Markedsføring

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Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.

Throughout history, selling and entertainment have gone hand in hand - from the medieval pedlar and the medicine show, to generations of TV commercials featuring song and dance, comedy, and cartoon animals, right up to today's celebrities who launch their own multi-million dollar brands.

The classic guide to copywriting, now in an entirely updated fourth editionThis is a book for everyone who writes or approves copy: copywriters, multichannel marketers, creative directors, freelance writers, marketing managers . . . even small business owners and information marketers. It reveals dozens of copywriting techniques that can help you write both print and online ads, emails, and websites that are clear, persuasive, and get more attention-and sell more products. Among the tips revealed: * 8 headlines that work--and how to use them * The 5-step "Motivating Sequence" for generating more sales and profits * 10 tips for boosting landing page conversion rates * 15 techniques to ensure your emails get high open and click-through rates * How to create powerful "lead magnets" that double response rates * The "4 S" formula for making your copy clear, concise, and compelling This thoroughly revised fourth edition includes all new essential information for mastering copywriting in the digital age, including advice on content marketing, online videos, and high-conversion landing pages, as well as entirely updated resources. Now more indispensable than ever, Robert W. Bly's The Copywriter's Handbook remains the ultimate guide for people who write or work with copy.

Offers a step-by-step technique for sparking breakthrough creativity in advertising - or any field.

Provides a set of practical techniques which have been tried in many of today's leading companies with dramatic improvements to sales performance. This text makes the spin-selling method available in paperback and includes a new preface by the author.

'I have used this book in all its editions since first publication with my undergraduate and postgraduate students. It is a core text for all the students, because it provides the detail they require at an academic level. Importantly it is a book for the practitioner to use too. This is why we use it on our postgraduate practitioner programmes where we actually buy the book for the students as we believe it is that important. No other text comes close and literally thousands of our graduates have benefitted from it in their subsequent careers: written by the specialist for the specialist.'David Edmundson-BirdPrincipal Lecturer in Digital MarketingManchester Metropolitan University Now in its sixth edition, Digital Marketing: Strategy, Implementation and Practice provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world. Readers will learn best practice frameworks for developing a digital marketing strategy, plus success factors for key digital marketing techniques including search marketing, conversion optimisation and digital communications using social media including Twitter and Facebook. Dave Chaffey is a digital marketing consultant and publisher of marketing advice site SmartInsights.com. He is a visiting lecturer on marketing courses at Birmingham, Cranfield and Warwick universities and the Institute of Direct Marketing. Fiona Ellis-Chadwick is a Senior Lecturer in Marketing at the Loughborough University School of Business and Economics, Director of the Institute of Research Application and Consultancy at Loughborough University, academic marketing consultant and author.

The definitive "Customer Success Manager How-To-Guide" for the CSM profession from Gainsight, who brought you the market-leading Customer SuccessThe Customer Success Manager has become a critical asset to organizations across the business landscape. As the subscription model has spread from the cloud and SaaS to more sectors of the economy, that pivotal role will only grow in importance. That's because if you want to compete and thrive in this new environment, you need to put the customer at the center of your strategy. You need to recognize you're no longer selling just a product. You're selling an outcome. Customer Success Managers (CSM) are committed to capturing and delivering those outcomes by listening to their customers, understanding their needs, and adapting products and services to drive success. Although several existing resources address the customer success imperative, there is no authoritative instruction manual for the CSM profession--until now.The Customer Success Professional's Handbook is the definitive reference book for CSMs and similar roles in the field. This practical, first-of-its-kind manual fills a significant gap in professional customer success literature, providing the knowledge every CSM needs to succeed--from the practitioner level all the way to senior leadership. The authors--acknowledged experts in building, training, and managing Customer Success teams--offer real-world guidance and practical advice for aspiring and experienced CSMs alike. The handbook is written by practioners for practioners. An indispensable resource for front-line Customer Success Managers, this much-needed book:* Demonstrates how to build, implement, and manage a Customer Success team* Helps new CSMs develop their skills and proficiency to be more employable and grow in their careers* Provides clear guidance for managers on how to hire a stellar CSM* Presents practical tactics needed to drive revenue growth during renewal, expansion, and customer advocacy opportunities* Explains proven methods and strategies for mentoring CSMs throughout their careers* Offers valuable insights from Gainsight, the Customer Success Company, and the broader customer success community with more than a dozen of the industry's most respected leaders contributing their perspectivesCurrently, with over 70,000 open positions, Customer Success Manager in one of the fastest-growing jobs in the world. The Customer Success Professional's Handbook: How to Thrive in One of the World's Fastest Growing Careers--While Driving Growth For Your Company will prove to be your go-to manual throughout every stage of your CSM career.

The global, go-to guide that started the Value Selling Revolution-now updated for today's market"Value" is about more than just price. Good salespeople understand that and know what differentiates their products from that of competitors. In the first edition of Value-Added Selling, industry guru Tom Reilly tackled the most common problem that salespeople faced: overcoming customer concerns about pricing. That book went on to become the global, go-to guide for value-added selling. Since then, the industry-and the world-has changed dramatically. Developments in technology, including price comparison apps and search engines, now provide consumers with more information than ever, making it much harder to value and sell your product. Additionally, millennials, who now comprise the largest population in the workforce, prefer to do things differently than prior generations. This updated fourth edition of Reilly's classic guide examines the latest trends and technology that have impacted the market and provides expert advice on leveraging current technology to increase sales. Value-Added Selling, 4th Edition offers proven strategies and tactics to help you not only close more sales but improve repeat business without compromising on price. You'll learn how to anticipate the needs, wants, and concerns of buyers from the very beginning of the sales process. The book shows how to compete more profitably by selling value, not price.

An indispensible handbook for anyone who already works in advertising and a glimpse into the secrets of the world of advertising for outsiders, updated for the digital age.

Joe Girard, 'the world's greatest salesman' according to the Guinness Book of Records, shares his method of salesmanship in this indispensable book, now updated for the twenty-first century.

Put into practice today's winning strategy for achieving success in high-end sales!

'No Logo' was a book that defined a generation when it was first published in 1999. For its 10th anniversay Naomi Klein has updated this iconic book.

Knowing your users stimulates your imagination and helps you create more exciting and effective design solutions. But there is a problem: the normal conception of "the user" is incomplete and based on outdated notions. These notions of simple, direct relationships between people and products are no longer valid in today''s complex, technologically interconnected world. This fun and practical book with a set of cards will change the way readers think about users. Rethinking Users introduces a radical new approach that questions some of our most fundamental ideas about the nature of user experience. It points to new opportunities to create products and services that help users in new ways. The book includes a deck of user archetype cards and step-by-step team activities for unlocking new user-centered thinking and design inspiration. For designers, design researchers, strategists, innovators, product managers, and entrepreneurs in almost any field.

I'm not going to lie to you: running an in-house marketing department is hard. I have been there before. The chaos at the start of a project, the disarray of dealing with agencies, the anxiety of a looming deadline. It's stressful, hectic, and complex.But what if I told you that things don't have to be this way? What if there was a way to bring order to the chaos? That's exactly what in-housing can help you with. By taking control of your company's content creating, social media activation and bringing essential tasks in-house, you can effectively transform the way you run your marketing activities.For the last 15 years, I've been helping organisations setting up their in-house SoMe, content, branding, and marketing teams. Building an in-house creative agency can seem like a Herculean task. It is certainly not a short or one-time process. You have to approach it like an entrepreneurial venture - find great employees, create a culture where they can thrive, and watch the results pour in.This book will give you an understanding of what goes into building an internal marketing department; what you need in terms of roles and skills and how to structure your work. By understanding the in-house model, hiring the right people, and adopting best practices, you can speed up your workflow and gain a more agile approach to your marketing. It's fair to say that though you most likely will save you money by in-housing your marketing activities, this should not be the goal. The main reason to in-house should be to get better control of your campaigns, assets and workflows. And to get the speed and agility, you need in today's world of marketing.That is what this book is all about.You will find the ideas to create and manage your own in-house setup, tested process, step-by-step guides outlined in the book. They are easy to follow, despite being the result of more that a decade of experience and research. The process is designed to minimise your risk of failure are coupled with the inspiring stories. So if you've ever thought about what it would be like to bring in more of your marketing activities from your creative agencies-this book is for you.

And just like that, everything changed . . .A global pandemic. Panic. Social distancing. Working from home.In a heartbeat, we went from happy hours to virtual happy hours. From conferences to virtual conferences. From selling to virtual selling.To remain competitive, sales and business professionals were required to shift the way they engaged prospects and customers.Overnight, virtual selling became the new normal. Now, it is here to stay.Virtual selling can be challenging. It's more difficult to make human to human connections. It's natural to feel intimidated by technology and digital tools. Few of us haven't felt the wave of insecurity the instant a video camera is pointed in our direction.Yet, virtual selling is powerful because it allows you to engage more prospects and customers, in less time, at a lower cost, while reducing the sales cycle.Virtual Sellingis the definitive guide to leveraging video-based technology and virtual communication channels to engage prospects, advance pipeline opportunities, and seal the deal. You'll learn a complete system for blending video, phone, text, live chat, social media, and direct messaging into your sales process to increase productivity and reduce sales cycles.Jeb Blount, one of the most celebrated sales trainers of our generation, teaches you:* How to leverage human psychology to gain more influence on video calls* The seven technical elements of impactful video sales calls* The five human elements of highly effective video sales calls* How to overcome your fear of the camera and always be video ready* How to deliver engaging and impactful virtual demos and presentations* Powerful video messaging strategies for engaging hard to reach stakeholders* The Four-Step Video Prospecting Framework* The Five-Step Telephone Prospecting Framework* The LDA Method for handling telephone prospecting objections* Advanced email prospecting strategies and frameworks* How to leverage text messaging for prospecting and down pipeline communication* The law of familiarity and how it takes the friction out of virtual selling* The 5C's of Social Selling* Why it is imperative to become proficient with reactive and proactive chat* Strategies for direct messaging - the "Swiss Army Knife" of virtual selling* How to leverage a blended virtual/physical selling approach to close deals fasterAs you dive into these powerful insights, and with each new chapter, you'll gain greater and greater confidence in your ability to effectively engage prospects and customers through virtual communication channels. And, with this newfound confidence, your success and income will soar.Following in the footsteps of his blockbuster bestsellers People Buy You, Fanatical Prospecting, Sales EQ, Objections, and Inked, Jeb Blount's Virtual Selling puts the same strategies employed by his clients--a who's who of the world's most prestigious organizations--right into your hands.

Every single day a growing number of organisations are turning their employees, customers, and members into an online community. The results of these efforts are incredible. Build Your Community is about the evergreen principles of building a successful and thriving community. This book will take you step-by-step through the process to launch and manage a community for almost any kind of group. Covering the technology, what makes a community tick, and how to attract and keep your audience highly engaged. Whether youre building a community for your business or for your passion, this book is going to help you create the ideal community for your needs.

Understand how to develop and implement digital techniques to your marketing strategy with this complete guide to the process of digital marketing.

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "e;identity myths"e; that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "e;cultural branding"e; principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

The classic Marketing Management is an undisputed global best-seller an encyclopaedia of marketing considered by many as the authoritative book on the subject. This third European edition keeps the accessibility, theoretical rigour and managerial relevance the heart of the book - and adds: A structure designed specifically to fit the way the course is taught in Europe. Fresh European examples which make students feel at home. The inclusion of the work of prominent European academics. A focus on the digital challenges for marketers. An emphasis on the importance of creative thinking and its contribution to marketing practice. New in-depth case studies, each of which integrates one of the major parts in the book. This textbook covers admirably the wide range of concepts and issues and accurately reflects the fast-moving pace of marketing in the modern world, examining traditional aspects of marketing and blending them with modern and future concepts. A key text for both undergraduate and postgraduate marketing programmes.