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enterprise engagement


Infinite Asset: Managing Brands to Build New Value

The authors unveil the Brand Portfolio Approach, a strategy that they claim increases the value of brands by exploding them beyond the boundaries of their division or their parent company. Covers brand extensions and repositioning, as well as an organizational design for implementing brand-portfolio management.... [ read more ]

Integrated Direct Marketing

Experienced marketers, especially senior managers, will benefit from the author's strategies for integrating direct mail, advertising, telemarketing, and field sales for maximum impact.... [ read more ]

Kiss, Bow, or Shake Hands: How to Do Business in Sixty Countries

Written by executives who prepare other executives for international travel and one Fulbright scholar in cross-cultural communication, this work is a godsend for rapidly growing international collections. It is useful for companies planning a program overseas, although it contains some oversimplifications. Highly recommended to any business traveler--or any student of the diversity of human cultures. ... [ read more ]

Guerrilla Advertising

Author Levinson applies his proven guerrilla philosophy to advertising in Guerrilla Advertising. This step-by-step guide will help you develop advertising strategy, design effective ads and copy, maximize advertising effectiveness, focus your audience and much more.... [ read more ]

The Future Consumer

The Future Consumer explores what the consumer in the future will be like, with 330 examples of global marketing techniques and a thorough explanation of what marketing in the future will be like.... [ read more ]

The Service Profit Chain: How Leading Companies Link Profit and Growth to Loyalty, Satisfaction, and Value

You won't find the secrets to motivating the middle 60 percent in this book, but you will find ample reasons why you should try. Drawing on their years of management consulting experience and academic research, the authors provide compelling evidence that profit and growth can be directly linked to both customer and employee satisfaction. They also provide a macro recipe for "capitalizing on the service profit chain," including management, marketing, operations, and measurement strategies.... [ read more ]

Innovative Reward Systems for the Changing Workplace

Although several years old, this book takes a thorough look at reward systems in the context of today's customer- and performance-based management styles. The author tells how to: make pay relate to achievement, foster a sense of stake in the company, update the traditional performance appraisal process, and measure customer-based performance.... [ read more ]

Opening Closed Doors: Keys To Reaching Hard-To-Reach People

Opening Closed Doors discusses a cutting-edge apprach to marketing and prospecting and stresses the importance of capturing the attention of those your selling to and creating a strong relationship. This book shows you how to be the first person in the door and close ou the competitions, use a new and unique approach to remap your most profitable exiting and new market niches for greater access and much more.... [ read more ]

The New Business Values for Success in the Twenty-First Century: Improvement, Innovation, Inclusion, Incentives, Information

The authors argue for a new management philosophy that stresses five key values: innovation, improvement, incentives, information, and inclusion. While their plan requires long-term commitment from top management to introduce broad changes, the model makes sense. Their theme emphasizes creating organizations that are "environmentally friendly and more successful in terms of adding value for customers and society."... [ read more ]

Beware the Naked Man Who Offers You His Shirt : Do What You Love, Love What You Do, and Deliver More Than You Promise

Beware the Naked Man Who Offers You His Shirt offers readers a roadmap for their career. You'll learn how to find out why caring is contagious in business, secrets on servicing sales worth millions, and to use your contacts in new ways. Includes advice ranging from can't miss strategies on getting a raise to a sure-fire strategy for fighting back when the bad guys get you down.... [ read more ]

Readings & Cases in Direct Marketing

Experienced marketers will get the most from this book. Two sections include articles by various authors on a wide variety of direct marketing issues, followed by 22 complete case studies.... [ read more ]

Positioning: The Battle for Your Mind

Positioning gives you tools and information that will help you can compete in the competitive market. You will learn how to reposition a strong competitor and creat a weak spot, to find and use the competition's weakest link and build your own strategy, how recent trends affect your positioning, and more. ... [ read more ]

How to Design & Implement a Results-Oriented Variable Pay System

Here's a detailed process for implementing profit sharing, gain-sharing, and goal sharing. You'll get a step-by-step approach that includes organizing the design team, establishing baselines and measurement tools, and determining the frequency and methods of payout. Chapters cover: multi-tiered and small-group systems, selecting and evaluating measures, assigning values to gains or goals, establishing baselines, and sharing the gains. You'll find more implementation details than in many business books.... [ read more ]

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