This is the book every ambitious, forward-thinking, progressive marketer or publicist has at the front of their shelf. Business communication has changed over the recent years. Creative ad copy is no longer enough. The New Rules of Marketing and PR has brought thousands of marketers up to speed on the changing requirements of promoting products or services in the new digital age. This is a one-of-a-kind, pioneering guide, offering a step-by-step action plan for harnessing the power of the Internet to communicate with buyers directly, raise online visibility, and increase sales. Its about getting the right message to the right people at the right time - for a fraction of the cost of a big-budget advertising campaign. This new, updated edition includes:
- A new introduction discussing recent changes to the world of marketing and PR
- A brand new chapter on mobile marketing
- An additional chapter on real-time marketing and PR
- Updated information on how to measure the success of your campaigns
- A range of new tools
- Fresh case studies
The Book That Changed The Way America Does Business In 1987 Miller Heiman published a book that turned conventional thinking on its head and offered powerful, practical lessons that broke down the boundaries of traditional product-pitch selling. This modern edition of the classic Conceptual Selling shows why Miller Heiman has become the world's most respected name in sales development, with a client list leading the Fortune 500. And it shows why the principles of Conceptual Selling are more important today than ever before. The New Conceptual Selling Even in a world of cyber commerce, nothing beats a face-to-face meeting. And if you're one of those men and women who make their living in this highly demanding environment, this new edition of Conceptual Selling will change the way you interact with customers and clients, and the way you conduct your business career. Learn: * How to identify your customer's real needs and use listening as a powerful selling tool * How to tailor every sale you make to one specific client-and how to create a system that is consistent, flexible, and successful * How to earn and maintain your credibility-by creating a pattern of Win-Win sales * How to use Miller Heiman Personal Workshops to identify your strengths and weaknesses-and make the changes you need to make.
A visionary approach to building powerful brand loyalty, this ground-breaking book shows marketers of any product or service how to engage today's increasingly cynical consumers on deeper emotional levels. Case histories from the author's high-profile client list analyze demographic and behavioral shifts in populations and retail distribution channels, then show how all five senses can be used as powerful marketing tools to respond to those trends. Chapters detail how to develop strong brand personalities, customize brand presence to different consumer groups, use brand strategies in packaging and display, and facilitate interactive access to products through the Internet.
Most organizations are stuck in a rut. On one hand, they understand all the good things that will come with growth. On the other, they're petrified that growth means change, and change means risk, and risk means death. Nobody wants to screw up and ruin a good thing, so most companies (and individuals) just keep trying to be perfect at the things they've always done.
In 2003, Seth Godin's Purple Cow challenged organizations to become remarkable--to drive growth by standing out in a world full of brown cows. It struck a huge chord and stayed on the Business-Week bestseller list for nearly two years. You can hear countless brainstorming meetings where people refer to purple cows and say things like, "That's not good enough. We need to create a big moo "
But how do you create a big moo--an insight so astounding that people can't help but remark on it, like digital TV recording (TiVo) or overnight shipping (FedEx), or the world's best vacuum cleaner (Dyson)? Godin worked with thirty-two of the world's smartest thinkers to answer this critical question. And the team--with the likes of Tom Peters, Malcolm Gladwell, Guy Kawasaki, Mark Cuban, Robyn Waters, Dave Balter, Red Maxwell, and Randall Rothenberg on board--created an incredibly useful book that's fun to read and perfect for groups to share, discuss, and apply.
The Big Moo is a simple book in the tradition of Fish and Don't Sweat the Small Stuff. Instead of lecturing you, it tells stories that stick to your ribs and light your fire. It will help you to create a culture that consistently delivers remarkable innovations.
- Does subliminal advertising still surround us?
- Can "cool" brands trigger our mating instincts?
- Can our other senses--smell, touch, and sound--be aroused when we see a product? Buyology is a fascinating and shocking journey into the mind of today's consumer that will captivate anyone who's been seduced--or turned off--by marketers' relentless attempts to win our loyalty, our money, and our minds.
Network marketing is one of the fastest-growing career opportunities in the United States. Millions of people just like you have abandoned dead-end jobs for the chance to achieve the dream of growing their own businesses. What many of them find, however, is that the first year in network marketing is often the most challenging--and, for some, the most discouraging.
Here, Mark Yarnell and Rene Reid Yarnell, two of the industry's most respected and successful professionals, offer you strategies on how to overcome those first-year obstacles and position yourself for lifelong success. The Yarnells provide you with a wealth of savvy advice on everything you need to know to succeed in network marketing, such as proven systems for recruiting, training, growing and supporting your downline, and much more.
In an easy, step-by-step approach, you will learn how to:
-Deal with rejection
-Recruit and train
-Avoid overmanaging your downline
-Avoid unrealistic expectations
-Conduct those in-home meetings
-Ease out of another profession
You owe it to yourself to read this inspiring book
"This will be the Bible of Network Marketing."
-- Doug Wead, former special assistant to the president, the Bush Administration
Are you getting the most from your customers? Discover how one book could teach you how to optimize your customer relationships. In fact, it goes significantly beyond traditional thinking and approaches to CRM and customer loyalty to emphasize a key leveraging factor largely missed by most marketers thus far: Using individual customer data, on a purchasing situation or venue-specific basis, to provide the highest level of perceived value. Specifically, what information should a marketer gather from and about customers, and how to manage it, how to share it, how to apply it, customer by customer and situation by situation?
Most marketing and branding books fall into one of two camps: either they are about leaders or they assume that brands can be managed by process alone. The Pirate Inside is different. It forwards the idea that brands are about people, and Challenger Brands are driven by a certain kind of person in a certain kind of way. Challenger Brands don't rely on CEOs or founders, but on the people within the organization whose personal qualities and approach to what they do make the difference between whether the brand turns to gold or falls to dust.
In line with this thinking, The Pirate Inside forwards two key questions: what does it take to be the driver or guardian of a successful Challenger Brand, and what are the demands made by this on character and corporate culture? Building on his answers, Adam Morgan then explores the critical issue of whether big, multi-brand companies can create Challenger micro-climates within their companies, and the benefits that they might achieve by doing so.