Marketing

Called "The Sales Bible of Silicon Valley"...discover the sales specialization system and outbound sales process that, in just a few years, helped add $100 million in recurring revenue to Salesforce.com, almost doubling their enterprise growth...with zero cold calls. This is NOT just another book about how to cold call or close deals. This is an entirely new kind of sales system for CEOs, entrepreneurs and sales VPs to help you build a sales machine. What does it take for your sales team to generate as many highly-qualified new leads as you want, create predictable revenue, and meet your financial goals without your constant focus and attention? Predictable Revenue has the answers!

When managers and marketers outline their social media strategies, they often plan for the right hook - their next highly anticipated sale or campaign that's going to put the competition out for the count. Right hooks, after all, convert traffic to sales. This book offers a blueprint to social media marketing strategies that really works.

Nir Eyal reveals how successful companies create products people can't put down - and shows how you can do it too.INTERNATIONAL BESTSELLER WITH OVER 200,000 COPIES SOLD WORLDWIDE Based on years of research, consulting, and practical experience, Hooked:* Shows how to create user habits that stick* Includes practical insights and riveting examples, from the iPhone to Twitter, Pinterest and the Bible App* Explains how products influence our behaviour'A must-read for everyone who cares about driving customer engagement' Eric Ries, author of The Lean Startup'The most high bandwidth, high octane, and valuable presentation I have ever seen on this subject' Rory Sutherland, vice chairman, Ogilvy & Mather

New York Times best-selling author Donald Miller uses the seven universal elements of powerful stories to teach listeners how to dramatically improve how they connect with customers and grow their businesses.

THE INTERNATIONAL BESTSELLER: OVER HALF A MILLION COPIES SOLDIn The Challenger Sale, Matthew Dixon and Brent Adamson share the secret to sales success: don't just build relationships with customers. Challenge themWhat's the secret to sales success? If you're like most business leaders, you'd say it's fundamentally about relationships - and you'd be wrong. The best salespeople don't just build relationships with customers. They challenge them.Matthew Dixon, Brent Adamson, and their colleagues at CEB have studied the performance of thousands of sales reps worldwide. And what they discovered may be the biggest shock to conventional sales wisdom in decades.The Challenger Sale argues that classic relationship-building is the wrong approach. Every sales rep in the world falls into one of five distinct profiles, and while all of these types of reps can deliver average performance, only one - the Challenger - delivers consistently high performance.Instead of bludgeoning customers with facts and features, Challengers approach customers with insights about how they can save or make money. They tailor their message to the customer's specific needs. They are assertive, pushing back when necessary and taking control of the sale.Any sales rep, once equipped with the right tools, can drive higher levels of customer loyalty and, ultimately, greater growth.Matthew Dixon and Brent Adamson are managing directors with CEB's Sales Executive Council in Washington, D.C.www.executiveboard.comwww.thechallengersale.com

Ten years ago, Fredrik Eklund moved to New York City from his native Sweden with nothing but a worn-out pair of sneakers and a dream: to make it big in the city that never sleeps. Despite having no experience in real estate and no contacts, Fredrik transformed himself into the best seller in the most competitive real estate market on the planet, brokering multimillion-dollar deals for celebrities, selling out properties all over the city and charming TV audiences as one of the stars of Million Dollar Listing New York.In The Sell, Fredrik shares his secrets so that anyone can find success doing what they love. According to Fredrik, even if you don't consider yourself a salesperson, you've been in sales your whole life because every day you are selling your most important asset: yourself. Whenever you influence or persuade someone to give you something in exchange for what you've got - whether it's a luxury home, a great idea at work, or your profile on Match.com - you are selling. And if you know how to sell right, you can live your dream.Blending personal stories and the expertise he's gained from his meteoric rise, The Sell is the modern guide to becoming successful. Featuring everything from the importance of intangible factors like personality and charm, to tips and tricks for preparing, persuading and negotiating, The Sell is a vital go-to book for anyone who wants to have an impact in his or her personal and professional life. No matter what your background is - sales rep, CEO or kitchen-table entrepreneur - this book will help you sell yourself or your brand, and lead a richer, more fulfilling life.

THE FINANCIAL TIMES BOOK OF THE MONTH Over the past quarter century, Seth Godin has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life, via his blog, online courses, lectures, and bestselling books. He is the inventor of countless ideas and phrases that have made their way into mainstream business language, from Permission Marketing to Purple Cow to Tribes to The Dip. Now, for the first time, Godin offers the core of his marketing wisdom in one accessible, timeless package. At the heart of his approach is a big idea: Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. They don't just make noise; they make the world better. Truly powerful marketing is grounded in empathy, generosity, and emotional labour.This book teaches you how to identify your smallest viable audience; draw on the right signals and signs to position your offering; build trust and permission with your target market; speak to the narratives your audience tells themselves about status, affiliation, and dominance; spot opportunities to create and release tension; and give people the tools to achieve their goals.It's time for marketers to stop lying, spamming, and feeling guilty about their work. It's time to stop confusing social media metrics with true connections. It's time to stop wasting money on stolen attention that won't pay off in the long run. This is Marketing offers a better approach that will still apply for decades to come, no matter how the tactics of marketing continue to evolve.

Growth is now the first thing that investors look for in assessing and valuing companies. HACKING GROWTH is a method for growth that involves cross-functional teams and continuous testing and iteration. It focuses on customers - how to attain them, retain them, engage them, and monetize them - rather than product. This book deals with this topic.

Discover how to become the ultimate sales machine.

In 1995, the D&AD published a book on the intricate art of writing for advertising. Now, D&AD and TASCHEN join forces to bring you this updated and redesigned edition with essays by 53 leading professionals from across the world. This book isn't just indispensable for marketing writers, but for anyone who needs to win people over online, on...

Based on an exhaustive study of thousands of sales reps across multiple industries and geographies, this title argues that classic relationship building is a losing approach, especially when it comes to selling complex, large-scale business-to-business solutions.

How to make products, ideas and behaviours really catch on.

For decades, Nike's campaigns have been so radically creative that they make an indelible mark on the public imagination - and, just sometimes, change how the world thinks. It's an art form that Greg Hoffman understands better than anyone.

Break your revenue records with Silicon Valley's "growth bible""This book makes very clear how to get to hyper-growth and the work needed to actually get there"Why are you struggling to grow your business when everyone else seems to be crushing their goals? If you needed to triple revenue within the next three years, would you know exactly how to do it? Doubling the size of your business, tripling it, even growing ten times larger isn't about magic. It's not about privileges, luck, or working harder. There's a template that the world's fastest growing companies follow to achieve and sustain much, much faster growth.From Impossible to Inevitable details the hypergrowth playbook of companies like Hubspot, Salesforce.com (the fastest growing multibillion dollar software company), and EchoSign--aka Adobe Document Services (which catapulted from $0 to $144 million in seven years). Whether you have a $1 billion or a $100,000 business, you can use the same insights as these notable companies to learn what it really takes to break your own revenue records.* Pinpoint why you aren't growing faster* Understand what it takes to get to hypergrowth* Nail a niche (the #1 missing growth ingredient)* What every revenue leader needs to know about building a scalable sales teamThere's no time like the present to surpass plateaus and get off of the up-and-down revenue rollercoaster. Find out how now!

Surprising rules for successful monetization Innovation is the most important driver of growth. Today, more than ever, companies need to innovate to survive. But successful innovation measured in dollars and cents is a very hard target to hit.

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

Jeanne Liedtka and Tim Ogilvie educate readers in one of the hottest trends in business: "e;design thinking,"e; or the ability to turn abstract ideas into practical applications for maximal business growth. Liedtka and Ogilvie cover the mind-set, techniques, and vocabulary of design thinking, unpack the mysterious connection between design and growth, and teach managers in a straightforward way how to exploit design's exciting potential. Exemplified by Apple and the success of its elegant products and cultivated by high-profile design firms such as IDEO, design thinking unlocks creative right-brain capabilities to solve a range of problems. This approach has become a necessary component of successful business practice, helping managers turn abstract concepts into everyday tools that grow business while minimizing risk.

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

The ninth edition of McGraw-Hill's leading textbook, Principles and Practice of Marketing, provides a contemporary and modern introduction to marketing. Covering the importance of customer value alongside the 4Ps, this authoritative text provides students with a core understanding of the wider context of marketing operations within companies, illustrated with innovative examples of marketing in practice. It has been updated with the latest developments, such as trends towards social and ethical marketing and cutting-edge technological change.Find Out:The crucial role that retail plays in promoting the economic and social health of towns and cities.How Maltesers won the Channel 4 TV competition championing diversity and disability.How companies are using social media influencers to promote their brands.How data analytics and artificial intelligence are refocusing Harley Davidson's marketing strategy.How Manchester City FC is innovating in high-tech marketing and co-creation.Key features:A brand-new chapter on Digital Marketing, and a focus on technology throughout the text.A structure that focuses on the importance of Customer Value.Fully updated to reflect the latest technologies and digital developments.New and updated Marketing in Action boxes and Mini Cases, focusing on European and Global companies including Amazon, Pandora, Zara and IKEA44 new and updated end-of-chapter cases provide insights across a range of businesses including high street fashion stores and supermarkets (Burberry, Nordstrom, Coop Danmark, H&M), Airlines and services (EasyJet, Starbucks) and high-tech operations (Apple, eSports,Toyota), as well as important developments, such as place marketing and social media influencers.Fully updated and streamlined pedagogy, including refocused recommended readings at the end of each chapter, encouraging expanded knowledge.NEW to Connect: Connect has now been updated to include a brand-new chapter on the Environment, Sustainable Marketing and Society, as well as eight brilliant new appendices covering some of the most popular digital marketing strategies today such as omnichannel techniques and user-generated content and conversion rate optimisation. The brand-new chapter and appendices are available as a supplementary eBook within Connect. Alongside the appendices, there are 18 new case studies available within the Question Bank as 'Digital Marketing Case Studies' with associated case analysis questions. Each case discusses real life companies and campaigns including:- BTS's 'Love Myself' Campaign Supports UNICEF to #ENDviolence- Share a Coke With ...- #NoMakeUpSelfie- LEGO Ideas Online Community- My Disney Experience- Hootsuite and the British Museum- 412 Food Rescue and Google AnalyticsThis edition has also been updated to include 9 bitesize videos with associated concept check questions. Each of the videos revisit a case study in the book and provides a second look in light of the Covid-19 pandemic. The videos can be accessed on Connect and cover: - Case 2: H&M- Case 3: Marketing in a Place: Roeselare- Case 5: Cappucino Wars: Starbucks and competitors- Case 8: AstraZeneca- Case 9: Channel 4 and Maltesers- Case 11: Harley Davidson- Case 14: Lego- Case 15: Kim Kardashian: Influencer Marketing- Case 32: Online Media

Helps you deal with the problems of communicating to a skeptical, media-blitzed public. This book describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors.

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

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

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