Knowledge

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The authors unveil the Brand Portfolio Approach, a strategy that they claim increases the value of brands by exploding them beyond the boundaries of their division or their parent company. Covers brand extensions and repositioning, as well as an organizational design for implementing brand-portfolio management.... [ read more ]

Selling Through Quality Proposals is a no-nonsense guide for putting quality into the sales process. Readers will learn how to integrate proposals into the selling process, use proposals to create long-term partnerships and alliances, show buyers how to enhance the "bottom-line," and much more.... [ read more ]

Experienced marketers, especially senior managers, will benefit from the author's strategies for integrating direct mail, advertising, telemarketing, and field sales for maximum impact.... [ read more ]

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Written by executives who prepare other executives for international travel and one Fulbright scholar in cross-cultural communication, this work is a godsend for rapidly growing international collections. It is useful for companies planning a program overseas, although it contains some oversimplifications. Highly recommended to any business traveler--or any student of the diversity of human cultures. ... [ read more ]

Killing the Sale explores the 10 most common fatal mistakes that salespeople make and then have ways of how to avoid them. Perfect for any salesperson looking to improve their sales.... [ read more ]

Anyone who runs a direct mail program will get a lot out of Benson's shared experiences, triumphs, failures, and rules of thumb.... [ read more ]

Author Levinson applies his proven guerrilla philosophy to advertising in Guerrilla Advertising. This step-by-step guide will help you develop advertising strategy, design effective ads and copy, maximize advertising effectiveness, focus your audience and much more.... [ read more ]

The authors examine what they feel is the link between employee, customer, and investor loyalty and attempt to prove that traditional accounting practices do not show the "loyalty effect." They make a compelling case by applying other gauges to show the impact of loyalty on long-term organization performance.... [ read more ]

The Future Consumer explores what the consumer in the future will be like, with 330 examples of global marketing techniques and a thorough explanation of what marketing in the future will be like.... [ read more ]

You won't find the secrets to motivating the middle 60 percent in this book, but you will find ample reasons why you should try. Drawing on their years of management consulting experience and academic research, the authors provide compelling evidence that profit and growth can be directly linked to both customer and employee satisfaction. They also provide a macro recipe for "capitalizing on the service profit chain," including management, marketing, operations, and measurement strategies.... [ read more ]

Fictions of Business looks at Business through the literary lense. Using such writers as David Mamet, Arthur Miller, Chaucer, and George Bernard Shaw, author, Brawer, presents some fresh management perspectives and ideas.... [ read more ]

Although several years old, this book takes a thorough look at reward systems in the context of today's customer- and performance-based management styles. The author tells how to: make pay relate to achievement, foster a sense of stake in the company, update the traditional performance appraisal process, and measure customer-based performance.... [ read more ]

10 Secrets of Time Management for Salespeople offers salespeople practical time-management tools and processes that can be applied to every major aspect of the salesperson's job. The secrets are short and easily remembered. This book is of use to any type of salesperson.... [ read more ]

This is a must-read for anyone who uses the classic sales letter package in direct mail. This book goes through styles, teasers, and underlines-telling you what works and what doesn't.... [ read more ]

Opening Closed Doors discusses a cutting-edge apprach to marketing and prospecting and stresses the importance of capturing the attention of those your selling to and creating a strong relationship. This book shows you how to be the first person in the door and close ou the competitions, use a new and unique approach to remap your most profitable exiting and new market niches for greater access and much more.... [ read more ]

The authors argue for a new management philosophy that stresses five key values: innovation, improvement, incentives, information, and inclusion. While their plan requires long-term commitment from top management to introduce broad changes, the model makes sense. Their theme emphasizes creating organizations that are "environmentally friendly and more successful in terms of adding value for customers and society."... [ read more ]

Beware the Naked Man Who Offers You His Shirt offers readers a roadmap for their career. You'll learn how to find out why caring is contagious in business, secrets on servicing sales worth millions, and to use your contacts in new ways. Includes advice ranging from can't miss strategies on getting a raise to a sure-fire strategy for fighting back when the bad guys get you down.... [ read more ]

Experienced marketers will get the most from this book. Two sections include articles by various authors on a wide variety of direct marketing issues, followed by 22 complete case studies.... [ read more ]

Positioning gives you tools and information that will help you can compete in the competitive market. You will learn how to reposition a strong competitor and creat a weak spot, to find and use the competition's weakest link and build your own strategy, how recent trends affect your positioning, and more. ... [ read more ]

Written for creative marketing professionals, this book covers the basics of turning copy and graphics into sales. Also contains useful production information.... [ read more ]

Pilot Vision dares you to look at the world through a pilot's eyes-- to think, plan and act with daring and precision. THis book contains seven secrets of successful pilots that the reader can bring to the workplace. This book is good for anyone in a leadership position. ... [ read more ]

Here's a detailed process for implementing profit sharing, gain-sharing, and goal sharing. You'll get a step-by-step approach that includes organizing the design team, establishing baselines and measurement tools, and determining the frequency and methods of payout. Chapters cover: multi-tiered and small-group systems, selecting and evaluating measures, assigning values to gains or goals, establishing baselines, and sharing the gains. You'll find more implementation details than in many business books.... [ read more ]

"The Great Tween Buying Machine" reveals key information on how to expand a company's marketing base. With the teen population at over 20 million, it is within best interest to market to the younger generation. This book will demystify the teen market using research and outlining strategies in packaging, advertising, and promotions.... [ read more ]