Knowledge

An all-in-one reference for marketers, divided into four parts with each part devoted to different aspects of sales promotion, from planning and techniques to strategies and issues. Each chapter is written by an expert with experience working in the field. Hundreds of examples and case histories are included.... [ read more ]

"The New Marketing Conversation" gives you a strategic blueprint for creating the kinds of dialogues customers want in ways that engage them. It covers insighful new ways to use testing and research more effectively and the best ways to build winning communications and creative strategies.... [ read more ]

Reviews 126 of the best recent sales promotion campaigns. Readers will develop a better understanding of what constitutes a successful promotion and of what a good promotion can—and can't—do. A straightforward book that is useful for readers with all levels of experience.... [ read more ]

"Selling Against the Goal" is a guide to understanding sales in a tight marketplace. Author Kendra Lee offers screts, tools, and tips to send you on the road to superstardom in sales, including: formulas for calculating a closing ration and leads needed to meet quotas, tips for targeting multiple levels of decision makers, strategies for generation leads via partnership organization, and much more. The book also includes samples of holiday cards, e-mails, invitations, and newletters that really work.... [ read more ]

Guides managers in the implementation of strategic brand leadership. Citing such brand-focused companies as Virgin, L.L. Bean, and Nike, the authors provide hundreds of case studies to support theories on building brand equity.... [ read more ]

"Strategies That Win Sales" addresses many of the most common issues in today's sales place. From the pressures of globalization to the growing popularity of reverse auctions, procurement committees, and other "arm's lenght" buying models, this book is perfect for any sales person looking to up profits.... [ read more ]

"The E-commerce Question and Answer Book: A Survival Guide for Business Managers" is a one volume encyclopedia of solution for any online business effort. This book touches on every conceivable e-commerce topic from innovative strategies to the technologies you'll need in order to implement them.... [ read more ]

Through the example to the Unixyx Corporation, Customers Mean Business, explores the attention and care customers need in order to keep buying from a company. With a helpful six stage process called "Customerize," this book is good for anyone looking to get on the cutting edge of customer service.... [ read more ]

This study, by Prof. James Oakley of Ohio State University, found a clear link between employee engagement and customer satisfaction, and customer satisfaction and profitability.... [ read more ]

Deals extensively with the field of sales promotion planning and analysis: how promotions affect sales and profits, types of sales promotions, the interaction of promotion and advertising, and future research. Particularly good for marketers involved in packaged goods promotion.... [ read more ]

For last year’s Summit, a research study was conducted to assess the drivers of employee satisfaction and engagement and the downstream customer and financial implications of these important employee attitudes. This research identified several unique organizational characteristics driving employee engagement, including employee satisfaction, and identified organizational communication as a key driver of employee satisfaction.... [ read more ]

Discusses how e-business systems can provide the information required to effectively manage customer needs, business strategy, technology, and customer relationships, specific techniques for improving value chains and business intelligence, incorporate e-commerce into your business model, and the coming e-society.... [ read more ]

Customer Centered Growth reveals the secrets to company growth by putting the customer at the center of your efforts. Using dozens of case studies, the authors outline five strategies that a company can use to grow no matter what the business conidition.... [ read more ]

This study, by Prof. James Oakley of Ohio State University, found a clear link between employee engagement and customer satisfaction, and customer satisfaction and profitability.... [ read more ]

A comprehensive handbook on advertising and sales promotion, covering strategic and tactical issues. Includes examples of creative advertising campaigns. The four parts of this textbook cover: Introduction to advertising and sales promotion, Communication strategy, Sales promotion strategy and Planning advertising and sales promotion.... [ read more ]

"You Can Negotiate Anything" explains the three crucial elements of negotiation and how to bargain successfully. ... [ read more ]

This study delves into the mechanics of sales incentive programs, providing managers with useful information to design successful sales initiatives at their own companies and providing their corporate decision makers with hard evidence. It found that properly structured programs can increase sales by at least 10 percent. ... [ read more ]

A summary of everything you need to know concerning the world of on-line business.... [ read more ]

Explores how marketers must look beyond traditional media to communicate with consumers in the changing field of advertising and promotion. Describes the shift from conventional methods to implementation of an integrated marketing communications strategy and reviews the promotional tools available to help make the transition.... [ read more ]

From Contact to Contract gives you easy to apply information on the world of sales. With 496 sales tips to do such things as generate more leads, close more deals, and exceed your goals, which will ultimely make you more money, this book is perfect for any salesperson.... [ read more ]

The definitive advertising and promotion management text for students at the MBA level. Emphasizes corporate communications and business products/services in addition to the traditional focus on consumer packaged goods.... [ read more ]

This study, conducted by Prof. Frank Mulhern and Patricia Whalen of Northwestern University, identified a significant gap between the view of human resources and employees on the role of employees on delivering customer satisfaction, but found that companies with a close link between human resources and marketing outperform companies that don't.... [ read more ]

Explains the basics of a wide range of sales promotion techniques and makes suggestions for effective implementation.... [ read more ]

Marketing to Women focuses on the very vast and competative market of women. Author, Barletta, explains why companies should spend more money focusing the largest untapped market in the world. With chapters exploring gender through anthropology, biochemistry, and psyhcology, this truely captures the field of marketing to women.... [ read more ]

Promotional products foster customer goodwill (positive attitudes and feelings) toward a company and its salespeople. This study, completed by Baylor University in 1992, involved a textbook publisher sending 4,000 educators either: (1) a pocket calculator plus a letter, (2) a lower-priced highlighter pen plus a letter, or (3) a letter only.... [ read more ]