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Praise for Marketing for the Mental Health Professional: An Innovative Guide for Practitioners "This book is packed with useful strategies that have worked for years and years in the business world. People who follow the advice here are going to go places." —Dr. Thomas Phelan, Psychologist and...

Whether physical or virtual, heritage brand or start-up, pop-up stores are everywhere: this book provides the ‘why, what, and how’ for entrepreneurs and established brands to capitalize on this exciting format. This book guides readers through the 20-year evolution of pop-up stores, their...

Bringing together critical race, queer and decolonial analytical approaches, visual analysis, and multimodal discourse analysis, this book explores the discursive strategies deployed by African luxury brands in an age of cross-platform, intertextual branding. Building on literature examining the...

Drawing upon interviews with key people in the World Rally Championship as well as trans-local ethnographic research, this book explores questions of commerciality and sporting identity, tackling the sport's controversial handling of the shift into 'the commercial age'. It is essential reading...

Learn practical methods for reducing technology overload and related employee burnout at your organization In Zen and the Art of Digital Transformation: Leading a Mindful Redesign of the Digital Enterprise, veteran digital transformation consultant, Sara Teitelman, MPH, shares her proven...

The fastest growing brands of the 21st century have succeeded by building and harnessing the power of brand communities. In doing so, they were able to earn engagement and loyalty, with relatively low risk. Community Building for Marketers looks at how brands have successfully mastered community...

With this textbook, students will learn the concepts, theories and processes of consumer behaviour and how to apply them in a digitalized and competitive business landscape. Consumer Behaviour combines theoretical underpinnings with real-world practice to provide comprehensive, up-to-date...

Whether you're a B2B marketer learning about account-based marketing (ABM) for the first time, or an experienced account-based marketer who wants to keep up to date with the latest advances in the field, this book is the perfect guide to using ABM effectively in your business. From explaining...

Розглянуто основні теоретичні положення маркетингу взаємовідносин. Визначено вплив на формування його основних концепцій еволюційних підходів маркетингу. Розглянуто поняття та логіку формування мотиваційного інвестування у стосунки. Проаналізовано елементи економіки відносин. Визначені...

How to create value with all the customers in a portfolio, from the stronger relationships that increase profit margins to the weaker relationships that increase scale. Which would you rather have: a smaller, watertight bucket of loyal customers or a larger, leaky bucket of both loyal and...

This book makes mass communication research projects more accessible to the new student researcher through a balance between an academically rigorous guide and an informal and humorous student-centered approach. The Illustrated Guide to the Mass Communication Research Project’s unique, visual...

Understand what it takes to develop successful public relations campaigns Effective public relations (PR) can help level the playing field between you and your competitors. You don't necessarily need a big budget to establish brand awareness and a positive reputation. With enough practice...

Looking for an advantage in an unfair world? The rules of poker tell you how to play—but not how to win. You win by bluffing, looking for your opponent’s tells, remembering cards, and intimidation. So why is it that in business we spend so much time teaching the rules, and so little finding new...

How brands can evolve to win with conscious consumers The Good Is the New Cool Guide to Meaningful Marketing is your guide to future-proof your brand with purpose-driven strategies and activations that meet the demands of the new world of conscious capitalism. This book takes readers behind the...

Risk, Opportunity, Uncertainty and Other Random Models (Volume V in the Working Guides to Estimating and Forecasting series) goes part way to debunking the myth that research and development cost are somewhat random, as under certain conditions they can be observed to follow a pattern of...

This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of social media management, with international perspectives, AI approaches and tools to enhance the learning experience. Aside from focusing on practical application, the textbook takes readers through...

A critical history of the social media influencer’s rise to global prominence Before there were Instagram likes, Twitter hashtags, or TikTok trends, there were bloggers who seemed to have the passion and authenticity that traditional media lacked. The Influencer Industry tells the story of how...

“This book is a must-have resource for anyone looking to break into Hollywood or seasoned veterans who need a quick reference guide.”––Matt Belloni, Founding Partner of Puck News and host of The Town with Matthew Belloni The legal resources of studios and networks are legendary, often...

Courage lies at the heart of leadership. Leaders need courage to make wise decisions, not self-interested ones. They need to be able to set aside their egos, to feel vulnerable, to face challenges, yet remain principled and hold the course. This book presents many suggestions on how to make a...

This straightforward, easy-to-understand textbook inspires tools for improving job performance, productivity, and morale in law enforcement. The groundbreaking first edition of Gold Medal Policing, inspired by work with Olympic athletes, confirmed the importance of mental readiness in frontline...

The third edition of Pitch, Tweet, or Engage on the Street is an updated guide to practicing global public relations and strategic communication, preparing professionals to craft and implement international and intercultural communications campaigns. Drawing on the global literature and informed...

Who works for the government and why does their work matter? Michael Lewis, bestselling author of The Big Short and The Fifth Risk, along with an all-star team of writers and storytellers, takes us on a riveting journey into a hidden world The government is a vast, complex system that...

Your complete and accessible guide to all aspects of digital marketing, from tools and channels to strategy, planning and marketing management. This fully updated third edition explores the application of AI in marketing, how digital disruption leads to transformation, and the Metaverse and its...

Marketing involves a wide range of professions, activities and tools and it plays an increasingly important role in our lives. But what exactly is marketing and how did it come to assume such importance? Who are the marketing professionals, what exactly do they do and what influence do they...

Have you been challenged to refresh or fix your brand to reach new buyers and grow revenue? Are you wondering where to start and what it takes to do it successfully? Strengthening your brand will create value for your business. But too often rebrands are done the wrong way and the expected...

We are living in an experience-driven economy, where the customer's experience is paramount and even beloved brands risk losing market share due to a single negative customer experience. In our technology-led, omnichannel environment, one of the biggest risks for brands is a lack of consistency...

You might think you’re not a natural salesperson, but if you don’t get comfortable promoting your business, you’re not going to HAVE a business for much longer. Luckily, Sara Nasser Dalrymple is here to help. Discover 10 simple principles that you can apply to your business immediately to...

Книга Еліни Слободянюк «Storytelling наше все» відповідає на жагучу потребу людей краще зрозуміти процеси, які відбуваються навколо них. Сторітелінг – це не просто інструмент письменників і маркетологів,сценаристів і зірок соцмереж. Насамперед це базовий інструмент пізнання світу людством...

«Енциклопедія копірайтингу» — це спроба дослідити сучасних копірайтерів в усьому розмаїтті їхніх природних умов існування. Українські копірайтери — окремий вид, що заслуговує на нашу особливу увагу. І жодна деталь їхньої життєдіяльності не пройде повз прискіпливу авторку книжки. А їй є що...

«Люди купують у людей» — це прикладна книжка про маркетинг і створення бренду від Юлії Колесник. 15 років досвіду роботи з різноманітними індустріями, ринками й бізнес-амбіціями авторка склала в практичний посібник, що буде корисний не тільки для професіоналів, а й для новачків. Це насичений...

Що може змусити кожну людину сказати «так»? Як переконувати людей та уникати небажаного впливу? Відповіді шукайте на сторінках цієї книги, яка миттєво стала світовим бестселером. Її автор описує методи й закони психологічного тиску й створення конкуренції. Використовуючи яскраві приклади з...

Можливо, ви помічаєте, що розвиток цифрових технологій впливає на ландшафт медіа і на принципи роботи журналістів. Для допомоги журналістам по збору новинної фактури і коментарів в кінці 2017 року було презентовано проект Deadline, в Україні. На майданчику проекту медіа можуть взяти повноцінне...

Чи не в кожному бізнес-посібнику написано, що у важкі часи саме маркетинг стає локомотивом на шляху до адаптації в нових реаліях. Але насправді, витрати на просування бренду в такі часи стають першими кандидатами на скорочення серед інших статей бізнес-бюджету. Якщо ви впізнали себе, зрозуміло...

Книжка Джона Вествуда «Як скласти маркетинговий план» — посібник для кожного, хто працює у сфері бізнесу та планує започатковувати власну справу. Ця настільна книжка є універсальною для кожного: якщо ви лише амбітний початківець, обов’язково прочитайте її, щоб крок за крок правильно вибудувати...

От издателя: Настоящее издание – незаменимая книга для любого маркетолога, менеджера и бизнес-стратега. Здесь легендарный инноватор маркетинга, Хантер Гастингс, рассказывает о том, как с помощью маркетинга можно добиться систематического роста прибыльности вашего бизнеса, как формировать...

От Yakaboo: «Маркетинговые показатели. Более 50 показателей, которые важно знать каждому руководителю» - книга, которая станет бесценным подарком себе или человеку, работающему в современном бизнесе. Из этой книги читатель узнает о самых важных маркетинговых показателях и узнает, как правильно...

Книга предназначалась для тех, кто работает с текстом: копирайтеров, PR- и SMM-специалистов, блогеров, даже журналистов. Но человечество все больше переходит от устной коммуникации к письменной. Теперь, когда даже сплетни обрели письменный формат, умение создавать достойные тексты становится все...

Георгий Георгиевич Почепцов — доктор филологических наук, профессор, писатель-фантаст, ученый, автор более 20 книг для детей и более 40 на тему имиджелогии и теории коммуникаций. Заслуженный журналист Украины, член Национального союза писателей. Современный мир переходит от войны на физическое...

Zкономіка — найповніша інструкція зі взаємодії з молоддю покоління Z. З цієї книжки ви зрозумієте, як керівникам варто адаптувати свої продажі, маркетинг, продукти і стратегії зростання, найму та управління персоналом, щоб претендувати на лояльність чи купівельну спроможність цього впливового й...

Добре ім’я компанії та її власника допомагає отримувати більший дохід, а погана слава — веде до фінансових збитків. Керівники багатьох українських компаній на власному досвіді переконалися, що за захист та відновлення репутації доводиться заплатити високу ціну. Ця книжка допомагає сформувати...

Георгій Георгійович Почепцов - доктор філологічних наук, професор, письменник-фантаст, учений, автор понад 20 книг для дітей і понад 40 на тему теорії комунікацій. Заслужений журналіст України, член Національної спілки письменників. Сучасний світ переживає активні видозміни. Його нові...

Ми живемо в країні, де переміг «карго-маркетинг» — маркетингу що спирається на міфи і фікції. Деяким бізнесам комфортно в обіймах цього культу, але рано чи пізно зіткнення реальності та міфології призводить до руйнівних наслідків. Олексій Філановський, відомий український маркетолог, на...

Хочете з будь-якого товару створювати бренд? Ловіть нову книгу-кейс маркетологині Аліни Кривенець. Аліна Кривенець - маркетологиня, яка починала свій шлях в інтернет-маркетингу з копірайтингу і знає, чому копірайтер має бути на 80% психологом і тільки на 20% - безпосередньо копірайтером. 21...

This collection is a classic handbook for investors and stock speculators. It will give you unique tools to increase your exchange profits and bring your trading to a new level. These are the "market secrets to wealth. The authors of collected titles describe proven techniques for accurate...

Розлючені споживачі? Прострочені дедлайни? Провальні продукти? Проблеми вашого бізнесу можуть мати єдиний корінь — брак емпатії. Бути емпатійними на роботі — означає бачити ситуацію з позиції іншої людини і будувати на цьому стиль управління, корпоративну культуру та стратегію бренду. Авторка...

Корпоративні комунікації — це відгалуження паблік рилейшнз, і ширше — мистецтво правильного поводження та ефективного спілкування бізнес-організацій у соціумі. Представлена монографія — перше в Україні науково-популярне видання і практичний путівник, що комплексно і всебічно розглядає теоретичні...

Кожного ранку ми отримуємо можливість досягти своєї мети. Кожен може стати лідером власного життя: не чекати сприятливих обставин, а взяти відповідальність і рухатись вперед. Досягати чи ні — це особистий вибір кожного з нас. Є ціль, є бажання, є ви. Цього більш ніж достатньо, щоб розпочати шлях...

Every single morning we receive an opportunity to reach our goals. One can become the leader of his/her own life: not just wait for favorable circumstances, but take matters in one's own hands and move forward. To achieve the goal or not is one's personal choice. But once there is a goal and a...

Ми ведемо переговори все життя: в пісочниці, в школі, на роботі, дома, на закупах, в бізнесі… Проте часом торг супроводжується сварками, претензіями і навіть образами однієї зі сторін. А дарма. Завдяки цій книзі ви навчитесь вести переговори розумно й усвідомлено, щоб замість переваги і перемоги...

21 століття – це вік інформації. А точніше: надлишку інформації. Інтернет все менше стає джерелом цінних знань, він більше схожий на смітник, наповнений фейковими новинами та мільйонами подразників, які щосекунди впливають на сприйняття аудиторії. Такому стану справ сприяють і маркетологи, які в...

Чи було у вас так, що ви губились? Блукали у лабіринті вулиць, раз за разом проходили тим самим маршрутом і безуспішно намагались дістатися до місця призначення? Витрачаєте не тільки час, але й нерви, а часом навіть гроші? Так може статися не лише в невідомому місті, але й у бізнесі. Щоб...

Книжка Дениса Каплунова є посібником для тих, хто опановує мистецтво писати рекламні тексти. Це, за словами автора, «чарівна валізка» копірайтера: зібрання чітких (але не догматичних) правил, повчальних (і дотепних) нотаток, показових (і яскравих) епізодів від успішного автора-практика. А ще...

Ви - підприємець, можливо, ще тільки в мріях, але ви дуже хочете продавати ваші товари і послуги онлайн. А може, у вас уже є сайт, і ви відчуваєте, що вам потрібна додаткова інформація, як розвиватися, масштабуватися, як запустити рекламу. Значить ця книжка дуже вам потрібна. Знання - це не...

Книга «Мистецтво під ключ. Менеджмент і маркетинг культури» розповідає про те, як управляти культурними проєктами в Україні, про відносини бізнесу і мистецтва та про те, як займатися підприємництвом у культурі. Вона написана для тих, хто тільки починає свою кар’єру і не знайшов відповідей у...

"Scientific Advertising" by Claude C. Hopkins is a timeless classic in the field of marketing and advertising. In this illustrated edition, Hopkins's groundbreaking principles are presented alongside visual interpretations that enhance understanding and engagement. The book outlines Hopkins's...

Автор поставив собі просте, як на перший погляд, питання: чому одні імена, ідеї, товари та люди стають популярними аж до нав’язливості, тимчасом як інші опиняються «за бортом». Чи справді таким дієвим є маркетинг поголосу, як його малюють, чи таки існують певні закономірності створення...

Чому компанії втрачають мільйони доларів щороку? Одна з причин полягає в недостатньому розумінні своїх клієнтів. Незнання їхніх потреб, звичок та поведінки призводить до зменшення лояльності, відтоку покупців і втрати частини виручки. Сучасні дослідження показують, що лише 15 % компаній добре...

Найбільша наша цінність та найнадійніший капітал – це люди, що нас оточують. А побудова відносин із ними – найважливіша інвестиція, яку ми робимо у житті. Сергій Гайдайчук, український підприємець та громадський діяч, засновник ціннісних ділових спільнот та професійний соціальний архітектор, у...

Лауреат Всеукраїнського рейтингу «Книжка Року» 2020. Номінація «Обрії», спеціальна й адаптаційна література / стиль життя Короткий список «Книжка року 2020»: Лідери літа, номінація «Софія» Третє місце в номінації «Найкраща книга для особистісного зростання» KBU Awards 2020 Ця книжка – посібник...

Покоління Z змінює все. Бізнеси, до яких ми звикли, переважно не пристосовані продавати чи просувати продукти так, як покоління Z звикло купувати. Компанії зазвичай залучають нових співробітників не там, де покоління Z шукає роботу, а ейчари, старші на 20 років, не завжди розуміються на тому...

Entertainment Marketing NOW: Every Platform, Technology, and Opportunity Covers film, cable, broadcast, music, sports, publishing, social media, gaming, and more Reflects powerful trends ranging from smartphones to globalization Demonstrates breakthrough strategies integrating advertising...

The most helpful blAnd of theory and nuts-and-bolts practice I've seen. ?William E. Cameron, director, Philadelphia YMCA Management Resource Center Brings together in one volume the best concepts and methods to attract and satisfy customers, communicate an organization's message distinctly and...

Формат: Скан PDf https://www.yakaboo.ua/ua/introduction-to-industrial-organization.html

This practical guide to producing effective fashion films, includes an overview of its history to help today's practitioners learn from the past masters of fashion communication. Over the last decade fashion film's presence has become ubiquitous. From the retail environments where fashion film...

This practical guide to understanding how regulators build insight and form judgements will help organisations to develop their strategy and approach to engagement and to improve their regulatory outcomes. From fintech and regtech,robot-assisted surgery and advances in stem cell technology, the...

India is the largest provider of generic drugs globally. The Indian pharmaceutical sector supplies over 50% of the global demand for various vaccines and, as a result, holds an important position in the global pharmaceutical sector. This book is a comprehensive study of pharmaceutical marketing...

This book is a comprehensive and practical guide to project marketing – a crucial aspect of businesses worldwide. It encompasses a variety of key infrastructure projects such as roads, airports, ports, power, irrigation, commercial, and industrial buildings. The volume: • Provides key...

More than 6,000 words and phrases that make the difference between "yadda-yadda-yadda" and copy that sells Looking for a better way to say "authentic?" Words That Sell gives you 57 alternatives. How about "appealing?" Take your pick from 76 synonyms. You'll even find more than 100 variations on...

The timeless guide to sales success has been revised to help you supercharge personal and team performance in a new economy "People make buying decisions emotionally and justify them logically." That shrewd insight from the first edition of this bestselling book has become a no-brainer among...

The groundbreaking system scientifically proven to increase your performance and launch you to unprecedented levels of success. In sales, you need every advantage you can get. In SELL MORE WITH SCIENCE, world-leading expert, David Hoffeld, applies science to selling, sharing his revolutionary...

More than 3,500 words, phrases, and slogans guaranteed to hit your target with power and precision - every time! In today's highly competitive, quick-hitting marketplace, choosing the correct words is vital to the success of your message - far too vital to be left to chance! "More Words That...

Customers are changing the way they buy. Why aren't you changing the way you sell? Today's customers have more buying options than ever before. They don't care if it's direct or indirect. They don't mind if it's not your preferred sales model. And they don't like it when you try to tell them how...

Engage Customers Around the World with Cross-Regional Content Marketing Technology has virtually erased national borders, forever transforming the way we reach and engage customers, as well as the way we search for and consumecontent. Global Content Marketing takes you step-by-step through the...

The newest, most successful strategies for landing the sale—based on the latest discoveries in neuroscience and consumer psychology BrainScripts for Sales Success explains consumer psychology to teach you how to personalize and enhance an approach and use basic, primal responses that are subtle...

Make Millions Selling on QVC is more than just a guide to getting you and your products in front of millions of potential customers; it’s an inside look at how the largest television retailer in the world operates. The information and advice found throughout these pages will give you a distinct...

You are a successful entrepreneur with a brain for business, but you’re indecisive about marketing and need a guide that will help your company distinguish itself, inspire customer loyalty and increase profits. Marketing for Rainmakers: 52 Rules of Engagement to Attract and Retain Customers for...

YOUR GUIDE TO PROJECT MANAGEMENT SUCCESS IN THE PUBLIC SECTOR There may be no simple formula for success in public-sector projects, but Public-Sector Project Management delivers the next best thing: a complete set of skill-building strategies that puts success well within your reach. Building on...

Although various factors contribute to failed change, one of the key reasons for change failure is the inability of leaders to gain the trust of employees, to understand the interaction between their subordinates, and to convince them to support change and to commit the energy and effort...

Gold Medal Winner--Tops Sales World's Best Sales and Marketing Book “Fast, fun and immensely practical.” —JOE SULLIVAN, Founder, Flextronics “Move over Neil Strauss and game theory. Pitch Anything reveals the next big thing in social dynamics: game for business.” —JOSH WHITFORD, Founder, Echelon...

This fun and friendly book looks at real-life PR stunts that will blow your mind and inspire you to develop innovative and creative ways to get your company noticed. PR guru Peter Shankman chronicles the most ridiculous, outrageous, and possibly crazy PR stunts of all time—explaining why some...

Praise for SalesBURST!! "SalesBURST!! is an entertaining, clever, and out-of-the-box approach to selling. I recommend reading this book to anyone involved in selling today." —Peter Handal, CEO, Dale Carnegie & Associates, Inc. "Every salesperson wants to get up to speed as fast as they can-but...

Leverage the full power of your sales force with a cutting-edge compensation program Salespeople are motivated by many things—and how they’re paid tops the list. Sales compensation is one of the best tools for motivating any sales force and thus maximizing business revenue. Do you have...

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Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies...

Learn how to get your message heard above the online noise The buying process is greatly changed. With the Internet, the buyer is in charge. If your product is going to compete, you need to master 21st century lead generation, and this book shows you how. It's packed with effective strategies...

How to apply for-profit marketing strategies to non-profit organizations Branding for the Public Sector presents powerful and effective branding strategies for the public sector illustrated through case studies and examples. The book covers branding architecture, brand vision, market research...

Build an empire step by step Don't risk a small fortune trying to make a big one. Let acclaimedconsultant Don Debelak show you how to get your exciting newproduct off the drawing board and into the marketplace--withoutlosing your shirt! In this book, you'll learn what every inventorand...

Reorient your selling approach Mr. Shmooze is the parable of a man who reveals the secret shared by all superstar salespeople. Selling, in its most exquisite form, is not about “taking,” nor is it about “persuading.” Selling, believe it or not, is about “giving.” Mr. Shmooze gives for a living...

Practical and proven masterclasses for simple and effective small business marketing This straightforward, practical book cuts through the morass of marketing theory to reveal the practical steps that small businesses can take to achieve phenomenal marketing results. Presenting fifteen...

Debunks the myths of the traditional rules of presentations In today's commodity-based marketplace it is harder than ever to differentiate even the most superlative services and products. The sales presentation provides the most powerful opportunity to do so. Make It All About Them reveals the...

Fraud, corruption and bribery in and around public services have become an increasing concern in recent years. The reported level of fraud and corruption affecting the public sector has remained unacceptably high despite numerous national and international initiatives intended to tackle these...

Focus on connecting with small-medium business owners, leaders, managers, and entrepreneurs Speak at conferences, workshops, and retreats Submit to major industry reviewers, including Publisher’s Weekly and Foreword Reviews Use videos on click funnel pages landing pages to pull in traffic...

This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers. The book provides an understanding of the benefits of...

Learn the powerful techniques of NLP to enhance your influence and gain the competitive edge in any sales pitch. This practical guide to using NLP in sales includes real life examples to illustrate techniques that have amazed sales people with many years experience. It also contains easy to...

This textbook explores the fundamental principles of marketing applied to tourism and hospitality businesses, placing special emphasis on SMEs in the international tourism industry. It includes examples from a wide range of destinations, from emerging markets to high-income countries. Taking a...

The second edition of Managing Public Relations introduces students to the key concepts and practices involved in the day-to-day running of a PR operation, whether it is a company department, an independent agency, or any organized group focused on PR. The book’s unique approach places the PR...

The eagerly awaited sequel to the worldwide bestseller How to Build a Multi-Level Money Machine from Direct Selling icon and Hall of Famer Randy Gage Randy Gage revolutionized the Direct Selling profession with the bestselling phenomenon How to Build a Multi-Level Money Machine, translated into...

If you have never used the media before, are wary of trying, or have tried and failed, this book is for you. With a bit of insider know-how, even the inexperienced can secure positive coverage for their organisation or deal competently with a crisis. This book will show you, step by step, how to...

This book will change the way you think about persuasion, and have you closing deals in no time. These days, it's just not enough to make a great pitch. Over decades of being marketed, pitched, sold (and lied) to, we've grown resistant to sales persuasion. The moment we feel pressured to buy...

Customer Experience (CE) is becoming seen as a key component of business strategy, yet knowing the practical steps of what to do can be tricky. The Customer Experience Book helps you understand where you are now, what to do, and how to improve for your business. From Customer Journey Mapping to...

With the majority of commercial transaction now happening online, companies of all shapes and sizes face an unprecedented level of competition to win over and retain new business. In this second edition of Webs of Influence, Nathalie Nahai brings together the latest insights from the world of...

This book provides students and professionals with practical answers to important career and communication questions, helping them to communicate successfully in a business setting. Communication expert, Deirdre Breakenridge, examines the ways in which professionals can make the most of their...

Aimed at post-introductory Marketing undergraduates and postgraduate students, Marketing Research is the first UK textbook to offer the advantages of presentation and format associated with a US textbook, yet still provide a comprehensive coverage of approaches, methods and applications of...

The administrative state is the nexus of American policy making in the postwar period. The vague and sometimes conflicting policy mandates of Congress, the president, and courts are translated into real public policy in the bureaucracy. As the role of the national government has expanded, the...

The administrative state is the nexus of American policy making in the postwar period. The vague and sometimes conflicting policy mandates of Congress, the president, and courts are translated into real public policy in the bureaucracy. As the role of the national government has expanded, the...

Every sale is made or lost in 60 seconds—make them count Cold calling and pushing your way into an office or a living room creates an atmosphere of adversity and distrust you must overcome before you close the deal. With those tired tactics, you’re swimming upstream, against a strong current...

Fast track route to mastering all aspects of global marketing Covers all the key techniques for successful global marketing, from creating global brands to building an international culture, and from selecting international executives to delivering innovation globally Examples and lessons from...

Each chapter in Global Marketing features a unique three-scan model - Competitive Scan, Environmental Scan and Marketing Scan - that provides a consistent framework for analyzing the tremendous variety of global marketing problems. By using one model to determine the similarities and...

Fast track route to mastering all aspects of sales promotion Covers all the key techniques for successful sales promotion, from understanding your customers to budget setting, and from promotional law to managing international promotions Examples and lessons from some of the world's most...

COVID-19 forced a dramatic change to customer behavior that resulted in an economic crisis not witnessed by anyone alive. Businesses can no longer operate as before because their customers are no longer operating as before. This book provides customer-centric based guidance for how businesses...

Rarely does a communication revolution result in a marketplace transformation. The New Media Revolution is one of those extraordinary events. ""There is a powerful and profitable pattern unfolding rapidly in business. In this masterpiece, Secrets of Online Persuasion, Deborah and John-Paul Micek...

Vier Situationen aus dem Leben eines Außendienstmitarbeiters: Er hat in wenigen Minuten einen wichtigen Termin. Er steht vor einem bedeutenden Jahresgespräch mit einem Stammkunden. Er will ein Angebot schreiben, das verkauft. Er möchte einen Kunden strategisch entwickeln. Mit dem vorliegenden...

This book introduces into the practical application of Quality Function Deployment (QFD) beyond the famous House of Quality Matrix by presenting a fully developed example of a clear and comprehensive QFD framework. The QFD workflow is described step by step, encompassing strategic planning...

For Sophomore and Junior level courses in Retail Mathematics, and Buying and Merchandising. This book introduces students to the concepts of financial management for the merchandising of fashion goods. Covering basic financial skills needed to succeed when planning, procuring and selling fashion...

COVID-19 forced a dramatic change to customer behavior that resulted in an economic crisis not witnessed by anyone alive. Businesses can no longer operate as before because their customers are no longer operating as before. This book provides customer-centric based guidance for how businesses...

This monograph evaluates public policy responses to the Covid-19 pandemic through a public choice lens. The book compares two prominent, albeit mutually exclusive, theories in social sciences—public interest theory and public choice theory—and explores how their predictions perform within the...

Get more clients, grow your business faster, and spend less time selling! Are you new to getting clients online? Are you struggling with building your crowd and converting them into clients? Are you tired of having to sell? Do you feel like nothing is working? A common challenge for...

COMMENDED: Business Book Awards 2018 - Thought Leader Category Today, businesses of all sizes generate a great deal of creative graphic media and content, including websites, presentations, videos and social media posts. Most big companies, including the likes of Procter & Gamble, Coca-Cola...

The absurdity of bureaucracy offers a humorous ethnographic account of policy implementation set in contemporary Danish bureaucracy. Taking the reader deep into the hallways of governmental administration and municipal caseworkers’ offices, the book sets out to explore what characterizes policy...

Shows how adopting a global account strategy can transform business performance Features international case studies illustrating good and bad practice from Wal-Mart and Carrefour to McDonalds and ICI Explores the significant challenges of global account management and guides the reader through...

Springer Book Archives With their word-of mouth advocacy of products or brands, superpromoters influence us and how we buy with the power of enthusiasm. Business managers should not just focus on complaining customers but they should value their enthusiastic friends: the superpromoters. By...

The growth of the Internet has had a profound effect on the way business is carried out, and has provided an unprecedented opportunity for third-party individuals and organisations to attack brands with relative ease. These changes have resulted in the birth of a significant and rapidly-growing...

Endows practitioners with all the key conceptual and theoretical tools to take control of understanding subconscious responses and become neuroliterate Covers behavioral economics, eye-tracking, implicit response measures, facial coding and other research tools which can measure and illuminate...

Grenfell didn’t have to happen. WINNER OF THE ORWELL PRIZE FOR POLITICAL WRITING 2023 'Never before, in years of reviewing books about buildings, has one brought me to tears. This one did.' Rowan Moore, Observer Book of the Week On 14 June 2017, a 24-storey block of flats went up in flames. The...

Master the process of effectively marketing alternative investments—a critical but overlooked aspect of ensuring fund success Investment funds with great performance and potential often fail for one simple reason—the enormous challenge for investor relations (IR) and fundraising professionals...

Burke challenges the current thesis that companies should act responsibly toward communities and societies. Instead, he shows that changes in society mandate that companies must develop strategies and programs that foster a reputation of trust in local communities in order that they preserve...

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This book presents a roadmap for a brand licensing strategy to enable companies to leverage brand value and expand into other product categories or into different markets. Readers will understand both the risks and the benefits of partnerships, how to make the most of a brand's potential in the...

Marketing was designed to show today’s social and digital students how marketing adds value and how firms maintain and rely on value for establishing lasting relationships with customers. The eighth edition represents the authors’ most extensive revision today, exploring both fundamentals and...

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An important and extremely welcome addition to the strategic management field. In this book the author builds on the work of an emerging community of scholars to lay out theoretical and methodological underpinnings of an activity-based framework for applying the practice lens to strategy′ -...

For courses in Retail Management. A contemporary text that helps students thrive in today’s retailing industry Retail Management: A Strategic Approach is built on the fundamental principle that retailers have to plan for and adapt to a complex, changing environment. Without a pre-defined and...

For courses in Sustainable Marketing or as a supplement to marketing courses that include sustainability as a focus. A lasting approach to marketing. As the engine that drives the global economy, marketing leaves an enormous footprint on the environment and society. To help readers make a...

The seventh edition of the bestselling Public Sector Management is a rich and insightful description, analysis and critique of the management of the public sector by the UK government. NEW to the seventh edition: Now set in an international context with comparative global examples throughout...

Praise for the first edition: ‘An excellent text for exploring marketing communications in the 21st century.’ - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway ‘First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and...

Explores China's multinationals, their development, increasing global footprints and future, in the socio-economic contexts of China and the wider world. How have Chinese multinationals benefited from China's economic boom to enable their international expansion? This book is based on many years...

Explores China's multinationals, their development, increasing global footprints and future, in the socio-economic contexts of China and the wider world. How have Chinese multinationals benefited from China's economic boom to enable their international expansion? This book is based on many years...

This book provides practical insights, tools and frameworks to help readers produce tactically and strategically appropriate marketing plans. Showing how to embed sustainability in these plans, students will be shown how to implement changes while being encouraged to reflect on why they are...

Marieke de Mooij’s new edition of Consumer Behavior and Culture continues to explore how cultural influences can affect consumer behavior. The author uses her own model of consumer behavior to try and answer the fundamental questions about consumption – what people buy, why they buy it and how...

SEO is confusing—but it doesn’t have to be. With SEO, there’s so much misinformation out there. There are also a lot of inexperienced practitioners giving not-so-great (and often not-so-honest) advice. This can be complicated, overwhelming, and expensive, leaving you feeling indecisive and not...

Ambush marketing is any attempt to create an unauthorised or false association with an event thereby interfering with the legitimate contractual rights of the event's official marketing partners. Looking at both traditional intellectual property rights (such as trade marks, copyright, and...

Marieke de Mooij’s new edition of Consumer Behavior and Culture continues to explore how cultural influences can affect consumer behavior. The author uses her own model of consumer behavior to try and answer the fundamental questions about consumption – what people buy, why they buy it and how...

Building on the success of the previous editions, the third edition of Marketing Research: Tools and Techniques provides an accessible and engaging insight into marketing research. Based on the concept of the Marketing Research Mix, the text is organized around the core themes of research...

"This is a good text to accompany a core text on Public Relations. It is also very useful for marketing and business students. Valuable for post grads new to PR also." - Robbie Smyth, Griffith College Dublin "Offers the reader a concise and very readable tour through the many facets of PR…...

"This is a good text to accompany a core text on Public Relations. It is also very useful for marketing and business students. Valuable for post grads new to PR also." - Robbie Smyth, Griffith College Dublin "Offers the reader a concise and very readable tour through the many facets of PR…...

As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date market intelligence. This book recognizes that the contribution which qualitative research can make to market understanding and insight is...

"Students of marketing must sort their way through a plethora of concepts, terms and jargon. Norm Govoni′s Dictionary is the answer. Compact, accurate and accessible, it stands as an authoritative resource and a valuable adjunct to our marketing course materials." —Robb Kopp, Babson College "The...

Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing! "Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising...

Written by marketing experts, this authoritative and comprehensive full-colour textbook made up of both accessible research and theory, real-world examples and case studies including Prada, Gucci and Burberry, provides students with an overview of the global fashion industry and fashion...

Marketing Strategy & Management provides students with a thorough step-by-step exploration and grounding in marketing strategy concepts, processes and models. Topics covered include: marketing planning, research and analysis; decision-making; the marketing mix; the management of customer...

This popular textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-creating brands today. The latest edition continues to provide equal focus on theory and practice with all new case studies and examples...

This popular textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-creating brands today. The latest edition continues to provide equal focus on theory and practice with all new case studies and examples...

Whether it′s the Internal Revenue Service or the local police department, every person′s life is affected by how public organizations handle information. New technologies are inundating us with data-agencies collect, store, analyze and disseminate information. How organizations manage this...

Written by marketing experts, this authoritative and comprehensive full-colour textbook made up of both accessible research and theory, real-world examples and case studies including Prada, Gucci and Burberry, provides students with an overview of the global fashion industry and fashion...

Is it possible that consumers exploit advertising even more so than advertising exploits and influences our culture? Author Jib Fowles argues that consumers look to advertising to provide them with images that can assist them in negotiating the personal dilemmas of advanced industrial life...

Now in its second edition, International Marketing continues to provide its trademark integrated approach that explores marketing concepts in depth within a truly international context. The authors discuss five key factors that impact any international marketing venture – culture, language...

This book focuses on and promotes the applications of the diverse tools and techniques of industrial engineering to the design and operation of systems in industry, business, the government, and the military. Industrial engineering is growing rapidly as an educational option and is a practice...

Many new challenges including competitiveness are emerging for sustainable business during this era of disruption. This book analyses these challenges to sustainable development and growth and addresses the impact of corporate social responsibility on the competitiveness of organisations. The...

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The crisis communications survival guide. Anyone who promises a “blueprint” for managing a crisis today is, frankly, lying. Blueprints might have worked in the 24/7 news cycle of the 1990s and early 2000s, but in today’s 1440 news cycle—when every minute counts—the flames of crisis fires rage...

Corporate Strategy and Sustainability is a substantially updated, detailed overview of sustainability issues for business and economics students. Built to teach the evolution of the history of sustainability practices, this edition has expanded coverage of social sustainability issues...

Excellence in public relations (PR) begins with excellence in education in public relations programs. In this book, Dr. Smudde brings together his industry expertise and over 20 years of teaching experience at higher education institutions to present a comprehensive and cohesive primer for PR...

This book is based on the author’s lengthy experience in creating communities and helping organizations and individuals thereby providing for evangelism and sustained growth. The result is dynamic marketing and sales at low, or no, cost of acquisition. Thus, communities are powerful sources for...

Learn everything you need to know to pass all major postal exams in no time! The United States Postal Service is the nation’s largest civilian employer. Yet 80 percent of all applicants fail the test. That’s why readers look to Norman Hall’s classic, comprehensive guide to the Battery 460 and...

"The wise man knows he doesn't know. The fool doesn't know he doesn't know." Lao Tzu "In the West they only respect experts. But the expert mind is the closed mind." Shunryu Suzuki What's the most important step in fixing a puncture? It isn't jacking up the car, or taking the wheel off, or...

Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing analytics tools. With this trend only set to continue, it’s vital for marketers today to be comfortable in their use of data and...

Your brand is shaped by your actions and decisions. In the digital world, every move influences your brand image. Elevate your online presence and delve into key marketing channels with this acclaimed guide. Tailored for marketers and brand strategists, Digital Branding is an invaluable resource...

New customer technology environments are magical worlds. With the rise of virtual reality, augmented reality, the internet of things and more, customers are more engaged, more involved, and easier to reach than ever ; while being inundated with increasing amounts of marketing material. How can...

Using powerful storytelling and unique access to the personal perspectives of top-flight marketers who have developed truly world-class business growth programs, Pete Canalichio shows us how successful marketers have extended and expanded their brands, and the challenges they have had to...

Sociometrics and Human Relationships translates the latest academic research into practical business strategies and techniques as well as actionable insights, providing a wealth of examples for social network analysis and predicting trends. Gloor illustrates how to improve organizational...

Have you ever wondered how your B2B brand could use influencers to drive revenue? Ever seen B2C brands killing it in the creator economy and wanted to do the same? If so, this practical guide on how B2B brands can partner with creators to generate more authentic and effective campaigns is the...

This book will make you an influential business writer – the one who cuts through the noise and changes what your readers think, feel and do. Business writing often seems frightening, and seriously great writing is rare in the workplace. If writing has been taught at all, it’s through managers...

In the relentless world of sales, where targets loom large and rejection can be a constant companion, the toll on your mind is often underestimated. This book is a transformative resource in the challenging world of sales. Unlike traditional manuals fixated on skillsets, this book delves into...

Sales is for everyone and everyone has in themselves the innate ability to sell. This is contrary to popular belief that you need years and years of training and experience to be good in sales – you don’t. Through a synergy of practical insights, human psychology and lessons from the ancient...

This book illustrates two approaches for firms to shape successful circular strategies, namely, the Circular Economy and Circular Districts. The former considers firms’ challenges when turning theoretical circular models into practice. Thus, it discusses the opportunities and difficulties in...

As activity significantly reduced during mandatory lockdown periods aiming to contain the spread of Covid-19, the relationship between organizations and their stakeholders became almost strictly digital. While some brands already have developed digital channels and made a smooth transition...

Sales are the lifeblood of the business world and therefore an area of fundamental importance for scholarly research. This concise book analyses current thoughts and emerging practices in sales management research. Organisations who are looking to increase revenues and add new customers to their...

How is fashion linked to our identity? How are we influenced to buy into fashion trends? How can we make the fashion industry more ethical and sustainable? The Psychology of Fashion offers an up-to-date insightful introduction to the exciting and dynamic world of fashion in relation to human...

This essential guide to financial communication provides a concise critical overview of this increasingly important field. It challenges existing assumptions about the role and significance of financial public relations (PR) and investor relations, and the dominant paradigm of shareholder value...

This is a practical and accessible introduction to interpretive methods for doing qualitative marketing and management research projects. Bringing together concepts of qualitative research from ethnography, digital ethnography, phenomenology, assemblage theory, critical discourse analysis...

Winner of the AOM SiM 2024 Best Management Book Award Power and Corporate Responsibility explores the concept of corporate responsibility and offers a systematic discussion by referring to the following dimensions: understanding responsibility, taking responsibility, governing responsibility...

Ideas don’t just happen, they don’t spring from nowhere. Ideas come to life from everything that’s already inside our brains. Because new ideas are actually a new reaction between existing ideas. This means creativity is about finding ways to put unrelated, disconnected things together. When two...

Winner of the Sales and Marketing Business Book Awards2024 Getting your pricing strategy right is the difference between sustainable growth, investing in product development, and happy, engaged customers and stakeholders. Harvard Business Review research shows that pricing has almost 4 times...

Create and apply responsive and adaptive marketing principles and practices with this guide to redesigning marketing structures, processes and culture, to be fit for purpose in today's changeable environment. Agile Marketing is an essential and practical roadmap to transforming your marketing...

Sales enablement is a proven system for increasing revenue and productivity by creating integrated content, training and coaching for the sales function. Written from a marketer's perspective, Effective Sales Enablement goes beyond sales training and development. Pam Didner presents fresh...

Selected by Choice Magazine as an Outstanding Academic Title Originally published in 1998. Drawing on both documentary and pictorial evidence, Pamela Walker Laird explores the modernization of American advertising to 1920. She links its rise and transformation to changes that affected American...

This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes...

The Price of Global Health is a unique book that describes the pharmaceutical pricing process and its business, economic and social challenges. Global drug pricing is one of the most hotly debated yet least understood aspects of the pharmaceutical industry. How should drug prices be set and what...

The official anniversary volume celebrates how a global in-house creative force brings cutting-edge design to its iconic portfolio of food and beverage brands. PepsiCo sets the standard for how companies can envision and create their futures. Since creating PepsiCo Design + Innovation and...

Transform your organisation’s pricing strategy to take advantage of exciting new opportunities to unlock profitable growth In The Ten Rules of Highly Effective Pricing, renowned pricing strategist Danilo Zatta delivers an insightful and effective roadmap to taking control of your organisation’s...

Creativity is all around us. Not in art galleries. But on the train, at work, in the street outside, and in schools, hospitals and restaurants. Creative vision exists wherever people are. In this entertaining collection of real-life stories, Dave Trott applies his crystal clear lens to define...

Focus on connecting with small-medium business owners, leaders, managers, and entrepreneurs Speak at conferences, workshops, and retreats Submit to major industry reviewers, including Publisher’s Weekly and Foreword Reviews Use videos on click funnel pages landing pages to pull in traffic...

WINNER: 2023 American Marketing Association Foundation Leonard L. Berry Marketing Book Award WINNER: 2024 Axiom Business Book Awards - Silver Medal in Advertising / Marketing / PR WINNER: National Indie Excellence Awards 2023 - Marketing & Public Relations WINNER: Readers' Favorite Book Awards...

Increase customer attraction, acquisition and retention by using technology to create seamless, effective and joined-up marketing. It can be hard to know where to begin with the sheer number of platforms and solutions available to marketers today, as well as to use martech to its full potential...

WINNER: 2023 American Marketing Association Foundation Leonard L. Berry Marketing Book Award WINNER: 2024 Axiom Business Book Awards - Silver Medal in Advertising / Marketing / PR WINNER: National Indie Excellence Awards 2023 - Marketing & Public Relations WINNER: Readers' Favorite Book Awards...

It has never been more important for the luxury industry to embrace sustainability and transform their businesses for a better future. However, in order to become authentically sustainable, companies need to shift their mindsets. Reimagining Luxury offers invaluable guidance for businesses...

WINNER: NYC Big Book Award 2021 - Marketing & PR Consumers are changing but the marketing categories used to identify them have not. Engage with this new generation of consumers who increasingly take for granted that products and advertising will blend their multiple brand identities rather than...

Expand your existing portfolio by using the creative luxury process to elevate specific products and provide greater value to customers. Contrary to popular belief, luxury is a well-defined code that can be reapplied to any other product or service to enhance its value. Adding Prestige to Your...

This book connects a detailed analysis of Irn-Bru’s brand identity over time to theories of national identity, consumer studies, and banal nationalism. It situates the commercial history of Barr’s Irn-Bru in a transnational context and shows how Irn-Bru has become a symbol of Scotland through...

Wonderful book which I couldn't put down. - Charlie Marshall, CEO & Founder, Loaf A healthy blast of brutally honest common sense. - Rory Sutherland, Vice Chairman, Ogilvy UK This needs to be in all marketing/communication colleges. - Malcolm Poynton, Executive Global Chief Creative Officer...

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There is a form of creativity so powerful that it only takes one look and one listen for millions of consumers to remember it, like it, buy it, and tell others about it. These are so-called Super Signs - the brands that are embedded in human culture and hidden deep in our subconscious. This book...

The absurdity of bureaucracy offers a humorous ethnographic account of policy implementation set in contemporary Danish bureaucracy. Taking the reader deep into the hallways of governmental administration and municipal caseworkers’ offices, the book sets out to explore what characterizes policy...

An eye-opening look at the invisible workers who protect us from seeing humanity’s worst on today’s commercial internet Social media on the internet can be a nightmarish place. A primary shield against hateful language, violent videos, and online cruelty uploaded by users is not an algorithm...

If you’ve ever struggled to craft a persuasive message that really hits the spot you’ll know it’s harder than it looks. Wouldn’t it be helpful to have an expert on hand to give you tips and tricks? Someone who could pass on their knowledge and know-how? Someone who told you how the professionals...

Strategic Luxury Management is a case-rich and practical overview of how luxury creates value and why some firms are more successful than others. The focus of luxury study has traditionally centered on the clients’ drivers of consumption, their perception of the brand and the way to effectively...

In Lead, Sell, or Get Out of the Way, Ron Karr outlines a repeatable process based on the powerful idea that great sellers lead relationships in the same way that great leaders sell ideas. This customer-focused mindset is the key to Ron Karr's proven leadership selling process. Using 20 years of...

Practical techniques for applying neuroscience and behavior research to attract new customers Brainfluence explains how to practically apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies...

Shows government agencies how to meet the needs of customers seamlessly, that is, in a smooth, effortless, responsive manner. Details a step-by-step approach to assess, design and implement significant change in all levels of government?and how to overcome resistance along the way. Формат: Скан...

Russ Linden's Workbook for Seamless Government is a must read... Linden artfully weaves together practical details about how to implement change with candid commentary about our humanness...The Workbook is a virtual do-it-yourself kit full of handy instruments and insights, tools and techniques...

Igniting business growth through UX In an increasingly digital world, users are rewarding products and services that provide them with a good experience and punishing those that don’t — with their wallets. Organizations realize they need to adapt quickly but don’t know how or where to start...

This book provides a concise introduction to the latest research in the fundraising and nonprofit marketing field. It details the foundational studies in the area, reviews current controversies, outlines the main theories and models of fundraising, and presents suggestions for future research...

This book equips readers with the knowledge, insights and key capabilities to understand and practice business activities from ethical and sustainable vantage points. In our interconnected global business environment, the impacts of business activities are under increased ethical scrutiny from a...

This Open-Access book investigates corporate diplomacy as a legitimation strategy of multinational companies in the United Arab Emirates. The author applies a neo-institutional public relations perspective, according to which societal expectations significantly shape corporate diplomacy...

A Wall Street Journal Bestseller Pfizer's trailblazing communications leader, Sally Susman, reveals how we can break through the noise to get our message across and make positive change. A global pandemic. A roller-coaster economy. Political tensions ready to ignite, and common civility at an...

In today’s connected world, promotion is fundamental to everything we do to drive business. This is a new edition of an established book, updated with the latest research on the shopper/buyer and how to reach their ‘tipping point’ when the decision to buy is made, now covering mobile, online and...

Fast track route to making the most of working solo Covers all the key aspects of free agency, from finding and using business advice to researching the market for your skills, and from managing your cash flow to selling yourself Packed with lessons and tips from people who have successfully...

The book is a collection of essays written since 2010, and dealing, in one way or another, with the place of values in economic analysis. The centrality of values in the collection is not surprising, given that the thematic concerns informing the essays in the book relate principally to...

In the current economic climate, nonprofits need to focus on ways to stand out from the crowd, win charitable dollars, and survive the downturn. Effective, mission-focused communications can help organizations build strong identities, heightened reputations, and increased fundraising capability...

"...???an invaluable contribution to anyone charged with shaping organizations, big and small." DON KETTL, author, The Next Government of the United States Praise for LEADING ACROSS BOUNDARIES "Leading Across Boundaries is a terrific resource for nonprofit leaders. It is filled with great...

Our relationship with ads: it's complicated A must-read for anyone intrigued by the role and influence of the ad world, Seducing the Subconscious explores the complexities of our relationship to advertising. Robert Heath uses approaches from experimental psychology and cognitive neuroscience to...

"The ultimate guidebook to brand advocacy." PORTER GALE, former VP of Marketing, Virgin America Brand Advocates are your most loyal, passionate, and engaged customers, and your best marketers. They don't just buy your productsthey sell your products for you. Brand Advocates tweet, blog, and Yelp...

Rank higher in search results with this guide to SEO and content building supremacy Google is not only the number one search engine in the world, it is also the number one website in the world. Only 5 percent of site visitors search past the first page of Google, so if you're not in those top...

Don't chase business—bring new customers to you! Outdated sales tactics have you chasing leads and fishing for new business. In today's competitive world, nobody has time for that! Inbound Marketing For Dummies is a one-stop-shop for everything you need to know about inbound marketing techniques...

Written by a seasoned journalist and public relations professional, Media Training 101 is your essential guide to handling the news media. A former USA Today reporter and consultant to major companies, Sally Stewart leads you through every step in developing a communications blueprint and a...

The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video Apply the latest advertising technologies Build your brand in every medium Create the right budget for each campaign Through six previous editions, Advertising Media...

MULTINATIONAL STRATEGIC ALLIANCES Strategic alliances are one of the most significant tools used today in business, especially by multinational firms. It is seen by business managers as the way to grow their organizations, especially when faced by downsizing and cutbacks. Such alliances have...

Promote book to entrepreneurs, business owners, salespeople and marketing professionals looking to amplify their reach and make stronger connections with their customers Share the book journey and launch with their email list (25k+ following) Post regular to Twitter (52K+ followers), Instagram...

WINNER: 2024 Axiom Business Book Awards - Bronze Medal in Business Reference WINNER: 2023 Goody Business Book Awards - Business - Travel & Hospitality Deepen your understanding of how to adapt to international travellers' different needs and backgrounds. Harness the burgeoning levels of...

YOU’VE GOT JUST 60 MINUTES TO WIN OR LOSE YOUR NEXT SALE - HOW WILL YOU MAKE THEM COUNT? If your job is to win new business, then you’ll know it’s important to make a strong first impression. But do you realise that the first 60 minutes are critical to your chances of success? High...

As a subject, advertising affects us all - it surrounds us every day. Yet there is a great deal of variety in the way advertising is interpreted, and practitioners and academics from different backgrounds and disciplines study advertising in vastly different ways. For example, psychologists try...

Focusing on advertising’s relationship to the mass market housewife, this study shows how advertising promoted new standards of material comfort in the selling of a range of everyday consumer goods and, in the process, generalised a cross-class image of the ‘modern housewife’ across the new...

In a world with a seemingly infinite amount of content and scores of methods for consuming that content, marketing communication today is about appealing to individuals, person by person. Effectively appealing to customers requires delivery of brand experiences built on relevance and recognition...

Die vollständig aktualisierte und überarbeitete Neuauflage von "Happy Sales" vermittelt - fundiert und kurzweilig - strategische, organisatorische und emotionale Selbstführung im Verkauf. In ihrem Buch verbindet die erfahrene Verkaufsexpertin Sandra Schubert gekonnt die relevanten Erkenntnisse...

From boycotts of plastics and palm oil by consumers, to the tracking of carbon footprints and modern slavery in their supply chains by businesses, buying ethically has now fully captured the public interest. The Handbook of Ethical Purchasing is designed to help both ordinary people and industry...

From boycotts of plastics and palm oil by consumers, to the tracking of carbon footprints and modern slavery in their supply chains by businesses, buying ethically has now fully captured the public interest. The Handbook of Ethical Purchasing is designed to help both ordinary people and industry...

Promoting Nonprofit Organizations is a practical guide to developing and implementing a strategic public relations program to enhance a nonprofit’s reputation. The ways in which businesses – both for-profit and not-for-profit – communicate with customers has changed dramatically in recent years...

The compelling new book by Richard Shotton, author of The Choice Factory. Every day, people make hundreds of choices. Many of these are commercial: What shampoo to pick? How much to spend on a bottle of wine? Whether to renew a subscription? These choices might appear to be freely made, but...

When faced with new challenges, it’s easy to feel our solutions need to be equally unprecedented. We think we need a revolution. But what if this is a big mistake? In Evolutionary Ideas, Sam Tatam shows how behavioural science and evolutionary psychology can help us solve tomorrow’s challenges...

If you want to move products, you need to move people. And if you want to move people, you need to move minds. This is what modern B2B marketing is all about. It’s time to wake up to the power of branding, purpose, stories, emotion, people and culture to drive growth. There is something...

A guide for insurance and other industries to staying on customers' radars Attention Hacking: The Power of Social Media Selling in Insurance and Finance shows how you can make insurance go viral on social media. It might sound too good to be true, but think about it—products that enhance wealth...

This comprehensive introduction to the creative processes and strategies for effective IMC covers marketing plans; branding/positioning; creative briefs; and copywriting, design, and other considerations for major media formats. The fourth edition includes new case studies and increased...

‘The ultimate companion for any small business owner’ - Holly Tucker, Founder of notonthehighstreet and Holly & Co ‘I dare you to read this book and NOT make more sales - you couldn’t have a better guide!’ - Lucy Sheridan, The Comparison Coach ‘Filled with straightforward advice that will help...

‘The ultimate companion for any small business owner’ - Holly Tucker, Founder of notonthehighstreet and Holly & Co ‘I dare you to read this book and NOT make more sales - you couldn’t have a better guide!’ - Lucy Sheridan, The Comparison Coach ‘Filled with straightforward advice that will help...

Springer Book Archives An unusually understandable survey of the forces or perception and feeling that determine the purchases we make; the roles played by fashion, fads, and status; and the psychological needs that they fulfill. The book discusses how children become consumers and how they...

This second edition of Architecting Experience offers actionable insights into the practice of conversion science; the methodological application of strategy, measurement and analysis in pursuit of transactions with consumers produced through the design, development and delivery of content...

'Empowering and cathartic' – Dr Tracy Cooper, International Consultant on High Sensitivity 'Deeply moving and informative' – Lily Bailey, author As an adolescent, Russell’s face and neck would turn crimson at the slightest thing. In his twenties he began suffering from an extreme form of...

Before you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, he investigates how our behaviour is shaped by...

This book focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty. It is almost impossible not to run into...

The author's step-by-step approach to campaign design dissects the creative process necessary to design a successful integrated marketing communications campaign one topic at a time, creating an invaluable research tool that students and professors alike will refer to time and time again...

This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it. Consumer Behaviour and...

This introductory textbook on social choice theory makes the social choice theoretic framework and its main results, that have a direct bearing on the discourses on electoral rules and policy evaluation, accessible to a larger audience. The text is essentially self-contained. No previous...

This is today's most comprehensive, up-to-date business presentation guidebook. It provides easy-to-follow tools and strategies for creating powerful, interactive business presentations. As a professional, your career relies on reaching audiences, convincing them that your message is valuable...

Put your team on top with winning B2B sales strategies and techniques. "No longer is being 'a closer" the basis of sustainable success. Instead it takes the kind of strategic thinking Rick Page outlines in "Hope Is Not a Strategy"." - Geoffrey Moore, author of "Crossing the Chasm and Inside the...

This title provides expert guidance on exploring and choosing the perfect job for you. Business competition has reached unprecedented levels in the twenty-first century, forcing companies to pour incredible amounts of money into advertising. Today, ads are more dynamic and creative than ever -...

This book presents an in-depth, careful study of our understanding of the concept of beauty in everyday objects and its impact on markets and brands. Moving beyond artistic notions of beauty, it demonstrates how beauty is an asset that can be leveraged in the marketplace. Traditionally, beauty...

The secret to movement marketing? Your customers want to make a difference “Scott Goodson and his StrawberryFrog colleagues have found the secret to plugging into Purpose with a capital P: find out what moves people to action, then create a way to support and enhance that movement with your...

Формат: Скан PDf https://www.yakaboo.ua/ua/the-authority-guide-to-networking-for-business-growth-how-to-master-confident-effective-networking-and-win-more-business.html

In today’s business world, it takes more than a website to stay competitive. The smartest, most successful companies are using radically new membership models, subscription-based formats, and freemium pricing structures to grow their customer base—and explode their market valuation—in the most...

Auf der Basis einer fundierten empirischen Analyse weist Robert Kohtes die Wirkung von Intramarkenimagekonfusion am Beispiel der Automobilindustrie nach. Es wird gezeigt, dass sich die Verwirrung des Nachfragers aufgrund zu ähnlicher, unklarer oder unglaubwürdiger Produktmarken innerhalb einer...

This book focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty. It is almost impossible not to run into...

"This book is fantastic. This is a must-read for designers who want to fulfill their potential—treated equally to their peers in technology and business—and ultimately secure a seat at the table with business managers and developers. If you're a designer who thinks getting ahead means you have...

Sachdev's, Digital Marketing 1e is targeted primarily for undergraduate courses with flexibility to support certificate and graduate programs. Twelve chapters with three foundational chapters covering general topics of digital marketing and seven chapters focused on how to use marketing theory...

Scott Kronick is President and CEO of Ogilvy Public Relations, Asia Pacific. A 28-year veteran of Ogilvy Public Relations, Scott has spent 24 of those years working in leadership positions throughout the Asia Pacific region. Scott has received numerous awards during his career and today Ogilvy...

We are witnessing the new age of empowered customers, armed with online reviews, five-star ratings and social media, never has it been more important to manage your reputation and referrals.This book is for anyone who wants to systematically build their reputation and increase their referral...

This book focuses on marketing graphics, figures, and visual artifacts discussed in marketing theory in order to explain and discuss marketing concepts visually, and open a door to future predictions of the evolution of such marketing concepts. Marketing concepts are, by nature, abstract and...

In a world with a seemingly infinite amount of content and scores of methods for consuming that content, marketing communication today is about appealing to individuals, person by person. Effectively appealing to customers requires delivery of brand experiences built on relevance and recognition...

Nixon′s study is a major contribution to the cultural sociology of the new service sector professionals and their gendered identities.It′s importance lies in it′s skilful synthesis of detailed ethnographic research and social theory. This is a genuinely innovative book which reopens cultural...

The Basics of Media Writing: A Strategic Approach helps readers develop the essential writing skills and professional habits needed to succeed in 21st-century media careers. This research-driven, strategy-based media writing textbook digs deeply into how media professionals think and write in...

In this insightful text, Cristina Ziliani and Marco Ieva trace the evolution of thinking, contemporary themes and practice in loyalty management. Loyalty management is increasingly identified with the design and management of a quality customer experience in the journey across the many...

This book explores data science in practice through an ethnographic study at a global marketing technology and research firm. The book shows that, while businesses have embraced data science methods to understand markets and consumers, in practice they produce too much information. Consequently...

Decision-making on outsourcing new product development (especially innovation projects), such as engaging and managing the supply chain, is far from easy. It may involve addressing strategic and operational risks that might cause longer development times and increase innovations costs. It is...

How companies like Dollar Shave Club and Rent the Runway rewrite the rules of commerce by pursuing outcomes rather than products and services. The seventh book in the Management on the Cutting Edge series—for business professionals looking to do deliver excellent customer service while...

This easy to use resource opens windows to the world of marketing through cases that are vibrant and engaged, links that allow you to explore topics in more detail and content to encourage relating theory to practice. Recognizing the importance of ongoing technological and social developments...

This easy to use resource opens windows to the world of marketing through cases that are vibrant and engaged, links that allow you to explore topics in more detail and content to encourage relating theory to practice. Recognizing the importance of ongoing technological and social developments...

At a time when brand exposure is almost limitless, and ads have become more personalized than ever before, how do brands stand out and still win your attention? Having previously struggled to assert its credibility theoretically and amongst executives, experiential marketing now forms a core...

At a time when brand exposure is almost limitless, and ads have become more personalized than ever before, how do brands stand out and still win your attention? Having previously struggled to assert its credibility theoretically and amongst executives, experiential marketing now forms a core...

Adopting an international approach and offering a broader context, this second edition of Strategic Social Marketing presents social marketing principles in a strategic, critical and reflexive way, illustrating the value of applying marketing to solve social problems, including: • A brand new...

Adopting an international approach and offering a broader context, this second edition of Strategic Social Marketing presents social marketing principles in a strategic, critical and reflexive way, illustrating the value of applying marketing to solve social problems, including: • A brand new...

Customer Relationship Management: A Global Approach provides a uniquely global, holistic, strategic and tactical grounding in managing customer and other stakeholder experiences and relationships across the value chain, cultures and countries. Reflecting the global structures of companies...

Written by a leading pricing researcher, this book provides a simple unified system for the setting and management of prices. The pricing procedures described are grounded in basic research and are generally applicable over products, situations, and times. The result is that students gain a...

Your brand is shaped by your actions and decisions. In the digital world, every move influences your brand image. Elevate your online presence and delve into key marketing channels with this acclaimed guide. Tailored for marketers and brand strategists, Digital Branding is an invaluable resource...

Writing good copy is no longer just about advertising or selling or direct mail. You need to develop a deep understanding of your customers and use your imagination to create and curate content that resonates with them. As marketing becomes more multi-platformed, more measurable and enabled by...

Modern brands are hitmakers. Knowing how to influence consumers through collaborations, merch, entertainment, brand codes, icons and other cultural products (and not through advertising) is a matter of strategy. In this book, world-renowned brand expert, Ana Andjelic, shows how modern brand...

Від автора, чиї подкасти лідирують у тематичних чартах і завантажуються сотні мільйонів разів. Навчіться розповідати так, щоб усі заслухалися! Завдяки цим порадам вам гарантовано зростання кількості підписників! «Такий подкаст учора трапився — вогонь. 100 % підписка й донат». Хочете, щоб це...

Насправді ви нічого не знаєте про рекламу. Але реклама знає все про нас. Якою зубною щіткою ліпше користуватися і який гаджет варто придбати, чому одні джинси кращі за інші й чому оцей пластир урятує вас не лише від подряпини, а ще й підлатає ваше життя… Так, реклама знає про нас усе. Тож час...

Ця книжка стане відкриттям і чудовим наставником для кожного фахівця, який працює на себе, заробляє кошти своїми вміннями й талантами та бажає стати на ринку знаним. Ви опануєте нову суперздатність під назвою SOCIAL SELLING. Упізнаєте, як залучати клієнтів, заробляти гроші та просувати особистий...

Книжка Джона Вествуда «Як скласти маркетинговий план» — посібник для кожного, хто працює у сфері бізнесу та планує започатковувати власну справу. Ця настільна книжка є універсальною для кожного: якщо ви лише амбітний початківець, обов’язково прочитайте її, щоб крок за крок правильно вибудувати...

У цій книжці Денис Каплунов на прикладах послідовно розповідає, як писати не просто цікаво та зрозуміло, а й впливати на людей. Це синтез письменництва, реклами, маркетингу, частково — поведінкової економіки і психології продажу. Ви довідаєтеся, як привертати увагу клієнтів, показувати вигоди...

Як побудувати бізнес на творчості в українських реаліях? Як заробляти на своїй креативності? Олександра Фідкевич, директорка проєкту «Євген Клопотенко» має у цьому успішний досвід і написала про це книжку. «Як начинити гадюку салом» – це покрокова інструкція, з чого починати розвиток власної...

Яскравий особистий бренд має вирішальне значення для підприємницького успіху, а нові технологічні реалії диктують жорсткі принципи просування та реклами. Інтернет-платформи — трамплін, який дасть старт успішному бізнесу. І Гарі Вайнерчук знає все про те, як правильно «стрибнути». У своїй книжці...

Добре ім’я компанії та її власника допомагає отримувати більший дохід, а погана слава—веде до фінансових збитків. Керівники багатьох українських компаній на власному досвіді переконалися, що за захист та відновлення репутації доводиться заплатити високу ціну. Ця книжка допомагає сформувати...

Книжка Дениса Каплунова є посібником для тих, хто опановує мистецтво писати рекламні тексти. Це, за словами автора, «чарівна валізка» копірайтера: зібрання чітких (але не догматичних) правил, повчальних (і дотепних) нотаток, показових (і яскравих) епізодів від успішного автора-практика. А ще...

У ваших руках книжка, яка допоможе в будь-якій справі — від зведення хмарочоса до ремонту на кухні. Прочитавши її, ви навчитеся мислити нестандартно, але не надто довго. Перестанете розглядати психологію і владу як окремі сили. Навчитеся ставити правильні запитання, перш ніж вимагати правильних...

Під його керівництвом втілені найгучніші рекламні кампанії Nike із Кріштіану Роналду, Сереною Вільямс чи Леброном Джеймсом. Протягом двадцятисемирічної кар’єри Ґреґ Гоффман пройшов шлях від стажиста до маркетингового директора, сформувавши унікальний голос Nike і перетворивши звичайних...

У книзі «Розробляємо ціннісні пропозиції» ви знайдете докладні роз'яснення, як розробляти ціннісні пропозиції й аналізувати їх, не витрачаючи зайвих грошей і часу. Доктор Александр Остервальдер – один з авторів книжки «Розробляємо ціннісні пропозиції» пропонує покрокові дії для розробки й...

Стрімкий сучасний світ кладе традиційний маркетинг на лопатки. Класичні теорії, стратегії і практики перестають працювати. Що робити маркетологам, керівникам, власникам компаній? Іти за змінами, на п’яту стадію маркетингу — квантову. У цій книжці ви дізнаєтесь: Чому квантовий маркетинг — це не...

Автор поставив собі просте, як на перший погляд, питання: чому одні імена, ідеї, товари та люди стають популярними аж до нав’язливості, тимчасом як інші опиняються «за бортом». Чи справді таким дієвим є маркетинг поголосу, як його малюють, чи таки існують певні закономірності створення...

Покоління Z змінює все. Бізнеси, до яких ми звикли, переважно не пристосовані продавати чи просувати продукти так, як покоління Z звикло купувати. Компанії зазвичай залучають нових співробітників не там, де покоління Z шукає роботу, а ейчари, старші на 20 років, не завжди розуміються на тому...

Чому компанії втрачають мільйони доларів щороку? Одна з причин полягає в недостатньому розумінні своїх клієнтів. Незнання їхніх потреб, звичок та поведінки призводить до зменшення лояльності, відтоку покупців і втрати частини виручки. Сучасні дослідження показують, що лише 15 % компаній добре...

Розлючені споживачі? Прострочені дедлайни? Провальні продукти? Проблеми вашого бізнесу можуть мати єдиний корінь — брак емпатії. Бути емпатійними на роботі — означає бачити ситуацію з позиції іншої людини і будувати на цьому стиль управління, корпоративну культуру та стратегію бренду. Авторка...

Книга 1. Це маркетинг Сет Ґодін навчив і надихнув мільйони підприємців, маркетологів, лідерів і прихильників через свій блог, онлайн-курси, лекції та книги-бестселери. Тепер Ґодін уперше пропонує квінтесенцію своєї маркетингової мудрості в одній компактній і доступній книжці. «Це маркетинг»...

Це не можна заперечувати: бізнес стає більш глобальним, ринки – все більш безладними та швидко розвиваються. Керівники та власники бізнесів розуміють, що мають адаптуватися до нових умов, але, або надто зайняті й не мають на то часу, або просто не розуміють, що саме потрібно змінити. У «Гнучких...

У сучасному світі перед маркетологами постає безліч перешкод — конфлікти поколінь, поділ суспільства за рівнем достатку та технологічною нерівністю, швидка цифровізація... Гуру маркетингу Філіп Котлер та його колеги розповідають, як можна новітні технології перетворити на власну перевагу та...

Ця книжка для: підприємців, які відчувають себе природженими створювати, очолювати й перемагати власників малого бізнесу, які шукають виходу за усталені рамки тих, хто поки лише мріє про власну справу - Бестселер The New York Times, The Wall Street Journal, The Sunday Times. № 1 у розділах...

Сет Ґодін навчив і надихнув мільйони підприємців, маркетологів, лідерів і прихильників через свій блог, онлайн-курси, лекції та книги-бестселери. Тепер Ґодін уперше пропонує квінтесенцію своєї маркетингової мудрості в одній компактній і доступній книжці. «Це маркетинг» розповідає, як виконувати...

"Ця книга переверне ваше уявлення про сервіс. Навчить мислити по-іншому, нестандартно, розвіє ваші упередження, що «сервіс — це дорого» або «сервіс — не на часі». 20 топових бізнесменів та керівників бізнесу поділяться з вами своїм досвідом, як побудувати клієнтоорієнтовний та конкурентний...

У ваших руках книжка, яка допоможе в будь-якій справі — від зведення хмарочоса до ремонту на кухні. Прочитавши її, ви навчитеся мислити нестандартно, але не надто довго. Перестанете розглядати психологію і владу як окремі сили. Навчитеся ставити правильні запитання, перш ніж вимагати правильних...

Ця книжка стане відкриттям і чудовим наставником для кожного фахівця, який працює на себе, заробляє кошти своїми вміннями й талантами та бажає стати на ринку знаним. Ви опануєте нову суперздатність під назвою SOCIAL SELLING. Упізнаєте, як залучати клієнтів, заробляти гроші та просувати особистий...

Сергій Щербаков - фахівець з маркетингу й SMM, за методиками якого працюють тисячі маркетологів і рекламістів з усього СНД, - пропонує увазі своєї цільової аудиторії чергову книжку-посібник з таргетованої реклами в соціальних мережах, обіцяючи всім, хто прочитає, точне попадання «в яблучко»...

Будь-який бізнес матиме успіх лише тоді, коли завоює лояльність широкої аудиторії. Без грошей і хитрощів — за допомогою правди й ефективної системи комунікацій. Перед вами книжка, яка допоможе це зробити. Авторка докладно інформує, як самотужки розробити комунікаційну стратегію та втілити її в...

Ця книжка для підприємців, які відчувають себе природженими створювати, очолювати й перемагати власників малого бізнесу, які шукають виходу за усталені рамки тих, хто поки лише мріє про власну справу Бестселер The New York Times, The Wall Street Journal, The Sunday Times. № 1 у розділах...

Що може змусити будь–яку людину сказати «так»? Як переконувати інших та уникати небажаного впливу? Відповіді шукайте на сторінках цієї книжки, яка миттєво стала світовим бестселером. Її автор описує методи й закони психологічного тиску та створення конкуренції. Використовуючи яскраві приклади з...

"Scientific Advertising" by Claude C. Hopkins is a timeless classic in the field of marketing and advertising. The book outlines Hopkins's revolutionary approach to advertising, emphasizing the importance of testing and measuring the effectiveness of advertising campaigns. Through empirical...

"Ця книга переверне ваше уявлення про сервіс. Навчить мислити по-іншому, нестандартно, розвіє ваші упередження, що «сервіс — це дорого» або «сервіс — не на часі». 20 топових бізнесменів та керівників бізнесу поділяться з вами своїм досвідом, як побудувати клієнтоорієнтовний та конкурентний...

Найбільша наша цінність та найнадійніший капітал – це люди, що нас оточують. А побудова відносин із ними – найважливіша інвестиція, яку ми робимо у житті. Сергій Гайдайчук, український підприємець та громадський діяч, засновник ціннісних ділових спільнот та професійний соціальний архітектор, у...

Як побудувати бізнес на творчості в українських реаліях? Як заробляти на своїй креативності? Олександра Фідкевич, директорка проєкту «Євген Клопотенко» має у цьому успішний досвід і написала про це книжку. «Як начинити гадюку салом» – це покрокова інструкція, з чого починати розвиток власної...