Маркетинг, PR, реклама
Различные книги в жанре Маркетинг, PR, рекламаPredicting Market Success. New Ways to Measure Customer Loyalty and Engage Consumers With Your Brand
Praise for Predicting Market Success «Predicting Market Success has come at the right time for major companies. The value of understanding the dimensions of your brand's unique appeal and strength of preference is indispensable for brand strategy today. This book is well worth your time.» —Joseph T. Plummer, Chief Research OfficerThe Advertising Research Foundation «In the competitive world of branding, understanding what drives consumer loyalty is the cornerstone of a brand's continued success. Passikoff's market-driven insights on how to obtain, analyze, and utilize loyalty metrics will help you make strategic, brand-enhancing decisions.» —Seth M. Siegel, Cochairman, The Beanstalk Group «Passikoff is the guy who can explain to me why people buy certain things from certain companies, even though other things by other companies seem just as good. With his great feel for pop culture and almost philosophical outlook, he understands what makes consumers tick-and stick.» —Lenore Skenazy, syndicated columnist «Loyalty is a key component of the strength of a brand and brand equity, and Passikoff understands loyalty like few others. In this book, he captures the essence of loyalty and branding in a practical way-showing how loyalty drives profitability.» —Erich Joachimsthaler, Chairman, Vivaldi Partners «If you want a business book that will make you feel justified, complimented, and comfortable, don't read this. If you want a book to challenge your beliefs about brand marketing right down to the core, you can't afford not to.» —John Gaffney, Executive Editor, Peppers & Rogers Group
Why CRM Doesn't Work. How to Win by Letting Customers Manange the Relationship
CRM was supposed to help businesses better understand their customers and increase efficiency. Yet most companies are not getting the return they expected. Is it possible to make customers happy and, at the same time, improve ROI? Is there a practical, affordable way to get customers to say what they really want? In Why CRM Doesn't Work, leading international marketing consultant Frederick Newell explains why it's time to change the game to CMR (Customer Management of Relationships). CMR allows companies to empower customers so they'll reveal what kind of information they want, what level of service they want to receive, and how to communicate with them–where, when, and how often. It is a bold solution for businesspeople at all levels in all industries who want to stay ahead of the curve in the development of customer loyalty. Newell shows by lesson and example why the current CRM isn't working, what needs to change, and how to put the CMR philosophy to work–without additional expense. The book includes case studies of good and bad relationship marketing from companies as diverse as Kraft Foods, Procter & Gamble, Budweiser, Charles Schwab, Dell, IBM, Lands' End, Sports Authority, Radio Shack, and Staples. With the knowledge in this book, a company can learn to build long-term relationships and bring in profits instead of relying on one-time sales. Why CRM Doesn't Work is important reading for companies of every size that are trying to satisfy and sell to today's consumer.
Selling Sucks. How to Stop Selling and Start Getting Prospects to Buy!
Praise for Selling Sucks «Whew! A terrific new book that blows the lid off the old-school methods of selling-which don't work anymore-and shows you how to make sales almost like magic! I love this book!» —Joe Vitale, author of The Attractor Factor and many other books «I love to buy, so I'm going to give every salesperson I know a copy of this book. Maybe they'll finally stop the old-school, hard-sell shtick that compels me (and everyone else) not to buy.» —Michael Port, bestselling author of Book Yourself Solid «Selling sucks, but making sales doesn't. Read Frank's book to learn the crucial difference that will almost certainly mean success or failure for your business in the new era of commerce.» —Mark Joyner, bestselling author of Simpleologywww.simpleology.com «Ready to join the ranks of the top sales pros? Buy Selling Sucks. Apply its lessons. Then watch your results go through the roof.» —Randy Pennington, author of Results Rule! «Rumbauskas has the ability to overcome the obvious and allow his readers to look at sales in a new dimension. While many people focus on sales tricks, Rumbauskas shows, in great detail, how to get your prospects to buy because they come to you informed and trustful of you before you even say 'hello.' He's one of those guys I listen to every time he speaks. He speaks out of tested methods and not opinion. Prior to marketing online, I spent fourteen years running some of the largest automobile dealerships in the USA. This is one book I would make recommended reading for every person who wants to become an elite sales professional. Selling Sucks is a money-making winner.» —Mike Filsaime, MikeFLive.com «Selling Sucks is a must-read for any entrepreneur who wants to run a high-profit, high-integrity business. Rumbauskas's advice is inspiring, clear, and more importantly, easy to implement. It's honestly one of the best how-to self-marketing books on the market. Get this book now if you're serious about exploding your sales and making more money.» —Marie Forleo, author and Fox News Online Life Coach www.thegoodlife-inc.com «Rumbauskas has written an indispensable guide to moving from an average salesperson to a top sales pro. This is a must-read for anyone serious about their sales career.» —Paul McCord, author of Creating a Million-Dollar-a-Year Sales Income
Whale Hunting. How to Land Big Sales and Transform Your Company
Using the ancient Inuit whale hunt as a metaphor for big sales, Whale Hunting gives you a clear nine-phase model for successfully finding, landing, and harvesting whale-sized sales accounts—the kind of sales that transform your business. Here, you’ll learn how to turn the dangerous endeavor of selling to large companies and big contracts into a strategy for continued success and growth. Stop wasting time with little accounts and start landing monster accounts.
All You Need is a Good Idea!. How to Create Marketing Messages that Actually Get Results
In All You Need Is a Good Idea, Jay Heyman shows you how to create powerful marketing and advertising ideas that will dramatically increase sales for your business. Perfect for entrepreneurs and small business owners?or operators of any size business, for that matter?this valuable marketing resource will help any business stand out in the marketplace, build bigger market share, gain publicity, and scare the pants off the competition. This book is the perfect guide to creating truly powerful marketing messages.
Competing in a Service Economy. How to Create a Competitive Advantage Through Service Development and Innovation
Competing in a Service Economy is a hands-on guide to creating services, with illustrative examples from service-oriented companies including Disney, Ericsson, IKEA, National Association of Convenience Stores, Ritz Carlton, Scandinavian Airline Systems, Sterling Pulp Chemicals, and Telia Mobile. This practical resource for executives, general managers, and managers in marketing, operations, and human resources reveals how to gain a competitive advantage by creating and implementing a strategic plan that will ultimately improve their organization's services. Written by the authors of the best-selling book Improving Customer Satisfaction, Loyalty, and Profit, this important new book will help business professionals to think and plan strategically to dramatically improve services, service development, and service innovation within their organizations.
Heavy Hitter Selling. How Successful Salespeople Use Language and Intuition to Persuade Customers to Buy
What separates ordinary salespeople from Heavy Hitters? The best salespeople are those «Heavy Hitters» who are able to use human nature, language, and intuition to build trusting relationships with customers and persuade them to buy. Based on his proven and effective sales program, author Steve Martin's Heavy Hitter Selling explains how you too can achieve and maintain that high level of sales success. Using real-world case studies, examples, and exercises, Martin provides the psychological, physical, and language-based tactics you need to turn yourself into a Heavy Hitter. Inside, you'll find proven guidance and expert tips on: Understanding how people think and communicate Finding the right words at the right time Predicting a customer's behavior and influencing his thoughts Building customer rapport and understanding their motivations Persuading both the customer's rational mind and his emotional subconscious side «Like other sales books published recently, this one stresses the importance of human behavior. But unlike the others, it puts an emphasis on language. Salespeople could well benefit by exploring scientific models of language. Practical exercises make the book useful for everyone.» —Harvard Business School Review «This well-written, insightful book will give you ideas and strategies you can use to influence and persuade customers in any market.» —Brian Tracy, author, Million Dollar Habits «Traditional selling focuses on product, price, and competition and misses the most important reason people buy-people and emotion. Heavy Hitter Selling offers a different perspective that is valuable in understanding how to win.» —Jay Fulcher, President and COO, Agile Software «Heavy Hitter Selling is different-[a book that] will help you make lots of money.» —Gerald D. Cohen, CEO, Information Builders, Inc.
Life After the 30-Second Spot. Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising
The old media strategies advertisers used for decades no longer work. Here's what does! Traditional advertising, in the form of print, radio, and most notably, television, is far less effective than it used to be. Advertising strategies using only these mediums no longer work. Life After the 30-Second Spot explains how savvy marketers and advertisers are responding with new marketing techniques to get their message out, get noticed, engage their audiences-and increase sales! Covering topics such as viral marketing, gaming, on-demand viewing, long-form content, interactive, and more, the book explains the new avenues marketers and advertisers must use to replace traditional print, TV, and radio advertising-and which strategies are most effective. This book is every marketer's road map to «new marketing.»
Just Ask a Woman. Cracking the Code of What Women Want and How They Buy
An enlightening blueprint of the secrets of reaching female consumers from the expert Just Ask a Woman is a powerful book about how to tap into female consumers' needs. Mary Quinlan, the founder of the premiere consultancy dedicated to marketing to women, has personally interviewed 3,000 women in the course of her research for Just Ask a Woman. Women are the decision-makers in an estimated eighty-five percent of household buying decisions, and yet far too often, products marketed specifically to them fail to connect with their needs. Here, Quinlan explores topics such as how women judge brands and advertising, how they make decisions, the effects of stress on their consumer behavior, and their increasing demands for service and communication. Quinlan rejects the traditional focus group approach in favor of highly energized and intimate talk sessions where women reveal their deeper feelings about products and services. In Just Ask a Woman marketers, brand managers, and advertisers will find a revelatory resource filled with ideas and action steps for building your brand with women-from a woman who has walked in a marketer's shoes. Mary Lou Quinlan (New York, NY) is the founder and CEO of Just Ask a Woman, a marketing consultancy dedicated to building business with women. Just Ask a Woman is a division of bcom3, a $15 billion global communications firm whose clients include Citigroup/Women & Co., Lifetime, Saks, Hearst Magazines, Toys "R" Us, and Time Inc. Known as a brand-turnaround expert, she has helped to remake brands like Avon and Continental Airlines. Quinlan has been quoted in The New York Times, The Wall Street Journal, Fortune, Fast Company and Advertising Age and appeared on ABC, CNN, CNBC, Lifetime LIVE, Fox and nationally syndicated news shows. Her articles have been published in Marie Claire, Good Housekeeping, Redbook, and More, among others.
Subliminal Persuasion. Influence & Marketing Secrets They Don't Want You To Know
If you're an entrepreneur, salesperson, advertiser, or business owner, understanding the art of subliminal persuasion will give your bottom line a big boost. In Subliminal Persuasion, master marketer Dave Lakhani reveals in step-by-step detail the exact techniques that really work in persuading and influencing others. It's not about lying or tricking anyone. It's about know what will appeal to people and how communicate that appeal effectively, profitably, and ethically. This is marketing that really convinces.