Маркетинг, PR, реклама
Различные книги в жанре Маркетинг, PR, рекламаThe Experience Economy, Updated Edition
In 1999, Joseph Pine and James Gilmore offered this idea to readers as a new way to think about connecting with customers and securing their loyalty. As a result, their book The Experience Economy is now a classic, embraced by readers and companies worldwide and read in more than a dozen languages.And though the world has changed in many ways since then, the way to a customer's heart has not. In fact, the idea of staging experiences to leave a memorable—and lucrative—impression is now more relevant than ever. With an ongoing torrent of brands attacking consumers from all sides, how do you make yours stand out?Welcome to the new Experience Economy. With this fully updated edition of the book, Pine and Gilmore make an even stronger case that experience is the missing link between a company and its potential audience. It offers new rich examples—including the U.S. Army, Heineken Experience, Autostadt, Vinopolis, American Girl Place, and others—to show fresh approaches to scripting and staging compelling experiences, while staying true to the very real economic conditions of the day.
Marketing Metaphoria
Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a groundbreaking book that reveals how to overcome this «depth deficit» and find the universal drivers of human behavior so vital to a firm's success.Marketing Metaphoria reveals the powerful unconscious viewing lenses–called «deep metaphors»– that shape what people think, hear, say, and do.Drawing on thousands of one-on-one interviews in more than thirty countries, Gerald Zaltman and Lindsay Zaltman describe how some of the world's most successful companies as well as small firms, not-for-profits, and social enterprises have successfully leveraged deep metaphors to solve a wide variety of marketing problems. Marketing Metaphoria should convince you that everything consumers think and do is influenced at unconscious levels–and it will give you access to those deeper levels of thinking.
Business Communication
With advice and tools for improving a wide array of communication skills–from delivering an effective presentation to drafting proposals to the effective use of e-mail–Business Communication helps managers deliver information effectively.
The Age of Persuasion
Stop to consider the culture of the 21st century: Each morning, you might hear a half-dozen ads on the radio before your feet touch the floor. Staggering out of bed, you’ll pass brand logos on your clothing and in your bathroom. By the end of the day, hundreds — perhaps thousands — of marketing messages have targeted you. And yet so little is understood about how marketing affects our lives, our society, and our world.Enter Terry O’Reilly and Mike Tennant, the ad men behind The Age of Persuasion, the popular radio show broadcast on the Canadian Broadcasting Corporation and Sirius Radio. They have made it their mission to share the back-room story of modern marketing, entertaining asides and all:“Think of advertisers as millions of ants in a colony, each working hard and each with its own objective. Except that in this colony, every single ant is competing against the others. That’s the ad business. Almost every ad you see, hear, and otherwise experience is competing for a piece of your imagination. And like any cross-section of humanity, the vast, worldwide advertising community is diverse: composed of geniuses and idiots, saints and buffoons, and everything in between.”From the early players to the Mad Men of the 1960s and beyond, O’Reilly and Tennant offer insights into a rapidly evolving industry. Smart and funny, The Age of Persuasion provides an entertaining — and eye-opening — look at a world driven by marketing.
Tweet This!
Guaranteed to help you manage your Twitter for business account in 30 minutes a day or less… Build relationships and grow your business by using Twitter, the world’s fastest growing social media networking platform with an audience of more than 27 million users from all across the country. Tweet This!: Twitter for Business offers basic instruction as well as advanced networking and marketing strategies for consultants, entrepreneurs, and small business owners. Start tweeting in minutes with: • Customizable marketing plans • 40-plus business case studies and real-world examples • An easy-to-use glossary and index • Advice on legal considerations, implications, and Twitter guidelines Achieve “Twittertopia” with Tweet This!
Treat Your Customers Like Animals
Treat Your Customers Like Animals outlines a counter intuitive approach to selling that leads to rapid sales growth through VALUE Encounters. The cornerstone to an effective VALUE Encounter, whether the engagement is with prospective customers, networking to obtain new customers, or servicing the requirements of existing customers, is the relationship that you have with the party with whom you are communicating. Not all relationships are the same; and not all customers are the same. Often when people operate in business they gravitate towards those individuals or organisations that they believe can help them the most, particularly when looking for new business opportunities or selling additional products and services to existing customers. This is a fundamentally flawed approach that can damage relationships and results in a significant waste of time and effort. If you look at your customers and prospects according to their actual or perceived monetary value to you or your organisation, or look at your network and grade the usefulness of those that you know to your commercial objectives, you probably adopt some form of traditional A,B,C and D grading criteria. If this is the case, you will benefit significantly from learning how to treat your customers like animals, from classifying them as Elephants, Tigers, Cats and Kittens and interacting with them according to their relationship not according to their actual or perceived monetary value. There is no disagreement from any seasoned business development professional, learning and development specialist, or successful entrepreneur that relationships are the key to successful outcomes. None of these people, however, can explain why this is the case in a way that provides less experienced staff with a framework that allows them to operate as efficiently and effectively as they do. The VALUE Encounter approach is counter-intuitive. It is revolutionary in terms of conventional business development techniques, is replicable and will rapidly increase your commercial effectiveness.
Differentiate to Dominate
Today in business you want to be more than "good enough", and a brand strategy that identifies and highlights your points of difference is like having a secret weapon. For many firms it's the missing link. This book teaches SMEs and entrepreneurs the seven foundational steps that the world's greatest brands leverage to leap ahead of their competitors. Learn how to think strategically, how to find your point of difference and how to build the brand foundations that will help you to dominate in your market.<br /> <br />Learn how to differentiate to dominate so you can:<br />1) Grow your brand rapidly. With solid and strategic foundations in place, your focused efforts will enable you to grow your brand faster than if you take the throw the mud on the wall and see what sticks approach.<br />2) Attract more loyal customers. By understanding the problems your clients are experiencing, and demonstrating that you have the solutions to overcome them, you build loyalty and create advocates for your brand.<br />3) Beat your competitors. By creating a distinct and sustainable competitive advantage your brand will cut through the "noise" and be remembered for its uniqueness.<br />4) Build a great website. Clarity and focus on your point of difference, your target market and your brand personality translates into bulletproof briefs your web developers and copywriters.<br />5) Create great marketing messages. Understanding of what your brand stands for will ensure that everything you write, post and comment on will reinforce your brand's positioning and touch the hearts and minds of your prospects.<br />6) Attract a great team. With a clear purpose, vision and pillars guiding you, you'll attract team members who believe what you believe and who will feel empowered to make decisions autonomously to support you.<br />7) Get a higher ROI on your marketing investment. A clear understanding of your target market will help you focus your resources and messages and get the most out of every dollar and hour you invest in promoting your brand.<br /> <br />Discover the keys to differentiating your business and building the brand foundations that successful companies use to dominate the market.<br /> <br /><i>"…this guy understands consumers, the science behind what builds great brands, and can systematically help people find their purpose and bring it to the forefront of their business through the medium we call 'brand'."</i> – Jack Delosa, founder of The Entourage and BRW Young Rich List member.
From Me to We
This book demonstrates that long-term win-win collaboration approaches work. Principals and contractors don't have to end up in conflict or litigation. I would recommend these ideas be adopted by companies eager to improve productivity.' – John Mulcahy, Chairman, Mirvac<br /> <br />'In an industry dominated by conflict and unproductive activity, this book offers a refreshing and practical way for all parties in the building industry to achieve more from their capital and labour inputs. Stephen Hanman and Ian George have shown through application that by introducing trust, respect and meaningful communication into relationships, results improve for all stakeholders. Moreover, the investment required to do the first job carries over to future work, resulting in improved performance with each project. I applaud the efforts of the authors in both creating the environment for their clients to 'do better' in their construction businesses and for sharing their work with the wider business and labour communities. One wonders what benefits could flow to other industries should the broader principles so successfully adopted in this book be applied more widely.' – Terry Henderson, company director and businessman<br /> <br />'This book provides wonderful insights into the way in which economic and social relationships associated with building and construction can be transformed. The participants involved in CGA Bryson projects have experienced considerable benefits in their working and personal lives. There is also evidence of significant economic benefits for all within the project supply chains. In the context of the broader building and construction industry, this account contains lessons which offer solutions for some of the seemingly intractable problems of conflict, waste, poor quality work and alienation that bedevil this industry. We have a lot to learn from these two professionals who are writing about their direct experience in transforming a construction enterprise.' – Professor Tony Dalton, RMIT Australian Housing and Urban Research Institute Research Centre, School of Global, Urban and Social Studies, RMIT University<br /> <br />'In our own research, we have documented in financial terms the benefits of cross-functional, cross-firm collaboration. However, for many executives, building a culture that supports collaboration is not easy. Ian and Stephen not only report on the benefits of collaboration in an industry where such behaviour has not been the norm, but they provide guidelines for building organisations with a culture of collaboration.' – Dr Douglas M Lambert, Fisher College of Business, The Ohio State University, founder of the Supply Chain Management Institute
The Content Marketing Handbook
On average, companies spend over one-quarter of their promotional budget on content marketing and it is forecasted to be a $200 billion industry by 2019. But content alone can't bring in new customers–readers need a strategy and <i>The Content Marketing Handbook</i> helps them create it.<br> <li>Written by marketing expert Robert Bly who shares four-decades of experience in planning and producing hundreds of content marketing campaigns <li>Robert Bly has written more than 90 books and has sold more than 240k copies <li>Includes resources to help readers understand copyright basics and source public domain content
Ultimate Guide to LinkedIn for Business
Prodromou has more than a decade of helping businesses grow using SEO, pay-per-click management, and LinkedIn, and shares the best, most effective ways to keeping businesses in front of decision makers, build strong referral networks, and position companies as experts in their industries, respectively Foreword by Melonie Dodaro, author, LinkedIn expert, trainer, and keynote speaker Marketing, search, and analytics are broken down into actionable steps, and are illustrated with updated screenshots and real-life examples While most LinkedIn books teach the basics of LinkedIn, this Ultimate Guide dives deep into the platform and delivers the most efficient and powerful strategies to leveraging LinkedIn for your personal brand and your business. In this new edition, readers will get an inside look at Ted Prodromous’s four-step strategy for LinkedIn based on the marketing model of AIDA (Attention, Interest, Desire, Action), which covers how to: Make a connection on LinkedIn that’s as good as meeting them in person Use content marketing and build your thought leadership to turn those connections into allies and lasting business relationships Build trust with prospective clients by exploring similar interests Develop a closing process that seamlessly integrates LinkedIn to convert prospects to clients