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Список книг автора Группа авторовCustomize the Brand
This book explores the increasingly important topic of brand building within the one-to-one concept. It explains how to achieve what all marketers dream about a product or service customized for each individual customer that is both a good value for the customer and a profitable venture for the producer. It uses practical tools and case studies to show how a company can optimize its brand marketing resources.
Customer Management Excellence
CRM today is much like BPR in the 1990s. It is the strategy of the 21st century. Everyone is jumping on the bandwagon, but few are doing it in a way that will reap long-term benefits. And while billions are being spent worldwide, as yet there is not one case study of a true CRM focused company that is achieving major business success. Why? Three years ago Quest Media introduced the National Customer Service Awards. The philosophy was to research, recognise and reward organisations that were pushing the barriers of customer management to new limits. Written by the editor of Customer Management magazine, this book draws on Quest's research to reflect the current thinking behind today's front-runners in the customer management field. The authors challenge accepted thought processes and give realistic timeframes for implementing the innovative thinking that will produce tomorrow's Customer Management Excellence. * An 'all you need to know about customer management' handbook – draws on the authors' vast experience to help unravel this complex topic * Provides case studies and examples of organisations that are award-winners in their innovative customer management techniques * Includes a glossary of terms and checklists to help readers benchmark their own progress in implementing successful customer management
Value-based Marketing
This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. For top management and CFOs the book explains how marketing generates shareholder value. It shows how top management should evaluate strategies and stimulate more effective and relevant marketing in their companies. The original essence of the first edition has been maintained but obvious areas have been updated and revised, as well as, new areas such as technology have been addressed. The second edition of this book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee. The highly prestigious panels of contributors include: Jean-Claude Larréché – INSEAD Veronica Wong – Aston Business School John Quelch – Harvard Business School Susan Hart – Strathclyde Graduate Business School (SGBS) Michael Baker – Emeritus Professor SGBS Tim Ambler – London Business School Tony Cram – Ashridge Table of Contents: PART I Principles of Value Creation 1 Marketing and Shareholder Value 2 The Shareholder Value Approach 3 The Marketing Value Driver 4 The Growth Imperative PART II Developing High-Value Strategies 5 Strategic Position Assessment 6 Value-Based Marketing Strategy PART III Implementing High-Value Strategies 7 Building Brands 8 Pricing for Value 9 Value-Based Communications 10 Value-Based Marketing in the Digital Age
Brand Innovation Manifesto
The days of the image brands are over, and ‘new marketing’ has gone mainstream. The world’s biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant, co-founder of the legendary agency St. Luke’s and author of The New Marketing Manifesto, whose radical thinking has informed a generation. Now Grant is set to stun the industry again. In The Brand Innovation Manifesto, he redefines the nature of brands, showing why old models and scales no longer work and revealing that the key to success today is impacting people’s lifestyles (think Starbucks, iPod and eBay). At the heart of the book is the concept of the ‘brand molecule’ to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea, Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas – and new ideas for existing brands.
Innovation and Society
This book takes stock of the state of the question on innovation in a particular area of education and training. But for this it must be noted that economists have appropriated the notion since Schumpeter and have constrained to think innovation in professions of intervention on others as if they were products to be delivered to the customer as quickly and the best (frugal innovation). Here the author brings a nuance and demonstrates the specificity of innovations in «soft» areas, their richness, while drawing the reader to caution and criticism because any innovation is not good in itself: it can Produce adverse effects in the medium and long term. The author proposes two supports for innovation: on the one hand the approach by its most objective evaluation which itself induces an innovation in its evaluation and, on the other hand, an approach to values and therefore to philosophy of the desired future man. A detour on the history of innovation, on its international approaches, on the imaginary investments it is often the object of (with a nuance of utopia) makes it possible to understand why innovation has been a means To drive the reforms and to convince people for a better future.
Management in 20XX
Das Buch bietet Ihnen eine Fülle verblüffender Zukunftsszenarien und kühner Visionen – ein Pool, aus dem Sie neue Ideen für sich und für die Zukunft Ihres Unternehmens schöpfen können – und es zeigt die Änderungen auf, die sich im Unternehmen vollziehen müssen, um diesen Zukunftstrends gerecht zu werden. Auch die neue Rolle des Menschen kommt dabei ausführlich zu Sprache. Ein ebenso informatives wie inspirierendes Buch.
Management in 20XX
The whole world is witnessing radical economic changes. Traditional markets are stagnating; global markets are emerging. Business processes are becoming more mobile, more flexible, and much more streamlined. The boom companies of yesterday have disappeared from the scene. Such an environment calls for innovative ideas – for new ways of doing business, for new products and services, and for a totally new world. To survive, companies will have to be resilient and yet adaptable. To turn their visions into reality, they will have to act as well as react. Growth will come to only those companies that can identify demand and apply the right technological know-how to create tangible customer benefit. Development, marketing, and sales departments must arrive at the right strategies, just as corporate organization, production, and logistics managers must devise and implement the best possible processes. The book lays out some remarkable scenarios and ambitious visions for the future. It helps readers to formulate ideas and plot new directions for their business and points out the changes needed to meet challenges that lie ahead. The new role people will play in the evolving world of business also receives attention in this book that is at once informative and inspiring.
eXtreme Project Management
Today’s new breed, eXtreme projects are different. They feature high speed, high change, high complexity, high risk, and high stress. While traditional projects follow the classic model of ready, aim, fire, eXtreme project managers succeed by shooting the gun and then redirecting the bullet while not loosing sight of their moving target. eXtreme Project Management provides a practical guide for leaders working under high risk and high pressure while producing the desired bottom-line results. Based on Doug DeCarlo’s extensive experience in working with more than 250 project teams, his eXtreme project management model is built around an integrated set of principles, values, skills, tools, and practices proven to consistently work under conditions of rapid change and uncertainty. eXtreme project management is based on the premise that you don’t manage the unknown the same way you manage the known. It’s a people-centric approach to high performance that makes quality of life a fundamental part of the project venture.
Work-Based Learning
Work-based learning is Joe Raelin’s unique way of incorporating a number of action strategies—such as action learning, action science, and communities of practice—into a comprehensive framework to help people learn collectively with others. In this thoroughly updated and revised edition, he demonstrates how to engage our reflective powers to challenge those taken-for-granted assumptions that unwittingly hold us back from questioning standard ways of operating. A well-known popular author, Joe is an avid student of the many traditions that support work-based learning, so he presents an inclusive model that has wide appeal across disciplines and occupations. He provides readers with the most recent updates in the field, such as his coverage of virtual team learning, portfolios, multisource feedback, critical and global action learning, and changes in educational policy. Whether you're an organizational or college educator, this book will help you make learning accessible to everyone—and even contagious within your organization!
Careers For Dummies
Feeling stuck? Find out how to work toward the career of your dreams If you’re slogging through your days in a boring or unrewarding job, it may be time to make a big change. Careers For Dummies is a comprehensive career guide from a top career coach and counselor that will help you jump start your career and your life. Dive in to learn more about career opportunities, with a plethora of job descriptions and the certifications, degrees, and continuing education that can help you build the career you’ve always wanted. Whether you’re entering the workforce for the first time or a career-oriented person who needs or wants a change, this book has valuable information that can help you achieve your career goals. Find out how you can build your personal brand to become more attractive to potential employers, how to create a plan to “get from here to there” on your career path, and access videos and checklists that help to drive home all the key points. If you’re not happy in your day-to-day work now, there’s no better time than the present to work towards change. Get inspired by learning about a wide variety of careers Create a path forward for a new or better career that will be rewarding and fun Determine how to build your personal brand to enhance your career opportunities Get tips from a top career coach to help you plan and implement a strategy for a more rewarding work life Careers For Dummies is the complete resource for those looking to enhance their careers or embark on a more rewarding work experience.