Corporate Reputation, the Brand and the Bottom Line: Powerful, Proven Communications Strategies for Maximizing Value by Roger Haywood

Roger Haywood | Publisher: Kogan Page Ltd | Published date: July 2005 | Edition: 3rd Edition | Paperback | 336 Pages | English | ISBN: 9780749444082 | PDF | 1.37MB

All organizations must manage their reputation. This can only be done through understanding the needs and concerns of all the stakeholders, then developing and promoting policies that will win goodwill and support across these vital “publics”.

Investment in corporate reputation initiatives can reap major financial rewards – but failure to address the key issues can be painful and expensive as this practical guide demonstrates.

Corporate Reputation, the Brand and the Bottom Line uses many global case studies and the viewpoints of top executives to provide constructive guidance on how to build a successful corporate reputation. Real-life disasters are featured, as are examples of companies where outstanding public relations policies have been implemented.

The author gives practical advice on how to set performance objectives, measure the effectiveness of reputation management, win favourable media coverage, control the cost of a programme, and maximize goodwill while minimizing risks. In a clear, informative style, he also explores relevant and timely issues such as recruitment, personal skills, board policy, communication skills and public affairs.

The underlying message throughout is that reputation management can enhance both the short- and long-term performance of a company. This book will be of great value not only to senior managers and directors but also to ambitious students of marketing and public relations.

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I'm on Facebook--Now What???: How to Get Personal, Business, and Professional Value from Facebook by Jason Alba, Jesse Stay

# Author: Jason Alba, Jesse Stay
# Paperback: 112 pages
# Publisher: Happy About (February 1, 2008)
# Language: English
# ISBN-10: 1600050956
# ISBN-13: 978-1600050954
# Format: PDF | 1MB

Facebook is one of the hottest websites in today's world, and is having a major impact on career and business. This book explains the different parts of Facebook and helps you understand how you can get the most out of your Facebook account. It helps you understand what you could or should do in Facebook to further your career, business, or job.

This book will help you come up with your own action strategy to get value out of Facebook. It will help you understand the possibilities with Facebook to figure out you can do to optimize the use of this tool.

The intended audience includes professionals interested in their careers, marketers, business owners, and anyone involved in promoting a cause (personal or business) through new, hot technologies.

Contains a foreword by Lee Lorenzen and an afterword by Robert Scoble.


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The Manager's Guide to Competitive Marketing Strategies by Norton Paley

Norton Paley | CRC; 2 edition (April 30, 1999) | ISBN-10: 1574442341 | English | 448 Pages | PDF | 2.19MB

The ability to think strategically is permeating every level of successful organizations - particularly among responsible senior executive and line managers for maintaining has competitive advantage for to their products and services. Above all, Manager’ S Guide to Creative Marketing Strategies has pragmatic examination of has 21st century to manage. The second edition of this popular book will update you one the latest technical for developing competitive strategies. It examine how to apply strategies and tactics in A confusing total hostile mixture of competitors, breakthrough technologies, emerging markets, fickle customer behavior, and various cultures. You will profit practical information butt what strategy is, how competitive intelligence contributes to successful strategies - and how to could it all together.

The book is year All-in-one resource for analyzing, planning, and developing competitive strategies, has workbook with checklists and forms, and has reference with numerous box histories. Examine how to apply strategies and tactics in A confusing total hostile mixture of competitors, breakthrough technologies, emerging markets, fickle customer behavior, and various cultures.

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Conquering Consumerspace: Marketing Strategies for a Branded World by Michael R. Solomon

# Author: Michael R. Solomon
# Hardcover: 288 pages
# Publisher: AMACOM; 1st edition (April 14, 2003)
# Language: English
# ISBN-10: 0814407412
# ISBN-13: 978-0814407417
# Format: PDF | 1.70MB

Once upon a time, marketers barraged customers with hard-sell tactics. Today, consumers use products to define themselves and others. People are swayed not by corporate-generated hype, but by consumer-generated buzz. That means companies must shift their focus away from marketing to people and toward marketing with them. In “consumerspace,” firms partner with customers to develop brand personalities and create interactive fantasies. The winners understand that we buy products not just because of what they do, but because of what they mean. Market share is out; share of mind is in.

Conquering Consumerspace reveals the accelerating blurring of traditional boundaries between branded commodities and everyday life. Solomon’s timely book presents a new way of looking at customers: recognizing them as partners in an ongoing marketing transaction rather than as passive pawns at the receiving end of a sales pitch. Conquering Consumerspace also defines the place of customer feedback in product conception, design, and production, and why customizability is no longer a luxury option but a requirement.

From online “buzz communities” to theme stores and product placement to guerrilla marketing, what we consume is inextricably woven into our daily life experience, creating both challenges and opportunities for companies to accelerate and deepen their customers’ relationships with their products, services, and brands.


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Great Customer Connections: Simple Psychological Techniques That Guarantee Exceptional Service by Richard S. Gallagher

# Author: Richard S. Gallagher
# Pages: 256 pages
# Publisher: AMACOM (May 19, 2006)
# Language: English
# ISBN-10: 0814473083
# ISBN-13: 978-0814473085
# Format: PDF | 1.1MB

"If you’re ready to wipe out customer complaints, and keep your employees for years, it’s time to read this book.”

Good customer service might seem like a matter of attitude, but with a little knowledge of basic behavioral psychology, any service rep or team can dramatically improve service quality. Great Customer Connections presents a step-by-step program for turning each customer interaction into a peak experience. Adapting scientific research into easy-to-apply practices, the book lets service professionals:

* connect with customers and “speak the language” of each one’s unique personality.

* use the “secret phrases” that make them feel great.

* tell them anything without upsetting them.

* stop saying “no” –permanently.

* defuse any crisis and take command of each interaction even with difficult or unclear customers.

Combining known principles of behavioral psychology with field-proven techniques, Great Customer Connections is the key to revolutionizing the service quality that you, your team, and your entire company provide.

John G. Miller, author of QBQ!: The Question Behind the Question and Flipping the Switch
"Gallagher has nailed the essence of serving others with practical ideas that work. Make great connections with your customers today!"

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From Brand Vision to Brand Evaluation, Second Edition: The strategic process of growing and strengthening brands by Leslie de Chernatony

# Author: Leslie de Chernatony # Paperback: 320 pages # Publisher: Butterworth-Heinemann; 2 edition (April 3, 2006) # Language: English # ISBN-10: 0750667494 # ISBN-13: 978-0750667494 # Format: PDF | 1.3MB

The most effective and comprehensive system for analysing and managing brands based on huge practical experience and careful analysis of best practice around the world- essential for brand practitioners and marketing students alike.

This second edition is testimony to the fact that his brand models work in the real world of business. For any organisation that understands the importance of brands in creating sustainable shareholder value, this book is a must buy.

Professor Malcolm McDonald: Leslies book is an excellent example of waiting for second editions which are still fresh, but market tested and polished. Buy it now for a comprehensive study of the process of building and sustaining brands.

Tim Ambler, Senior Research Fellow at LBS: Leslie has taken the opportunity in the Second Edition to refine his core ideas and expand his well proven model for brand building.

John Murphy Founder of Interbrand and Chairman of St Peters Brewery: Professor de Chernatony has a series of useful exercises to help companies understand the difficult brand complex process of translating the brands vision into reality.
Branding continues to evolve, and as long as it does there will be a need for a book like this.


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The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly

David Meerman Scott | Wiley | 2007 | ISBN: 0470113456 | 304 pages | PDF | 13 MB

Starred Review. Though it may not yet have affected the value of 30 seconds of Super Bowl advertising, PR insider Scott argues that understanding the growing irrelevance of marketing's "old rules" is vital to thriving in the new media jungle. Already apparent in newspapers and magazines (with sharp downturns in circulation and ads), radio (on the losing end of the iPod revolution) and direct mail (digitally replaced by spam), the imminent fall of traditional mass media marketing means new opportunities for legions of smaller companies and independent professionals who need to reach niche markets cheaply and effectively. The way Scott sees it, this is also good news for consumers: the online culture of integrity and information tends to produce quality content for less, as opposed to the vapid, one-sided and pricey advertising of print media and television.

Scott provides the technical novice a thoughtful and accessible guide to cutting-edge media arenas and formats such as RSS, vodcasts and viral marketing, without neglecting the fact that technological wizardry can't substitute for a well-thought out marketing program. Besides emphasizing fundamentals like defining one's audience, Scott also drills home the ethos and etiquette of the web, encouraging content that's both useful and unobtrusive. This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition.


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Harvard Business Review on Marketing

# Author:Harvard Business School Press
# Publisher: Harvard Business School Press
# Number Of Pages: 192
# Publication Date: 2002-05-07
# ISBN-10: 1578518040
# ISBN-13: 9781578518043
# Format: PDF | 2.3MB

The Harvard Business Review Paperback Series is designed to bring today's managers and professionals the fundamental information they need to stay competitive in a fast-moving world. From the preeminent thinkers whose work has defined an entire field to the rising stars who will redefine the way we think about business, here are the leading minds and landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe.

A first-time collection of the old classics and best new thinking on marketing. The articles provide a diverse look at marketing, including global branding, one-to-one marketing, and how to manage buzz.


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Beyond Buzz: The Next Generation of Word-of-Mouth Marketing by Lois Kelly

# Author: Lois Kelly
# Hardcover: 240 pages
# Publisher: AMACOM (March 26, 2007)
# Language: English
# ISBN-10: 0814473830
# ISBN-13: 978-0814473832
# Format: PDF | 1.8MB

Selected as one of Library Journal's Best Business Books for 2007

Tied for the Gold Medal in the first annual Axiom Business Awards, sponsored by Inc. Magazine.

It's official: the old marketing model is dead, and word of mouth is king. But while a lot of attention has been paid to the mechanics of creating buzz, only the savviest of marketers have learned to focus on crafting the right kind of message -- because without it, even the loudest buzz will soon die down. Beyond Buzz shows readers how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation.

Filled with insightful examples of conversational marketing at work, Beyond Buzz gives readers the tools and inspiration they need to create an effective and interesting conversational theme that will engage their customers and take their marketing to a whole new level.

Without the right message in place, word of mouth marketing will never live up to its promise. This innovative and practical book shows readers how to ignite people's interest...and generate much more than buzz.


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42 Rules of Marketing: A Funny Practical Guide with the Quick and Easy Steps to Success by Laura Lowell

# Author: Laura Lowell
# Paperback: 108 pages
# Publisher: Super Star Press (September 2, 2007)
# Language: English
# ISBN-10: 0979942802
# ISBN-13: 978-0979942808
# Format: PDF | 262KB

The 42 Rules of Marketing is a compilation of ideas, theories, and practical approaches to marketing challenges the author has been collecting over the past 17 years. The idea was to create a series of helpful reminders; things that marketers know we should do, but don't always have the time or patience to do. The concept of the 42 rules is that almost anything in life can be summarized into 42 distinct ideas that capture the essence of the topic.

"These 42 Rules are gems of advice and gentle reminders that every marketer needs to hear from time to time, packaged in concise, fun-to-read nuggets. If 'marketing' is in your title, you need to have this book in your library." Chris Shipley, Co-Founder, Guidewire Group Inc., and Executive Producer of the DEMO Conference

"Laura's insights in The 42 Rules of Marketing are invaluable. The book is an easy and fun read, and is a great reminder of many of the things that we marketers know intuitively but may have forgotten in the rush of doing our daily jobs." Brian Lawley, President, 280 Group & Silicon Valley Product Management Association

"This book is full of practical reminders that help marketers stay focused on what works." Karilee Wirthlin, Founder and Managing Principal, KL Consulting, and President, Women in Consulting

"It's an actionable guide for anyone looking to improve the quality of their marketing. Laura's rules have sparked ideas with me and my team and have helped us make a lot of progress. Keep it on your desk, refer to it often and tell a friend." Melissa Johnson, Director, Annual Fund, Walter A. Haas School of Business, UC Berkeley

"It's a funny, honest look at how marketing really works. Laura has written a book that captures the basics we know about but don't always do." Kathy Johnson, Co-Founder, Consort Partners


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Guerrilla Marketing for Consultants: Breakthrough Tactics for Winning Profitable Clients by Jay Conrad Levinson , Michael W. McLaughlin

# Author: Jay Conrad Levinson , Michael W. McLaughlin
# Paperback: 304 pages
# Publisher: Wiley; 1 edition (October 8, 2004)
# Language: English
# ISBN-10: 047161873X
# ISBN-13: 978-0471618737
# Format: PDF | 5.8MB

Trusted advice on successful consulting from the authors of the bestselling Guerrilla Marketing series.

Consulting is entering the era of the guerrilla client-buyers with a glut of information at their fingertips and doubts about the value consultants add. Guerrilla Marketing for Consultants is the first book to reveal how guerrilla marketing can transform today's challenges into golden opportunities for winning profitable work from the new breed of consulting clients. Packed with information, this step-by-step guide details the 12 marketing secrets every consultant should know, the anatomy of a marketing plan, Web sites, sources of free publicity, direct-mail marketing, winning proposals, and more.

Jay Conrad Levinson (San Rafael, CA) is the Chairman of the Board of Guerrilla Marketing International and the author or coauthor of more than 30 books, including the bestselling Guerrilla Marketing series. Michael W. McLaughlin (Mill Valley, CA) has been a partner with Deloitte Consulting since 1994.


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Out of the Box Marketing: How to Build a Super-Profitable Business by David Abingdon

# Author: David Abingdon
# Paperback: 260 pages
# Publisher: Thorogood Publishing (October 25, 2006)
# Language: English
# ISBN-10: 1854183125
# ISBN-13: 978-1854183125
# Format: PDF | 0.98MB

How to skyrocket your profits–this treasure trove of a book is crammed full of time-tested strategies and techniques to help you to get more customers, get more out of your customers and to keep them coming back for more. This really is the ultimate, hands-on, 'paint by numbers' guide to help you achieve rapid business success.

This book gives you countless proven, powerful and profitable ways to build your bottom-line profits faster, quicker and easier than you ever thought possible.

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Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site by Mike Moran, Bill Hunt

Author: Mike Moran, Bill Hunt | Publisher: IBM Press (July 31, 2005) | Language: English | ISBN-10: 0131852922 ISBN-13: 978-0131852921 | CHM | 24MB

Effective search engine optimization (SEO) and search engine marketing (SEM) is now crucial to the success of your business. But it's never been more challenging—especially if you're responsible for a large, complex site. Finally, there's a definitive source for reliable information for implementing an effective search engine optimization and marketing program for your business. In Search Engine Marketing, Inc., ibm.com's site architect and a world-leading enterprise SEO consultant present best practices, step-by-step techniques, and hard-won tips for driving maximum traffic at minimum cost.

The authors begin with an up-to-date introduction to the fundamentals: of how search engines have evolved, how search marketing works, and how searchers and site visitors really think when they're trying to find information.

You'll walk step-by-step through every facet of creating an effective program: projecting business value, selling stakeholders and executives, building teams, choosing strategy, implementing metrics, and above all, execution. Drawing on their unsurpassed experience, the authors systematically address every issue you're likely to encounter, from enforcing search-engine friendly content standards through hiring consultants. You'lllearn how to:

-Handle the unique optimization and marketing challenges associated with large sites
-Create site standards that codify best SEO/SEM practices
-Align search marketing with your company's strategic and tactical goals
-Automate checking and reporting for every page on your site
-Create monthly scorecards and use them to drive improvement
-Provide effective guidance to content developers and designers, in language they'll understand
-Get your site indexed, choose target keywords, optimize content, and attract links
-Make the most of the leading search engines and specialized and local search
-Ensure that paid search efforts deliver optimal results, cost-effectively
-Measure site-wide success rates across multiple systems and technologies
-Hire the right SEO consultant—and avoid the wrong ones

Whether you're a marketing, Web, or IT professional, product manager, or content specialist, this book will help you define your SEO/SEM goals, craft a best-practices program for achieving them, and implement it flawlessly.


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How to Talk to Customers: Create a Great Impression Every Time with MAGIC by Diane Berenbaum & Tom Larkin

Diane Berenbaum & Tom Larkin | Jossey-Bass (March 30, 2007) | Language: English | ISBN-10: 0787987522 ISBN-13: 978-0787987527 | PDF | 1.04MB

Filled with case studies and anecdotes, How to Talk to Customers demystifies the most critical aspect of customer service: conversations employees have every day with customers. In this must-have resource, Diane Berenbaum and Tom Larkin outline a proven system based on their MAGIC customer service training program. MAGIC, which stands for Make A Great Impression on the Customer, can help anyone become the type of communicator that makes their customers feel special.

“Every once in a while, we as consumers have a truly wonderful experience as a customer of a company. These interactions leave us feeling so positive about our purchase, our relationships with the company, and ourselves that we say, ‘The experience was magic!’” —from the Introduction

Filled with case studies and anecdotes, How to Talk to Customers demystifies the most critical aspect of customer service: conversations employees have every day with customers. In this must-have resource, Diane Berenbaum and Tom Larkin outline a proven system based on their MAGIC customer service training program. MAGIC, which stands for Make A Great Impression on the Customer, can help anyone become the type of communicator that makes their customers feel special.

More than a simple set of skills that can be learned and practiced, MAGIC begins with a mind-set that reflects implicit respect for everyone and a commitment to demonstrate that respect. The book is filled with humorous and touching MAGIC (and Tragic) Moments that are real-life illustrations from customers, colleagues, and friends.

Using the detailed “33 Points of MAGIC,” the authors show how any customer dialogue can be evaluated, measured, and improved.
The book also contains a wealth of relationship-building ideas and dozens of tips, checklists, and exercises that will help you apply the principles to your own daily interactions. How to Talk to Customers is a practical guide to customer contact for any business that wants to serve its customers at world-class levels day in and day out. And it will help any individual who wants to strengthen personal and professional relationships.


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The Guru Guide to Marketing: A Concise Guide to the Best Ideas from Today’s Top Marketers

Joseph H. Boyett, Jimmie T. Boyett | Wiley (November 15, 2002)| ISBN-10: 0471213772 | ISBN-13: 978-0471213772 | English | PDF | 252 pages | 1.3MB

Marketing just isn’t what it used to be. New technology and business practices as well as more informed and savvy consumers have made the business of marketing more complicated than ever before. Marketers know they must develop new ways to tap consumers and new ways to differentiate their products.

A valuable source of inspiration and cutting-edge ideas, The Guru Guide™ to Marketing offers unparalleled access to the hottest trends in the field. Based on top Fortune 500 consultants Joseph and Jimmie Boyett’s exhaustive research, it distills the wisdom of the world’s top marketers into straightforward, bite-sized lessons about everything from branding to buzz.

In The Guru Guide™ to Marketing, you’ll learn the secrets of brand management from legends Philip Kotler, Bernd Schmitt, and Jack Trout. You’ll understand the new one-to-one consumer relationship with help from Don Peppers and Martha Rogers. You’ll hear from Frederick Newell on customer relationship management, Kevin Clancy and Peter Krieg on customer retention programs, and Malcolm Gladwell on creating buzz...


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Marketing Management by Philip Kotler, Eleventh Edition, (719 Slides Powerpoint Show with 22 Chapters)

Philip Kotler | Prentice Hall; 12 edition (January 1, 2006) | 719 Slides Powerpoint Show with 22 Chapters | Language: English | ISBN-10: 0131457578 | ISBN-13: 978-0131457577 | 40.75Mb

This worldwide best-selling book, the contents of which is presented here in 719 slides, highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.

This powerpoint show covers the following 22 chapters:

1. DEFINING MARKETING FOR THE 21st CENTURY
2. ADAPTING MARKETING TO THE NEW ECONOMY
3. BUILDING CUSTOMER SATISFACTION, VALUE, AND RETENTION
4. WINNING MARKETS THROUGH MARKET-ORIENTED STRATEGIC PLANNING
5. GATHERING INFORMATION AND MEASURING MARKET DEMAND
6. SCANNING THE MARKETING ENVIRONMENT
7. ANALYSING CONSUMER MARKETS AND BUYER BEHAVIOUR
8. ANALYSING BUSINESS MARKETS AND BUSINESS BUYING BEHAVIOUR
9. DEALING WITH THE COMPETITION
10. IDENTIFYING MARKET SEGMENTS AND SELECTING TARGET MARKETS
11. POSITIONING AND DIFFERENTIATING MARKET THROUGH PRODUCT LIFE CYCLE
12. DEVELOPING NEW MARKET OFFERINGS
13. DESIGNING GLOBAL MARKET OFFERINGS
14. SETTING THE PRODUCT AND BRANDING STRATEGY
15. DESIGNING AND MANAGING SERVICES
16. DEVELOPING PRICE STRATEGIES AND PROGRAMS
17. DESIGNING AND MANAGING VALUE NETWORKS AND MARKETING CHANNELS
18. MANAGING RETAILING, WHOLESALING AND MARKET LOGISTICS
19. MANAGING INTEGRATED MARKETING COMMUNICATIONS
20. MANAGING ADVERTISING, SALES PROMOTION, PUBLIC RELATIONS, AND DIRECT MARKETING
21. MANAGING THE SALES FORCE
22. MANAGING THE TOTAL MARKETING EFFORT
    

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