

Put buyer experience and selling resources front-and-center to boost revenue Sales Enablement is the essential guide to boosting revenue through smarter selling. A thorough, practical introduction to sales enablement best practices, this book provides step-by-step approaches for implementation alongside expert advice. In clarifying the sales enablement space and defining its practices, this invaluable guidance covers training, content, and coaching using a holistic approach that ensures optimal...

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Byron Matthews

...And the Clients Went Wild!

Maribeth Kuzmeski

...And the Clients Went Wild!

Combine social media with traditional marketing techniques for breakthrough results! While social media is doing much to change the marketing landscape, it doesn't mean you have to take an either/or approach between it and more traditional methods. And the Clients Went Wild! gives you the tools to take an eclectic approach and pick the best, most wildly successful marketing methods—traditional, online, or both—to win at a given marketing goal. And, whether by means of Facebook, Twitter,...

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Maribeth Kuzmeski

Selling Boldly

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Selling Boldly

IF YOU’RE IN SALES, FEAR HAS COST YOU MILLIONS OF DOLLARS, AND THIS BOOK IS FOR YOU.Fear is the reason most salespeopledon’t like to pick up the phone (salespeople average just four hoursper week on the phone, and our job is to talk to humans!).Fear is the reason we don’t ask for the business more, even though ourcustomers want to buy from us.Fear is the reason we don’t offer our customers additional products and services, even though they would loveto buy more from us.This book deals with that...

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The Pirate Inside

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The Pirate Inside

Most marketing and branding books fall into one of two camps: either they are about leaders or they assume that brands can be managed by process alone. The Pirate Inside is different. It forwards the idea that brands are about people, and Challenger Brands are driven by a certain kind of person in a certain kind of way. Challenger Brands don't rely on CEOs or founders, but on the people within the organization whose personal qualities and approach to what they do make the difference between...

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Rigorous Magic

Jim Taylor

Rigorous Magic

In the marketing world, communication ideas are revered for their magical ability to affect how consumers behave towards brands. Despite this, they are poorly understood. How many types are there? What are their characteristics? How should you use them? And what makes a good one? Most marketers simply cannot answer these questions. Rigorous Magic answers these questions, bringing science to the art of ideas. Jim Taylor and Steve Hatch dispel the myths around communication ideas and create a...

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Jim Taylor

Inbound PR

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Inbound PR

The digital era’s new consumer demands a new approach to PR Inbound PR is the handbook that can transform your agency’s business. Today’s customer is fundamentally different, and traditional PR strategies are falling by the wayside. Nobody wants to feel “marketed to;” we want to make our own choices based on our own research and experiences online. When problems arise, we demand answers on social media, directly engaging the company in front of a global audience. We are the most empowered,...

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Brand Vision

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Brand Vision

David Taylor's third book lifts the lid on why so many brand visioning projects end in failure: an overly theoretical and complex approach he calls 'strategy tourism'. By contrast, his straightforward, no-nonsense programme will ensure that you end up with an inspiring vision and a hands-on action plan to drive growth. Designed in a highly practical format, brandvision shows how to lead your team on a step-by-step 'visioning journey' that builds engagement, energy and alignment. Powerful tips,...

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Apples, Insights and Mad Inventors

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Apples, Insights and Mad Inventors

Apples, Insights and Mad Inventors is a collection of timeless, thought-provoking observations on a range of marketing issues from one of the industry’s best-known names – Jeremy Bullmore. Most of the pieces originally appeared in the annual reports of WPP, while others were the basis for conference keynote addresses. With topics ranging from client management and brand management to strategy and product development, and sources of inspiration as diverse as Posh Spice and Benjamin Franklin, this...

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Branding Governance

Nicholas Ind

Branding Governance

Branding Governance challenges traditional thinking on brands. Bestselling author Nicholas Ind and cross-cultural communications expert Rune Bjerke expose the flaws in a marketing-led approach to brand-building, and offer in its place a highly-participative, organization-wide process that delivers fulfillment to employees and value to customers. Drawing on a wide range of sources, they show that the key to a participatory approach is that customers and other external audiences must join managers...

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Nicholas Ind

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