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"Dishing bite-sized lessons, supported by in-chapter exercises and end-of-chapter actions, long-time marketing expert Robert W. Bly mentors small-business owners and entrepreneurs in making the crossover from business owner to marketplace competitor and, in time, majority market-share holder. With more than 500,000 new businesses starting every month, the competition for customers can be overwhelming. A 30-year veteran of business and marketing,...
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"You can fake authenticity. But in this digitally saturated age, your customers will see through any misdirection. As we are constantly on our electronic devices, we have come to distrust curated media and traditional PR. People now want to make their own decisions based on raw footage, real-time updates, and unfiltered live streams. How then, do marketing executives and others gain consumer trust? This book explores a comprehensive five-step process...
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The Grateful Dead is one of the most popular bands of all time and they have enjoyed incredible relevance to this day. But let's admit it, they were not exactly poster boys for corporate America. In EVERYTHING I KNOW ABOUT BUSINESS I LEARNED FROM THE GRATEFUL DEAD, Deadhead and business scholar Barry Barnes proves that the Dead's influence on the business world will turn out to be a significant part of their legacy. Without intending to, the band...
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Is your company a storyteller-or a storydoer?
The old way to market a business was storytelling. But in today's world, simply communicating your brand's story in the hope that customers will listen is no longer enough. Instead, your authentic brand must be evident in every action the organization undertakes.
Today's most successful businesses are storydoers.
These companies create products and services that, from the very beginning, are manifestations...
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W. Chan Kim and Renee Mauborgne changed the field of strategy and the language of business with their pathbreaking "blue ocean strategy," a model for creating uncontested markets that unlock new demand and new opportunities for growth. This book brings together three of their classic blue ocean strategy articles, all first published in Harvard Business Review."Blue Ocean Strategy" highlights the distinct differences between market-competing (red ocean)...
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Even if you've created marketing plans before-it doesn't matter. The rules have changed. With the advent of Web 2.0 business strategies like Search Engine Optimization, Social Networking, Pay-Per-Click, and dozens more, it may seem like you need to start from scratch. But with the brand new and completely updated fourth edition of Bill Luther's classic The Marketing Plan, you'll learn how to navigate this perilous new landscape-while actually generating...
7) Customers Are the Answer to Everything: How to Get and Keep All the Customers Your Business Wants
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Do you dream of a bigger business, leaving your W-2 for your own thing or advancing your marketing or sales career? "Customers are the Answer to Everything" unravels the mystery of getting customers. This book explores and brilliantly illuminates the happy point where customers understand why they should choose you...over and over. Here are just a few discoveries in "Customers are the Answer to Everything": Find out what your customers really need...
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Longtime leader in the luxury goods sector and former Chairman of LVMH Moët Hennessy Louis Vuitton North America reinvents the art and science of brand-building under the rubric of Aesthetic Intelligence.
In a world in which people have cheap and easy access to most goods and services, yet crave richer and more meaningful experiences, aesthetics has become a key differentiator for most companies and a critical factor of their success and even...
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Discover a refreshing and meaningful way of doing business: One that starts with you, and explores who you are, what you stand for and why you are here.
Cath Sutherland, invites you on a fun and affirming journey through her innovative Brand Creation Process, to discover your powerful and unique Brand Energy.
This is your ultimate personalized blueprint for; who you are as a business, 'how' to do business and 'how' to operate as a Conscious Business.
Connect...
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Full of practical diagrams and maps, as well as international case studies, this book offers a unique and extensively tested 'GO-STOP Signal Framework', which allows managers to better understand why consumers are not buying their products and what can be done to put this right.
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In this short eBook, I will provide you with everything you need to know about the Google helpful content update, how to recover from it and how to avoid it altogether. A lot of this is just common sense but there are some very useful insights and tips included as well in this short newsletter. Enjoy the resource!
Google has recently announced a new algorithm update that is designed to promote helpful, informative content on the web. This update,...
12) The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing
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This book offers a direct, actionable plan CMOs can use to map out initiatives that are properly sequenced and designed for success-regardless of where their marketing organization is in the process.
The authors pose the following critical questions to marketers: (1) How should modern marketers be thinking about artificial intelligence and machine learning? and (2) How should marketers be developing a strategy and plan to implement AI into their...
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Gain new skills or simply brush up on the basics! This brief yet succinct eBook is a wonderful read for: Anyone who is new to social media marketing.
Those who already have a basic understanding of social media marketing, but would like to brush up on the basics, as social media continues to evolve.
Business owners, personal brands, or nonprofits who are looking for innovative ways to reach their target audience.
Marketers who are looking to expand...
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Great leaders embrace a higher purpose to win. The Net
Promoter System shines as their guiding star.
Few
management ideas have spread so far and wide as the Net Promoter System (NPS).
Since its conception almost two decades ago by customer loyalty guru Fred
Reichheld, thousands of companies around the world have adopted
it-from industrial titans such as Mercedes-Benz and Cummins to tech
giants like Apple and Amazon to digital innovators such as Warby...
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The End of Assembly Line Management
We're in the midst of a revolution. Quantum leaps in technology are enabling organizations to observe and measure people's behavior in real time, communicate internally at extraordinary speed, and innovate continuously. These new, software-driven technologies are transforming the way companies interact with their customers, employees, and other stakeholders.
This is no mere tech issue. The transformation requires...
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Brand Real is a business strategy guide for making a brand's promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American...
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As the recent Tiger Woods scandal illustrates, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast and interconnected social media landscape and even the most venerable brands can be leveled in a flash-by disgruntled customers, competing companies, even internal sources. Here, veteran marketing executive Jonathan Copulsky shows companies and individuals how to play brand defense in the...
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Are you missing opportunities for growth that are right in front of you?
In today's volatile economic environment, filled with uncertainty and sudden change, the forces pushing you to stay focused on the core business are extremely powerful. Profiting from the core is crucial, but the danger is that over focus on the core can blind companies. Scanning the horizon for new markets and new products can also be tempting, but risky. Fixating too much...
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Power Partnerships: Mastering the Art of Business Growth through Partnership Recruiting is a comprehensive guide to creating successful partnerships for sustainable business growth.
In this book, you will learn how to identify potential partners, develop a clear partnership strategy, establish effective communication channels, and overcome partnership challenges. You will also learn how to measure the effectiveness of partnerships and create a sustainable...
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For a customer strategy to be effective in the acquisition of new customers and the strengthening of existing relationships, it needs to reach them throughout their entire purchase decision cycle. To achieve this, it's important to understand the entire customer experience long before they may be in touch with your organization. Effectively: seeing your own organization from the viewpoint of your customers. Once you've taken your customer's perspective...
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