Маркетинг, PR, реклама
Различные книги в жанре Маркетинг, PR, рекламаThe Brutal Truth About Asian Branding. And How to Break the Vicious Cycle
This is one of the most thoughtful books on branding I've come across. Most such books are either quickly-crafted «how-to» books or academic tomes over-burdened with references. This book is thoughtful because it raises questions which deal with the «why» rather than just «how» of branding. The reference to brutal truth as the truth which will set us free—to examine ourselves without self-illusions—is liberating. The notion that Asia has many good, but no great brands, is also not a put-down but a clarion call for Asian CEOs to rise to the challenge and create lasting, meaningful, committed brands. Ho Kwon Ping Chairman/CEO, Banyan Tree and Board of Trustees, SMU 2010 recipient of the «Lifetime Achievement Award» by the American Creativity Association A cold shower to wake people up. Joe Baladi's Brand Blueprint is a great tool for anyone involved in Sovereign Relationship Marketing or brand building anywhere. Timothy Love Vice Chairman Chief Executive Officer, Omnicom APIMA There are many books about branding but few address Asian companies directly. Joe Baladi has been one of the loudest voices to advocate strong branding practices to Asian companies determined to outperform their competitors. The Brutal Truth About Asian Branding is a timely book that all Asian CEOs with global aspirations should read. Richard Eu Group CEO, Eu Yan Sang International The Brutal Truth About Asian Branding is the first book that connects branding frameworks to the realities of operating in Asia. It offers a very straightforward perspective on the challenges Asian CEOs face as they build their businesses and their brands, and perhaps the most compelling part of the book is the passionate plea for how Asian CEOs should be thinking different about branding. In true Baladi style, it is straight from the heart. Maarten Kelder Managing Partner (Asia), Monitor Group A very interesting and valuable perspective on Asian branding… one that decision makers in the region should read and embrace. Well done Joe! Ron Sim Founder & CEO, OSIM International Brands mean Business, anywhere in the world! The focus on Asia, at this time, is natural since the developing nations of the region did so much to help the world recover from the global 2008 economic crisis. Baladi’s text is timely; it is thoughtful and thought-provoking; putting people and brands center stage with practical insights borne of his breadth of personal experience at the frontline. Chris D. Beaumont Professor, Tokyo University, Global Centre of Excellence Director, North Asia, Results International The brutal truth is that Joe Baladi is right. Asian CEOs must learn the brand skills used so successfully in the rest of the world. It will take a big change in mentality, but the rewards will be vast. This book is a great start to that revolution. Michael Newman Author, 22 Irrefutable Laws of Advertising
The Global Manufacturing Revolution. Product-Process-Business Integration and Reconfigurable Systems
The concrete tools manufacturing enterprises need to thrive in today's global environment For a manufacturing enterprise to succeed in this current volatile economic environment, a revolution is needed in restructuring its three main components: product design, manufacturing, and business model. The Global Manufacturing Revolution is the first book to focus on these issues. Based on the author's long-standing course work at the University of Michigan, this unique volume proposes new technologies and new business strategies that can increase an enterprise's speed of responsiveness to volatile markets, as well as enhance the integration of its own engineering and business. Introduced here are innovations to the entire manufacturing culture: An original approach to the analysis of manufacturing paradigms Suggested methods for developing creativity in product design A quantitative analysis of manufacturing system configurations A new manufacturing «reconfigurable» paradigm, in which the speed of responsiveness is the prime business goal An original approach to using information technology for workforce empowerment The book also offers analysis and original models of previous manufacturing paradigms' technical and business dimensions—including mass production and mass customization—in order to fully explain the current revolution in global manufacturing enterprises. In addition, 200 original illustrations and pictures help to clarify the topics. Globalization is creating both opportunities and challenges for companies that manufacture durable goods. The tools, theories, and case studies in this volume will be invaluable to engineers pursuing leadership careers in the manufacturing industry, as well as to leaders of global enterprises and business students who are motivated to lead manufacturing enterprises and ensure their growth.
Corporate Property Management. Aligning Real Estate With Business Strategy
Corporate property is routinely identified as the second biggest cost within a business organization after staff. Effective management of such a major asset requires a fundamental understanding of both the operation of the property markets and the operational requirements of the business occupier. This primer on strategic property management focuses on how property held as a corporate asset can be used to add value to the primary business activity of an organization. Rather than separate the needs of the business form the management of the business estate, the aim of Corporate Property Management is to enable the reader to directly support the primary business function through strategic management of corporate property, thereby adding value to the business as a whole. The book introduces a generic framework designed to assist in the analysis of any corporate property portfolio, working as a practical aid to decision making. The book is structured around this framework, providing a detailed review of its application and uses. This is then developed further through extensive use of five in-depth case studies that covers a wide variety of property types and property users – Borders bookshops; Cancer Research high street shops; The Youth Hostel Association; Clifford Chance’s move to Canary Wharf and the Ardtornish Rural Estate in Scotland.
Selling Big to China. Negotiating Principles for the World's Largest Market
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.
Как научиться выступать на публике за 7 дней
Кто сказал, что умение выступать на публике – это врожденный талант? Ничего подобного! Девять из десяти по-настоящему сильных ораторов признаются: поначалу они заикались и теряли дар речи, оказываясь перед большим количеством слушателей. Но системное обучение и регулярные тренировки сделали свое дело. Эта книга – компактный учебный курс по выступлениям на публике. Мэтт Эйвери, актер, специалист по сценической речи и опытный бизнес-коуч, лаконично, на реальных примерах, объясняет, как написать сильную речь, как превратить стресс в ресурс, как удерживать внимание аудитории на протяжении всего выступления, как заставлять ее плакать и смеяться. Каждая рекомендация снабжена системой упражнений, которые помогут вам самостоятельно, без привлечения преподавателей, повысить свой уровень ораторского мастерства.
Мифы отделов продаж. Как не наступить на грабли и не дать себя обмануть
В книге подробно и с примерами рассматриваются и опровергаются наиболее частые заблуждения и стереотипы, связанные с работой отделов продаж, особенно в сфере В2В. Читатель узнает, почему эти мифы не работают, что происходит в реальности, и к каким проблемам могут привести основанные на мифах решения. Также автор дает свои рекомендации по принятию решений в каждом из рассмотренных случаев. Книга будет полезна руководителям коммерческих служб, а также генеральным директорам и собственникам бизнеса.
Marketing Plans. How to Prepare Them, How to Use Them
Now in its 7th edition, Marketing Plans is a highly renowned international bestseller. The book has been thoroughly revised, and every chapter has been carefully updated with special attention to the latest developments in marketing. To accomplish this, Professor Malcolm McDonald has been joined in this edition by Professor Hugh Wilson, a leading expert on CRM and multichannel strategy as well as marketing planning. Major changes to this edition include new chapters based on the very latest research on: Planning for integrated marketing communications and digital marketing Developing multichannel strategy Developing the CRM plan Marketing effectiveness and accountability Marketing Plans is designed as a tool and a user-friendly learning, resource. Every point illustrated by powerful practical examples and made actionable through simple, step-by-step templates and exercises. The book is established as essential reading for all serious professional marketers and students of marketing, from undergraduate and postgraduate to professional courses for bodies such as CIM. Above all it provides a practical, hands-on guide to implementing every single concept included in the text. «It is clearly and powerfully written and is probably the best book on the theory and practice of marketing planning ever written. It is a best-seller in Europe and I strongly recommend the book to anyone with an interest in marketing planning.» —Warren J. Keegan, Professor of International Business and Marketing Director, Institute for Global Business Strategy, Pace University, New York «I am extremely impressed by the step lucidity of what is presented.» —Dr D. H. Eaton, North Carolina University «A book reaching the quantities sold of Marketing Plans must be a book that is really used. It is not difficult to see why. Malcolm McDonald writes about what to do in marketing and how to do it. Unlike many academic marketing writers, he will never let you forget that marketing ends with –ing.» —Kenneth Simmonds, Professor of Marketing and International Business, London Business School «Malcolm McDonald is clearly one of the most respected Professors of Marketing in Europe and the author of a number of outstanding books. The fact that Marketing Plans has been such a massive seller offers testimony of this. McDonald writes with clarity and insight that is becoming increasingly rare today. It is powerful, up to date and has proved that it works. I recommend it to you!» —John D. Ryans, Jr, Bridgestone Professor of International and Professor of International Marketing, Kent State University, Ohio
Financial Reporting under IFRS. A Topic Based Approach
The International Financial Reporting Standards are quite different from other sets of accounting standards, and are fundamentally different from US-GAAP, in that they are based on principles, and not on detailed rules. Financial Reporting under IFRS:A topic-based approach offers a global perspective on IFRS by presenting the prescribed rationale and principles and illustrating them through numerous examples from large international companies. It aims to develop the fundamental skills necessary to read and use the information contained in all types of financial statements, through examples, activities, questions and answers. The book is broadly divided into three sections. Section one examines the structure of the Balance Sheet and the Income Statement, their links and the accounting mechanisms used to prepare them. Section two deals with the identification, evaluation and reporting of Balance Sheet items. Section three covers the use of financial statements to analyze a firm’s performance and its risks. Throughout the book special topics are covered, including Derivatives and Hedge accounting (IAS 39), Business Combination (IFRS 3) and Operating Segments (IFRS 8). Financial Reporting under IFRS is ideally suited to the needs of students of accounting and financial reporting, but all users of financial statements, from creditors and investors to suppliers, customers, employees and governments will benefit from its concise, topic-based approach.
Modern Analysis of Customer Surveys. with Applications using R
Customer survey studies deals with customers, consumers and user satisfaction from a product or service. In practice, many of the customer surveys conducted by business and industry are analyzed in a very simple way, without using models or statistical methods. Typical reports include descriptive statistics and basic graphical displays. As demonstrated in this book, integrating such basic analysis with more advanced tools, provides insights on non-obvious patterns and important relationships between the survey variables. This knowledge can significantly affect the conclusions derived from a survey. Key features: Provides an integrated, case-studies based approach to analysing customer survey data. Presents a general introduction to customer surveys, within an organization’s business cycle. Contains classical techniques with modern and non standard tools. Focuses on probabilistic techniques from the area of statistics/data analysis and covers all major recent developments. Accompanied by a supporting website containing datasets and R scripts. Customer survey specialists, quality managers and market researchers will benefit from this book as well as specialists in marketing, data mining and business intelligence fields.
Mastering IDEAScript. The Definitive Guide
With approximately 44,000 users in the U.S. and Canada, as well as 42,000 in Europe, IDEA software has become a leading provider of data analysis software for use by auditors and accountants. Written to provide users with a quick access guide for optimal use of IDEAScript, Mastering IDEAScript: The Definitive Guide is IDEA's official guide to mastering IDEAScript, covering essential topics such as Introducing IDEAScript, Understanding the Basics of IDEAScript Editor, Designing Structured Applications, Understanding IDEA Databases and much more. For auditors, accountants and controllers.