Маркетинг, PR, реклама

Различные книги в жанре Маркетинг, PR, реклама

Master Presenter. Lessons from the World's Top Experts on Becoming a More Influential Speaker

David Zielinski

For anyone who wants to become a more persuasive and tech-savvy presenter, Master Presenter offers an accessible collection of the best tips, tactics, and hard-won lessons from top presentation skill coaches who write for PresentationXpert newsletter. Designed to be a hands-on resource, the book includes advice drawn from real-world, time-starved businesspeople who create compelling presentations that get results. Now, you too can tap into the power of the little-used, but valuable features of PowerPoint® that can save time or enhance slide design and make your presentation stand out in a crowd. This groundbreaking book also includes practical advice on getting the most from mobile devices to enhance presentations and shows how to apply social media tools like Twitter to aid in delivering compelling messages. Learn how web conferencing can be used not only to reduce travel costs, but to deliver more effective informational, training or motivational presentations across time zones. In addition to putting the spotlight on the high-tech, Master Presenter contains valuable information on the critical low-tech presentation skills. Contributors show how to best use your voice, hands, and body and what it takes to move your listeners to take action when making a well-prepared pitch. And even if you are inexperienced, you can use the book's techniques to become a great storyteller that will win over audiences and help earn you a reputation as a master presenter. Praise for Master Presenter «Master Presenter arms you with the method and magic to present with poise and power. David Zielinski has assembled the best and brightest mentors to teach greatness in business presenting.» —Chip R. Bell, author of Managers as Mentors «Master Presenter is the most comprehensive collection of useful articles I've ever seen in one place. After reading more than 200 books on public speaking in my lifetime and teaching the subject in eight countries, I can easily recommend this book for beginners and seasoned speakers. Great tips on PowerPoint®, for example, with dozens of articles and illustrations on all aspects of speaking by leaders in the field.» —Michael Buschmohle, president, Applause Associates «As a 30-year veteran of presenting and a certified professional facilitator, I found myself reading through this book's articles and still gaining new insights into things I can do to improve my presentations. I was impressed by the perspectives shared by this top-notch team of experts. This is one of the few books I would strongly recommend to my network of customers, who are purchasers of facilitation and engagement tools.» —Dr. Scott Simmerman, managing partner, Performance Management Company «I make presentations for a living and I've been doing it for a long time, but I'm keeping a copy of this book within reach on my desk at all times. I could have used it when I was starting out, but I also have learned enough over the years to recognize how valuable this book will be as an ongoing and wide-ranging resource for telling compelling stories.» —Brian McDermott, co-author of Leading Innovation and Time Out for Leaders

Data Driven. How Performance Analytics Delivers Extraordinary Sales Results

Jenny Dearborn

A «how-to» guide to boosting sales through predictive and prescriptive analytics Data Driven is a uniquely practical guide to increasing sales success, using the power of data analytics. Written by one of the world's leading authorities on the topic, this book shows you how to transform the corporate sales function by leveraging big data into better decision-making, more informed strategy, and increased effectiveness throughout the organization. Engaging and informative, this book tells the story of a newly hired sales chief under intense pressure to deliver higher performance from her team, and how data analytics becomes the ultimate driver behind the sales function turnaround. Each chapter features insightful commentary and practical notes on the points the story raises, and one entire chapter is devoted solely to laying out the Prescriptive Action Model step-by-step giving you the actionable guidance you need to put it into action in your own organization. Predictive and prescriptive analytics is poised to change corporate sales, and companies that fail to adapt to the new realities and adopt the new practices will be left behind. This book explains why the Prescriptive Action Model is the key corporate sales weapon of the 21st Century, and how you can implement this dynamic new resource to bring value to your business. Exploit one of the last remaining sources of competitive advantage Re-engineer the sales function to optimize success rates Implement a more effective analytics model to drive efficient change Boost operational effectiveness and decision making with big data There are fewer competitive edges to gain than ever before. The only thing that's left is to execute business with maximum efficiency and make the smartest business decisions possible. Predictive analytics is the essential method behind this new standard, and Data Driven is the practical guide to complete, efficient implementation.

Selling Big to China. Negotiating Principles for the World's Largest Market

Morry Morgan

This book is a complete sales and negotiating guide for mainland China and includes practical and measurable techniques that have been tested and proven to work with Fortune 500 companies operating in the 'Middle Kingdom'. It is divided into four main areas: The Knowledge The Sales Call The Negotiation The Maintenance The book is the result of my 8 years of training in sales and negotiation skills across mainland China, as well as running a multi-city, multicultural company in the 'World's Most Stressful Country' (according to Newsweek). The book includes a collection of anecdotes from this experience, as well as case studies developed by working closely with leading companies in China. Some of these companies include Rockwell Automation, Microsoft, Thomson, SAP, and NBC. Sales and negotiating is not easy, particularly when done in a country with completely new values and rules of engagement. The purpose of this book is to lay the rules out clearly, and provide the reader with an easy to understand strategy to doing business in mainland China.

Winning with Customers. A Playbook for B2B

Karel Czanderna

Do Your Customers Make More Money Doing Business With You? Knowing the answer can help you build measurable and valuable customer relationships, outperform the competition, and unlock profitable growth. Companies are blind to opportunities for profitable customer relationships without a deep understanding of how they create customer value relative to competitors. With a rigorous and measurable understanding of how customers make more money today and in the future with you, combined with supporting plans and tools to align the entire organization for success, a company can win and win big. Winning with Customers offers a step-by-step playbook to help companies develop this capability for themselves, act on it, build a culture around it and sustain it over time. The playbook includes case studies, interviews, and tools from leading B2B companies who have demonstrated success. Written by recognized business thought leaders and practitioners, this book will guide you to profitable growth. The book also serves as a launch point into a community of like-minded executives that includes a companion website which offers exercises, access to thought leaders, and other tools help you win with customers.

Pricing and Profitability Management. A Practical Guide for Business Leaders

Julie Meehan

The practical guide to using pricing and profitability management to build a better business A comprehensive reference for any business professional looking to understand the capabilities and competencies required for effectively managing pricing and profitability, Pricing and Profitability Management explains how to determine the right approach, tools, and techniques for each of six key categories (pricing strategy, price execution, advanced analytics and optimization, organizational alignment and governance, pricing technology and data management, and tax and regulatory effectiveness). Exploring each category in detail, the book addresses how an integrated approach to pricing improvement can give a sustainable, competitive advantage to any organization. The ultimate «how to» manual for any executive or manager interested in price management, the book presents a holistic, comprehensive framework that shows how integrating these pricing categories into a cohesive program leads to impressive gains that cannot be achieved through a single-pronged approach. Presents a comprehensive framework for more effectively managing pricing and profitability Identities the six key categories of pricing and profitability management Shows you how to gain a competitive edge by managing pricing and profitability Taking a comprehensive view of pricing, companies can position themselves to tap a vast source of shareholder value—the ability to set and enforce profitable prices, not just once, but again and again in response to marketplace changes and evolving business needs—and this book will show you how.

Marketing Plans for Services. A Complete Guide

Malcolm McDonald

Marketing Plans for Services, Third Edition is written in a pragmatic, action-orientated style and each chapter has examples of marketing planning in practice. The authors highlight key misunderstandings about marketing and the nature of services and relationship marketing. The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organization being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. The world renowned authors also tackle key organizational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organization development stages; marketing orientation. Marketing Plans for Services is for marketers in the service sector and students of marketing. “Marketing Plans for Services is clearly the premier text in the field. From an explanation of ‘why’ services are driving all marketing activities to ‘measuring the results’, and all things in between, this new and updated text explains why and how ‘services’ are the key elements for most all 21st century organizations. Follow the masters of service marketing to marketplace success.” Professor Don Schultz, Northwestern University “McDonald, Frow and Payne have worked extensively with a wide range of service businesses across the globe in successfully realising their growth opportunities. This experience shows in this practical text which contains all one needs to know in developing and implementing successful marketing plans for service organizations. This book represents a tested roadmap for planning services marketing success and combines an excellent balance of key concepts, frameworks and tools with practical advice. Their proven step-by-step marketing planning system for services and the examples of marketing plans make this a ‘must have’ book that should be on the desk of any forward-thinking services marketer.” Mark Veyret, Global Business Development Leader, PricewaterhouseCoopers “Marketing planning is crucial today where increased competition, complexity and the internet forces you to redefine your marketing strategy and focus more clearly on what is required to achieve improved results. If not, you will not succeed in meeting these challenges. McDonald, Frow and Payne are internationally recognized authorities in marketing planning and services marketing. Based on their extensive experience across in helping organizations from a wide range of service sectors, this book gives you the practical ‘how to’ skills to successfully implement strategic marketing plans.” Bob Barker, Vice President of Corporate Marketing and Digital Engagement, Alterian

Перехід до блакитного океану. Поза конкуренцією

Рене Моборн

Перед вами – майже тридцятирічне дослідження глибин блакитного океану. Ґрунтуючись на досвіді прибуткових і неприбуткових компаній, автори сформували п’ятикрокову бізнес-стратегію. П’ять принципів, дотримуючись яких, ви зможете оминути жорстоку конкуренцію переповнених ринків – червоних океанів – і вивести вашу компанію на цілковито новий рівень. Ви знайдете рекомендації, як розібратися в поточному стані справ, зібрати ідеальну команду для подорожі до блакитного океану, зробити людяність, упевненість і творчу компетенцію інструмента и створення ринку, відкрити океан неклієнтів і використати похибки для досягнення максимуму. Книжка дає покрокову інструкцію, тестовану на практиці; містить висновки про те, що працює, а що ні; радить, як запобігти можливим пасткам та оминути підводні камені на вашому шляху.

Маршрут построен! Применение карт путешествия потребителя для повышения продаж и лояльности

Илья Балахнин

Для создания успешного бизнеса недостаточно иметь хороший продукт и вкладывать средства в его продвижение. Нужно «встречать» потребителя в каждой «точке контакта» с вашим предложением – от возникновения потребности до оценки состоявшегося опыта – и выстраивать маркетинговую стратегию, учитывая особенности поведения клиента в каждой такой точке. В книге Ильи Балахнина вы найдете принципы работы с путешествием клиента и сможете создать собственную «карту путешествия потребителя» и выстроить эффективную коммуникацию на каждом этапе соприкосновения с вашим продуктом.

Потребительское поведение в современном обществе. Экономико-социологический анализ

В. Я. Красниковский

В книге рассматриваются различные типы потребительского поведения и факторы, оказывающие на него влияние, их значение для экономики и маркетинга, психологические закономерности и коммуникационно-инфраструктурные возможности их проявления, а также связь со свойствами сложившегося правового поля и развитием системы социальных отношений в обществе. Для специалистов в области экономики и социологии, а также для широкого круга читателей, интересующихся социально-экономическими аспектами потребления.

E-commerce. Как завоевать клиента и не потерять деньги

Алексей Казакевич

Алексей Казакевич, эксперт по диджитализации бизнеса, рассказывает, как сделать интернет-магазин более эффективным и прибыльным, а жизнь покупателей – лучше. Далеко не каждое взаимодействие с интернет-магазинами оставляет у клиента приятные воспоминания. Цель книги – показать, почему это происходит и как такого не допустить. Если у вас уже есть клиенты или вы только строите наполеоновские планы по их привлечению, если хотите сделать себе информационный сайт, интернет-магазин или маркетплейс – эта книга будет вам полезна.