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The digital era s new consumer demands a new approach to PR Inbound PR is the handbook that can transform your agency s business. Today s customer is fundamentally different, and traditional PR strategies are falling by the wayside. Nobody wants to feel marketed to; we want to make our ...
Inbound PR: The PR Agency's Manual to Transforming Your Business With Inbound
The digital era s new consumer demands a new approach to PR Inbound PR is the handbook that can transform your agency s business. Today s customer is fundamentally different, and traditional PR strategies are falling by the wayside. Nobody wants to feel marketed to; we want to make our own choices based on our own research and experiences online. When problems arise, we demand answers on social media, directly engaging the company in front of a global audience. We are the most empowered, sophisticated customer base in the history of PR, and PR professionals must draw upon an enormous breadth of skills and techniques to serve their clients interests. Unfortunately, those efforts are becoming increasingly ephemeral and difficult to track using traditional metrics. This book merges content and measurement to give today s PR agencies a new way to build brands, evaluate performance and track ROI. The ability to reach the new consumer, build the relationship, and quantify the ROI of PR services allows you to develop an inbound business and the internal capabilities to meet and exceed the needs of the most demanding client. In this digital age of constant contact and worldwide platforms, it s the only way to sustainably grow your business and expand your reach while bolstering your effectiveness on any platform. This book shows you what you need to know, and gives you a clear framework for putting numbers to reputation. Build brand awareness without marketing to the audience Generate more, higher-quality customer or media leads Close the deal and nurture the customer or media relationship Track the ROI of each stage in the process Content is the name of the game now, and PR agencies must be able to prove their worth or risk being swept under with obsolete methods. Inbound PR provides critical guidance for PR growth in the digital era, complete with a practical framework for stimulating that growth.
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35.82 USD

Inbound PR: The PR Agency's Manual to Transforming Your Business With Inbound

by Iliyana Stareva
Hardback
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WARNING: Do Not Read This Book If You Hate Money To build a successful business, you need to stop doing random acts of marketing and start following a reliable plan for rapid business growth. Traditionally, creating a marketing plan has been a difficult and time-consuming process, which is why it ...
The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
WARNING: Do Not Read This Book If You Hate Money To build a successful business, you need to stop doing random acts of marketing and start following a reliable plan for rapid business growth. Traditionally, creating a marketing plan has been a difficult and time-consuming process, which is why it often doesn't get done. In The 1-Page Marketing Plan, serial entrepreneur and rebellious marketer Allan Dib reveals a marketing implementation breakthrough that makes creating a marketing plan simple and fast. It's literally a single page, divided up into nine squares. With it, you'll be able to map out your own sophisticated marketing plan and go from zero to marketing hero. Whether you're just starting out or are an experienced entrepreneur, The 1-Page Marketing Plan is the easiest and fastest way to create a marketing plan that will propel your business growth. In this groundbreaking new book you'll discover: * How to get new customers, clients or patients and how to make more profit from existing ones. * Why big business style marketing could kill your business and strategies that actually work for small and medium-sized businesses. * How to close sales without being pushy, needy, or obnoxious while turning the tables and having prospects begging you to take their money. * A simple step-by-step process for creating your own personalized marketing plan that is literally one page. Simply follow along and fill in each of the nine squares that make up your own 1-Page Marketing Plan. * How to annihilate competitors and make yourself the only logical choice. * How to get amazing results on a small budget using the secrets of direct response marketing. * How to charge high prices for your products and services and have customers actually thank you for it.
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15.740000 USD
Paperback
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B2B Customer Experience shows readers how to deliver the very best customer experience (often referred to as CX), within the business-to-business realm. Marketers have long known that emotions are important in driving our experiences, and the subject is now high on the agenda of B2B companies who want to deliver ...
B2B Customer Experience: A Practical Guide to Delivering Exceptional CX
B2B Customer Experience shows readers how to deliver the very best customer experience (often referred to as CX), within the business-to-business realm. Marketers have long known that emotions are important in driving our experiences, and the subject is now high on the agenda of B2B companies who want to deliver a 'wow' to their customers. Achieving this 'wow' factor helps organizations distinguish themselves from their competition, while simultaneously winning new business and retaining existing clients. B2B Customer Experience is the essential handbook that guides the reader through the process of creating an exceptional customer experience. Intensely practical in its approach, B2B Customer Experience is divided into five parts to walk readers through the journey of planning, mapping, structuring, implementing and controlling an effective customer experience, all bespoke for the B2B environment. Clearly argued and supported by real-world examples, this text will help readers understand critical features including the difference between customer experience, loyalty and inertia; how to use journey maps to establish strengths and weaknesses in an organization, and how to ensure that sales teams are engaged in the customer experience programme. Discussing some of the best known examples of consumer-focused customer experiences from companies such as Zappos, Nordstrom and John Lewis, B2B Customer Experience is the must-have text for any marketing professional working within a B2B environment.
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34.11 USD

B2B Customer Experience: A Practical Guide to Delivering Exceptional CX

by Nicholas Hague, Paul Hague
Paperback
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Unprecedented upheavals in routes-to-market are challenging businesses of all types. Products are becoming services, online and offline channels are integrating, and new distribution channels are dictating terms to producers. The third edition of Distribution Channels re-positions itself as Sales and Marketing Channels, placing market access at the heart of business ...
Sales and Marketing Channels: How to Build and Manage Distribution Strategy
Unprecedented upheavals in routes-to-market are challenging businesses of all types. Products are becoming services, online and offline channels are integrating, and new distribution channels are dictating terms to producers. The third edition of Distribution Channels re-positions itself as Sales and Marketing Channels, placing market access at the heart of business and marketing strategy. This global bestseller delivers a rational economic framework to analyze, plan and manage profitable channels to market. It addresses emerging business models and buying behaviours with practical steps, ensuring maximum leverage of channel partners at every stage of the go-to-market process. Sales and Marketing Channels, a fully-revised third edition, takes a multi-sector approach with an entire new series of specialist sections for application to any business. This efficient structure extracts tangible commercial value from partner relationships, integrating innovative case studies like AirBNB, the largest seller of rooms without ownership of any; Transferwise, the peer-to-peer Forex; plus the rise of online retailers like Amazon and ASOS versus the decline of traditional stores like Macy's or BHS. Updates include the impact of cloud technology, advancing consumer channels, monetizing the distribution of intellectual property and the evolving 'gig economy', led by Uber and Deliveroo. Often referred to as the Place P in the marketing mix, this book and its host of downloadable resources are an essential toolkit for strategizing new and existing routes to market.
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51.18 USD

Sales and Marketing Channels: How to Build and Manage Distribution Strategy

by Julian Dent
Paperback
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This book focuses on the unique challenges women in politics face in the United States based on their gender. It also focuses on issues of intersectionality in political marketing, including race, age, weight, sexual orientation, gender identity and gender expression. From a theoretical perspective, this book facilitates an investigation of ...
Gender and Political Marketing in the United States and the 2016 Presidential Election: An Analysis of Why She Lost
This book focuses on the unique challenges women in politics face in the United States based on their gender. It also focuses on issues of intersectionality in political marketing, including race, age, weight, sexual orientation, gender identity and gender expression. From a theoretical perspective, this book facilitates an investigation of the interplay of gender dynamics and power structures within political marketing. Focusing on women in the United States of both parties at various levels in politics, it examines both historical data and contemporary examples of female politicians and their campaigns. Using qualitative research methods and taking a feminist approach to data collection and analysis, this book features primary source interviews with 15 politicians, including a Governor, Senator, two Congresswomen, and several state and local legislators. It also incorporates interviews with 19 political consultants, PAC executives, aides, political party officials, and members of Media and Focus.
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83.990000 USD

Gender and Political Marketing in the United States and the 2016 Presidential Election: An Analysis of Why She Lost

by Minita Sanghvi
Hardback
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The prerequisites for efficient and effective marketing and sales organizing have changed. Continued internationalization and richer access to information means that both customer firms and suppliers cover greater geographical space, and they have generally become more coordinated and sophisticated. Increased competence and maturity among customer firms has changed how those ...
Organizing Marketing and Sales: Mastering Contemporary B2B Challenges
The prerequisites for efficient and effective marketing and sales organizing have changed. Continued internationalization and richer access to information means that both customer firms and suppliers cover greater geographical space, and they have generally become more coordinated and sophisticated. Increased competence and maturity among customer firms has changed how those firms relate to their suppliers. Accordingly, there has been increased attention to how business relations can enhance value-creation. This introduces a whole new set of organizational challenges for marketing and sales. Organizing Marketing and Sales addresses a number of themes related to this development, both empirically and conceptually. It offers case studies to demonstrate in detail the kinds of challenges faced by multinational, multiproduct firms, and it also draws upon theoretical perspectives in order to examine contemporary challenges in marketing and sales organization.
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119.44 USD

Organizing Marketing and Sales: Mastering Contemporary B2B Challenges

Hardback
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Whether professional or amateur, sports businesses must develop their brand and image to meet the expectations of a diverse environment, consisting of fans, sponsors, and other stakeholders. The value and instruments of market research can provide the required resources for sports businesses to realize their plans. In Market Research in ...
Market Research Methods in the Sports Industry
Whether professional or amateur, sports businesses must develop their brand and image to meet the expectations of a diverse environment, consisting of fans, sponsors, and other stakeholders. The value and instruments of market research can provide the required resources for sports businesses to realize their plans. In Market Research in the Sports Industry, Jasenko Ljubica and Neven Seric provide a comprehensive elaboration of market research methods to be used by sports businesses. The book identifies and explains the most effective uses of market research, drawing upon real-life case studies. The application of the methods presented in this book, ranging from the simplest - monitoring the environment - to the most complex sampling methods, can significantly contribute to the development of sports businesses by increasing the number of members, sponsors, followers and fans. The book will be invaluable for researchers, educators and students of Sports Management and Marketing, and it will also prove useful to sporting professionals seeking to gain a competitive edge in the market.
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102.38 USD

Market Research Methods in the Sports Industry

by Jasenko Ljubica, Neven Seric
Hardback
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In public relations, people talk about positioning an idea, a persona, a political ideal, an ideology - but what are they talking about? Why do some positions taken by organizations crystallize in the minds of audiences, while others fail?ã Whilst positioning is not something new in public relations, this book ...
Positioning Theory and Strategic Communication: A new approach to public relations research and practice
In public relations, people talk about positioning an idea, a persona, a political ideal, an ideology - but what are they talking about? Why do some positions taken by organizations crystallize in the minds of audiences, while others fail?ã Whilst positioning is not something new in public relations, this book is the first to explicate what it involves, how it works and how to do it. This is the first in-depth exploration of the possibilities of Positioning Theory for the public relations fieldã and it adds a new perspective to the growing body of multidisciplinary work in this rich theoretical area, moving the discussion away from the traditional communication plans of previous decades, which fail to accommodate the changing media and opinion landscapes. The author pulls together various strands of socio-cultural theory into an analytical framework, providing readers with a tool to analyse the organizational implications of public relations decisions, guiding strategic decision making through realistic scenario planning. This thought-provoking book provides an alternative path to studying communication in increasingly complex environments and as such, will be vital reading for researchers and educators, advanced communication and public relations students, and for senior public relations practitioners.
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52.450000 USD

Positioning Theory and Strategic Communication: A new approach to public relations research and practice

by Melanie James
Paperback
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The Second Edition of this text maintains a scholarly approach, providing students with an up-to-date understanding of both the theory and practice of social media marketing, whilst taking a thorough refreshment of the cases, examples and the literature. It offers a critical evaluation of the theoretical frameworks that can be ...
Social Media Marketing: Theories and Applications
The Second Edition of this text maintains a scholarly approach, providing students with an up-to-date understanding of both the theory and practice of social media marketing, whilst taking a thorough refreshment of the cases, examples and the literature. It offers a critical evaluation of the theoretical frameworks that can be used to explain and utilise social media, providing discussion questions and further reading throughout. Readers are invited to think about the different types of social media users and explore topics such as brand loyalty, co-creation, marketing strategy, measurement, mobile platforms, privacy and ethics. As well as tracing the emergence and trends of Web 2.0 and what they mean for marketing, the author also considers the future for social media marketing. The book is supported by real-life examples and case studies from a range of industries, companies and countries such as China, Canada, Sweden and Singapore. They include DHL (Germany), Dubai Foundation for Women and Children, Google (Taiwan), Addict Aide (France) Canada (opera Vancouver), Britain (British Tourism), Procter & Gamble (Global), Maggi (India), McDonalds (Global), eBags (US/Global), Vodafone (Romania). Online resources for this book are available here Suitable for Marketing, Advertising or Media students taking classes on social media or digital marketing at upper undergraduate, Masters or Doctoral level.
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152.250000 USD

Social Media Marketing: Theories and Applications

by Stephan Dahl
Hardback
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Trust is an invaluable commodity in any business environment. Organizations benefit from being viewed as transparent, open and human, and one of the best ways of achieving this is through authentic employee advocacy. Participation Marketing takes a detailed look at the benefits that arise when employees are fully subscribed to ...
Participation Marketing: Unleashing Employees to Participate and Become Brand Storytellers
Trust is an invaluable commodity in any business environment. Organizations benefit from being viewed as transparent, open and human, and one of the best ways of achieving this is through authentic employee advocacy. Participation Marketing takes a detailed look at the benefits that arise when employees are fully subscribed to a brand's ethos, and how this can be used to magnify a brand's voice. After all, it's likely that every individual employee of a company now has several hundred unique social media connections, if not more. So by engaging staff and encouraging them to participate in company activity and share via their own channels, they will be broadcasting trusted brand experiences to entirely new groups of consumers. Employee advocacy has always been worth investing in, but as the combination of constant connectedness and conversation becomes standard in our everyday lives, so too grows the importance of leveraging it. Participation Marketing will convince business leaders to think hard about employee advocacy as a channel that has many positive business outcomes. Internally, it will engage employees and make them feel as if they are a part of something bigger than just the nine to five. This will naturally result in employee satisfaction, retention and an increase in productivity. Externally, it will help brands reach new audiences with trusted and relevant stories.
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34.11 USD

Participation Marketing: Unleashing Employees to Participate and Become Brand Storytellers

by Michael Brito
Paperback
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New York Times bestselling author Donald Miller uses the seven universal elements of powerful stories to teach readers how to dramatically improve how they connect with customers and grow their businesses.Donald Miller's StoryBrand process is a proven solution to the struggle business leaders face when talking about their businesses. This ...
Building A Storybrand: Clarify Your Message So Customers Will Listen
New York Times bestselling author Donald Miller uses the seven universal elements of powerful stories to teach readers how to dramatically improve how they connect with customers and grow their businesses.Donald Miller's StoryBrand process is a proven solution to the struggle business leaders face when talking about their businesses. This revolutionary method for connecting with customers provides readers with the ultimate competitive advantage, revealing the secret for helping their customers understand the compelling benefits of using their products, ideas, or services. Building a StoryBrand does this by teaching readers the seven universal story points all humans respond to; the real reason customers make purchases; how to simplify a brand message so people understand it; and how to create the most effective messaging for websites, brochures, and social media. Whether you are the marketing director of a multibillion dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.
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26.240000 USD

Building A Storybrand: Clarify Your Message So Customers Will Listen

by Donald Miller
Hardback
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Networking master and New York Times bestselling author Dr. Ivan Misner along with David Alexander, and Brian Hilliard teach entrepreneurs how to master the art of networking. Introducing an exclusive results-measuring system; the Network Scorecard; this powerful guide motivates entrepreneurs to reach quality prospects, leverage new and current contacts, prompt ...
Networking Like a Pro: Turning Contacts Into Connections
Networking master and New York Times bestselling author Dr. Ivan Misner along with David Alexander, and Brian Hilliard teach entrepreneurs how to master the art of networking. Introducing an exclusive results-measuring system; the Network Scorecard; this powerful guide motivates entrepreneurs to reach quality prospects, leverage new and current contacts, prompt ongoing referrals and ultimately, boost their client base and their bottom line. With this powerful guide, eager entrepreneurs uncover undeniably effective networking techniques for building, reviving, and growing their business. Following the action plans provided, entrepreneurs learn key networking strategies including how to build their social capital, farm (not hunt) relationships and referrals, leverage the four major; of their networking driver, track the results of their efforts, and more. Entrepreneurs also discover how to enhance their networking efforts with new media tools, helping them reach new levels of referrals, free promotion, and connection with their clients.
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25.58 USD

Networking Like a Pro: Turning Contacts Into Connections

by Ivan Misner
Paperback / softback
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Whether we are checking emails, following friends on Facebook and Twitter, catching up on gossip from TMZ, planning holidays on TripAdvisor, arranging dates on Match.com, watching videos on Youtube, or simply browsing for deals on Amazon, the internet pervades our professional and personal environments. The internet has revolutionized our lives, ...
The Internet Trap: Five Costs of Living Online
Whether we are checking emails, following friends on Facebook and Twitter, catching up on gossip from TMZ, planning holidays on TripAdvisor, arranging dates on Match.com, watching videos on Youtube, or simply browsing for deals on Amazon, the internet pervades our professional and personal environments. The internet has revolutionized our lives, but at what cost? In The Internet Trap, Ashesh Mukherjee uses the latest research in consumer psychology to highlight five hidden costs of living online: too many temptations, too much information, too much customization, too many comparisons, and too little privacy. The book uses everyday examples to explain these costs including how surfing the internet anonymously can encourage bad behavior, using social media can make us envious and unhappy, and doing online research can devalue the product finally chosen. The book also provides actionable solutions to minimize these costs. For example, the book reveals how deciding not to choose is as important as deciding what to choose, setting up structural barriers to temptation can reduce overspending on e-commerce websites, and comparisons with others on social media websites needs to be cold rather than hot. The Internet Trap provides a new perspective on the dark side of the internet, and gives readers the tools to become a smart user of the internet.
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32.40 USD

The Internet Trap: Five Costs of Living Online

by Ashesh Mukherjee
Hardback
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Operation Shopping Centers: Guidebook to Effective Management and Promotion (Classic Reprint)
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11.520000 USD

Operation Shopping Centers: Guidebook to Effective Management and Promotion (Classic Reprint)

by Donald L Curtiss
Paperback
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Merchants of Death: The American Tobacco Industry
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16.280000 USD

Merchants of Death: The American Tobacco Industry

by Larry C White
Paperback
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Cruise Business Development: Safety, Product Design and Human Capital
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167.990000 USD

Cruise Business Development: Safety, Product Design and Human Capital

Paperback
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The Publisher (Classic Reprint)
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11.100000 USD

The Publisher (Classic Reprint)

by Robert Sterling Yard
Paperback
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The Marketer's Playbook: The Cmo's Guide to Modern Marketing
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18.850000 USD

The Marketer's Playbook: The Cmo's Guide to Modern Marketing

by Kevin Smith, Tony Quin
Paperback
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The Psychology of Advertising: A Simple Exposition of the Principles of Psychology in Their Relation to Successful Advertising (Classic Reprint)
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14.250000 USD

The Psychology of Advertising: A Simple Exposition of the Principles of Psychology in Their Relation to Successful Advertising (Classic Reprint)

by Walter Dill Scott
Paperback
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How to Become a Rock Star Chef in the Digital Age: A Step-By-Step Marketing System for Chefs and Restaurateurs to Burn Their Competition and Build Their Brand to Superstar Level
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17.800000 USD

How to Become a Rock Star Chef in the Digital Age: A Step-By-Step Marketing System for Chefs and Restaurateurs to Burn Their Competition and Build Their Brand to Superstar Level

by Mark Garcia
Paperback / softback
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Digital Marketing
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103.950000 USD

Digital Marketing

by Jeremy Kagan
Hardback
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S.H.O.C.K. Marketing: 10 Proven Strategies That Explode Small Business Revenue
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10.490000 USD

S.H.O.C.K. Marketing: 10 Proven Strategies That Explode Small Business Revenue

by Tim Wesley
Paperback
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Service Marketing Management
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160.600000 USD

Service Marketing Management

Hardback
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Adapt or Die: How to Survive in the New Era of Digital Marketing
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12.590000 USD

Adapt or Die: How to Survive in the New Era of Digital Marketing

by Tom Gallego
Paperback
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Capability, Knowledge, and Innovation: Strategies for Capability Development and Performance (Classic Reprint)
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10.050000 USD

Capability, Knowledge, and Innovation: Strategies for Capability Development and Performance (Classic Reprint)

by C Annique Un
Paperback
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Advertising Layout and Art Direction (Classic Reprint)
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14.250000 USD

Advertising Layout and Art Direction (Classic Reprint)

by Stephen Baker
Paperback
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The Power of PR: PR for Small Businesses
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23.090000 USD

The Power of PR: PR for Small Businesses

by Candice Meisels
Paperback
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Free Radio & Podcast Marketing in 30 Minutes: Fire Your Publicist and Leverage Free Radio and Podcasting to Market Your Business, Brand, or Idea
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15.740000 USD

Free Radio & Podcast Marketing in 30 Minutes: Fire Your Publicist and Leverage Free Radio and Podcasting to Market Your Business, Brand, or Idea

by Rachel Lewyn, Jim Beach
Paperback
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Working Paper and the Control of Interfaces (Classic Reprint)
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10.050000 USD

Working Paper and the Control of Interfaces (Classic Reprint)

by Joseph Farrell
Paperback
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Consumer Behavior and Marketing Strategy
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152.250000 USD

Consumer Behavior and Marketing Strategy

Hardback
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