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Twitter is Not a Strategy: Rediscovering the Art of Brand Marketing

In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don't embrace "Big Data," they will fade into obscurity. But Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that this frenzy over digital and social media has created a schism in the marketing world that is hindering brands from attaining their true business potential. The tension between traditional branding and the seemingly unlimited possibilities presented by the advent of "digital" branding leads companies to abandon the tried and true aspects of marketing for the flash of the new. In Twitter is Not a Strategy, Doctoroff explains why a strategy that truly integrates the two ideas is the best way for a brand to move into the future. Using some of the biggest brand names in the world as examples, such as Coca-Cola, Nike, and Apple, he breaks down the framework of marketing to explain how digital marketing can't stand without the traditional foundation.... [ read more ]

Relationship Marketing: Bringing Quality, Customer Service and Marketing Together

This book, which broke ground six years ago by outlining relationship marketing, provides an excellent overview. The book is intended for all marketing managers coming to terms with doing business in turbulent markets and facing up to strategic quality and customer services issues. However, it lacks implementation details and doesn't take into account advances in Internet and database technology that have taken place since its publication.... [ read more ]

Relationship Marketing for Competitive Advantage: Winning and Keeping Customers

A collection of articles from some of the nation's leading academic researchers on all aspects of customer retention, including internal and external marketing, employee motivation, and long-term relationship-marketing strategies. Best for those who want to understand the internal as well as external marketing issues involved with one-to-one marketing, as well as those who want an international perspective.... [ read more ]

Friendship Marketing: Growing Your Business by Cultivating Strategic Relationships

This book puts marketing on the most personal, one-to-one level by identifying the elements of friendship and relating them to business relations. Using dozens of real-life examples, the author shows how building relationships is the key to business development and personal fulfillment. It has little to do with technology, but everything to do with sales techniques.... [ read more ]

Secrets of Question Based Selling

For nearly fifteen years, The Secrets of Question Based Selling has been helping great salespeople live you deliver big results. It's commonsense approach has become a classic, must-have tool that demonstrates how asking the right questions at the right time accurately identifies your customer's needs.... [ read more ]

Special Events: Inside & Out

This book gives solid information on how to ensure a successful event. Includes a start-to-finish master plan for events, from feasibility study to evaluation. ... [ read more ]

The Power of foursquare: 7 Innovative Ways to Get Your Customers to Check In Wherever They Are

Internationally bestselling author Carmine Gallo not only has had unprecedented first-hand access to foursquare’s founders, he also has interviewed dozens of business owners and marketers who have revolutionized their businesses through The Power of foursquare. You’ll discover the ice-cream chain that heated up sales dramatically, the nonprofit organization that raised $50,000, and the matchmaker who owes her entire business to foursquare. Your customers are out there, constantly searching for places to go, games to play, and things to buy. Leverage The Power of foursquare and your customers will be in constant competition with each other over who loves your products and services the most.... [ read more ]

Fund Raising With Golf - Organizing and Conducting a Successful Fund Raising Golf Event

Here is a guidebook that will assist everyone involved in planning, organizing, and running a fund raising or charity golf event. This book provides a wealth of ideas and information for producing a successful golf tournament. Topics covered include: getting started, partnerships, themes, formats, pre-tournament planning, selecting sites and dates, insurance, sponsorship, prizes, volunteers, budgets, registration, tournament day set up, tabulating and displaying tournament results, the awards ceremony, how to organize peripheral activities, auctions, bake sales, clinics, fashion shows, banquets, putting contests, and much more. Ensure your next golf event is a success story with the ideas contained here. ... [ read more ]

The Complete Idiot's Guide to Golf

McGann, a veteran of the LPGA Tour, has written an indispensable book that covers everything from the rules of the game and how to swing a golf club to how to conduct business on the greens. There's a glossary of golfing terms and a chapter on golf publications and organizations.... [ read more ]

Engageonomics: Harnessing the Power of Engaged Employees, Why Companies Get It Wrong

According to Gallup, lost productivity of actively disengaged employees costs the North American economy $500 billion annually, and 75 percent of the current workforce is disengaged at their job and are just putting in time until the economy turns around or they can afford to retire! To combat this staggering challenge, an emerging practice called EngageonomicsTM, which is both an art and a science discipline, is evolving to empower organizations to better understand their dynamic workforce's changing behaviors and motivators while harnessing the power of engaged employees.... [ read more ]

The Wisdom of Harvey Penick

This is the collected writings of Harvey Penick, the closest thing to a philosopher golf has ever had. A renowned teacher of golf who died in 1995, Penick wrote the seminal "Harvey Penick's Little Red Book". One can glean lessons about golf--and life--from Penick's words.... [ read more ]

Promotional Products—The Key Ingredient to Integrated Marketing: How Promotional Products, Print and Television Advertising Impact Consumer Perception

Many traditional forms of advertising and promotion are losing ground to newer media. This trend presents opportunities for the promotional products medium. However, very little research exists documenting the effectiveness of promotional products when compared to and combined with other traditional forms of advertising such as television and print.... [ read more ]

The Global Brand: How to Create and Develop Lasting Brand Value in the World Market

Rapid advances in modern technology present companies with quickly expanding marketing opportunities, but they also create an over-saturated business landscape that both helps and hurts brands. In this thorough investigation of brand strength in today's business world, Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands. He analyzes the five steps of customer commitment to a strong brand--Presence, Relevance, Performance, Advantage, and Bonding. Finally, Hollis emphasizes human nature as a set of constant core values that all brands should appeal to, and analyzes the future of brand-building as a profitable investment.... [ read more ]

Innovation

Give your students the edge in the marketplace--the ability to understand and manage the process of innovation and new product development, the force driving today's economy. This book introduces a strategic, results-oriented program that helps students understand how to develop and foster an innovation mindset among everyone in an organization. It discusses how to overcome the aversion to risk that typically impedes the innovation process, along with techniques on how to link innovation to corporate strategies.... [ read more ]

The Advantage: Why Organizational Health Trumps Everything Else In Business

There is a competitive advantage out there, arguably more powerful than any other. Is it superior strategy? Faster innovation? Smarter employees? No, New York Times best-selling author, Patrick Lencioni, argues that the seminal difference between successful companies and mediocre ones has little to do with what they know and how smart they are and more to do with how healthy they are. In this book, Lencioni brings together his vast experience and many of the themes cultivated in his other best-selling books and delivers a first: a cohesive and comprehensive exploration of the unique advantage organizational health provides. Simply put, an organization is healthy when it is whole, consistent and complete, when its management, operations and culture are unified. Healthy organizations outperform their counterparts, are free of politics and confusion and provide an environment where star performers never want to leave. ... [ read more ]

High-Maintenance Employees: Why Your Best People Will Also Be Your Most Difficult...and What You Can Do about It

High-Maintenance Employees is the first book to give managers detailed guidance on how to get the best out of high-maintenance high-performers--visionary employees who are difficult to keep on track. Kathi Graham-Leviss has spent the last 20 years coaching companies on how to improve their results, and realized that the No. 1 problem facing companies was how to manage these essential employees.... [ read more ]

Zilch: How Businesses and Not-for-Profits Can Get More Bang with Less Buck

The CEO of Do Something explains what big businesses can-and should-learn from not-for-profits. Tough times have forced businesses to slash their headcount, marketing budgets, and other resources. Managers at small start-ups and Fortune 100 companies alike are now expected to do more with less-but how? No one is more qualified to answer that question than the leaders who always thrive on a shoestring. Nancy Lublin, CEO of Do Something and founder of Dress for Success, draws on her experiences as well as interviews with other "rock star" leaders of flourishing not-for- profits to show how to succeed with any size budget, staff, or network.... [ read more ]



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