Marketing

Authored by veteran public relations expert Edward Segal, Crisis Ahead is based on the following premise: it's not a matter of IF a scandal or crisis will hit, it's WHEN.

Marketing Strategy and Competitive Positioning 6e deals with the process of developing and implementing a marketing strategy. The book focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage. The book is primarily about creating and sustaining superior performance in the marketplace. It focuses on the two central issues in marketing strategy formulation the identification of target markets and the creation of a differential advantage. In doing that, it recognises the emergence of new potential target markets born of the recession and increased concern for climate change; and it examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns. The book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.

Revised edition of the authors' Brand management, 2016.

Intermediate user level

Revised edition of the author's Sponsorship in marketing, 2014.

Improve consumer engagement and sell with confidence using this complete handbook for creative professionals; ideal for those seeking to accelerate their copywriting skills to the next level.

In many FMCG companies, the challenges for the sales function are to develop effective sales strategies and to deliver excellent sales operations in order to support the achievement of business targets. The purpose of this book is to provide a practical guide to sales management through the analysis of its key components: route to market, sales strategy, key performance indicators, organizational models, sales force management, customer business planning, order to cash, and sales and operations planning. For each of these topics, the content of this book is a balance of theory, practical tips, and useful tools, keeping in mind not only the "e;what,"e; but also the "e;how"e; of the implementation. The reader will learn how to map sales channels, assess a customer base, design a sales strategy, build a sales scorecard, and organize a sales team's frontline and back ofi ce. The book also covers how to structure trade category plans, customer business plans, and customer negotiation plans and how to optimize the sales team's contribution to the company's key fundamental processes. It concludes with an overview of the future challenges of sales management.

Marketers and leaders recognise that developing an authentic purpose helps to build a strongerbrand that attracts followers and collaborators, rather than just customers and consumers.In a world that needs solutions, people increasingly look towards businesses and their brandsto help solve society's problems.In Australia's first book on cause marketing, readers will discover:*; Why doing good is good for business*; The science behind cause marketing*; Fourteen real-life examples of world-class cause marketing strategies from Pampers,Patagonia, Dulux, Virgin Mobile, ANZ, Zambrero, REI and more*; A simple six-step methodology to develop and implement a powerful and authenticcause marketing approach for your brand.

Learn everything you ever needed to know about starting and running your own B&B and pursuing your dream job! Revised and updated 4th edition.

Start a successful online business and be your own boss! Being an online entrepreneur means more than just building a website and this book breaks down everything you need to know to be successful.