Markedsføring

Is your small business growing and thriving the way you envisioned it would when you struck out on your own? This trusted book explains how to develop and execute a simple, effective, and affordable marketing plan that brings new life to products and services.

Key skills to make sales managers better developers of salespeople Get out of the firefighting business and into the business of developing the people who develop your profits. Successful salespeople rightfully become sales managers because of superior sales records.

The leading introductory book on data mining, fully updated and revised! When Berry and Linoff wrote the first edition of Data Mining Techniques in the late 1990s, data mining was just starting to move out of the lab and into the office and has since grown to become an indispensable tool of modern business.

As the market place changes under the impact of the rapid transformation of information and the Internet, marketing plans are more important than ever. This title explains how to integrate social media, contacts and membership, and other tools into a complete plan that strengthens your customer base without breaking your budget.

Identify customer needs, tailor each sale to a particular client and earn and maintain credibility with this guide.

This helpful text clearly sets out the very best, state-of-the-art strategies in key account management. The authors provide the tools and processes for successful KAM, from developing a customer categorization system that really works, to analyzing the needs of key accounts.

You don't need a marketing degree or intensive training to build an attention-grabbing brand; you just need this book - and 30 days. Simon Middleton shows you how to create, manage and communicate your brand profoundly and effectively, in just 30 days, by following 30 clear exercises.

Grow your account list with an effective account-based marketing strategy Buyers have changed the B2B marketing game.

From the 'new car' aroma to the crunch of Kellog's cornflakes, understand how to appeal to the neglected senses: touch, taste and smell, and enter the new frontier of branding.

During economic contractions, it becomes much more difficult to sell your products, maintain your customer base, and gain market share. Mistakes become more costly, and failure becomes a real possibility for all those who are not able to make the transition.

Attract the very best talent with a compelling employer brand! Employer Branding For Dummies is the clear, no-nonsense guide to attracting and retaining top talent.

The premier guide to digital marketing that works, and a solid framework for success The Art of Digital Marketing is the comprehensive guide to cracking the digital marketing 'code,' and reaching, engaging, and serving the empowered consumer.

A revised and updated version of the classic book on what it takes for small brands to eat the big tuna Since Wiley first published Eating the Big Fish in 1999, the concept of the challenger brand has become a mainstream idea among marketers and advertisers.

Is there a method to the madness when it comes to shopping? Hailed by the "San Francisco Chronicle" as "a Sherlock Holmes for retailers," author and CEO Underhill answers with a definitive "yes" in this witty, eye-opening report on the nation's ever-evolving consumer culture.

In an age of me-too products and instant communications, keeping up with the competition is not a winning strategy. You have to out-position, out-maneuver, and out-design the competition. Written by the bestseller "The Brand Gap", this title illustrates the first discipline for building a high-performance brand-radical differentiation.

Commonsense Direct and Digital Marketing shows you how to plan and execute profitable direct marketing campaigns using the media of direct mail, internet marketing, copywriting and design. It is the classic work on this subject.

Gain, engage, and retain customers with positive experiences A positive customer experience is absolutely essential to keeping your business relevant. Today's business owners need to know how to connect and engage with their customers through a variety of different channels, including online reviews and word of mouth.

HOW TO SELL TO AN IDIOT Selling to customers looking to get the most bang for their buck is a difficult feat. The only customers tougher than hagglers are the ones so uninformed about what they are buying, they don't even realize when they are getting the deal of a lifetime.

In some parts of the world, especially in developing markets, category management today remains a stretch goal - a new idea full of untapped potential. In other areas, the original eight-step process that emerged in the late 1980's forms the foundation of many companies' approach to category management.

In Perfect Pitch, bestselling author Jon Steel shows readers how the principles of advertising research and planning can be applied to the business of presenting and selling ideas. While many books offer tips on persuasion, this is the only book tailored specifically to advertising industry professionals who must sell their ideas or perish.

Introduces Attraction Marketing System, a tool that brings the market for a product or service to the business through targeted initiatives using direct mail, email, telemarketing, and websites.

Hypergrowth markets are explained and explored in a book offering specific answers as to how companies can develop markets for their products, how they can sustain this growth, and how they can survive the inevitable downturns.

Shows you how to grab attention and drive sales with customer-focused, results-based Web copy. This book applies persuasive techniques to the interactive capabilities and unique possibilities of the Web. It includes insider tips on how to write a copy for: Websites; Home pages; Internet direct mail; Banner ads; Landing pages; and E-zines.

Adam Morgan follows bestseller 'Eating the Big Fish' with a close up of the kind of person it takes to challenge established brands.

From 1976 to the beginning of the millennium-covering the quarter-century life span of this book and its predecessor-something remarkable has happened to market response research: it has become practice.

A reference for advertising, sales, and marketing professionals looking for the right word to clinch the deal. It lists high-powered words, phrases, and slogans, arranged in categories ranging from 'snappy transitions' to 'knocking the competition', from 'grabbers' to 'clinchers.'

Includes: the thinking on key branding concepts; strategies for launching new brands, leveraging existing brands, and managing a brand portfolio; techniques for building a brand-centered organization; and, insights from senior managers who have fought branding battles and won.