It's common knowledge that marketing is nothing but advertising, and if your business comes through word of mouth then you don't need marketing anyway. Besides, everyone knows that social media is the best form of free marketing there is... don't they? The world of marketing is abound with a staggering number of misconceptions, fallacies and falsehoods. In Myths of Marketing, recognized industry expert Grant Leboff takes readers on a fascinating and entertaining journey through some of the most deeply entrenched stereotypes that exist in the industry, from the idea that sales and marketing are basically the same and that getting people's attention costs a lot of money, to the notion that demography is the best way to segment your market and 'content is king'. Using a combination of academic research, amusing examples and industry case studies, Myths of Marketing effectively debunks many of the most pervasive myths and assumptions, leaving readers with a clearer, more perceptive understanding of marketing as a whole, to improve their own practice and marketing strategy.

Brand risk is often narrowly defined as risk to reputation. Yet risk and uncertainty are evident in many aspects of brand performance and marketing operations. Considered and responsible risk-taking is central to effective brand management. Risk literacy is the marketer's third necessary competence, alongside strategic insight and financial understanding. In Brand Risk, a practical and accessible book for those who hold responsibilities in marketing or risk management, David Abrahams brings together relevant risk thinking and a range of techniques for the evaluation of brand exposures and opportunities - whether in response to the ambitions of a key business project, new market conditions or shareholder concern. A balanced review of the subject is enriched by reference to topics of current interest and is supported by illustrative examples throughout. Presenting the essentials of brand management and risk management side-by-side, Brand Risk offers graduated and complementary approaches to brand risk assessment, from the intuitive to the data-driven.

Too often, today’s managers are sold simple solutions to complex problems. But as many soon discover, simplicity is rarely effective in the face of complexity, change and diversity. Despite apparent promise, quick-fix panaceas fail because they are not holistic or creative enough. They focus on parts of the organization rather than the whole, take little account of interaction, and pander to the notion that there is one best solution in all circumstances. As instances of such failure escalate, intelligent managers are increasingly seeking to improve results through Systems Thinking.

Whatever stage you are at in your study of Systems Thinking, this book will help. If you are new to the field then it will serve as a solid introduction. If you are familiar with a few concepts but not with how they can be linked and used by managers, then it will give you a greater understanding of how holistic ideas developed and how to use them in practice. And if you are expert in some approaches but not in others, then it will expand your knowledge and provide you with more choice. In all cases you will achieve competency in creative holism, emerge better equipped to solve complex problems, and ultimately become a more effective Systems Thinking manager.

Although office and administrative activities are usually 60 percent of the production costs in most manufacturing organizations, these areas often get excluded during lean initiatives. To achieve lean, office activities must fully support shop floor manufacturing operations to eliminate waste. The adoption of 5S throughout all office and administrative functions is the first step to increase efficiency. In 5S for the Office: Organizing the Workplace to Eliminate Waste, Tom Fabrizio and Don Tapping bring the concepts of the 5S System -- effective tools for the elimination of waste on the shop floor -- into the office environment. The activities at the heart of 5S for the Office (organizing, ordering, cleaning, standardizing, and sustaining all of these) are completely logical. They are the basic rules for managing any effective workplace. However, it is the systematic method with which the 5S system approaches these activities that makes it unique. This book is a blueprint for building a Lean foundation for your office Readers of this book can immediately apply the concepts of 5S to their office and administrative activities, resulting in the elimination of waste, reduced production costs, and increased profits. To introduce the 5S system and sell its use to executives as well as workers, consider purchasing- 5S System: An Introduction DVD Catalog no. PP5934, Adhering to the principle of efficiency that defines this revolutionary and proven system, this video succinctly explains what is involved, who should participate, and what it will take to get started.

Service-Dominant Logic presents a major paradigm shift in thinking about value creation and markets, moving from a 'goods/product' logic to a logic that treats the process of service provision as the basis of all exchange, both commercial and social. This timely Handbook brings together chapters written by a stellar cast of expert authors from around the globe, arranged around eleven core themes, to provide a comprehensive overview of key issues, developments, debates and potential future directions for this dynamic field of study: Part 1: Introduction and Background Part 2: Value Cocreation Part 3: Service Exchange Part 4: Service Ecosystems Part 5: Institutions and Institutional Arrangements Part 6: Resources and Resource Integration Part 7: Actors and Practices Part 8: Innovation Part 9: Midrange Theory Part 10: Selected Applications Part 11: Reflections and Prospects This Handbook is an essential reference text for scholars, students, consultants and advanced practitioners across a wide range of business & management practices and academic disciplines.

We are living in an age of continual motion and change, and as a result traditional strategy planning has become outmoded. Every manager, perhaps even every employee, needs to become a strategist. Every strategist, in turn, needs to develop deep consumer insight - or empathy - as a basis for flexible strategy formation. This book offers a practical guide on how to develop and implement a systematic process of strategic empathy to lead to greater effectiveness and day-to-day success. Marketing With Strategic Empathy is written by Claire Brooks, the CEO of the global consulting firm where the strategic empathy framework and processes were developed. She has applied these in many successful projects for international corporations for more than 10 years.

Behavioral Science in the Wild helps managers understand how best to incorporate key research findings to solve their own behavior change challenges in the real world - from lab to field. Behavioral Science in the Wild helps managers to implement research findings on behavioral change in their own workplace operations and to apply them to business or policy problems. As the second book in the Behaviourally Informed Organizations series, Behavioral Science in the Wild takes a step back to address the "why" and "how" behind the origins of behavioral insights, and how best to translate and scale behavioral science from lab-based research findings. Governments, for-profit enterprises, and welfare organizations have increasingly started relying on findings from the behavioral sciences to develop more accessible and user-friendly products, processes, and experiences for their end-users. While there is a burgeoning science that helps us to understand why people act and make the decisions that they do, and how their actions can be influenced, we still lack a precise science and strategic insights into how some key theoretical findings can be successfully translated, scaled, and applied in the field. Nina Mazar and Dilip Soman are joined by leading figures from both the academic and applied behavioral sciences to develop a nuanced framework for how managers can best translate results from pilot studies into their own organizations and behavior change challenges using behavioral science.

Digital sport marketing is a new, dynamic and rapidly evolving area that is having a profound impact on contemporary sport business. This is the only textbook to introduce core principles and best practice in digital sports marketing, focusing on key issues, emerging topics and practical techniques. The book surveys the new international digital landscape in sport business and explains how to apply digital marketing across key areas from fan engagement and public relations to strategic communication and branding. Every chapter includes discussion of key concepts, an in-depth case study, and an in-depth conversation with a leading industry practitioner that demonstrates how digital marketing works in the real world. Full of useful features, this is an essential textbook for any sport marketing, sport management, sport business or sport development course.

In the world of business, who you know is usually more important than what you know. While most research highlights the personal characteristics and expertise important to business success, this book demonstrates that networking is the core of entrepreneurship. Both counterintuitive and powerful, this perspective reframes entrepreneurial action by placing networking at the center of the process. Traditionally, networks have been regarded as facilitators of business, but Tom Elfring, Kim Klyver, and Elco van Burg argue that networking is actually the basis of entrepreneurial action, and conversely, that entrepreneurial action is networking. In developing an "entrepreneurship as networking" model, the book addresses the persistent problems that plague the dominant "individual-opportunity" approach in entrepreneurship. They describe the key dynamics, mechanisms, and practices of entrepreneurship as networking, and point at fruitful networking strategies for entrepreneurs. Thus, the authors provide an integrated and dynamic account of entrepreneurial agency that prioritizes interaction with the surrounding social environment. They also explain what a viable network is for entrepreneurs and how networking activities affect their endeavours. Their perspective sheds new light on the origins of opportunities and how entrepreneurs access and mobilize resources. The approach also explains how entrepreneurs build legitimacy and exploit the networks they work within. Offering a groundbreaking theory of entrepreneurial action as networking, Entrepreneurship as Networking opens up an entirely new research agenda.

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.

Mastering Global Business Development and Sales Management focuses on the importance of companies and executives recognizing that their organization is sales driven, and that there is a definite pronounced connection between sales and all other aspects of how a company operates. It details the sales manager's role in developing sales personnel, delivering new business to the organization, and otherwise becoming a driving force for the overall prosperity of the company. This book differentiates itself by providing the essence of international sales management. Shows how to develop a marketing and sales strategy for globalization Details regional versus country-specific profiles Explains what all sales personnel need to know about export trade compliance, logistics, and supply chain operations Provides sales and negotiation skill sets

In recognising the realms of eco-marketing, sustainable marketing, social marketing and ethical consumption, this collection provides an accessible overview of the multifaceted and challenging nature of green and ethical issues. In revealing that there are many ways to explore the consumption activities of green and ethical consumers, the contributors point to some of the weaknesses identified in previous marketing research. The book also considers fundamental ways in which marketing academics and marketing practitioners can gain a more holistic understanding of the demographic, psychological and socio-cultural influences upon the green and ethical consumer. The contributors offer insights underpinned by holistic and cross-cultural perspective. As a result, this collection will advance marketing theory as well as offer valuable implications and recommendations for managers, practitioners and policymakers, the joint efforts of which are needed to ensure a more 'green', ethical and sustainable marketplace. This book was originally published as a special issue of the Journal of Marketing Management.

Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, sociocultural, and political factors impinging upon consumer cultures and their effects on market outcomes. This fully updated and restructured new edition provides two new introductory chapters on culture and marketing practice and improved pedagogy, to give a deeper understanding of how culture pervades consumption and marketing phenomena; the way market meanings are made, circulated, and negotiated; and the environmental, ethical, experiential, social, and symbolic implications of consumption and marketing. The authors highlight the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution. Global contributions are grounded in the authors' primary research with a range of companies including Cadbury's Flake, Dior, Dove, General Motors, HOM, Hummer, Kjaer Group, Le Bon Coin, Mama Shelter, Mecca Cola, Prada, SignBank, and the Twilight community. This edited volume, which compiles the work of 58 scholars from 14 countries, delivers a truly innovative, multinationally focused marketing management textbook. Marketing Management: A Cultural Perspective is a timely and relevant learning resource for marketing students, lecturers, and managers across the world.

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 book investigates the entrepreneurial marketing (EM) concept within the broader discipline of international entrepreneurship. The analysis of this concept, and designing a model of EM antecedents, elements, and outcomes that was tested on the basis of empirical studies covering companies from three European countries, explores and develops the field of international marketing and entrepreneurship. The book examines the role of entrepreneurial marketing in the internationalization processes of new ventures and adopts both qualitative and quantitative methods for analyzing the antecedents and characteristics of entrepreneurial marketing, as well as their relationships with internationalization activities and firms' performances. It goes on to show how the application of entrepreneurial marketing may lead to an accelerated internationalization of companies originating from a transition market, as well as the Western-European markets. It addresses these topics with regards to entrepreneurial marketing and management and will be of interest to researchers, academics, managers, entrepreneurs, and students in the fields of international business, international marketing, and entrepreneurship.

NEW from the bestselling HBR's 10 Must Reads series.

"Stop pushing products--and start cultivating relationships with the right customers."

If you read nothing else on marketing that delivers competitive advantage, read these 10 articles. We've combed through hundreds of articles in the Harvard Business Review archive and selected the most important ones to help you reinvent your marketing by putting it--and your customers--at the center of your business.

Leading experts such as Ted Levitt and Clayton Christensen provide the insights and advice you need to:

• Figure out what business you're "really" in
• Create products that perform the jobs people need to get done
• Get a bird's-eye view of your brand's strengths and weaknesses
• Tap a market that's larger than China and India combined
• Deliver superior value to your B2B customers
• End the war between sales and marketing

• "HBR's 10 Must Reads: The Essentials
• HBR's 10 Must Reads on Communication
• HBR's 10 Must Reads on Collaboration
• HBR's 10 Must Reads on Innovation
• HBR's 10 Must Reads on Leadership
• HBR's 10 Must Reads on Making Smart Decisions
• HBR's 10 Must Reads on Managing Yourself
• HBR's 10 Must Reads on Teams"

UnMarket to build trust and make lifelong customers! In 2009, Scott Stratten and Alison Stratten wrote the bestselling UnMarketing: Stop Marketing, Start Engaging and began a journey that would take them around the world sharing their message of engagement with corporations, entrepreneurs, and students.They are now back with this second edition, because Everything has Changed and Nothing is Different, with all the brilliance of the first edition, plus new content and commentary to reflect the rapidly changing landscape we all live, buy, and work in today. For generations, marketing has been hypocritical. We've been taught to market to others in ways we hate being marketed to (cold-calling, flyers, ads, etc.). So why do we still keep trying the same stale marketing moves? UnMarketing shows you how to unlearn the old ways and consistently attract and engage the right customers. You'll stop just pushing out your message and praying that it sticks somewhere. Potential and current customers want to be listened to, validated, and have a platform to be heard-especially online. With UnMarketing, you'll create a relationship with your customers, and make yourself the logical choice for their needs. We know you've been told to act like other people, talk like other people, and market like all the people, but it is time for you to unlearn everything and start to UnMarket yourself. UnMarketing includes the latest information on: Idea Creation, Viral Marketing and Video, Marketing to Millennials, Authenticity, Transparency and Immediacy, Ethics and Affiliates, Social Media Platforming, UnPodcasting, Word of Mouth, Customer Service, Consumer Advocacy and Leadership. With examples of what to do, and what not to do, from small business right up to worldwide corporations in areas such as real estate, travel, service, retail, and B2B.

Stay ahead of the sales evolution with a more efficient approach to everything Hacking Sales helps you transform your sales process using the next generation of tools, tactics and strategies. Author Max Altschuler has dedicated his business to helping companies build modern, efficient, high tech sales processes that generate more revenue while using fewer resources. In this book, he shows you the most effective changes you can make, starting today, to evolve your sales and continually raise the bar. You'll walk through the entire sales process from start to finish, learning critical hacks every step of the way. Find and capture your lowest-hanging fruit at the top of the funnel, build massive lead lists using ICP and TAM, utilize multiple prospecting strategies, perfect your follow-ups, nurture leads, outsource where advantageous, and much more. Build, refine, and enhance your pipeline over time, close deals faster, and use the right tools for the job--this book is your roadmap to fast and efficient revenue growth. Without a reliable process, you're disjointed, disorganized, and ultimately, underperforming. Whether you're building a sales process from scratch or looking to become your company's rock star, this book shows you how to make it happen. Identify your Ideal Customer and your Total Addressable Market Build massive lead lists and properly target your campaigns Learn effective hacks for messaging and social media outreach Overcome customer objections before they happen The economy is evolving, the customer is evolving, and sales itself is evolving. Forty percent of the Fortune 500 from the year 2000 were absent from the Fortune 500 in the year 2015, precisely because they failed to evolve. Today's sales environment is very much a "keep up or get left behind" paradigm, but you need to do better to excel. Hacking Sales shows you how to get ahead of everyone else with focused effort and the most effective approach to modern sales.

This book takes the unique and innovative approach of linking relationship marketing to the traditional market planning models that are used by most marketers today. As globalisation progresses, the need for creating and maintaining off-line and on-line relationships with the company's customers, suppliers, stakeholders and personnel has become increasingly vital in today's business environment. Now in its fourth edition, this best-selling text bridges the gap between relationship marketing and traditional marketing, integrating this approach with the process of developing effective marketing plans by the use of the newest technology. Drawing on a varied and extensive range of international examples, Hollensen demonstrates how companies such as Electrolux, Tinder (Match.com), DJI Technology, Huawei and Spotify make use of relationship marketing theory in order to gain competitive advantage. Marketing Management: A Relationship Approach is invaluable reading for undergraduates studying marketing management in their final year or at postgraduate level and for practitioners and those studying for professional qualifications in marketing management.

Categorization pervades economic life; products, services, firms and industries are continuously being classified by rivals, clients, experts and critics. A stream of research highlighting the importance of market and product categories for organizations and individuals has grown in importance during the past 40 years. This volume contains ten essays on categorization authored by some of the world's leading scholars within sociology of markets, organization theory, and strategy research. It opens with revisiting the influential theory of "the categorical imperative", and moves on to present various accounts of the social processes that form part of categorization and elaboration of their consequences. Together, the different chapters effectively show that categorization is a process, tightly connected to actors involved and their specific acts, the characteristics of the entity being categorized, and the context and timing informing these activities. As such, it complements the earlier cognitive perspectives by discussing the evaluative, social, and political manifestations of categorization.

Meta-regulation presents itself as a progressive policy approach that can manage complexity and conflicting objectives better than traditional command and control regulation. It does this by 'harnessing' markets and enlisting a broad range of stakeholders to reach a more inclusive view of the public interest that a self-regulating business can then respond to. Based on a seventeen year study of the Australian energy industry, and via the lens of Niklas Luhmann's systems theory, Meta-Regulation in Practice argues that normative meta-regulatory theory relies on questionable assumptions of stakeholder morality and rationality. Meta-regulation in practice appears to be most challenged in a complex and contested environment; the very environment it is supposed to serve best. Contending that scholarship must prioritise an understanding of communicative possibilities in practice, this book will be of interest to undergraduate and postgraduate students, as well as postdoctoral researchers interested in subjects such as business regulation, systems theory and corporate social responsibility. Please visit meta-regulation.com for more insightful information on meta-regulation and Meta-Regulation in Practice.

Success in Direct Selling is Possible for You! All you need is a good system. Years of experience have helped Karen Phelps to craft a process that is proven to work. Once you learn it, teach others to duplicate what you do and watch your earnings soar! Learn how to: control your attitude, take a creative approach to booking, grow your business, manage and motivate your team, maintain a business that works for your lifestyle, stay in it for the long haul