THE SCARY TRUTH: The middle-class consumer population—and their buying power—is massively shrinking. Customers are buying less and in fewer categories.
THE SILVER LINING: It takes no more work to attract customers from the explosively growing Mass-Affluent, Affluent, and Ultra-Affluent populations eager to pay premium prices in return for exceptional expertise, service, and experiences.
Millionaire maker Dan S. Kennedy, joined by branding experts Nick Nanton, J.W. Dicks and team, show you how to re-position your business, practice, or sales career to attract customers or clients for whom price is NOT a determining factor. Learn how to sell to those who will always be spending.
• Practical Strategies Revealed: Ritz-Carlton, Disney, Harrah’s Entertainment, Dove, AARP, Dr. Oz, Starbucks, Williams-Sonoma, DeBeers, the health and wellness industry and many other fascinating and diverse true-life examples
• E-Factors: 10 surprising Emotional Buy Triggers the affluent find irresistible
• Stop Selling Products and Services: Learn how selling aspirations and emotional fulfillment is more profitable
• StorySelling™: Learn how to scale the affluents’ “sales wall”
• Million-Dollar Marketing System: Step-by-step blueprint comparable to those developed for six-figure clients, ready for do-it-yourself use
THE BOOK THAT EXPLAINS WHY RUSSIANS WANTED TO MEET WITH THE TRUMP CAMPAIGN
“Part John Grisham-like thriller, part business and political memoir.” —The New York Times
“[Red Notice] does for investing in Russia and the former Soviet Union what Liar’s Poker did for our understanding of Salomon Brothers, Wall Street, and the mortgage-backed securities business in the 1980s. Browder’s business saga meshes well with the story of corruption and murder in Vladimir Putin’s Russia, making Red Notice an early candidate for any list of the year’s best books” (Fortune).
This is a story about an accidental activist. Bill Browder started out his adult life as the Wall Street maverick whose instincts led him to Russia just after the breakup of the Soviet Union, where he made his fortune.
Along the way he exposed corruption, and when he did, he barely escaped with his life. His Russian lawyer Sergei Magnitsky wasn’t so lucky: he ended up in jail, where he was tortured to death. That changed Browder forever. He saw the murderous heart of the Putin regime and has spent the last half decade on a campaign to expose it. Because of that, he became Putin’s number one enemy, especially after Browder succeeded in having a law passed in the United States—The Magnitsky Act—that punishes a list of Russians implicated in the lawyer’s murder. Putin famously retaliated with a law that bans Americans from adopting Russian orphans.
A financial caper, a crime thriller, and a political crusade, Red Notice is the story of one man taking on overpowering odds to change the world, and also the story of how, without intending to, he found meaning in his life.
An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills, The Market Research Toolbox, Fourth Edition describes how to use market research to make strategic business decisions. This comprehensive collection of essential market research techniques, skills, and applications helps readers solve real-world business problems in a dynamic and rapidly changing business atmosphere. Based on real-world experiences, author Edward F. McQuarrie gives special attention to business-to-business markets, technology products, Big Data, and other web-enabled approaches. Readers with limited time or resources can easily translate the approaches from mass markets, simple products, and stable technologies to their own situations. Readers will master background context and the questions to ask before conducting research, as well as develop strategies for sorting through the extensive specialized material on market research.
Is it culture, the weather, geography? Perhaps ignorance of what the right policies are?
Simply, no. None of these factors is either definitive or destiny. Otherwise, how to explain why Botswana has become one of the fastest growing countries in the world, while other African nations, such as Zimbabwe, the Congo, and Sierra Leone, are mired in poverty and violence?
Daron Acemoglu and James Robinson conclusively show that it is man-made political and economic institutions that underlie economic success (or lack of it). Korea, to take just one of their fascinating examples, is a remarkably homogeneous nation, yet the people of North Korea are among the poorest on earth while their brothers and sisters in South Korea are among the richest. The south forged a society that created incentives, rewarded innovation, and allowed everyone to participate in economic opportunities.
The economic success thus spurred was sustained because the government became accountable and responsive to citizens and the great mass of people. Sadly, the people of the north have endured decades of famine, political repression, and very different economic institutions—with no end in sight. The differences between the Koreas is due to the politics that created these completely different institutional trajectories.
Based on fifteen years of original research Acemoglu and Robinson marshall extraordinary historical evidence from the Roman Empire, the Mayan city-states, medieval Venice, the Soviet Union, Latin America, England, Europe, the United States, and Africa to build a new theory of political economy with great relevance for the big questions of today, including:
- China has built an authoritarian growth machine. Will it continue to grow at such high speed and overwhelm the West?
- Are America’s best days behind it? Are we moving from a virtuous circle in which efforts by elites to aggrandize power are resisted to a vicious one that enriches and empowers a small minority?
- What is the most effective way to help move billions of people from the rut of poverty to prosperity? More philanthropy from the wealthy nations of the West? Or learning the hard-won lessons of Acemoglu and Robinson’s breakthrough ideas on the interplay between inclusive political and economic institutions?
Why Nations Fail will change the way you look at—and understand—the world.
Author Richard L. Oliver traces the history of consumer satisfaction from its earliest roots, and brings together the very latest thinking on the consequences of satisfying (or not satisfying) a firm's customers. He describes today's best practices in business, and broadens the determinants of satisfaction to include needs, quality, fairness, and regret (what might have been).
The chapters in atisfaction culminate in Oliver's detailed model of consumption processing and his satisfaction measurment scale. The text concludes with a section on the long-term effects of satisfaction, and why an understanding of satisfaction psychology is vitally important to top management.
The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits makes the case that big data is for real, and more than just big hype. The book uses real-life examples—from Nate Silver to Copernicus, and Apple to Blackberry—to demonstrate how the winners of the future will use big data to seek the truth. Written by a marketing journalist and the CEO of a multi-million-dollar B2B marketing platform that reaches more than 90% of the U.S. business population, this book is a comprehensive and accessible guide on how to win customers, beat competitors, and boost the bottom line with big data.
The marketplace has entered an era where the customer holds all the cards. With unprecedented choice in both the consumer world and the B2B world, it's imperative that businesses gain a greater understanding of their customers and prospects. Big data is the key to this insight, because it provides a comprehensive view of a company's customers—who they are, and who they may be tomorrow. The Big Data-Driven Business is a complete guide to the future of business as seen through the lens of big data, with expert advice on real-world applications.Learn what big data is, and how it will transform the enterprise Explore why major corporations are betting their companies on marketing technology Read case studies of big data winners and losers Discover how to change privacy and security, and remodel marketing
Better information allows for better decisions, better targeting, and better reach. Big data has become an indispensable tool for the most effective marketers in the business, and it's becoming less of a competitive advantage and more like an industry standard. Remaining relevant as the marketplace evolves requires a full understanding and application of big data, and The Big Data-Driven Business provides the practical guidance businesses need.
The Marketing Performance Blueprint is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing industry's rapid evolution, this book focuses on the processes, technologies, and strategies that are redefining the marketing environment. Step by step, you will learn how to build performance-driven organizations that exceed ROI expectations and outpace the competition. Companies are demanding a more technical, scientific approach to marketing, and this guide provides the key information that helps marketing professionals choose the right tools and recruit the right talent to more effectively build brand, generate leads, convert sales, and increase customer loyalty.
Marketers are facing increased pressure to connect every dollar spent to bottom-line results. As the industry advances, the tremendous gaps in talent, technology, and strategy leave many professionals underprepared and underperforming. The Marketing Performance Blueprint helps bridge those gaps:Align marketing talent, technology, and strategy to reach performance goals Drive digital marketing transformation within your organization Recruit, train, and retain a modern marketing team Propel growth through digital-savvy marketing agency partners Adapt more quickly to marketing technology advancements Create connected customer experiences Turn marketing data into intelligence, and intelligence into action Devise integrated marketing strategies that deliver real business results
The marketers who will redefine the industry in the coming months and years will never stop challenging conventional knowledge and solutions. Whether in terms of evolved talent, advanced technology, or more intelligent and integrated strategies, these driven professionals will be in demand as the pioneers of the new marketing era. The Marketing Performance Blueprint helps marketers blaze a trail of their own by providing a roadmap to success.
Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so.
The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.
Based on extensive interviews with the scientists, engineers, administrators, and executives who lived the story, this riveting chronicle details PARC's humble beginnings through its triumph as a hothouse for ideas, and shows why Xerox was never able to grasp, and ultimately exploit, the cutting-edge innovations PARC delivered. Dealers of Lightning offers an unprecedented look at the ideas, the inventions, and the individuals that propelled Xerox PARC to the frontier of technohistoiy--and the corporate machinations that almost prevented it from achieving greatness.
Every day in business we make decisions. To reduce the risk associated with making these decisions, it's essential to understand your consumer and your market, and this is why we conduct market research. Decisions are not taken in a vacuum; there are competitive products and services in your marketplace, which means that consumers can choose whether or not to buy your product. Some decisions are high risk such as launching a new product, changing the packaging of an existing product, making a price change, changing the creative direction or strategy of the advertising or selling into new markets. How will your consumers react to the decisions you make and how will your competitors respond?
This book takes you through the market research process from initial problem identification through research design, consideration of alternative methodologies, briefing an agency, questionnaire design and approval, to managing the project, analysis and presentation of results.
Whether you use an outside research agency or your own market research or consumer insight department, spending a week to understand the process will give you unique skills which will ensure that you get the research results you need that will address the marketing questions you have.
Each of the seven chapters in Market Research In A Week covers a different aspect:
- Sunday: Market research and project design
- Monday: The research brief and research proposal
- Tuesday: Qualitative market research
- Wednesday: Quantitative market research
- Thursday: Questionnaire and topic guide design
- Friday: Research analysis
- Saturday: Report writing and presentation skills
Kathryn Petersen, Decision Tech's CEO, faces the ultimate leadership crisis: Uniting a team in such disarray that it threatens to bring down the entire company. Will she succeed? Will she be fired? Will the company fail? Lencioni's utterly gripping tale serves as a timeless reminder that leadership requires as much courage as it does insight.
Throughout the story, Lencioni reveals the five dysfunctions which go to the very heart of why teams even the best ones-often struggle. He outlines a powerful model and actionable steps that can be used to overcome these common hurdles and build a cohesive, effective team. Just as with his other books, Lencioni has written a compelling fable with a powerful yet deceptively simple message for all those who strive to be exceptional team leaders.
“Two or three years from now, every public relations firm that wants to be taken seriously in the C-suite and/or a lead marketing role will have someone like Marshall in its senior leadership ranks, a chief analytics officer responsible for ensuring that account leaders think more deeply about analytics and that thfirm works with the best available outside suppliers to integrate analytics appropriately.”
—Paul Holmes, The Holmes Report
“Marshall has provided much-needed discipline to our newest marketing frontier—a territory full of outlaws, medicine men, dot com tumbleweeds, and snake oil.”
—Ryan Rasmussen, VP Research, Zócalo Group
“Marshall Sponder stands apart from the crowd with this work. His case study approach, borne of real-world experience, provides the expert and the amateur alike with bibliography, tools, links, and examples to shortcut the path to bedrock successes. This is a reference work for anyone who wants to explore the potential of social networks.”
—W. Reid Cornwell, Ph.D., Chief Scientist, The Center for Internet Research
“Marshall is a solutions design genius of unparalleled knowledge and acumen, and when he applies himself to the business of social media, the result is a timely and important commentary on the state of research capabilities for social media.”
—Barry Fleming, Director, Analytics & Insights, WCG, and Principal, DharmaBuilt.com
About the Book
Practically overnight, social media has become a critical tool for every marketing objective—from outreach and customer relations to branding and crisis management. For the most part, however, the data collected through social media is just that: data. It usually seems to hold little or no meaning on which to base business decisions. But the meaning is there . . . if you’re applying the right systems and know how to use them.
With Social Media Analytics, you’ll learn how to get supremely valuable information from this revolutionary new marketing tool. One of the most respected leaders in his field and a pioneer in Web analytics, Marshall Sponder shows how to:Choose the best social media platforms for your needs Set up the right processes to achieve your goals Extract the hidden meaning from all the data you collect Quantify your results and determine ROI
Filled with in-depth case studies from a range of industries, along with detailed reviews of several social-monitoring platforms, Social Media Analytics takes you beyond “up-to-date” and leads you well into the future—and far ahead of your competition. You will learn how to use the most sophisticated methods yet known to find customers, create relevant content (and track it), mash up data from disparate sources, and much more. Sponder concludes with an insightful look at where the field will likely be going during the next few years.
Whether your social media marketing efforts are directed at B2B, B2C, C2C, nonprofit, corporate, or public sector aims, take them to the next step with the techniques, strategies, and methods in Social Media Analytics—the most in-depth, forward-looking book on the subject.
Levi Strauss isn’t alone. Too many corporations outsource their understanding of culture to trend hunters, cool watchers, marketing experts, consulting firms, and, sometimes, teenage interns. The cost to Levi-Strauss was a billion dollars. The cost to the rest of corporate America is immeasurable.
The lesson? The American corporation needs a new professional. It needs a Chief Culture Officer.
Grant McCracken, an anthropologist who now trains some of the world’s biggest companies and consulting firms, argues that the CCO would keep a finger on the pulse of contemporary cultural trends—from sneakers to slow food to preppies—while developing a systematic understanding of the deep waves of culture in America and the world. The CCO’s professionalism would allow the corporation to see coming changes, even when they only exist as the weakest of signals.
Delightfully authoritative, trenchantly on point, bursting with insight and character, Chief Culture Officer is sure to expand your horizons—and your business.
The average conversion rate—the rate at which visitors convert into customers—across the web is only 2%. That means it's likely that 98% of visitors to your website won't end up converting into customers.
What's the solution? A/B testing.
A/B testing is the simple idea of showing several different versions of a web page to live traffic, and then measuring the effect each version has on visitors. Using A/B testing, companies can improve the effectiveness of their marketing and user experience and, in doing so, can sometimes double or triple their conversion rates. Testing has been fundamental in driving the success of Google, Amazon, Netflix, and other top tech companies. Even Barack Obama and Mitt Romney had dedicated teams A/B testing their campaign websites during the 2012 Presidential race.
In the past, marketing teams were unable to unleash the power of A/B testing because it required costly engineering and IT resources. Today, a new generation of technology that enables marketers to run A/B tests without depending on engineers is emerging and quickly becoming one of the most powerful tools for making data-driven decisions.
Authors Dan Siroker and Pete Koomen are cofounders of Optimizely, the leading A/B testing platform used by more than 5,000 organizations across the world. A/B Testing: The Most Powerful Way to Turn Clicks Into Customers offers best practices and lessons learned from more than 300,000 experiments run by Optimizely customers. You'll learn:What to test How to choose the testing solution that's right for your organization How to assemble an A/B testing dream team How to create personalized experiences for every visitor And much more Marketers and web professionals will become obsolete if they don't embrace a data-driven approach to decision making. This book shows you how, no matter your technical expertise.
Formed in 2002 by Elon Musk, the founder of PayPal and the Zip2 Corporation, SpaceX has already developed two state-of-the-art new launch vehicles, established an impressive launch manifest, and been awarded COTS funding by NASA to demonstrate delivery and return of cargo to the ISS.
This book describes how simplicity, low-cost, and reliability can go hand in hand, as promoted in the philosophy of SpaceX. It explains how, by eliminating the traditional layers of internal management and external sub-contractors and keeping the vast majority of manufacturing in house, SpaceX reduces its costs while accelerating decision making and delivery, controls quality, and ensures constant liaison between the design and manufacturing teams.
Keywords: FMCG , History, Manufactures, Brands, Innovation, Global, Consumer, Retail, Market, Emerging Markets, Coke, Colgate-Palmolive, Danone, Dean Foods, Estée Lauder, General Mills, Heinz, Henkel, Kellog, Kimberly-Clark, Kraft, L'Oréal, Mars, Nestlé, Procter & Gamble, Pepsi, Reckitt Benckiser, Unilever
Legendary business writer Seth Godin has three essential questions for every marketer:
“What’s your story?”
“Will the people who need to hear this story believe it?”
“Is it true?”
All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that’s virtually the same car. We believe that $225 sneakers make our feet feel better—and look cooler—than a $25 brand. And believing it makes it true.
As Seth Godin has taught hundreds of thousands of marketers and students around the world, great marketers don’t talk about features or even benefits. Instead, they tell a story—a story we want to believe, whether it’s factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories.
Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod.
But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That’s a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.
But for the rest of us, it’s time to embrace the power of the story. As Godin writes, “Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it.”
From the Trade Paperback edition.
This complete summary of the ideas from Joseph Jaffe's book "Flip the Funnel" shows that using the traditional sales funnel, businesses worldwide spend billions on acquiring new customers. You advertise widely to create awareness and then follow up with those that show interest to hopefully stoke their desire for what’s on offer. Then, when the time is right, you make them an irresistible offer to get them to take action and buy. Money goes in one end of the funnel and satisfied customers hopefully come out the other end. What if you were to flip that funnel over? What would be the result if instead of spending all that money trying to acquire new customers, you instead spent that same money on making the customers you already have happier by providing them with a superior customer experience? This summary is all customer loyalty and retention.
Added-value of this summary:
• Save time
• Understand key concepts
• Increase your business knowledge
To learn more, read "Flip the Funnel" and discover how to grow your customer base from the inside out.
The Handbook of Mobile Market Research is the first guide to focus exclusively on the use of mobile technology in market research. From a global perspective, more people own mobile phones than landlines or computers, and most people have their mobile phones with them at all times—along with their tablets, smartwatches, media players, and navigation devices. The continuous surge of mobile innovation provides unprecedented access to real-time consumer behaviour. Mobile market research allows users to reach more people, engage more people, and collect more valuable data as respondents are free to engage at their own pace, on their own time.
Industry forerunners Ray Poynter, Navin Williams, and Sue York employ decades of study to examine the present and future state of mobile market research, as well as the advantages and disadvantages of various approaches. This book contains clear, comprehensive knowledge for those who implement, utilise, and study the field. Readers will learn:The characteristics, scope, and importance of mobile market research Purposes and effects of principal tools like brand tracking, ad testing, customer satisfaction research, and research technology How mobile devices are used for qualitative and quantitative research by way of online focus groups, online discussions, mobile diaries, mobile ethnographies, and mobile surveys Aspects and implications of mobile computer interviews, mobile phone interviews, mixed-mode research, international mobile research, and research using passive data, panels, lists, and communities The significance of the mobile ecosystem, market research ethics, and research on research
Designed to be accessible and helpful for beginners and advanced users alike, The Handbook of Mobile Market Research is an extensive guide to one of the most promising, dynamic methods of data collection.
All companies use information to set strategies and accomplish business objectives. But how many CEOs and CIOs would say they are satisfied that their companies get maximum value from information? Business Transformation reveals how SAS's Information Evolution Model (IEM) can be used together with analytics for groundbreaking results. Author Aiman Zeid provides the necessary information you need to introduce and promote the use of analytics and insight across your organization. Along with examples and best practices of global companies that have successfully been through this process, you'll learn how to identify the starting point and develop a road map for execution.Reveals how to introduce and promote the use of analytics and insights across your organization Written by a lead developer at SAS global Business Intelligence Competency Center program and services Features global case studies and examples
Practical and insightful, this reference provides businesses with an essential blueprint for creating improvements that optimize business returns and put the potential of data analytics to work.
In this wide-ranging exploration the authors Noah Kerner, a celebrated marketing maverick, and Gene Pressman, legendary creative visionary and former co-CEO of Barneys New York, have uncovered surprising and universal patterns and trends. They systematically parse the successes and failures of the last few decades -- in music and fashion, magazines and food, spirits and hip-hop culture. Their discoveries are pulled together in this definitive book on the commerce of cool.
Nike and Target endure as relevant brands not because of a shortsighted and gimmicky campaign. A dash of bling and a viral website don't amass long-term value. Brands are effectively developed when companies take substantial risk -- and face the possibility of real failure -- in order to open up the opportunity for real success.
Chasing Cool includes interviews with more than seventy of today's most respected innovators from Tom Ford and Russell Simmons to Ian Schrager and Christina Aguilera. And through this accomplished assemblage, Pressman and Kerner dig beneath the surface and reveal how emphasizing long-lasting relevance trumps a fleeting preoccupation with what's hot and what's not. In a multidimensional, entertaining, and eminently readable book that redefines how to appeal to today's savvy consumer, Kerner and Pressman explore the lessons to be learned by America's ongoing search for the ever-changing concept of cool. Readers will learn how to apply these lessons to their own businesses and creative projects in order to stand out in today's cluttered marketplace.
"Simply chasing cool is really a bad idea; inspired by cool is a great idea. Walk the street, see what's going on, and spit it out in your own way. Don't do it because you research it, do it because you breathe it."
-- Russell Simmons, chairman and CEO of Rush Communications
"I can't imagine having to hire a so-called Cool Hunter. If I had to go to someone else to be cool, I'd just pack up my bags and find a new profession."
-- Tony Hawk, professional skateboarder
"It's possible to be both mainstream and edgy. You can be the Goliath but you always have to think and behave like the David."
-- Scott Bedbury, former Nike and Starbucks marketing executive
"I love looking at trend reports because then I know exactly what I shouldn't be doing."
-- John Demsey, group president, Estée Lauder, MAC Cosmetics, Prescriptives, Sean John, and Tom Ford Beauty
"I don't believe in creation by committee. I think it's impossible."
-- Bonnie Fuller, chief editorial director and executive vice president of American Media Inc.
"We had to make a big decision at MTV when I was there. Do we grow old with our audience or are we going to be the voice of young America? We made the decision to be the voice of young America, which meant we had to let people grow out of MTV."
-- Bob Pittman, cofounder of MTV, former president of AOL
Invisible Influence by Jonah Berger is a close examination of the psychology behind behavioral decisions related to identity and branding. Many decisions that the average person makes every day are deeply impacted by factors of which they are seldom aware. A person is likely to understand that others are influenced by suggestion but unlikely to recognize when the same factors can influence a personal decision.
Familiarity is a strong motivator for choices. People think more favorably about the things they see frequently even if they are unaware that they have seen them. They are also more likely to conform to group consensus, which can lead to increased popularity of popular products but can cause individuals to avoid contradicting a group that agreed on the wrong choice.
Individuals differentiate themselves from others by choosing unfamiliar options intentionally. Privately, the same people will make similar choices as the rest of the group…
PLEASE NOTE: This is key takeaways and analysis of the book and NOT the original book.
Inside this Instaread Summary of Invisible Influence by Jonah Berger | Includes Analysis
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Did you know Instagram is twice as big as Twitter and as big as all the major social media platforms, combined? Or that a revolutionary feature is coming that will make you two clicks away from a sale? Probably not, because this is the only book that tells you the secrets “marketing gurus” don’t want you to know.
My mission is not upselling you on some thousand dollar marketing webinar, or some “get rich now!” scheme. My mission is to spread the word on the secrets brands, and companies, don’t want you to know; because something huge is coming.
Are you prepared?
This complete summary of the ideas from Seth Godin's book "Unleading the Ideavirus" shows that instead of using expensive mass advertising, the most effective way to market products and services in a network enabled economy is to create highly satisfied early customers – and then provide them with the tools, incentives and rewards they need to market your product or service to everybody else. In his book, the author explains that the companies that achieve this will create and unleash an Ideavirus - a marketing vehicle that acts just like a biological or computer virus as it spreads and propagates from one person to another. This summary will teach you how to create this Ideavirus and the benefits that it will bring for your business.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your knowledge
To learn more, read "Unleashing the Ideavirus" and discover the key to creating the most effective marketing campaign available.
Dichter's survey and analysis of behavior ranges widely. He examines everyday matters of product choice, as well as such broad civic issues as voter participation, religious toleration, and racial understanding. He shows that in order to achieve socially constructive goals, it is necessary to move beyond theological exhortation, which takes an unrealistic view of human morality, as well as beyond the limits of empirically oriented social science research, which only deals in appearances. Dichter sees human action as rooted in irrational and often unconscious motivation, which can usually be uncovered if the correct approach is used. In his consumer research, he analyzes the nonutilitarian importance of objects in everyday life, as well as how products and materials become bound with emotional resonance or acquire different meanings from different contexts or points of view. Dichter shows that success depends on the satisfaction of desires and a movement beyond the ethic of work and saving. Arguing that in an increasingly technological world, progress and social harmony are materially based, he advocates a morality of the good life in which prosperity and leisure lead to greater human self-assurance in the face of change.
First published in 1960, The Strategy of Desire is especially timely in the age of the Internet and ever-increasing effect of sophisticated computer technology on consumer culture.
Ernest Dichter (1907-1991) was consulting psychologist for the Columbia Broadcasting System from 1943 to 1946, president of the Institute for Motivational Research, and founder of Ernest Dichter Associates International. His books include, The Psychology of Everyday Life, Handbook of Consumer Motivation, Motivating Human Behavior, and The Naked Manager. Arthur Asa Berger is professor of broadcast and electronic communication arts at San Francisco State University.
How people buy things has changed profoundly—yet the fundamental thinking about consumer decision-making and marketing has not. Most marketers still believe that they can shape consumers’ perception and drive their behavior. In this provocative book, Stanford professor Itamar Simonson and bestselling author Emanuel Rosen show why current mantras are losing their relevance. When consumers base their decisions on reviews from other users, easily accessed expert opinions, price comparison apps, and other emerging technologies, everything changes.
Absolute Value answers the pressing questions of how to influence customers in this new age. Simonson and Rosen point out the old-school marketing concepts that need to change and explain how a company should design its communication strategy, market research program, and segmentation strategy in the new environment. Filled with deep analysis, case studies, and cutting-edge research, this forward-looking book provides a totally new way of thinking about marketing.
A timeless business classic, Who Moved My Cheese? uses a simple parabel to reveal profound truths about dealing with change so that you can enjoy less stress and more success in your work and in your life.
It would be all so easy if you had a map to the Maze.
If the same old routines worked.
If they'd just stop moving "The Cheese."
But things keep changing...
Most people are fearful of change, both personal and professional, because they don't have any control over how or when it happens to them. Since change happens either to the individual or by the individual, Dr. Spencer Johnson, the coauthor of the multimillion bestseller The One Minute Manager, uses a deceptively simple story to show that when it comes to living in a rapidly changing world, what matters most is your attitude.
Exploring a simple way to take the fear and anxiety out of managing the future, Who Moved My Cheese? can help you discover how to anticipate, acknowledge, and accept change in order to have a positive impact on your job, your relationships, and every aspect of your life.
Today, marketers and advertisers can do so much more than launch campaigns and hope for the best. Thanks to data, they can finally know what works and doesn't, and use that information to become more effective in the future.
That's where this groundbreaking marketing guide comes into play.
From POSSIBLE, one of the world's most successful digital marketing agencies, Does Your Marketing Work? reveals 10 easy-to-understand principles for building a higly creative organization that thrives on data. You'll learn how to how to set business goals, inspire great ideas, find the right people, measure what matters, and act on insight. The book explains how to evaluate everything from simple projects to long-term brand vitality--all the while keeping the field wide open for brilliant creative work.
Packed with proven strategies covering such topics as; Website Promotion, Search Engine Optimization and Social Media Marketing. This Box Set contains all three books in this series, contained in a single paperback book, all for one great low price!
1. Website Marketing & Promotion is the first book in this series, introducing key web promotion concepts, and concentrates on essential information for creating and marketing a successful website, e-commerce store, or other online business.
Make money on the internet and increase your sales with these core promotional strategies and concepts for increasing the flow of targeted traffic and converting this traffic into leads, prospects and sales for your business.
2. How to Search Engine Optimization, the second book in this series provides valuable insight into search engine optimization (SEO) techniques that will help you tap into the vast FREE traffic offered by search engines by following some simple steps designed to help push your website up in the search rankings.
SEO - Search Engine Optimization is the term given to obtaining traffic for your website from "organic" free listings in search engine result pages (SERPS). Google, Yahoo and Bing all show these pages when a user enters a search term or phrase into a search box located on one of these search engines. The key to search optimization, and tapping into this free traffic, is to get your website listed as high as possible in these search pages for keyword(s) related to your company or business.
3. Social Media Marketing. In this third edition of the Internet Marketing Cheat Sheets series we take a look at Social Media Marketing and how to leverage this rapidly expanding medium to help promote and market your brand, products and website via social networking, and the impact it can have on your SEO and search engine rankings.
Some benefits of using social networking correctly include; increased communication for business or other organizations, improved brand awareness, and often improves customer service and support. Additionally, social networking serves as a low cost platform for organizations to implement online marketing campaigns.
Building Customer-Brand Relationships is themed around the four key elements marketing communicators use in developing programs--audiences, brands, delivery, and content--but provides an innovative approach to marketing communications in the push-pull marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or pull media of Internet, mobile communications, social networks, and more. Its customer-centric media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text's concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.
Why would any customer choose Brand X over Brand Y, regardless of price? In a word: Value.
When customers feel they are getting good value from your product or service, they are more than happy to pay more—which is good news for you and your business. Even in today’s global market—with its aggressive competitors, low-cost commodities, savvy consumers, and intangible digital offerings—you can outsell and outperform the rest using Value-Based Pricing. Done correctly, this method of pricing and selling helps you:Understand your customers’ wants and needs Focus on what makes your company different Quantify your differences and build a value-based strategy Communicate your value directly to your customers
Now more than ever, it is essential for you to reexamine the reality of the value you offer customers—and this step-by-step program shows you how.
Developed by global consultants Harry Macdivitt and Mike Wilkinson, Value-Based Pricing identifies three basic elements of the Value Triad: revenue gain, cost reduction, and emotional contribution. By delivering these core values to your customers—through marketing, selling, negotiation, and pricing—you can expect an increase in profits, productivity, and consumer goodwill. These are the same value-based strategies used by major companies such as Philips, Alstom, Siemens, and Virgin Mobile. And when it comes to today’s more intangible markets—such as consulting services or digital properties like e-books and music files—these value-based strategies are more important than ever.
So forget about your old pricing methods based on costs and competition. Once you know your own value—and how to communicate it to others—everybody profits.
It's time to
-- before it's too late.
Outraged by the downward spiral of American intellect and culture, Michael R. LeGault offers the flip side of Malcolm Gladwell's bestselling phenomenon, Blink, which theorized that our best decision-making is done on impulse, without factual knowledge or critical analysis. If bestselling books are advising us to not think, LeGault argues, it comes as no surprise that sharp, incisive reasoning has become a lost art in the daily life of Americans. Somewhere along the line, the Age of Reason morphed into the Age of Emotion; this systemic erosion is costing time, money, jobs, and lives in the twenty-first century, leading to less fulfillment and growing dysfunction. LeGault provides a bold, controversial, and objective analysis of the causes and solutions for:
• the erosion of growth and market share at many established American companies, big and small, which appear to have less chance of achieving the dynamic expansion of the past
• permissive parenting and low standards that have caused an academic crisis among our children -- body weights rise while grades plummet
• America's growing political polarization, which is a result of our reluctance to think outside our comfort zone
• faulty planning and failure to act on information at all levels that has led to preventable disasters, such as the Hurricane Katrina meltdown
• a culture of image and instant gratification, fed by reality shows and computer games, that has rendered curiosity of the mind and spirit all but obsolete
• stress, aversion to taking risks, and therapy that are replacing the traditional American "can do" mind-set.
Far from perpetuating the stereotype of the complacent American, LeGault's no-holds-barred analysis asks more of us than any other societal overview: America can fulfill its greatest potential starting today, and we need smart teachers, smart health care workers, smart sales representatives, smart students, smart mechanics, and smart leaders to make it happen. Now is the time to THINK! -- because a mind truly is a terrible thing to waste.
With a device he calls STAS (Short Term Advertising Strength)--a measure of the immediate effect of advertising on sales--the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. When Ads Work offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.
Pragmalytics helps you address this challenge with practical techniques and real-world examples, to help you better navigate the modern marketing forest among ever-denser thickets of data, channels, and tools.
REACTIONS TO "PRAGMALYTICS"
"This is really good... full of common sense approaches that not only blend analytics and creativity, but hold everyone's thinking to a behavioral set of imperatives... a grounded human starting place that lets you make better decisions."
-Ben Kline, ex CSO/CMO, Leo Burnett
"This is a must read for business executives confronting the digital imperative. Brea's lively prose is on-point, provocative, and actionable."
-Bob Neuhaus, Global Sector Head - Financial Services, TNS
"This book presents practical advice with good examples and an easy-to-read style. I recommend it to senior marketing executives trying to approach multi-channel strategies in a more manageable way."
-Jeffrey Hupe, Founder, Phronesis Group, LLC, and former VP Global Strategy and Innovation, The Nielsen Group
A group of old school friends meet to catch up. They end up discussing the unexpected, unforeseen changes to their lives and one friend offers to tell a story about adapting to change. The story he tells involves four characters, two mice named Sniff and Scurry, and two “Littlepeople” named Hem and Haw. All of them are in a maze, looking for cheese, which they need to survive. For the “Littlepeople,” cheese also has a larger, metaphysical connotation in the sense that it also makes them happy—their Cheese is thus spelled with a capital C…PLEASE NOTE: This is key takeaways and analysis of the book and NOT the original book.
Inside this Instaread of Who Moved My Cheese:
· Overview of the book
· Important People
· Key Takeaways
· Analysis of Key Takeaways
The silver lining is that “who” problems are easily preventable. Based on more than 1,300 hours of interviews with more than 20 billionaires and 300 CEOs, Who presents Smart and Street’s A Method for Hiring. Refined through the largest research study of its kind ever undertaken, the A Method stresses fundamental elements that anyone can implement–and it has a 90 percent success rate.
Whether you’re a member of a board of directors looking for a new CEO, the owner of a small business searching for the right people to make your company grow, or a parent in need of a new babysitter, it’s all about Who. Inside you’ll learn how to
• avoid common “voodoo hiring” methods
• define the outcomes you seek
• generate a flow of A Players to your team–by implementing the #1 tactic used by successful businesspeople
• ask the right interview questions to dramatically improve your ability to quickly distinguish an A Player from a B or C candidate
• attract the person you want to hire, by emphasizing the points the candidate cares about most
In business, you are who you hire. In Who, Geoff Smart and Randy Street offer simple, easy-to-follow steps that will put the right people in place for optimal success.
From the Hardcover edition.
The bestselling classic on disruptive innovation, by renowned author Clayton M. Christensen.
His work is cited by the world’s best-known thought leaders, from Steve Jobs to Malcolm Gladwell. In this classic bestseller—one of the most influential business books of all time—innovation expert Clayton Christensen shows how even the most outstanding companies can do everything right—yet still lose market leadership.
Christensen explains why most companies miss out on new waves of innovation. No matter the industry, he says, a successful company with established products will get pushed aside unless managers know how and when to abandon traditional business practices.
Offering both successes and failures from leading companies as a guide, The Innovator’s Dilemma gives you a set of rules for capitalizing on the phenomenon of disruptive innovation.
Sharp, cogent, and provocative—and consistently noted as one of the most valuable business ideas of all time—The Innovator’s Dilemma is the book no manager, leader, or entrepreneur should be without.
When you drop your Diet Coke can or yesterday's newspaper in the recycling bin, where does it go? Probably halfway around the world, to people and places that clean up what you don't want and turn it into something you can't wait to buy. In Junkyard Planet, Adam Minter-veteran journalist and son of an American junkyard owner-travels deeply into a vast, often hidden, 500-billion-dollar industry that's transforming our economy and environment.
Minter takes us from back-alley Chinese computer recycling operations to recycling factories capable of processing a jumbo jet's worth of trash every day. Along the way, we meet an international cast of characters who have figured out how to squeeze Silicon Valley-scale fortunes from what we all throw away. Junkyard Planet reveals how "going green” usually means making money-and why that's often the most sustainable choice, even when the recycling methods aren't pretty.
With unmatched access to and insight on the waste industry, and the explanatory gifts and an eye for detail worthy of a John McPhee or William Langewiesche, Minter traces the export of America's garbage and the massive profits that China and other rising nations earn from it. What emerges is an engaging, colorful, and sometimes troubling tale of how the way we consume and discard stuff brings home the ascent of a developing world that recognizes value where Americans don't. Junkyard Planet reveals that Americans might need to learn a smarter way to take out the trash.
In The Ideal Team Player, Lencioni tells the story of Jeff Shanley, a leader desperate to save his uncle’s company by restoring its cultural commitment to teamwork. Jeff must crack the code on the virtues that real team players possess, and then build a culture of hiring and development around those virtues.
Beyond the fable, Lencioni presents a practical framework and actionable tools for identifying, hiring, and developing ideal team players. Whether you’re a leader trying to create a culture around teamwork, a staffing professional looking to hire real team players, or a team player wanting to improve yourself, this book will prove to be as useful as it is compelling.
From one of our leading technology thinkers and writers, a guide through the twelve technological imperatives that will shape the next thirty years and transform our lives
Much of what will happen in the next thirty years is inevitable, driven by technological trends that are already in motion. In this fascinating, provocative new book, Kevin Kelly provides an optimistic road map for the future, showing how the coming changes in our lives—from virtual reality in the home to an on-demand economy to artificial intelligence embedded in everything we manufacture—can be understood as the result of a few long-term, accelerating forces. Kelly both describes these deep trends—interacting, cognifying, flowing, screening, accessing, sharing, filtering, remixing, tracking, and questioning—and demonstrates how they overlap and are codependent on one another. These larger forces will completely revolutionize the way we buy, work, learn, and communicate with each other. By understanding and embracing them, says Kelly, it will be easier for us to remain on top of the coming wave of changes and to arrange our day-to-day relationships with technology in ways that bring forth maximum benefits. Kelly’s bright, hopeful book will be indispensable to anyone who seeks guidance on where their business, industry, or life is heading—what to invent, where to work, in what to invest, how to better reach customers, and what to begin to put into place—as this new world emerges.
From the Hardcover edition.
Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us?
Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging.
Hooked is based on Eyal’s years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior.
Eyal provides readers with:
• Practical insights to create user habits that stick.
• Actionable steps for building products people love.
• Fascinating examples from the iPhone to Twitter, Pinterest to the Bible App, and many other habit-forming products.
Icelanders wanted to stop fishing and become investment bankers. The Greeks wanted to turn their country into a pinata stuffed with cash and allow as many citizens as possible to take a whack at it. The Germans wanted to be even more German; the Irish wanted to stop being Irish.
Michael Lewis's investigation of bubbles beyond our shores is so brilliantly, sadly hilarious that it leads the American reader to a comfortable complacency: oh, those foolish foreigners. But when he turns a merciless eye on California and Washington, DC, we see that the narrative is a trap baited with humor, and we understand the reckoning that awaits the greatest and greediest of debtor nations.
One of The Wall Street Journal's 10 Books to Read Now • One of Kirkus Reviews's Best Nonfiction Books of the Year • One of Publishers Weekly's Most Anticipated Books of the Year
Shortlisted for the OWL Business Book Award and Longlisted for the Financial Times and McKinsey Business Book of the Year Award
Version 2.0, Updated and Expanded, with a New Afterword
We all sense it—something big is going on. You feel it in your workplace. You feel it when you talk to your kids. You can’t miss it when you read the newspapers or watch the news. Our lives are being transformed in so many realms all at once—and it is dizzying.
In Thank You for Being Late, version 2.0, with a new afterword, Thomas L. Friedman exposes the tectonic movements that are reshaping the world today and explains how to get the most out of them and cushion their worst impacts. His thesis: to understand the twenty-first century, you need to understand that the planet’s three largest forces—Moore’s law (technology), the Market (globalization), and Mother Nature (climate change and biodiversity loss)—are accelerating all at once. These accelerations are transforming five key realms: the workplace, politics, geopolitics, ethics, and community. The year 2007 was the major inflection point: the release of the iPhone, together with advances in silicon chips, software, storage, sensors, and networking, created a new technology platform that is reshaping everything from how we hail a taxi to the fate of nations to our most intimate relationships. It is providing vast new opportunities for individuals and small groups to save the world—or to destroy it.
With his trademark vitality, wit, and optimism, Friedman shows that we can overcome the multiple stresses of an age of accelerations—if we slow down, if we dare to be late and use the time to reimagine work, politics, and community. Thank You for Being Late is an essential guide to the present and the future.
"For beginners and professionals in search of answers." -- Stephen Joel Trachtenberg, President Emeritus and University Professor of Public Service, The George Washington University
"A 'must read' for every business major and corporate executive." -- Clarence Brown, former Acting Secretary, U.S. Department of CommerceThe Biggest Companies. The Boldest Campaigns.
THE BEST INSIDER'S GUIDE ON THE MARKET.
The most comprehensive book of its kind, The Big Book of Marketing is the definitive resource for marketing your business in the twenty-first century. Each chapter covers a fundamental aspect of the marketing process, broken down and analyzed by the greatest minds in marketing today. For the first time ever, 110 experts from the world's most successful companies reveal their step-by-step strategies, proven marketing tools, and tricks of the trade—fascinating, exclusive, real-world case studies from an all-star roster of companies, including:
ACNielsen * Alcoa * American Express * Amtrak * Antimicrobial * Technologies Group * APL Logistics * Arnold * AT&T * Atlas Air * Bloomingdale's * BNSF * Boeing * Bristol-Myers Squibb * Burson-Marsteller * BzzAgent * Caraustar * Cargill * Carnival * Coldwell Banker * Colgate-Palmolive * Colonial Pipeline * Con-way * Costco * Dean Foods * Discovery Communications * Draftfcb * DSC Logistics * DuPont * Edelman * ExxonMobil * Fabri-Kal * FedEx Trade Networks * Fleishman-Hillard * Ford * Frito-Lay * GE * Greyhound * Hair Cuttery * Hilton * HOLT CAT * IBM * Ingram Barge * Ingram Micro * International Paper * John Deere * Kimberly-Clark * Kodak * Kraft * L.L.Bean * Landor * Long Island Rail Road * Lulu.com * Mars * MCC * McCann * McDonald's * McKesson * Nationals * NCR * New York Times * Nordstrom * Ogilvy Action * OHL * 1-800Flowers.com * Overseas Shipholding Group * Owens Illinois * P & G * Papa John's * Paramount Pictures * Patagonia * PepsiCo * Pfizer * Porter Novelli * RAPP * Ritz-Carlton * Safeway * Saks Fifth Avenue * Sara Lee * SC Johnson * Sealed Air * Sears * Silgan * Skyhook * Snap-on Tools * Southwest * Sports and Leisure * ResearchGroup * Staples * Stoner * Supervalu * Synovate * Tanimura & Antle * TBWA * Tenet Healthcare * Texas Instruments * 3M * ToysRUs * Trader Joe's * Tupperware * Under Armour * United Airlines * United Stationers * Verizon * VISA * Weyerhaeuser * Wilson Sporting Goods * Wunderman * Xerox * Y&R * Zappos.com
No matter what business you're in--from retail and manufacturing to service and nonprofit--The Big Book of Marketing offers the most practical, hands-on advice you’ll ever find . . . from the best in the business.
Anthony G. Bennett taught marketing at Georgetown University. With three decades of experience in the field, he has held a variety of key marketing positions at Fortune 500 companies, including AT&T and others. He resides in McLean, Virginia.
Winning CEO A.G. Lafley is now back at the helm of consumer goods giant Procter & Gamble. If you want to know the strategy he’ll use to restore P&G to its former dominance—read this book.
Playing to Win, a noted Wall Street Journal and Washington Post bestseller, outlines the strategic approach Lafley, in close partnership with strategic adviser Roger Martin, used to double P&G’s sales, quadruple its profits, and increase its market value by more than $100 billion when Lafley was first CEO (he led the company from 2000 to 2009). The book shows leaders in any type of organization how to guide everyday actions with larger strategic goals built around the clear, essential elements that determine business success—where to play and how to win.
Lafley and Martin have created a set of five essential strategic choices that, when addressed in an integrated way, will move you ahead of your competitors. They are: (1) What is our winning aspiration? (2) Where will we play? (3) How will we win? (4) What capabilities must we have in place to win? and (5) What management systems are required to support our choices? The result is a playbook for winning.
The stories of how P&G repeatedly won by applying this method to iconic brands such as Olay, Bounty, Gillette, Swiffer, and Febreze clearly illustrate how deciding on a strategic approach—and then making the right choices to support it—makes the difference between just playing the game and actually winning.
Playing to Win outlines a proven method that has worked for some of today’s most celebrated brands and products. Let this book serve as your new guide to winning, as well.
Whether you're a manger looking to implement employee appraisals for the first time, concerned with improving the quality and effectiveness of the appraisal process, or simply trying to save time and mental anguish Performance Appraisals & Phrases For Dummies provides the tools you need to save time and energy while presenting fair and accurate evaluations that foster employee growth.
This convenient, portable package includes a full-length appraisal phrasebook featuring over 3,200 spot-on phrases and plenty of quick-hitting expert tips on making the most out of the process. You'll also receive online access to writable, customizable sample evaluation forms other timesaving resources.Includes more than 3,200 phrases for clear, and helpful evaluations Helps make evaluations faster, more effective, and far less stressful Offers far more advice and coaching than other performance appraisal books Serves as an ideal guide for managers new to the appraisal process
With expert advice from Ken Lloyd, a nationally recognized consultant and author, Performance Appraisals and Phrases For Dummies makes the entire process easier, faster, and more productive for you and your employees.