Knowledge - Books
"Consumer engagement" may be the most used phrase of this new marketing century, yet brands still struggle with how to define it, let alone actually achieve it.
But any definition needs a starting point, and the Ideal for any product or service, the consumers' core of the world of brands, is where certain understanding of loyalty and engagement begins. Properly measured, the Ideal and how brands measure up against it is predictive of consumer behavior - 9 to 18 months before it shows up in the marketplace.
In this book you will find validated case studies demonstrating how measuring the consumer's Ideal can be the most valuable benchmark you can have -- far exceeding any average of past performance, no matter how specific. And once you know the Ideal, you will know for certain what consumers think - as opposed to what they say they think - how they view the category in which you compete and how they will behave toward your brand. You will be able to predictively measure any marketing or communication effort: your brand, your brand in combination with various media platforms, programs or touch points, sponsorships, events, co-branding opportunities, and any brand advertising or marketing communication.... [ read more ]
Make Your Website Work for You discusses a practical, easy-to-follow business plan for profiting from the new sales opportunities on the internet. This book explains basic rules for online marketing and how to create content that drives consumers to your site, plus much more.... [ read more ]
How any manager can turn a struggling team into business champs In today's uncertain economic environment, teams are asked to do more with less. With resources stretched thin, turning around a struggling team has never been harder, and managers must work to identify and maximize whatever potential strengths a team already has. As sports fans already know, behind every great underdog story is a leader who roots out the competitive advantage that will propel the team to victory. In Team Turnarounds , Joe Frontiera and Dan Leidl share how this fine art of the turnaround really works, from how to inspire the team to the actual tools for change. Through interviews with team managers and turnaround masters in the NFL, MLB, and the NCAA, as well as managers at top global firms who have successfully reversed their fortunes, they show the six steps every team takes to make a 180 in their performance. * Presents a six-step model for turnarounds in any organization, based on the authors' extensive research with owners and general managers of sport franchises in the MLB, NFL, and NBA * Features first-hand accounts of sport turnarounds, from the legendary worst-to-first story of Bill Polian and the Indianapolis Colts to Jeffrey Lurie's efforts to transform the Philadelphia Eagles * Offers behind-the-scenes accounts of effective turnarounds at major organizations like Dominos Pizza, Juniper Networks, iContact, and the Broadway play, Spider-Man: Turn Off the Dark No matter how bad the circumstances, how awful the performance, or how far shares have plummeted, Team Turnarounds shows how any organization can make the climb back up to the top.... [ read more ]
Blur explores the emerging economic landscape where knowledge and imagination are more valubale than physical capital. Authors, Davis and Meyer, challenge readers to question their assumptions they know about business and to experiment at the edges of business.... [ read more ]
With a foreword by Jay Leno, how could this not be a nice book? Coauthors Thaler and Koval submit their own success in the cutthroat world of advertising as evidence that nice girls can finish first while taking home more than a dozen Clio awards along the way. Following up their bestselling look at creating compelling marketing strategies—Bang!—they turn most truisms about business inside out, arguing that good deeds are returned, not punished.... [ read more ]
Granville N. Toogood introduced the principles of competence, clarity, and communication in his classic bestseller The Articulate Executive--and changed the way managers express themselves.
Now he shows how to put these principles to work--at work--in the day-to-day interactions that get the job done. A hands-on action plan, The Articulate Executive in Action is full of examples of leading executives and the communication tactics that create their success.... [ read more ]
In an era when information travels at phenomenal speed along the “real-time Web,” a brand can explode into popular culture overnight--and die just as quickly. As a marketer, how can you stay ahead of the curve? How do you control the chaos? Two words: Social Media.
With The Power of Real-Time Social Media Marketing, you'll learn how to take advantage of today's "fluid" business environment and develop innovative ways to meet market demands. ... [ read more ]
Marketing Encyclopedia explores the issues and trends that are facing the future in order to make business people prepared for what's to come. With new products and services, creative communications ideas, and tips on customer service, this book is good for any business person in any industry. ... [ read more ]
As companies shift from hierarchical management into teamwork, managing is not nearly as important as coaching. Here is the first book on the coaching process written exclusively for sales managers--a brief, easy-to-digest primer on making the transition from a traditional boss to a sales coach. Created by an author/instructor who teaches sales management as the prestigious Wharton Executive Development Center, this guide shows sales managers how to: understand the nuances and payoffs of coaching: conduct coaching sessions and improve key skills such as listening and giving feedback; deal with problems such as discipline and reluctant behavior within the sales team; and coach and peers on oneself.... [ read more ]
If you still think "the customer is king," you're falling behind. Today's most powerful growth engine is users--people who interact with a company through digital media and technology even if they have never spent a dime. Become indispensable to users and the profits will follow.
As CEO of the digital marketing agency Huge, Aaron Shapiro goes inside blue-chip companies to advise them on how to thrive in this new business reality. He led an extensive study of the Fortune 1000 and found that the most successful companies focus on users first. Look at Facebook and Google. They built their businesses before they even figured out what they were selling, let alone who their customers were.
Shapiro argues that every business needs to stop obsessing about customers and start creating powerful user experiences. ... [ read more ]
Organizing Genius analyzes the "great" collaborative teams. It explores what it means to be a great group and how to achieve that working dynamic. This book is for anyone in a leadership position.... [ read more ]
Everyone loves a comeback, and sometimes failure is the best education. That is the theme of this collection of interviews with 28 successful and famous people from all walks of life who, at one time or another, have been fired. Career and business writer Mackay shows a remarkable ability to get highly visible people to open up and reveal their dark past.... [ read more ]
We train our physical bodies to excel at physical tasks. Why not train our minds to excel at mental tasks?
Through the latest research in cognitive science and neuroscience, management and innovation expert David Silverstein explores how the brain's systems interconnect and how you can commit to building your brain and improving your mental game.
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Power Sleep disucusses easy, drug-free ways to improve your body and brain for an alert and productive work day. This book includes twenty great sleep strategies, the golden rules of sleep, the do's and don'ts of sleeping pills and over-the-counter remedies, and much more.... [ read more ]
With the candor and freshness you'd expect from a close and experienced friend, Cone delivers hundreds of insights in a quick, no-nonsense and witty manner on all facets of marketing and advertising of real value to businesses and organization of all sizes.... [ read more ]
Green Beans and Ice Cream? At first glance, they don’t sound like they go together. But this groundbreaking new book from author Bill Sims, Jr. will change forever the way you deal with your family, customers, coworkers, students, and yes, even your spouse! In Bill’s thirty year history, he has helped design more than one thousand behavior change systems that have produced tremendous gains in performance and profits at America’s top companies including Disney, Coca-Cola, McDonald’s, General Motors, and Dupont. Hidden in this book you will find Bill’s “secret sauce”, and the recipe for rapid, sustainable behavior change and engagement--Positive Reinforcement (PR+) The book explains why positive reinforcement is one of the most powerful forces on the planet. Use it wisely, and performance moves off the chart. Use it poorly, and the results can be disastrous. ... [ read more ]
"Strategic Negotiation" provides readers with a systematic and rational process that enables them to go beyond "win-win" and create true, measurable business value, and allow both you and the customer to meet and exceed your negotiation goals. This book is good for anyone in dealing with sales.... [ read more ]
Corporations, it seems, are always seeking the ""silver bullet"" that will create intimacy with customers. But most efforts fail from the moment they begin, say respected consultants, Tom Stevenson and Sam Barcus. The reason? Accountability for program leadership is placed on the sales force rather than on the executives and senior managers who have a more seasoned business perspective. For the first time ever, Stevenson and Barcus outline the relationship-building processes used successfully by professional consulting firms. Sales professionals in other industries will learn never-before-published explanations and documentation regarding consulting firm approaches and techniques.... [ read more ]
The Right Fight, the new management guide from noted business strategists Saj-nicole Joni and Damon Beyer, turns management thinking on its head and shows why, in the fast-moving, hyper-competitive marketplaces of the 21st century, leaders need to both foster alignment and orchestrate thoughtful controversy in their organizations to get the best out of them. The authors’ groundbreaking research—including examples as diverse as Unilever, Microsoft, Coca-Cola, Dell, the Clinton Administration, and the Houston Independent School System—shows that happy workers can become bored or complacent and thus less productive than workers who are subjected to a little properly managed tension. Readers of Good to Great and Winning, as well as the Harvard Business Review and Strategy + Business, will find much to ponder in The Right Fight.... [ read more ]
Offensive Marketing explores consumer marketing in the "world of tommorow." It contains a set of consumer and profit-oriented approaches that lead to winning strategies. This book is for marketing professionals.... [ read more ]
Same Game, New Rules provokes a deeper level of thought about selling and achievement in busness. As the rules of selling change, thinking must change as well. For the sales professional, antiquated thinking will lead to way too much work for way too little money. This book raises the professional seller to a new level of awareness about selling and achievement. It does so by giving the reader new ways to think about the old game of selling.... [ read more ]
Bury My Heart at Conference Room B is about igniting the massive power of any manager's emotional commitment to his or her company-worth more than financial, intellectual and physical commitment combined. ... [ read more ]
How Winners Sell discusses successful techniques in order to beat the competition every time. This guide has ways to develop the new skills needed to thrive in today's hyper-competitive marketplace, identify what's important to top executives to consistently gain and maintain trust, learn crucial information about the competition that will help win the sale, and much more. ... [ read more ]
How does the hopeful entrepreneur convince the power brokers to accept his vision-and fast? In 2004, young Brazilian businessman Bellino sold Donald Trump on his idea to create the largest and most exclusive golf resort in Latin America, the first enterprise in Brazil to bear the Trump brand. The tale lies in how Bellino convinced the Donald in three minutes flat. A lifelong business enthusiast, Bellino leads readers through his succinct presentation methodology, praising the benefits of intuition and risk, using personal experiences, intriguing references, and lessons from the Donald's Apprentice TV series as his guide. The latter portion of the book presents capsule profiles of famous Latin American and North American entrepreneurs who succeeded against the odds, plus self-testing exercises. Advice ranges from obvious (first impressions matter) to insightful (using the "adaptive unconscious"), but never makes the kind of impact that would convince someone to, say, hand over $200 million for some Latin American links.... [ read more ]
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