"Most companies do a poor job of managing their brands. Scott Davis vividly illustrates well-managed and poorly managed brand programs and provides the best methodology I have seen for improving your brand asset management."
— Phil Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

A modern, completely updated guide to effective event marketing

As the events market becomes increasingly saturated, it is essential for a successful event professional to understand the use of strategic marketing plans. Events are everywhere--in the U.S. alone, there are more than 2,500 music festivals a year, for example, while the UK hosts over 70 different beer festivals each year. In such a crowded market, how can the event planner ensure that his or her event stands out? Marketing expert Chris Preston has the answers in this second edition of "Event Marketing." From the basics of promoting an event to the use of events as marketing strategies themselves, Preston provides straightforward advice and information on all the latest event marketing techniques. The book begins with sections on what "event marketing" really means, and how the field has evolved throughout time. Preston then explores event marketing strategies from both a conceptual and practical standpoint, and provides information on sponsorship and corporate branding. The book covers marketing for all types of events, including festivals, corporate and association events, and social functions, and a full chapter on digital event marketing covers all the latest e-marketing strategies. Case studies provide real-world examples of successful marketing efforts, while Discussion Questions for each chapter provide opportunities for further exploration of key concepts. As marketing becomes an increasingly important skill for event management professionals, this completely revised second edition of "Event Marketing" will be a must-have for working professionals, students, and aspiring event planners everywhere.

Political Management lays out the core tools to manage government, campaigns and parties. The first book to combine management concepts with politics and government, it provides core theories for what Political Planning, Political HR, Political Organising, Political Leadership and Political Reviewing involve, illustrated with high level political practitioner interviews, examples and political documents. The text presents the 4 Ds of Political Management - Deliberating, Designing, Doing and Dancing - to convey that Political Management is more of a dance than a march. Even presidents and prime ministers do not have enough formal authority to control the myriad of practitioners, players, processes and policies involved in 21st century governance. In this book, the author demonstrates why political practitioners in campaign teams, parties, government departments and political offices need political management tools to utilise the resources they have available and overcome multiple obstacles that practical politics presents. By offering a clear sense of what political management involves and providing the theoretical frameworks to be used in empirical research, this book will stimulate significant future study. It will be invaluable to practitioners, scholars and students in politics, government, policy, leadership, management, public administration, and political management.

Exporting Essentials: Selling Products and Services to the World Successfully is for entrepreneurs and small business owners-the makers, movers, and shakers in our world-interested in taking their businesses to the next level of growth through exports. This short, hard-hitting book covers just the essentials, providing the tools you need to tap new markets. And it couldn't be more timely. In the old days, creating an international business was left to relatively few--those with the wherewithal to move boatloads of goods into foreign countries. But now, thanks to the Internet, businesses of all sizes have a huge new opportunity to sell both goods and services globally. Yet only 1% of all U.S. businesses export. Why? Typically, exporting begins with unsolicited inquiries from foreign customers on the web via email, website, blog, or posting on a Facebook page. People outside your country want your product, and they want it now. The problem is that most small business owners do not know how to service these inquiries. What's the best way to ship goods? Do I need a license? Should I sell through wholesalers in specific countries or directly to consumers? How will I get paid? Help is here-Exporting Essentials, an abridged version of the author's Exporting: The Definitive Guide to Selling Abroad Profitably, equips you with the knowledge you need to sell and fulfill orders internationally. It also imparts a can-do spirit on exporting, leading to greater revenues, stability, and profitability for your business. Exporting Essentials: Selling Products and Services to the World Successfully: Lays out simple steps to conduct market research, find customers, open new markets, get paid, and ship goods and services. Shows you how to adapt your product or service for export. Provides insider tips and strategies to export efficiently and profitably. Explains how the U.S. government helps exporters. With 70 percent of global buying power lying outside U.S. borders, exporting is not just an option for ambitious entrepreneurs-it's an absolute must for building and sustaining a successful future.

This book facilitates a systematic comprehension of internal workings of corporate governance in practice. Facets of this multidisciplinary, constantly evolving field are discussed and interrelationships among them are explained to provide insights on how certain precepts come into play for various roles in governance. This book pragmatically explains and illustrates with a view to integrate. To keep the scope achievable, the emphasis is placed on the U.S.-based companies; where possible, differences in governance around the world are identified. Three rich sources of knowledge help shape the message of this book: existing paradigms, personal experience in governance, and research on issues and challenges of governance. Features: Permits a holistic view of the complex corporate governance landscape. Discusses and generously illustrates the practice of corporate governance. Aids understanding of issues and challenges of corporate governance. Identifies ways to advance the value of one's role in corporate governance. Teaches how to avoid crucial mistakes that compromise the value of one's contribution in the governance process. If you are a professional accountant, securities lawyer, economist, financial analyst, auditor, executive, entrepreneur, or an investor, you will find the book helpful in understanding the entire landscape of governance fairly quickly. Those already involved in the governance arena may find the book refreshing, and may use it to coach others. This book can serve as a reference book in any offering of a course at any academic level.

Judging by all the press it's received lately, account planning must be the biggest thing to hit American advertising since Doyle Dane Bernbach's Volkswagen campaign. Agencies are falling over each other to establish account planning departments and arm themselves with what Jay Chiat of Chiat/Day once described as "the best new business tool ever invented."

Despite this enthusiasm, account planning remains shrouded in mystery. Is it, as Chiat suggested, merely a tool for attracting new clients? Or is it, as many critics have suggested, no more than traditional consumer research dressed up in new clothes? In the first book devoted exclusively to the subject of account planning in the United States, Jon Steel, Vice Chairman and Director of Account Planning for San Francisco advertising agency Goodby, Silverstein & Partners, argues that it is neither of these things.

Account planning exists for the sole purpose of creating advertising that truly connects with consumers. While many in the industry are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral models, and measuring Pavlovian salivary responses, Steel advocates an approach to consumer research that is based on simplicity, common sense, and creativity—an approach that gains access to consumers' hearts and minds, develops ongoing relationships with them, and, most important, embraces them as partners in the process of developing advertising.

A witty, erudite raconteur and teacher, Steel describes how successful account planners work in partnership with clients, consumers, and agency creatives. He criticizes research practices that, far from creating relationships, drive a wedge between agencies and the people they aim to persuade; he suggests new ways of approaching research to cut through the BS and get people to show their true selves; and he shows how the right research, when translated into a motivating and inspiring brief, can be the catalyst for great creative ideas. He draws upon his own experiences and those of colleagues in the United States and abroad to illustrate those points, and includes examples of some of the most successful campaigns in recent years, including Polaroid, Norwegian Cruise Line, Porsche, Isuzu, "got milk?" and others.

The message of this book is that well-thought-out account planning results in better, more effective marketing and advertising for both agencies and clients. And also makes an evening in front of the television easier to bear for the population at large.

"Jon Steel is one of the great practitioners in advertising today. This book captures the essence of how to understand and connect with other human beings—not just to sell them something, but to create strong, long-lasting brand connections. It should be required reading for all planners, creative people, and account people." — Lee Clow, Chairman of TBWA Chiat/Day, Chief Creative Officer, Worldwide

"A very smart, very funny look at what works, what doesn't, and why, in the sometimes maddening, sometimes inspiring business of advertising. One of the brightest books about the subject in a long, long time." — Geoffrey Frost, Director of Global Advertising, Nike Inc.

"Jon Steel is one of the top five account planners in the world. The depth and breadth of this book reflects his vast personal experience and exceptional talent. It's not just a great book about account planning, it's a great book about advertising." —Jane Newman, Partner, Director of Strategic Planning, Merkley, Newman, Harty.

"The beauty of this book is that it discusses the theories and practice of one of the brightest minds in advertising today, yet never loses its irreverent tone. It's a great book for the advertising industry and a must read for planners." —Rob White, Director of Planning, Fallon McElligott

". . . I was glued to Jon's book. Best practice, common sense, and extraordinary intelligence throughout." —David Wheldon, President, BBDO Europe.

"Jon Steel's book is the perfect insight into a discipline that for some time has been misunderstood, misused, and maligned by most agencies and clients in the U.S. So, run it up the flag pole, put it to groups, check it against the norms, the answer is the same—Truth, Lies, and Advertising should be read by anyone who has to make or approve advertising." —Rick Boyko, President, Chief Creative Officer, Ogilvy & Mather, New York.

Agency leaders spend the majority of their time on three areas - their people, clients and new business. These are all important levers for consultancy growth. But too often, agency owners forget two more essential tools for growth: attention to the numbers, and investment in their leaders. The consultancy leadership role can seem like an endless stream of fires to put out. It can leave leaders feeling as if their team, or their clients, are running their business rather than themselves. That's where this book comes in. Grow, Build, Sell, Live features practical and implementable advice and tools to address the day-to-day reality of running a successful agency. In addition to giving guidance on people, clients and new business, the book covers leadership and the numbers in detail to ensure leaders have the tools and knowledge to be in control. The content draws on proven approaches, helpful science and real-life examples to give practical recommendations to improve readers' ability to achieve the controlled growth which is essential to agency success. If you are thinking about starting your own agency; have started one and hit your first round of growing pains, or are a veteran looking for an exit, this book is for you. It will appeal to current and aspiring agency owners who want to understand and be conscious of their choices and take control of their agency.

"Marketing Management: The Big Picture "organizes traditional Marketing Management theory and practice in a conceptually appealing way. The use of well-known examples and consumer commercials throughout the content ensures students will commit to memory and innovative method for structuring and solving marketing problems. The framework constitutes a disciplined approach to connecting marking variables to each other, inextricably linking marketing strategy concepts with their executional implications.

Becoming successful in business requires that you win with others relationally before you can persuade them financially. It is not enough to sell your product - you must sell yourself. Customers must buy what you are saying before they buy what you are selling. Persuade is a success playbook filled with skills that will help you connect quicker, communicate confidently, and close more sales. But Persuade is not your typical business book. It is filled with stories of life and love, family and friends, and success strategies that will help you serve more, sell more, and succeed more. If your success is dependent on your ability to build relationships and increase revenue, you will find this book invaluable. Persuade will help you grow in your confidence to communicate, connect, and successfully persuade customers through the stages of the sale. Top salespeople become the best because they learn from the best. The author includes insightful intelligence from sellers and executives at Facebook, Google, iHeart Radio, Amazon, New York Life, Hawaiian Airlines, Dell EMC, Microsoft Xbox, Clear Channel Airports, and Zillow who share stories & case studies on how they deploy the powers of persuasion discovered in Persuade.

For decades, sports management has not been considered a priority area of interest within sport, and there is a lack of professionalization within the multiple approaches and key performance areas in sports management. However, in recent years, the importance and impact of the sports economy in the percentage of GDP has coincided with an increase in the volume of literature dedicated to the study of sports management, and specifically around fitness centers, the commercialization of their services and the loyalty chain of the users of this business model. The Global Private Health & Fitness Business shows the globalization of the health and fitness industry, and its different forms of management according to different countries, the objective being to show the various business models in the fitness industry in twenty countries around the world and explore their methods of marketing. The content will provide insight into the current situation and what challenges it faces in the future. In addition to these contexts, each chapter ends with the description of the main chains in each country and information on the complexity in the commercialization and loyalty of their services. This book provides a great opportunity to further analyze sports management in different countries, with contributions from leading academics and professionals who share the current situation as well as the challenges of the coming years, providing an excellent resource for all practitioners working in sports management, researchers and students with future projection towards this area.

Look at your business through the eyes of your customer. Why should people bother to buy from you when they can buy from the competition? How can your marketing reach out to your customers? And what makes your business different from the rest? As a small business owner these are questions you will have to be able to answer confidently and assertively to make your business a success. You probably won't be the person marketing the product, but you are the person who best understands your business and your sales proposition and you need to ensure your marketing activity is aligned to your business plan. Bright Marketing for Small Business understands this and gives company owners and directors confidence to implement a hooked up marketing plan from research to sales. Author Robert Craven helps you pinpoint: * Who you want to be communicating with (your target audience) * What method of communication is most suitable (email, letter, phone call, Twitter?) * What your message should be (your sales proposition) Remember, in today's increasingly competitive marketplaces, people have a choice. They can buy from the 'me too' mediocrity or they can buy from the market leaders. Whether you trade locally, regionally, nationally or internationally, Bright Marketing for Small Business helps you look at your business through the eyes of your customer and put yourself ahead of the competition. Robert Craven has an extensive and practical experience of business marketing and currently the managing director of the Directors' Centre, Robert writes in an informal style which makes Bright Marketing both practical and inspiring.

Discover the outbound sales process that, in just a few years, helped add $100 million in recurring revenue to Salesforce.com, almost doubling their enterprise growth...with zero cold calls. This is NOT just another book about how to cold call or close deals. This is an entirely new kind of sales bible for CEOs, entrepreneurs and sales VPs to help you build a sales machine. What does it take for your sales team to generate as many highly-qualified new leads as you want, create predictable revenue, and meet your financial goals without your constant focus and attention? Predictable Revenue has the answers!

Almost every company creates a marketing plan each year, and many spend hundreds of employee hours researching, preparing and presenting their tomes to senior executives. But most marketing plans are a waste of time; they are too long, too complicated and too dense. They end up sitting on a shelf, unread and unrealized.
"Breakthrough Marketing Plans" is an essential tool for people who create marketing plans and people who review them. The book provides simple, clear frameworks that are easy to apply, and highlights why marketing plans matter, where they go wrong and how to create a powerful plan that will help build a strong, profitable business.

Straightforward advice for taking your sales team to the next level! If your sales team isn't producing the results expected, the pressure is on you to fix the situation fast. One option is to replace salespeople. A better option is for you to optimize your performance as a sales leader. In The Sales Manager's Guide to Greatness, sales management consultant Kevin F. Davis offers 10 proven and distinctly practical strategies, skills, and tools for overcoming the most challenging obstacles sales managers face and moving your team ahead of the pack. This book will help you: Learn the 6 sales rep instincts that can cripple your management effectiveness, and replace these instincts with a more powerful leadership mindset -- true sales leadership begins with improving the leader within Stop getting bogged down by distractions, become more proactive, and find more time to coach, lead, and inspire your salespeople Get every salesperson on your team to be more accountable and driven to achieve breakthrough sales results Master the 7 keys to hiring great salespeople Create a more customer-driven sales team by blending the buyer's journey into your sales process Speed up the improvement of your team by mastering the 7 keys to achieving better coaching outcomes Excel at the most challenging coaching conversation you face -- how to solve a sales performance problem that is caused by a rep's lousy attitude Attain higher win-rates by intervening as a coach at the most critical stages of a buying cycle, quickly identify opportunities at risk, and coach more deals to the close Discover why so many salespeople fail at sales forecasting and how to impress your company's upper management by submitting more accurate forecasts And much more You can apply the strategies outlined in this book immediately to take control of your time and priorities as a sales manager, become more strategic, deliver high-performance coaching that grows revenues, and ultimately drive your team to greatness.

Because sales is everything, streamlining and perfecting the process is everything, too. Of interest to anyone working in sales, or near to sales, this is the concise, essential, no nonsense and eminent manual that turns even the lackluster into superstar sellers. No matter what you're selling, there's always a way to more, and bigger and better and this is the fastest way. Any salesman will tell you, there's simply no limit in sight. The profits and the rewards from selling - selling anything to anyone - are always possible and here's how to do it with The Smart & Easy Guide To Selling: Sell Anything To Anyone With These Proven Sales Techniques, Planning, Analysis, Training, Coaching, Confidence, Management & Leadership Strategies. Sales takes brains. Sometimes serious brains. More than the inspiring sales room pep talk, this is a tactical manual for inventing, approaching, and compelling sales no matter the situation, product or setting. This volume is designed to introduce anyone setting out on a career in sales to the Seven Basic Requirements for selling smart and selling anything. Salesmen learn to: Customize a personalized, effective selling strategy Create needs that are compelling, urgent and immediate Use authority to outsell and outshine everyone else in the market Multiply urgency that is guaranteed to move more hands to more pocketbooks every time Even if you're a seasoned sales-pro - or a sales person looking to do better - re-tooling is easier and more profitable than ever. Ramp up everything you're doing, for better, faster and more profitability. Take control over your sales environment and learn how to work any room, any time. Apply the right amount, at just the right moment in your sales process and your sales sheet is going to look like no one else's. Setting up sales and then following through is all we're really talking about, but it takes skills, preparation and knowing every possible outcome, objection or bail out upfront. Make every prospect accountable - with gifts, incentives and everything else you've got Make a commitment, now, and every time another opportunity knocks Focus keen interest in what you're selling, and learn to keep it there Perfect the Art of Salesmanship for a lasting, fulfilling career that pays off big, and Make tons of money doing exactly what you love doing, and always get better You'll learn to make all the difference, yourself, and irrespective of what you're selling and where. If you're going to be there - after the sale - you've never had a better chance for closing. Readers learn how, in all the dirtiest salesroom detail. This is just one of the key differences you can make starting today. The Smart & Easy Guide To Selling: Sell Anything To Anyone With These Proven Sales Techniques, Planning, Analysis, Training, Coaching, Confidence, Management & Leadership Strategies can get you there. The "what and why and how" of selling is all here, and every moment you sell wrong or sell-out is going to haunt you. Sales coaching and courses in sales have never gone further, and though it seems like inspiration is what you need, hard tacks tactics are going to work better. The change in yourself and in your strategy might seem subtle, even sophisticated, but you and your product have never been better positioned, than right now. Take this moment to gear up your sales training, and your sales career, like never before. Getting serious about sales - the method, the practical knowledge and the art - is what it's all about. If you're working, or looking for work, there's no better guide to selling yourself, and ultimately selling for a lifetime. Learn it, practice it, and put it to work. All of that comes in this one book, and even as we speak. Grab your copy today of The Smart & Easy Guide To Selling: Sell Anything To Anyone With These Proven Sales Techniques, Planning, Analysis, Training, Coaching, Confidence, Management & Leadership St

This volume provides in-depth understanding about business-to-business (B2B) and organizational relationships. Studies included identify real-life relationship paradoxes and explain how firms manage - not solve - these paradoxes. Two research reports are the result of three years of intensive face-to-face data collection of how interfirm relations form, operate, and change. They include unedited direct quotes from suppliers, focal firms, and customers on their interfirm relationships and provide a profound understanding of quality relationships. Additional articles include: Discourses in Organizational Culture; Organizational Innovation and Outcomes in SMEs; Anatomy of Relationship Significance; a review of Markets-as-Networks Theory; and Meta-theories in Research. The volume highlights that making mistakes is inherent in organizational innovations and understanding how organizations work through such mistakes is an important key to understanding success versus failure in innovation outcomes. It provides rich descriptions on how B2B networks form, function and develop and is for readers who want to delve into how B2B relationships actually work and, frequently, do not work.

"Coaching is the universal language of learning, development, and change."Imagine a workplace without fear, stress, or worry. Instead, you're acknowledged as a valued, contributing team player who doesn't sacrifice priorities, values, happiness, or your life for your job. Sound ludicrous? Consider this is a reality in many thriving organizations.Most leadership books don't apply to sales leadership. Sales leaders are uniquely and indispensably special and need to be coached in a way that's aligned with their role, core competencies, and individuality to achieve their personal goals and company objectives.What if you can successfully coach anyone in 15, 5, or even 60 seconds using one question? Sales Leadership makes delivering consistent, high-impact coaching easy. For busy, caring managers, this removes the pressure and misconception that, "Coaching is difficult, doesn't work, and I don't have time to coach."Since most managers don't know how to coach, they become part of the non-stop, problem-solving legion of frustrated Chief Problem Solvers who habitually do others' work, create dependency, and nourish the seed of mediocrity.Great business leaders shift from doing people's jobs to developing them by learning the language of leadership coaching.In its powerful simplicity, Sales Leadership delivers a chronological path to develop a thriving coaching culture and coaching leaders who develop top performing teams and sales champions.Using Keith's intuitive LEADS Coaching Framework(TM), the coaching talk tracks for critical conversations, and his Enrollment strategy to create loyal, unified teams, you will inspire immediate change. Now, coaching is easily woven into your daily conversations and rhythm of business so that it becomes a natural, healthy habit.In his award-winning book, Coaching Salespeople Into Sales Champions, Keith was the first Master Certified Coach to share his personal coaching playbook that is now the standard for coaching excellence. Ten years later, and one million miles traveled, he reveals the evolution of sales leadership and coaching mastery through his experiences working with Fortune 5000 companies and small businesses worldwide.In the first book ever titled Sales Leadership, you'll master the ability to: Ask more questions, give less advice, and build trust and accountability to rely on people to do their job. Reduce your workload and save 20 hours a week on unproductive and wasteful activities. Shatter the toxic myths around coaching to eliminate generational gaps and departmental silos. Achieve business objectives, boost sales faster, and retain more customers. Create buy-in around strategic change and improve daily performance metrics. Assess company readiness and ensure implementation of a successful and sustainable coaching initiative and create a healthy, happy workplace. "People create the mindset, mindset shapes behavior, behavior defines culture, and ultimately, culture determines success. That's why the primary business objective is: To Make Your People More Valuable."

The best of W. Chan Kim and Renee Mauborgne's articles on blue ocean strategy, all in one place. The seminal book Blue Ocean Strategy has sold over 3.6 million copies globally and is in print in 44 languages. But much of W. Chan Kim and Renee Mauborgne's work on creating new market spaces was originally published in the pages of Harvard Business Review. This book brings the best of those articles together all in one place. Piece by piece, these articles explain the process of creating "blue oceans"--uncontested market spaces, untainted by competition. Kim and Mauborgne introduce tools for exploring and exploiting these markets, such as the Value Curve, the Strategy Canvas, the Price Corridor of the Mass, and the Business Model Guide--tools that have come to make up the blue ocean strategy framework. This collection also features the authors' latest Harvard Business Review article, "Red Ocean Traps." Whether or not you're familiar with blue ocean strategy, this book will give you a new perspective on this important framework--and help you implement it in your organization.