Marketing

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.

This book addresses the specific challenges of marketing in the creative industries, whilst applying classic marketing theory to a range of international examples. It combines a comprehensive and innovative perspective on customer value theory with practical marketing strategies and detailed case studies.

Develop an effective, straightforward selling system based on neuroscience insights on how customers' minds really work.

Providing the necessary background information and hands-on tools to build compelling business cases, this book will increase the reader's capability to champion new business development ideas, take them to senior management, and facilitate the decision process by understanding the key theories and practices of finance and corporate investments.

This practical guide on the theory and practice of Investor Relations combines the art and science of marketing, financial analysis, and financial communications in a single source. It offers expert advice and helpful tips to be used in real business life by corporate executives, financial analysts, students, and anyone competing for capital.

"Book Level Beginner to Advanced"--P. [4] of cover.

This book is ideal for undergraduates and postgraduates taking modules in Relationship Marketing, Customer Services, and Marketing Communications. It is core reading for the CIM Level 4 module on 'Stakeholder Marketing'.

Helps readers to enhance the probability of success in winning bids at the desired margins and to set up and run effectively a bid management team. This book leads readers through various stages of planning for, producing and delivering a bid. It also offers advice on the use of bid management software and the bid review process.

This thought-provoking book considers organizational sales performance at a high, strategic level, offering specific guidance in managing the entire organization's sales function. The authors introduce and apply a practical checklist-based scoring system.

This Case Study defines the global pharmaceutical industry and its boundaries"e;, analyses the profitability/attractiveness of the global pharmaceutical industry by using M.E.Porters' Five-Forces-Model and answers the questions what overall industry trends can be identified and how the profitability/attractiveness of the industry will change in the future. Furthermore, it explains and evaluates Pfizer's new strategy and examines what Pfizer did in the recent years to maintain their profitability.

Branding. Dubbed by many the marketing buzzword of the late 90s, everyone knows that building your product or service into a bona fide brand is the only way to cut through the clutter in today's insanely crowded marketplace.The only question is, how do you do it?Learn the laws of branding in the branding bible: The 22 Immutable Laws of Branding. Brilliant, bold, and mercifully brief, this is the definitive work on branding, distilling the complex principles and theories espoused in other long-winded, high-priced professional marketing tomes into 22 quick and easy-to-listen-to vignettes. Pairing the brand-blazing strategies from the world's best -- like Coca-Cola, Xerox, and Starbucks -- with the world-renowned marketing savvy of bestselling author, Al Ries, and his daughter Laura Ries, The 22 Immutable Laws of Branding builds on the huge international success of The 22 Immutable Laws of Marketing and provides the expert insight you seek on business's hottest topic in less time than an airplane ride.Find out:Why you will fail to create a brand through advertising, sales promotion, public relations or fancy packagingHow to define your category. . . even if you're not first to marketHow overbranding equals underwhelmingWhy good old-fashioned publicity may be the missing link in the brand-building processWhy giving your brand the right name is perhaps more important than the brand itselfAnd perhaps most important of all:How to own a word in the mind of the consumer.Smart and accessible, The 22 Immutable Laws of Branding provides the ammo you need to dominate your category and turn your product or service into a world-class brand.

Entrepreneurs and small business owners are urged to avoid the two biggest branding mistakes they can makefirst, investing in building their brand in ways that copycat big-name companies, and second, struggling to build a brand sensitive to everyone and anyone, rather than focusing on those who are spending with them.Led by Dan S. Kennedy, with the support of Forrest Walden and Jim Cavale, the co-founders of Iron Tribe Fitness, and other marketing/branding vets including Bill Gough, the number-one marketing adviser to Allstate agents; Steve Adams, CEO of a chain of 21 retail stores and an e-commerce business, and Nick Nanton, of the Dicks-Nanton Celebrity Branding Agency, entrepreneurs learn how to develop and gain profit from their personal or business brandwithout corporate-sized investment. Mastering Kennedys branding truths and utilizing proven direct-response advertising and marketing methods, entrepreneurs create their own brand tribecustomers who believe in, buy, and promote their brand. Truths and tactics are illustrated with case studies, examples and insights from other well-known brands.

Interviewing is a foundational user research tool that people assume they already possess. Everyone can ask questions, right? Unfortunately, that's not the case. Interviewing Users provides invaluable interviewing techniques and tools that enable you to conduct informative interviews with anyone. You'll move from simply gathering data to uncovering powerful insights about people.

Most companies treat service as a low-priority business operation, keeping it out of the spotlight until a customer complains. Then service gets to make a brief appearance for as long as it takes to calm the customer down and fix whatever foul-up jeopardized the relationship.In Uncommon Service, Frances Frei and Anne Morriss show how, in a volatile economy where the old rules of strategic advantage no longer hold true, service must become a competitive weapon, not a damage-control function. That means weaving service tightly into every core decision your company makes. The authors reveal a transformed view of service, presenting an operating model built on tough choices organizations must make: How do customers define excellence in your offering? Is it convenience? Friendliness? Flexible choices? Price? How will you get paid for that excellence? Will you charge customers more? Get them to handle more service tasks themselves? How will you empower your employees to deliver excellence? What will your recruiting, selection, training, and job design practices look like? What about your organizational culture? How will you get your customers to behave? For example, what do you need to do to get them to treat your employees with respect? Do you need to make it easier for them to use new technology?Practical and engaging, Uncommon Service makes a powerful case for a new and systematic approach to service as a means of boosting productivity, profitability, and competitive advantage.

Selling and Sales Management provides a comprehensive introduction to selling and sales management. Packed full of insightful real life case studies, the 4th edition also includes new chapters on Key Account Management and Negotiation, and fully updated coverage of technology and sales.

Essentials of Global Marketing offers a concise and manageable approach to the subject. The accessible structure takes the reader through the entire international marketing planning process, and fundamental concepts are illuminated by examples from a wide range of companies, small and large, from around the world.