The new rules for persuasive messaging. When it comes to messaging, what worked in the past won't work today. Our noisy, digital world has undermined our ability to focus. For a message to grab attention and persuade, it now has to pass the SAUCE test and be: Simple, Appealing, Unexpected, Credible, and Emotional. Secret Sauce shows you how to transform unconvincing messages into compelling copy. It comes with a 15-question SAUCE test and a Heat Gauge which allows you to precisely measure the persuasive impact of your messages. Short, easy to read, and packed with visuals, Secret Sauce provides: Clear examples of what works and what doesn't * Fascinating insights from behavioral and neurological research * Powerful lessons from successful and failed campaigns Less than 10 percent of marketing messages are truly compelling-engaging the head and heart. Secret Sauce helps you weed out the clutter and craft messages that stick.

Do your marketing efforts rely on your best guesses? Would you rather be a data-led marketer, working from hard facts and with a clear strategy? Learn how to improve your marketing, get ahead of your competitors, and enhance your career with this whistle stop tour of the modern marketing landscape, where data and marketing go hand-in-hand.

Reviewing and analysing the most relevant concepts, theories and strategies related to the field, this timely book reveals what makes for strong social marketing and social advertising campaigns. With a comprehensive understanding of social advertising models and their applications, chapters present original case studies and scenarios from international researchers to illustrate strategies and concepts in practice. Exploring the mechanics of social media, contributors highlight what makes a successful campaign. They evaluate the use and impact of emotions in social power, exploring the power of storytelling, whilst weighing ethical implications. The book covers important and upcoming areas of interest in the field including the rise of social media influencers, the use of memes, the functionality of social media, and the use of fear, guilt and shame in communications campaigns as well as positive emotions. This book will assist marketing academics and practitioners in the development of successful campaigns as it highlights not only what these campaigns look like, but also why they achieve success. It will also prove an excellent guide for government organisations and public policy makers interested in using social marketing for health promotion and social change.

The No#1 Marketing Book for Local Trades. If you are a local trades or service based business this is for you...Whether you are an electrician, a plumber, gas engineer, carpet cleaner, handyman or gardener, this easy-to-implement, proven six-step system is designed to position you as the go-to person in your area for the service you provide. It doesn't matter if you are starting out or have been trading for years, the SPARKS Blueprint(TM) can help boost your business, find new customers and keep them.

Performing an in-depth exploration of the gendered nature of marketing theory and practice, this timely book unpacks the many ideological assumptions embedded in marketing thought and action. Drawing on past and present scholarship at the intersection between marketing and feminism, Pauline Maclaran and Andreas Chatzidakis highlight the gendered silences in the history of marketing. By referencing core bodies of feminist theory and engaging with interdisciplinary perspectives on feminism and marketing, they illustrate a comprehensive understanding of the subtleties at work in the gendering of marketing. Structured around five key areas, the book examines the history of marketing thought, communications, product design and branding, marketing's free externalities, and the marketing organisation. Identifying the biases, misconceptions and prejudices perpetuated by gendered marketing, it concludes by questioning if and how marketing can be de-gendered, in order to empower and transform consumers. Tracking the evolution of feminist thought and its critique of market-related structures and activities, this book will prove invaluable to students and scholars of marketing, media studies, sociology and gender studies. With insights into industry practices, it will also prove a vital reference guide to practitioners and policymakers working in advertising, marketing and the media who are concerned with gender and feminism.

Marketing your business has never been so challenging. So much change, so many new opportunities, especially when it comes to engaging with your customers. Digital has seen to that but the capabilities it has opened up have barely been exploited. The fact is that businesses need to become customer-centric but don't know how. Intelligent Customer Engagement is the 'how'. It is the next natural evolutionary step that businesses will take to commercially market to their audiences. Built on a foundation of existing marketing, communications and technological capabilities, Intelligent Customer Engagement is a pioneering methodology that is already being deployed by businesses that are seeking new ways to transform the engagement they have with their audiences. The authors have written this book as a working manual of how to develop and deploy Intelligent Customer Engagement and readers will benefit from it being continuously supported online through their content hub at www.timihub.com.

Marketing your business has never been so challenging. So much change, so many new opportunities, especially when it comes to engaging with your customers. Digital has seen to that but the capabilities it has opened up have barely been exploited. The fact is that businesses need to become customer-centric but don't know how. Intelligent Customer Engagement is the 'how'. It is the next natural evolutionary step that businesses will take to commercially market to their audiences. Built on a foundation of existing marketing, communications and technological capabilities, Intelligent Customer Engagement is a pioneering methodology that is already being deployed by businesses that are seeking new ways to transform the engagement they have with their audiences. The authors have written this book as a working manual of how to develop and deploy Intelligent Customer Engagement and readers will benefit from it being continuously supported online through their content hub at www.timihub.com.

This timely and incisive Handbook provides critical contemporary insights into the theory and practice of entrepreneurship and marketing in the twenty-first century. Bringing together rich and varied contributions from prominent international researchers, it offers a reflective synthesis of scholarship at the interface between marketing and entrepreneurship. Emphasising the need for contextual analysis of marketing and entrepreneurial practices, this Handbook explores the effectiveness of a variety of behaviours, supporting its insights with relevant theory. Chapters cover areas such as innovation, strategy and networking for SMEs, social media and crowdfunding, and entrepreneurial marketing in the arts, including a focus on the growing phenomenon of cultural entrepreneurship. Scholars and postgraduate students in entrepreneurship and marketing, and particularly those working on the intersections between them, will find this Handbook an invaluable read. Its examination of the efficacy of various practices will also be of great interest to marketing professionals and entrepreneurs themselves. Contributors include: C. Ball, A. Bayraktar, S. Brown, D. Cummins, J.H. Deacon, N. Dennis, E. Erdogan, I. Fillis, J.B. Ford, I.S. Fraser, P.J. Fraser, L. Frondigoun, E. Gallagher, A. Gilmore, V. Gustafsson, B. Hynes, B. Jones, R. Jones, M. Kelly, F. Kerrigan, A. Kincaid, T.A. Kirchner, O.F. Lee, K. Lehman, E. Lloyd-Parkes, S. Loane, M. Macaulay, S. Mawson, M.P. Miles, S. Mirvahedi, S.C. Morrish, T. Morrow, S. Mottner, E.L. Ngan, K. Nightingale, R. Noorda, A. Patterson, C. Preece, E. Ramsey, R. Rentschler, E. Ritch, V.L. Rodner, J.E. Schroeder, Z. Sethna, R. Shannon, A.M.J. Smith, R. Smith, M. Suoranta, N. Telford, P. Tjabbes, C. Uslay

Investigating the changing forms, dynamics and trajectories of the artisan and craft sector, this timely book considers the opportunities, challenges, and uncertainties associated with artisanal businesses in new economic times. Exploring how artisanal and craft products remain vibrant embodiments of tradition, heritage, authenticity and creativity, the book explores how these qualities are being harnessed and transformed to enable artisanal businesses to exploit the opportunities presented by technological innovation and evolving consumption patterns for their future viability and vitality. Revolutionary advancement in digital technologies offer 'game-changing' possibilities for artisanship and craft, across a spectrum ranging from production practices to e-commerce. But such technological advancements also present challenges to how artisanship sustains its important 'traditional' associations, and how it builds on its relationship with the ethical, the sustainable and the local. Featuring an international range of case studies, chapters exemplify how artisanal organisations can revitalise their business models, using innovative branding and marketing strategies, and entrepreneurship, to utilise the best of both the past and the future. This cutting-edge book will prove invaluable to students and scholars of marketing, business studies and sociology who are interested in contemporary innovation in artisanship and craft. With practical advice from industry experts, it also serves as a useful resource for practitioners and stakeholders within the artisanal and craft sector who might be concerned with the impact of digitalisation on the field.

Elgar Research Agendas outline the future of research in a given area. Leading scholars are given the space to explore their subject in provocative ways, and map out the potential directions of travel. They are relevant but also visionary. This cutting-edge Research Agenda for Place Branding explores ideas and debates that inform a refreshing take on the future of place branding and marketing. It argues that we are at a juncture where the logical and sensible step is to push the 'reset button' on such activity and fully reconsider its purpose and goals. Chapters span a range of important themes in contemporary place branding and are organised into sections covering place branding governance, contexts, experience and creativity. Drawing on contributions from key international scholars across a variety of academic disciplines, the book showcases an interplay of oppositional perspectives - ranging from those who see place branding as a potential means of improving the economic vitality of places, to others who consider much existing place branding activity exclusionary to certain sectors of society. Providing a wealth of creative and innovative suggestions on how place branding can be done, thought about and researched differently in the future, this Research Agenda will be a key resource for research-oriented academics and students in marketing, geography, planning and tourism.

Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world’s leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas.

The Advanced Introduction to Digital Marketing identifies the core concepts of research on digital marketing and provides theoretical frameworks and empirical findings. Topics such as digital product evolution, marketing strategy, and research on place, price, and promotion are thoroughly reviewed alongside controversial areas such as the harmful effects of technology on consumers. It also suggests research opportunities for those wishing to explore a particular area in greater depth.

Key Features:

• Builds upon influential articles to advance knowledge
• Provides a state-of-the-art review for each area of digital marketing
• Showcases an original Customer-Centric Digital Marketing Framework to effectively organise digital marketing research

When selling are the following statements true or false? : ** Always Be Closing ** ** Attitude Sets Altitude ** ** People Buy People ** ** Customers Like to Talk about Themselves ** ** It's a Numbers Game ** ** Sell the Sizzle not the Sausage** ** Money Talks ** Fail to Plan, Plan to Fail ** All false, claims Mark Blackmore. They are myths of selling that have been passed on through generations without any evidence that they work. Through extensive research Mark substitutes the 8 myths with the Single Sales Principle - the definitive answer for why people buy. In addition, Mark introduces the DECIDE sales process, a methodology designed specifically to achieve the Single Sales Principle.

Reviewing and analysing the most relevant concepts, theories and strategies related to the field, this timely book reveals what makes for strong social marketing and social advertising campaigns. With a comprehensive understanding of social advertising models and their applications, chapters present original case studies and scenarios from international researchers to illustrate strategies and concepts in practice. Exploring the mechanics of social media, contributors highlight what makes a successful campaign. They evaluate the use and impact of emotions in social power, exploring the power of storytelling, whilst weighing ethical implications. The book covers important and upcoming areas of interest in the field including the rise of social media influencers, the use of memes, the functionality of social media, and the use of fear, guilt and shame in communications campaigns as well as positive emotions. This book will assist marketing academics and practitioners in the development of successful campaigns as it highlights not only what these campaigns look like, but also why they achieve success. It will also prove an excellent guide for government organisations and public policy makers interested in using social marketing for health promotion and social change.

In today's fiercely competitive business environment, a brand is more than just a product or logo; when managed effectively, it can become the key to an organisation's success. While there are numerous international textbooks on branding, many of them focus on American or European contexts, often neglecting the unique nuances of the South African market. This textbook seeks to fill that gap by providing a comprehensive exploration of the intricacies involved in building, nurturing, and sustaining brands within the dynamic South African landscape.

South Africa, with its diverse languages, cultures, and identities, presents brand managers with a distinctive set of opportunities and challenges. The ability to create brands that resonate with consumers and establish a meaningful connection is essential for success in this multifaceted environment.

This textbook is designed to equip students, marketing professionals, and aspiring entrepreneurs with the knowledge and tools necessary for effective brand management. Key topics covered include:

• An introduction to branding concepts
• The significance of crafting a brand's image, identity, and positioning
• Strategies for developing and managing brand architecture
• Approaches to building strong brands through brand equity and the brand value chain
• Designing marketing programs to enhance brand equity
• Measuring brand equity and performance using various approaches
• Considerations for brand contact planning and constructing effective contact plans
• Branding in the digital era, with a focus on the African and South African context
• Strategies for international branding
• Perspectives on branding in the service sector
• The importance of internal branding and employee engagement

Each chapter incorporates practical examples to illustrate theoretical concepts, and it includes a relevant case study and questions for students to reinforce their understanding.

This textbook is the result of extensive research and collaboration with academics from various South African institutions, including the University of Johannesburg, North-West University, UNISA, and Vega School, offering a diverse range of expert viewpoints. We invite you to embark on a journey of understanding, developing, and managing brands within the South African context through this comprehensive resource.

Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world's leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas. This visionary book presents a systematic, next-generation approach to marketing strategy, demonstrating how success is gained and sustained via continuous innovation to create new value for customers. George S. Day develops the outside-in approach to formulating strategy, while providing compelling insights into key market stakeholders to illustrate how to sustain customer value leadership in the face of mounting market turbulence. Key features: Provision of customer, consumer, and competitor perspectives to help innovate new customer value and grow faster than the market Advances in the outside-in approach to marketing strategy formulation, applying developments from supportive organizational cultures, dynamic capabilities, market orientation, and design thinking Deep insights into the evolution and progress of marketing over the past 50 years, to help marketers better anticipate and prepare for new organizational realities, emerging digital technologies, and proliferating market uncertainties The forward-looking marketing approaches explored in this Advanced Introduction ensure that the book will be an essential resource for students in MBA, EMBA, and Executive Education programs. Its innovative perspectives on strategy formulation and implementation will also benefit academics and practitioners in the fields of marketing, management, strategy development, and innovation.

This timely and incisive Handbook provides critical contemporary insights into the theory and practice of entrepreneurship and marketing in the twenty-first century. Bringing together rich and varied contributions from prominent international researchers, it offers a reflective synthesis of scholarship at the interface between marketing and entrepreneurship. Emphasising the need for contextual analysis of marketing and entrepreneurial practices, this Handbook explores the effectiveness of a variety of behaviours, supporting its insights with relevant theory. Chapters cover areas such as innovation, strategy and networking for SMEs, social media and crowdfunding, and entrepreneurial marketing in the arts, including a focus on the growing phenomenon of cultural entrepreneurship. Scholars and postgraduate students in entrepreneurship and marketing, and particularly those working on the intersections between them, will find this Handbook an invaluable read. Its examination of the efficacy of various practices will also be of great interest to marketing professionals and entrepreneurs themselves. Contributors include: C. Ball, A. Bayraktar, S. Brown, D. Cummins, J.H. Deacon, N. Dennis, E. Erdogan, I. Fillis, J.B. Ford, I.S. Fraser, P.J. Fraser, L. Frondigoun, E. Gallagher, A. Gilmore, V. Gustafsson, B. Hynes, B. Jones, R. Jones, M. Kelly, F. Kerrigan, A. Kincaid, T.A. Kirchner, O.F. Lee, K. Lehman, E. Lloyd-Parkes, S. Loane, M. Macaulay, S. Mawson, M.P. Miles, S. Mirvahedi, S.C. Morrish, T. Morrow, S. Mottner, E.L. Ngan, K. Nightingale, R. Noorda, A. Patterson, C. Preece, E. Ramsey, R. Rentschler, E. Ritch, V.L. Rodner, J.E. Schroeder, Z. Sethna, R. Shannon, A.M.J. Smith, R. Smith, M. Suoranta, N. Telford, P. Tjabbes, C. Uslay

Have you wondered how marketers use data and technology to capture relevant information on their target audience? Or how marketers in today's world deal with questions around sustainability, climate change and planned product obsolescence? In its 7th edition, Foundations of Marketing aims to answer these pressing questions. This leading textbook is packed with contemporary examples and case studies that highlight the real-world applications of marketing concepts. Discover: * The growing importance of social marketing * How organisations are leveraging consumer data to make decisions and drive customer retention and conversion levels * The role of brand communities, peer-to-peer marketing and social influencers * Both a Managerial and Consumer approach to marketing Key features: * Marketing Spotlights highlight the marketing innovations of brands such as Zoom, Rent the Runway, John Lewis and Patagonia. * Marketing in Action boxes offer modern examples of real marketing campaigns in the UK, Denmark, The Netherlands and internationally. * Critical Marketing Perspective boxes encourage students to critically reflect on ethical debates and stimulate student discussion and analysis about socially responsible practices. * End of Chapter Case Studies covering Starbucks, Patek Philipe, Spotify and Depop provides students with an in-depth analysis of companies' marketing strategies. Each case study has dedicated questions to encourage critical thinking. * Connect (R) resources such as updated Testbank and Quiz questions, Application Based Activities and assignable Case Studies with associated multiple-choice questions. John Fahy is Professor of Marketing at the University of Limerick, Ireland David Jobber is Professor of Marketing at the University of Bradford School of Management, UK

THE MARKET-PROVEN PRINCIPLES OF SOLUTION SELLING FOR TODAYS HIGH-SPEED, HIGHER-PRESSURE SALES ENVIRONMENT

The long-awaited sequel to Solution Selling, one of historys most popular selling guides

Nearly 10 years ago, the influential bestseller Solution Selling literally rewrote the rules for selling big-ticket, long-cycle products. The New Solution Selling expands the classic texts cases, examples, and situations and sharpens its focus on streamlining the sales process to achieve greater success in fewer steps and a shorter time frame. Much in sales has changed in the past decade, and The New Solution Selling incorporates those changes into an integrated, tailored approach for improving both individual productivity and organizational return on investment. Written to enhance the results and careers of sales pros and managers in virtually any industry, this performance-focused book features:

• A completely revamped, updated sales philosophy,management system, and architecture
  
• Tools to increase the quality and velocity of sales pipeline opportunities
  
• Techniques that Best of the Best use to prospect for success
  

Solution Selling created new rules for one-to-one selling of hard-to-sell items. The New Solution Selling focuses on streamlining the proven Solution Selling process and quickly differentiating both oneself and ones products from the competition while decreasing the time spent between initial qualifying and a successful, profitable close.

The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. The Handbook explores [1] what makes an identity come to mind [2] what creates strong associations between identities and products [3] how consumers use brands to verify who they are or want to become [4] how consumption enhances or resolves conflict amongst identities and [5] how marketing and consumption becomes particularly relevant to particular identities. Each of these five principles are fully analyzed by a who's who of world-class international marketing scholars. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers. Contributors include: J. Angle, K. Aquino, J.J. Argo, A. Barasch, D.A. Briley, L.N. Chaplin, S. Chen, N.V. Coleman, S. Connors, S.W. Dagogo-Jack, D.W. Dahl, S. Danziger, K.G. DeMarree, K. Diehl, S.L. Dommer, L. Dunn, K.M. Durante, J. Edson Escalas, I. Gallo, T. Gaustad, M. Graso, L. Grewal, V. Griskevicius, G.R. Henderson, T. Hill, K.C. Husemann, G.V. Johar, A.C. Jones, K. Jung, K.L. Kettle, C. Lamberton, J. Laran, C. Lelchuk, E. Leung, T.M. Lowrey, B. McFerran, R. Mehta, A.C. Morales, H. Nikolova, E. Ok, J.G. Olson, G. Paolacci, A.W. Perkins, S. Puntoni, T. Rank-Christman, R. Scott, J. Shang, L.J. Shrum, B. Simpson, K. Spangenberg, A.T. Stephen, L. Weiss, S.C. Wheeler, K. White, K. Wilcox, K.P. Winterich, L. Xu, G. Zauberman