Increase customer attraction, acquisition and retention by using technology to create seamless, effective and joined-up marketing. It can be hard to know where to begin with the sheer number of platforms and solutions available to marketers today, as well as to use martech to its full potential. The Martech Handbook provides a clear and step-by-step framework for understanding and selecting various forms of marketing technology to drive business value in all areas of marketing, from CX, automation and lead management, to reporting and analysis as well as designing and orchestrating a tech stack that brings them all together. This book also explores getting buy-in, scaling martech within organizations depending on their needs, size and budget as well as measurement, monitoring and governance. Written by an award-winning martech leader, it features case studies and examples from companies including Spotify and Amazon alongside frameworks, question checklists, and interviews with leading industry practitioners. This is an essential resource for augmenting your marketing and achieving key objectives through leveraging technology.

This book explores the wide-ranging elements of property PR in the UK, with a strong emphasis on communications theory, strategy and technique. The editors begin with an introduction to the property cycle and the role of property PR within it; consideration of the changes and challenges facing the industry; various structures of property communications; and the need for a strategic approach. Subsequent chapters provide perspectives and lessons from contributors in a variety of property sectors including commercial property, estate agency, social housing, property consultancy, proptech, retail and homebuilding. The book concludes with insight into future change, both for the property industry and for the communication function within it. This book is recommended reading for all property PR teams, for students studying for property, PR or marketing degrees, and for anyone working in the built environment sector who needs to consider PR and marketing as part of their role.

The role played by legal professionals in the laundering of criminal proceeds generated by others has become a priority concern for authorities at national and international levels. This ground-breaking book presents an in-depth empirical analysis of the nature of lawyers' involvement in the facilitation of money laundering and its control through criminal justice and regulatory mechanisms. It is based on qualitative research combining analysis of cases of lawyers convicted of money laundering offences with interviews with criminal justice practitioners, members of professional and regulatory bodies and practising solicitors, and analysis of relevant national and international legislative and regulatory frameworks. The book demonstrates the complex and diverse nature of lawyers' involvement in laundering activity, and shows that their actions and the decisions they take must be understood in relation to the specific situational contexts in which they occur. It provides significant new insights into the criminal justice and regulatory response to professional facilitation of money laundering in the UK, raising questions about the effectiveness and appropriateness of the response and the challenges involved. The book develops a framework for future research and analysis in this area, and proposes a range of potential strategies for controlling the facilitation of money laundering. Lawyers and the Proceeds of Crime is essential reading for those researching money laundering, white-collar crime or organised crime, and for practitioners and policy makers concerned with preventing the facilitation of money laundering.

Pasion Por Las Ventas

He disfrutado de un exito tremendo en los ultimos 22 anos consecutivos como agente de seguros y vendedor al de tal. Actualmente soy el vendedor numero uno para una de las companias en Fortune 500, una compania la cual emplea a mas de 24,000 personas. El verdadero arte de las ventas es algo lo cual realmente me apasiona, mi experiencia y determinacion me han llevado a alturas las cuales nunca pense alcanzar. Pero adivina que? Tambien tienes el mismo potencial.

En este libro aprenderas las siguientes habilidades: - Liderar un estilo de vida de exito en las ventas.- Lo que necesitas para ser un vendedor estrella para una de las companias en Fortune 500.- Como interactuar de forma efectiva con un cliente potencial.- El arte detras de un cierre.- Como administrar tu frustracion.- Como ser un ejemplo a seguir de persona positiva en las ventas.- Estrategias de motivacion.

Pasion Por Las Ventas es una inversion que se pagara a si misma continuamente. La meta final es que mejores por lo menos un solo nivel a comparacion con tu nivel actual de ventas. Si eres normal, seras bueno, si eres bueno, seras excelente, si eres excelente, seras una leyenda. Las mejores inversiones que puedes hacer en la vida son las que te ayudan a superarte. Despues de que adquieras Pasion Por Las Ventas tan solo necesitas hacer tres cosas: lee el libro con una mente abierta, aplica las lecciones que aprendes, luego sal y siente la Pasion Por Las Ventas

Edited by Naresh K. Malhotra, this volume of Review of Marketing Research delivers a high powered range of articles from leading researchers and universities. The issue provides insights of interest to marketers throughout the discipline. Topics covered include a critical review on consumer experience and experimental marketing, designing and pricing digital content products/ services and nation equity. Authors include senior Chaired professors from such prestigious institutions as Wharton and Columbia. This volume adds to the already formidable body of knowledge built up by this highly respected book series.

The growth of the Internet has had a profound effect on the way business is carried out, and has provided an unprecedented opportunity for third-party individuals and organisations to attack brands with relative ease. These changes have resulted in the birth of a significant and rapidly-growing new industry: that of online brand protection, consisting of specialist service providers which can be employed by brand owners to monitor and prevent potential attacks on their brand. Brand Protection in the Online World explains the full scope of Internet infringement, and associated monitoring and enforcement options that are most relevant to brand owners and managers. Covering crucial topics such as brand abuse, counterfeiting, fraud, digital piracy and more, Brand Protection in the Online World provides a clear and in-depth exploration of the importance of, and ideas behind, the brand-protection industry.

Migrate your data to Salesforce and build low-maintenance and high-performing data integrations to get the most out of Salesforce and make it a "go-to" place for all your organization's customer information. When companies choose to roll out Salesforce, users expect it to be the place to find any and all Information related to a customer-the coveted Client 360 Degrees view. On the day you go live, users expect to see all their accounts, contacts, and historical data in the system. They also expect that data entered in other systems will be exposed in Salesforce automatically and in a timely manner. This book shows you how to migrate all your legacy data to Salesforce and then design integrations to your organization's mission-critical systems. As the Salesforce platform grows more powerful, it also grows in complexity. Whether you are migrating data to Salesforce, or integrating with Salesforce, it is important to understand how these complexities need to be reflected in your design. Developing Data Migrations and Integrations with Salesforce covers everything you need to know to migrate your data to Salesforce the right way, and how to design low-maintenance, high-performing data integrations with Salesforce. This book is written by a practicing Salesforce integration architect with dozens of Salesforce projects under his belt. The patterns and practices covered in this book are the results of the lessons learned during those projects. What You'll Learn Know how Salesforce's data engine is architected and why Use the Salesforce Data APIs to load and extract data Plan and execute your data migration to Salesforce Design low-maintenance, high-performing data integrations with Salesforce Understand common data integration patterns and the pros and cons of each Know real-time integration options for Salesforce Be aware of common pitfalls Build reusable transformation code covering commonly needed Salesforce transformation patterns Who This Book Is For Those tasked with migrating data to Salesforce or building ongoing data integrations with Salesforce, regardless of the ETL tool or middleware chosen; project sponsors or managers nervous about data tracks putting their projects at risk; aspiring Salesforce integration and/or migration specialists; Salesforce developers or architects looking to expand their skills and take on new challenges

The Business Guide to Sustainability is a practical introduction to implementing a comprehensive sustainability strategy in any organization. Written by top business consultants, this useful book can be applied in both large and small enterprises. This edition shifts away from a discussion of CSR to focus more squarely on sustainability. It explores strategies for implementing sustainability in each of the functional areas of the corporation (accounting, HR, operations, etc.), while providing examples from a range of sectors, including manufacturing, services, and government. The book also includes the authors' S-CORE assessment tool to help organizations determine whether they are on the right track, identify new opportunities, and assign accountability and responsibility. Brimming with interesting stories and examples, and covering new developments such as the emergence of BRICs and the effects of the Great Recession, this book will interest managers, business owners, and students for whom sustainability is a priority.

Public institutions, companies and governments in the EU and around the world are increasingly engaging in sustainable public procurement - a broad concept that must consider the three pillars of economic equality, social welfare and public health and environmental responsibility when designing public tenders and finalizing government contracts. This book contributes to the development of life-cycle criteria tools and methodologies for public procurement in the EU. It collects both sector-crossing contributions analysing the most relevant theoretical and legal aspects, including both EU law and contract theory, and sector-specific contributions relating to some of the most important sustainable goods and services markets. The book starts with a chapter that discusses the different approaches to including sustainability considerations in buying decisions by both private and public purchasers, and then goes on to examine the EU law on LCC and how it is implemented in different Member States. These chapters address the challenges in balancing economic and sustainability objectives under EU internal market law. One chapter develops the analysis with specific reference to public-private partnership. Another chapter elaborates how multi-stakeholders' cooperation is necessary to develop LCC, based on a case study of a lighting services procurement. Three sector-specific studies relating to social housing, textile and clothing and IT close the book. With contributors from a range of backgrounds including law, business, management, engineering and policy development, this interdisciplinary book provides the first comprehensive study on LCC within the framework of EU public procurement law.

Tourism services all over the world currently face rapid changes due to market globalization, intensified competition and the dynamic evolution of new technologies. Moreover, it is expected that tourism will be one of the industries that will be most affected by the current recession. The long-term success of tourism services in such a fierce competitive and financially difficult environment depends not only on being able to satisfy customers' needs and desires, but to strategically respond to current global challenges. Therefore, strategic marketing becomes a necessary practice in contemporary tourism services firms. "Strategic Marketing in Tourism Services" focuses on marketing strategies implemented in tourism services firms and includes a collection of papers related to specific marketing strategies. The book presents the application of specific marketing strategies such as experiential marketing, branding, target marketing, relationship marketing and e-marketing in tourism. Furthermore, it presents the strategic responses of each tourism subsector - hospitality, air transport, tour operation, travel agencies and the tourism destinations - from various countries around the world.

In their 2004 article "Evolving to a new dominant logic for marketing," Vargo and Lusch established the related principles that value is always co-created and, thus, firms cannot deliver value, but only develop compelling value propositions. This perspective is now known as "service-dominant (S-D) logic." Subsequent S-D logic work has suggested that value is not only always co-created; it also requires the integration of resources from multiple sources and thus is contextually contingent, since each instance of value creation involves the availability, integration, and use of a different combination of resources. This repositioning of value, from a static concept of something embedded in the output of a "producer" to be "consumed," to a dynamic concept of a co-created outcome in ever-changing, networked systems, can be seen throughout the manuscripts in this volume.

This book discusses how businesses and marketers can deploy emotional intelligence as a marketing tool to co-produce service for enhancing customer experience and to co-create value for key stakeholders in the digitalised and service-dominant logic era. Whilst many competing emotional intelligence models are discussed in the literature, the current book will focus on the ability model. This model comprises 2 areas (experiential and strategic emotional intelligence) and four ability scopes (perceive emotions, use emotions, understand emotions and manage emotions). The marketing domains that are deemed relevant and included in this book are services marketing, relationship marketing and digital marketing. The relevant marketing models from these domains will be identified to be integrated with emotional intelligent strategies. Emotional Intelligence makes both employees and customers happy, committed and loyal. Emotional Intelligence makes businesses competitive and sustainable.

More than 62 million people watched the presidential debates. Amazingly half the country selectively heard one message while the other half heard something completely different. What made the difference were the personal values people used to filter and interpret what they saw and heard. Values are what drive behavior in politics, commerce, and your business.

Successful companies often assume that if sales are good, then their branding must be effective. They often pay little attention to what actually sustains their brand and reputation, leaving them vulnerable to dangerous backlash if a rift develops between their values and those of their stakeholders.

Every stakeholder--customers, employees, shareholders, and community members--plays a role in the overall success of a company. When corporate values are out of alignment with stakeholder values, trouble is right around the corner. In this groundbreaking book, branding expert John Foley shows how to understand and effectively respond to the needs of each stakeholder group, emphasizing "reputation" in balance with "brand" to avoid damaging misalignment between them. "Balanced Brand" provides tools for identifying potential backlash flashpoints and for designing internal and external communication strategies for projecting appropriate values.

This important resource is based on years of research, including interviews with senior managers who struggle with the challenges of foreign competition, outsourcing, and the relentless cycle of reducing costs while adding value to compete in a global market. The book delivers the systems and tools to assess and align corporate values with stakeholder values. Using these guidelines, companies will have a new way to manage stakeholders that results in building and protecting a strong brand and a strong reputation. The competitive advantages created by "Balanced Brand" can help any company--no matter how large or small--succeed.

This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. The topic coverage is broad and deep. The intent is for the book to help answer four questions: (1) what questions should executives ask when crafting and implementing effective strategies in B2B contexts; (2) what tentative answers may be useful for executives to consider to these questions; (3) what skills in crafting strategies and decisions are necessary for executives to excel in for achieving effective outcomes consistently; and how should the B2B go about acquiring these skills?

Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships. This unique book weaves these topics into profiles of 9 influential American subcultures currently shaping their members marketplace choices.

Stop feeling overwhelmed by data and start using it to its full potential, to create an agile and forward-looking strategy that enables customer-centric marketing, builds your brand and develops product strategies. Many brands talk about creating a marketing strategy powered by data, analytics and metrics. Yet too often they're still overwhelmed by data, or unsure of how to use it to create a flexible and future-focused strategy that doesn't just validate what's happened in the past. Marketing Metrics takes readers through all the stages of implementing a data-first strategy, from early-stage adoption to more advanced customization. Featuring examples from a range of organizations including Coca-Cola and Mercedes-Benz, it shows how to create a strategy which leverages consumer data for customer-centric marketing, establishes the ROI of channels and campaigns, strengthens brands and creates data-driven product strategies. Covering the range of new global laws that impact consumer privacy and data collection and usage, Marketing Metrics shows how to use data in a non-invasive, secure and ethical way. Also showing how to communicate critical data to the right stakeholders and the skills of the data-savvy marketer, this is a clear and jargon-free guide to creating a future-focused and data-powered marketing strategy.

Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. Whilst there is a large amount of literature on each of these disciplines, there is little systematic development from the perspective of corporate marketing and corporate communication studies, although these two have the most to contribute to how companies manage their brands, image and corporate identities in the 21st Century. This book seeks to redress this balance and provide insights, via case studies or histories, on issues such as nation branding, managing multiple corporate identities during merger and acquisitions and establishing a company's CSR and green image. Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas. As such, it will become a platform for developments in the field and serve as a respected reference resource for corporate marketing and corporate communication studies.

Nearly all business-to-business firms interact and have contractual relationships with upstream, downstream and parallel operating enterprises. How firms design and implement these relationships effectively, overcome poorly performing network linkages, and manage change in interfirm networks are the major topics that Volume 17 covers. The three papers in Volume 17 report new theory and in-depth descriptions of interfirm network behavior. Each paper includes extensive reviews of the relevant literature on interfirm network behavior as well as data analysis using empirical positivistic and/or case study research methods. More than 150 figures and tables support the discussion of findings.

University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system and a focus on developing the university brand. This book is unique in providing a composite overview of strategy, planning, and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions. Expert contributors from research and practice provide relevant and varying perspectives allowing readers to access information on international trends, theory, and practices about branding in higher education. Readers are exposed to the critical elements of strategic brand management, gain insights into the planning process of higher education branding, and gain a solid understanding of the emerging research area of branding concepts in higher education. Advanced students, and researchers will find this book a unique resource and it will also be of interest to brand practitioners in both education and public sector markets.

Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.

'This text serves as an educational tool merging good marketing practices with the promotion of STEM subjects and research. The book is applicable to global environments. A useful resource for aspiring and practicing researchers.'CHOICEApplying for grants, bidding for project funding or helping to sell products are part of the day to day life of a research scientist. Drawing on experience at leading research institutes and companies, the authors of this book turned to best practice in marketing to make 'selling science' interesting and rewarding for scientists.The central thesis of the book is that effective marketing means planning for the impact of research, and this is a skill that every scientist can easily acquire. It sets out a structured approach, supported by tools, checklists and hints from experience so that delivering impact from research becomes 'just the way things are done around here'. Starting with gathering background information (in much the same way as preparing the introduction to a scientific paper), the book describes methods to analyse the data and to implement a communication plan.The book is a valuable resource for research scientists from any discipline, and for team leaders wanting to involve members of their team in developing their organization's strategy.

The intensification of marketing activities in recent years has led the public to become much more aware of its role as consumers. Yet, the increased visibility of marketing materials and associated messages in everyday life is in contrast with the often little understood inner workings of the marketing profession itself, despite the widespread recognition of marketers as key agents in shaping the face of global capitalism. Inside Marketing offers a theoretically informed critical perspective on contemporary marketing practice and its growing cultural, economic, and political influence worldwide. This book brings together leading scholars and practitioners from the fields of business, history, economic sociology, and cultural anthropology, to analyse the inner workings and outer effects of marketing as a material social practice, an ideology, and a technique. Their work raises some important and timely questions. How has marketing transformed the pharmaceutical industry and what are the consequences for our lives? How does marketing influence the way we think of progress and modernity? How has marketing changed the way we think of childhood? And how does marketing appropriate the creativity of consumers for profit? This book offers scholars, policy-makers, and practitioners a theoretical and conceptual understanding of how marketing works as a cultural institution and as an ideology.

In recent years we have seen what could be described as a moral meltdown in the corporate corridors of power. Few sectors have escaped high profile scandals, with public officials and leaders guilty of malpractice, duplicity, fraud and corporate malfeasance. Conventional leadership theories appear to be inadequate to equip those with power to act ethically and responsibly. At a more macro level, many of the social and environmental problems we face in the 21st century could in fact, be described as spiritual in nature, rooted in a flawed human condition. Leadership Matters brings together an eclectic mix of authors of different faith traditions, to explore what this spiritual and cultural transformation might look like. For too long we have relied on external codes of conduct, which are, at best, blunt instruments for creating ethical practice. So, chapter by chapter, this book examines our interior lives from the perspective of mind, body and soul. The unashamed premise of this book is that true and influential leadership comes from the inside with each chapter presenting what it means to lead respectfully, critically, responsibly and humbly in the gritty reality of the twenty first century workplace. This volume will be of keen interest to academics and practitioners in the field of leadership and the related disciplines.

Social media, when deployed strategically and effectively in B2B channels, offers a uniquely personal long-term networking opportunity for sales teams and business professionals. For many, this has supercharged their sales performance, with empowered teams, faster results, and higher revenues. For others, the challenges of navigating social channels for business can be daunting. Concerns over social media confidence, personal and professional conflicts of interest, and a loss of management control can lead to a lack of action or ineffective modes of engagement. B2B Social Selling Strategy provides a clear framework for identifying the right social channels, connecting with potential and existing customers and measuring success against objectives and KPIs. Featuring original research, case studies and interviews with industry professionals, the book also shows how to generate content to attract attention and gain trust, work with B2B influencers and create a social selling culture. Exploring how to build your personal brand in synergy with your business and integrate social selling with other sales and marketing channels, it is supported by online interactive tools and templates to be used to create and execute your own social selling strategy. Written by a recognized social media expert, B2B Social Selling Strategy is an indispensable guide for B2B sales, marketing and social media professionals.

En este libro, Weinberg dice las cosas como son, exponiendo los problemas que invaden al equipo de ventas y los errores costosos que cometen incluso los gerentes de ventas mejor intencionados. La buena noticia es que con la asesoria correcta se pueden transformar los resultados. ?Por que los equipos de ventas no alcanzan sus metas? Todos los dias hay companias, tanto grandes como pequenas, que acuden a consultores expertos como Mike Weinberg para encontrar la respuesta, y te sorprenderia conocerla. Lo tipico es que el problema no es por el equipo de ventas, sino por la manera en la cual es liderado. Con sus acciones y actitudes, los ejecutivos y los gerentes de ventas, sin saberlo, socavan su rendimiento. En este libro, Weinberg dice las cosas como son, exponiendo los problemas que invaden al equipo de ventas y los errores costosos que cometen incluso los gerentes de ventas mejor intencionados. La buena noticia es que con la asesoria correcta se pueden transformar los resultados. Este libro, con su mezcla de consejos practicos y francos, e historias divertidas tomadas del campo de las ventas, te ayudara a: * Implementar un bosquejo sencillo para el liderazgo en las ventas * Fomentar una cultura de ventas sana y de alto rendimiento * Convocar a reuniones productivas * Crear un plan de compensacion extraordinario * Situar a las personas adecuadas en las posiciones correctas * Entrenar para el exito * Retener a las personas mas productivas y hacer que mejoren las personas que menos producen * Asignar metas adecuadas a los agentes de ventas * Mejorar tus argumentos de ventas * Recuperar el control de tu calendario Y mucho, mucho mas. Abundante en soluciones y no en trivialidades, este libro brinda las herramientas que necesitas para triunfar. Why do sales organizations fall short? Every day, expert consultants like Mike Weinberg are called on by companies large and small to find the answer-and it's one that may surprise you. Typically, the issue lies not with the sales team-but with how it is being led. Through their attitude and actions, senior executives and sales managers unknowingly undermine performance. In Sales Management. Simplified. Weinberg tells it straight, calling out the problems plaguing sales forces and the costly mistakes made by even the best-intentioned sales managers. The good news: with the right guidance, results can be transformed. Blending blunt, practical advice with funny stories from the field, this book helps you: Implement a simple framework for sales leadership Foster a healthy, high-performance sales culture Conduct productive meetings Create a killer compensation plan Put the right people in the right roles Coach for success Retain top producers and remediate underperformers Point salespeople at the proper targets Sharpen your sales story Regain control of your calendar And much, much more Long on solutions and short on platitudes, it delivers the tools you need to succeed.