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Author : Drayton Bird
Publisher : Kogan Page Publishers
ISBN 13 : 9780749432157
Total Pages : 276 pages
Book Rating : 4.4/5 (321 download)
Download or read book Marketing Insights and Outrages written by Drayton Bird and published by Kogan Page Publishers. This book was released on 2000 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: Published in association with Marketing Magazine
Author : BusinessNews Publishing,
Publisher : Primento
ISBN 13 : 2511017997
Total Pages : 50 pages
Book Rating : 4.5/5 (11 download)
Download or read book Summary: Marketing Outrageously written by BusinessNews Publishing, and published by Primento. This book was released on 2014-10-14 with total page 50 pages. Available in PDF, EPUB and Kindle. Book excerpt: The must-read summary of Jon Spoelstra's book: "Marketing Outrageously: How to Increase Your Revenue by Staggering Amounts". This complete summary of the ideas from Jon Spoelstra's book "Marketing Outrageously" shows how the most fun and refreshing marketing campaigns - which therefore make the most money - are those that are outrageous. In his book, the author presents his research into outrageous marketing campaigns and reveals the key traits that they all have in common. This summary explains each of these key traits so that you can implement them into your own campaigns and get real results. Added-value of this summary: • Save time • Understand key concepts • Expand your knowledge To learn more, read "Marketing Outrageously" and discover why outrageous marketing leads to outrageous profits.
Author : Lisa Fortini-Campbell
Publisher : Routledge
ISBN 13 :
Total Pages : 278 pages
Book Rating : 4.0/5 ( download)
Download or read book Hitting the Sweet Spot written by Lisa Fortini-Campbell and published by Routledge. This book was released on 2001 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is a book about how to get to know your customer. It's a research book, but it's really a book for just about everyone in marketing and advertising. Because the better you know your customer, the better you'll be able to do your job in today's tougher-than-ever marketplace. Learn the real truth about "breakthrough" communication. Learn how to be a "consumer detective." And learn about "The Sweet Spot." From an introduction to Ethnography, and improved observation and interviewing skills through useful and practical Mapping and Presentation tools, this book will help you move from Data and Information to Insight and Inspiration. --Publisher.
Author : Adele Revella
Publisher : John Wiley & Sons
ISBN 13 : 1118961668
Total Pages : 246 pages
Book Rating : 4.1/5 (189 download)
Download or read book Buyer Personas written by Adele Revella and published by John Wiley & Sons. This book was released on 2015-02-24 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: Named one of Fortune Magazine’s “5 Best Business Books” in 2015 See your offering through the buyer's eyes for more effective marketing Buyer Personas is the marketer's actionable guide to learning what your buyer wants and how they make decisions. Written by the world's leading authority on buyer personas, this book provides comprehensive coverage of a compelling new way to conduct buyer studies, plus practical advice on adopting the buyer persona approach to measurably improve marketing outcomes. Readers will learn how to segment their customer base, investigate each customer type, and apply a radically more relevant process of message selection, content creation, and distribution through the channels that earn the buyers' trust. Rather than relying on generic data or guesswork to determine what the buyer wants, the buyer persona approach allows companies to ask the buyer directly and obtain more precise and actionable guidance. Buyer personas are composite pictures of the people who buy solutions, services or products, crafted through a unique type of interview with the people the marketer wants to influence. This book provides step-by-step guidance toward implementing the buyer persona approach, with the advice of an internationally-respected expert. Learn who buys what, and why Understand your buyer's goals and how you can address them Tailor your marketing activities to your buyer's expectations See the purchase through the customer's eyes A recent services industry survey reports that 52 percent of their marketers have buyer personas, and another 28 percent expect to add them within the next two years – but only 14.6 percent know how to use them. To avoid letting such a valuable tool go to waste, access the expert perspective in Buyer Personas, and craft a more relevant marketing strategy.
Author : Douglas Van Praet
Publisher : St. Martin's Press
ISBN 13 : 1137042788
Total Pages : 358 pages
Book Rating : 4.1/5 (37 download)
Download or read book Unconscious Branding written by Douglas Van Praet and published by St. Martin's Press. This book was released on 2012-11-13 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt: For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . .human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how,behavior change occurs. Here, author DouglasVan Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change. These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?"; Wendy's "Where's the Beef?" ;and the infamous Volkswagen "Punch Buggy" launch as well as their beloved "The Force" (Mini Darth Vader) Super Bowl commercial.
Author : Jon Spoelstra
Publisher : Bard Press
ISBN 13 : 188516775X
Total Pages : 371 pages
Book Rating : 4.8/5 (851 download)
Download or read book Marketing Outrageously Redux written by Jon Spoelstra and published by Bard Press. This book was released on 2011-02-16 with total page 371 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tom Peters says, Jon Spoelstra knows his stuff. Pat Williams, founder of Orlando Magic says, I consider Jon the top marketer in the world. The Wall Street Journal says, Mr. Spoelstra is one of those guys who thinks 'out of the box'. In this revised edition, Jon provides a real-world game plan for increasing your top line with marketing and promotion ideas that break through the clutter and get your customer's attention. His 17 Ground Rules—tested and proven—in sports and business, show how to differentiate yourself from your competitors. The focus is on measurable results that impact your bottom line—without big marketing and advertising budgets. Going beyond marketing theory his approach encourages you to push the outrageous envelope to gain immediate sales. Not just for sales and marketing folks —this book is for anyone who influences the course and attitude of your company.
Author : Marcia Yudkin
Publisher : Marketing Insight Guides
ISBN 13 : 9780971640702
Total Pages : 186 pages
Book Rating : 4.6/5 (47 download)
Download or read book Persuading People to Buy: Insights on Marketing Psychology That Pay Off for Your Company, Professional Practice, Or Nonprofit Organization written by Marcia Yudkin and published by Marketing Insight Guides. This book was released on 2010-08 with total page 186 pages. Available in PDF, EPUB and Kindle. Book excerpt: Attract Interest, Then Nail the Sale With attention spans mercilessly short, you can't afford to approach customers with anything but the very strongest, most on-target pitch. Learn how to capture the interest of perfect prospects for your product, service or cause, then convince them to complete an order. This pithy, provocative book from a master of creative marketing offers both timeless principles of persuasion and insights from recent research and marketing trends. Real-life examples illustrate Marcia Yudkin's advice on strategies that work and those that may backfire. Marcia Yudkin is the author of 6 Steps to Free Publicity, now in its third edition, and 10 other books. "In almost 20 years as a business and marketing columnist, I've yet to encounter anyone with more know-how of what it really takes to transform strangers into prospects, customers and brand loyalists. Marcia Yudkin's M.O. is moxie delivered in bite-sized bits and in terms everyone can understand - and put to immediate use. One handy book with Marcia's years of wisdom is well worth the investment." - Jeff Zbar, Founder, ChiefHomeOfficer.com, U.S. Small Business Administration 2001 Small Business Journalist of the Year "Marketing insights come fast and furious in Persuading People to Buy. If you want to peek inside the minds of buyers, motivate them to buy what you offer, and think of new ways to tempt them, this is the book for you." - Mike Schultz, President of RAIN Group, Co-Author of Professional Services Marketing
Author : Drayton Bird
Publisher : Kogan Page Publishers
ISBN 13 : 9780749447601
Total Pages : 452 pages
Book Rating : 4.4/5 (476 download)
Download or read book Commonsense Direct & Digital Marketing written by Drayton Bird and published by Kogan Page Publishers. This book was released on 2007 with total page 452 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drayton Bird's Commonsense Direct and Digital Marketing is not only seen as the authority on direct marketing execution but is also widely appreciated for its engaging, non-nonsense style. The latest edition takes the book into new territory -- the field of digital marketing. It gives the marketer the tools, techniques and structures needed to produce effective and profitable marketing across the direct marketing spectrum, from simple letter to focused web-based campaigns. For anyone involved in direct marketing, this book provides not just the structure for success but also an energizing insight into the techniques behind some of the world's most successful direct marketing campaigns.
Author : bob Mckercher
Publisher : Routledge
ISBN 13 : 1136615156
Total Pages : 272 pages
Book Rating : 4.1/5 (366 download)
Download or read book Cultural Tourism written by bob Mckercher and published by Routledge. This book was released on 2012-10-02 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: Examine cultural tourism issues from both sides of the industry! Unique in concept and content, Cultural Tourism: The Partnership Between Tourism and Cultural Heritage Management examines the relationship between the sectors that represent opposite sides of the cultural tourism coin. While tourism professionals assess cultural assets for their profit potential, cultural heritage professionals judge the same assets for their intrinsic value. Sustainable cultural tourism can only occur when the two sides form a true partnership based on understanding and appreciation of each other's merits. The authors--one, a tourism specialist, the other, a cultural heritage management expert--present a model for a working partnership with mutual benefits, integrating management theory and practice from both disciplines. Cultural Tourism is the first book to combine the different perspectives of tourism management and cultural heritage management. It examines the role of tangible (physical evidence of culture) and intangible (continuing cultural practices, knowledge, and living experiences) heritage, describes the differences between cultural tourism products and cultural heritage assets, and develops a number of conceptual models, including a classification system for cultural tourists, indicators of tourism potential at cultural and heritage assets, and assessment criteria for cultural and heritage assets with tourism potential. Cultural Tourism examines the five main constituent elements involved in cultural tourism: cultural and heritage assets in tourism sites such as the Royal Palace in Bangkok, the Cook Islands, and Alcatraz Prison in San Francisco. tourism--what it is, how it works, and what makes it a success five different types of cultural tourists consumption of products, value adding, and commodification integrating the first four elements to satisfy the tourist, meet the needs of the tourism industry, and conserve the intrinsic value of the asset Though tourism and cultural heritage management professionals have mutual interests in the management, conservation, and presentation of cultural and heritage assets, the two sectors operate on parallel planes, maintaining an uneasy partnership with surprisingly little dialogue. Cultural Tourism provides professionals and students in each field with a better understanding of their own roles in the partnership, bridging the gap via sound planning, management, and marketing to produce top-quality, long-lasting cultural tourism products. Now translated into simplified Chinese.
Author : Bill Glazer
Publisher : Morgan James Publishing
ISBN 13 : 0982379390
Total Pages : 269 pages
Book Rating : 4.9/5 (823 download)
Download or read book Outrageous Advertising That's Outrageously Successful written by Bill Glazer and published by Morgan James Publishing. This book was released on 2009-05-01 with total page 269 pages. Available in PDF, EPUB and Kindle. Book excerpt: The legendary marketing consultant shares the secret to getting the most out of your advertising—by being outrageous—in this classic small business guide. When a sprinkler malfunctioned at his Baltimore menswear store, Bill Glazer could have done the normal thing and sold the wet merchandise to a Jobber—a business that buys damaged goods in bulk. Instead, he did something OUTRAGEOUS: he created an out-of-the-box ad campaign that resulted in far better returns. And it was easy. In this classic guide to small business advertising, Bill teaches readers the secrets to advertising that actually works. Rich with examples and stories showing exactly how to implement a successful OUTRAGEOUS program, this book cracks the code on getting noticed in ways that increase your sales!
Author : Tom Altstiel
Publisher : SAGE Publications
ISBN 13 : 1506315402
Total Pages : 751 pages
Book Rating : 4.5/5 (63 download)
Download or read book Advertising Creative written by Tom Altstiel and published by SAGE Publications. This book was released on 2015-12-10 with total page 751 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. The book gets right to the point of advertising by stressing key principles and practical information students and working professionals can use to communicate effectively in this postdigital age. Drawing on personal experience as award-winning experts in creative advertising, Tom Altstiel and Jean Grow offer real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In this Fourth Edition, Altstiel and Grow take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas.
Author : Tom Altstiel
Publisher : SAGE
ISBN 13 : 9781412917964
Total Pages : 412 pages
Book Rating : 4.9/5 (179 download)
Download or read book Advertising Strategy written by Tom Altstiel and published by SAGE. This book was released on 2006 with total page 412 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising Strategy provides students with the experience of an actively teaching professor at one of the top advertising programs in the country and a working creative director/agency principle. Altstiel and Grow get right to the point by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Unlike many books that focus on only work created for large consumer accounts by mega agencies, this text also covers business-to-business, in-house, and small agency work. Key Features: - Up-to-date examples: over half were produced in the last two years. - Writing for the Internet/Interactive Marketing: the most comprehensive and up to date general copywriting text that covers the Internet - Diversity discussion: a whole chapter is devoted to these issues, plus examples and case histories related to issues of diversity are woven throughout the text. - War Stories: the authors tracked down some of the hottest professionals in the business and their anecdotes bring real world experience into each chapter. They are part case history, part lessons-to-be-learned and sometimes, very funny. - Words of Wisdom: timely quotes from some of the most influential people in our business, past and present. These quotes bring key points to life in every chapter. - Who′s Who: short biographies of people mentioned in the book. Located at the end of each chapter, these blurbs sometimes include very personal information provided directly by these people.
Author : Jon Steel
Publisher : John Wiley & Sons
ISBN 13 :
Total Pages : 330 pages
Book Rating : 4.3/5 (91 download)
Download or read book Truth, Lies, and Advertising written by Jon Steel and published by John Wiley & Sons. This book was released on 1998-03-13 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: Account planning is a discipline that combines aspects of four traditionally separate areas of advertising and marketing. This text aims to demonstrate how to use account planning to win clients and produce better, more effective advertising. It also shows the role account planning played in producing celebrated advertising campaigns.
Author : Drayton Bird
Publisher : Kogan Page Publishers
ISBN 13 : 9780749438760
Total Pages : 324 pages
Book Rating : 4.4/5 (387 download)
Download or read book How to Write Sales Letters That Sell written by Drayton Bird and published by Kogan Page Publishers. This book was released on 2002 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: The right piece of direct mail can produce excellent response rates and have an extraordinary effect on business. But why do some sale letters achieve spectacular results whilst others are instantly consigned to the bin? This book reveals the secrets of creating successful sales letters. Containing examples of real sales letters, it includes plenty of advice on what to avoid as well as what to include. Key topics are covered such as: the secrets of persuasion; planning a letter which will get replies; creating offers that get responses and timing mailings for maximum effect.
Author : Neale Martin
Publisher : FT Press
ISBN 13 : 0131357956
Total Pages : 209 pages
Book Rating : 4.1/5 (313 download)
Download or read book Habit written by Neale Martin and published by FT Press. This book was released on 2008 with total page 209 pages. Available in PDF, EPUB and Kindle. Book excerpt: 80% of new products fail. Billions of advertising dollars are wasted every year. Even "satisfied customers" abandon companies at the drop of a hat. How can this be? How can so many brilliant marketers and product developers be failing so thoroughly? Here's how: they've focused their vast resources almost exclusively on the conscious mind, but it's the unconscious mind that controls 95% of human behavior. InHabit, Dr. Neale Martin presents powerful new research that reveals how the mind actually works and explains in practical detail the implications of this new science for marketers and product developers. You'll learn why 50 years of marketing theory is deeply flawed, how your customers'unconscious minds thwart your marketing campaigns, and how to identify what customers really want when they don't even know. Martin explains how customer behavior actually changes the mind's neural connections and how companies can leverage this fact by refocusing on behavior, not on attitudes and beliefs. He offers a complete process for working with customers'unconscious and conscious minds together, to become your customer's habit, not just their choice. You'll even learn how to revamp organizational structures that undermine the promotion of customer habits. Using Martin's techniques, you can not only avoid marketing and product failures: you can finally achieve the twin holy grails of marketing: higher customer retention, and greater long-term profitability.
Author : LISA A. FORTINI-CAMPBELL
Publisher :
ISBN 13 : 9781138137974
Total Pages : pages
Book Rating : 4.1/5 (379 download)
Download or read book HITTING THE SWEET SPOT written by LISA A. FORTINI-CAMPBELL and published by . This book was released on 2015 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Vicky Fraser
Publisher : Moxie Books
ISBN 13 : 0463526287
Total Pages : 229 pages
Book Rating : 4.4/5 (635 download)
Download or read book How The Hell Do You Write A Book? written by Vicky Fraser and published by Moxie Books. This book was released on 2019-11-19 with total page 229 pages. Available in PDF, EPUB and Kindle. Book excerpt: It's never been easier to write and publish your own business book... right up until the moment you sit down to start. In this entertaining page-turner of a guide, author and book-writing expert Vicky Fraser breaks down years of experience writing and self-publishing for herself and a host of clients to share everything you need to write your own business book – and use it to grow your business. You'll discover: * How to overcome the Blank Page Of Doom – permanently. * Why your Inner Dickhead wants to sabotage you, and how to stop it. * Where to find inspiration and how to cultivate your hidden creativity. * How to avoid looking like an amateur (tips and tricks to make you look like the professional you are). * Why tedious writing is "fear masquerading as professionalism" – and how to add a little outrageous flair. * How to destroy fluff and waffle so your business book isn't overstuffed and dull. * What to do at the end of your book so your reader yells, "Shut up and take my money!" * Why authors abandon their book projects – and how to make sure you finish yours. * And much more... Grab a copy of How The Hell Do You Write A Book now to unleash your inner author and write the book that could transform your business.
