Read 29 in-depth, candid interviews with people holding the top marketing roles within their organizations. Interviewees include CMOs and other top marketers from established companies and organizations-such as Linda Boff of GE, Jeff Jones of Target, and Kenny Brian of the Harvard Business School-to startups-such as Matt Price of Zendesk, Seth Farbman of Spotify, and Heather Zynczak of Domo. Interviewer Josh Steimle (contributor to business publications such as Forbes, Mashable, and TechCrunch and founder of an international marketing agency) elicits a bounty of biographical anecdotes, professional insights, and career advice from each of the prominent marketers profiled in this book. Chief Marketing Officers at Work: Tells how CMOs and other top marketers from leading corporations, nonprofits, government entities, and startups got to where they are today, what their jobs entail, and the skills they use to thrive in their roles. Shows how top marketing executives continuously adapt to changes in technology, language, and culture that have an impact on their jobs. Locates where the boundaries between role of CMOs and the roles of CEOs, CTOs, and COOs are blurring. Explores how the CMO decisions are now driven by data rather than gut feelings. The current realities in marketing are clearly revealed in this book as interviewees discuss the challenges of their jobs and share their visions and techniques for breaking down silos, working with other departments, and following the data. These no-holds-barred interviews will be of great interest to all those who interact with marketing departments, including other C-level executives, managers, and other professionals at any level within the organization.

As sales managers are encouraged to manage increasingly global territories, the art of selling is more complicated than ever and the rules of negotiation more diverse. This book considers the many facets of cross-cultural sales management, to provide salespeople and managers with a guide to making the most of the global sales force. Topics covered include:

· Cross-cultural negotiations
· Hiring, training, motivating and evaluating the international sales force
· Customer Relationship Management (CRM)
· Sales territory design and management

Included in the book are 10 case studies, featuring companies from the US, Europe, New Zealand and Asia, all designed to give both sales students, salespeople and their managers an explanation of what diverse cultures entails, and the dilemmas, situations and opportunities that arise when selling across borders. Key examples of case studies: Asia Hotel Group, New Zealand Wines, Pacifico Software (US), Smith and Nephew (Spain), European Training Wreck (US-Europe), Mount Juliet Estate (Ireland), BP Fujian: Marketing LPG in Fuzhou (China).

The authors have international experience of both the theory and practice of selling, and have brought together the most up-to-date information to guide salespeople through the global marketplace. Sales Management: A Global Perspective differentiates itself from existing sales books, in that it clearly addresses the global marketplace, a subject neglected by most other texts. While still tackling sales from a managerial perspective, the cross-cultural approach of this volume makes this essential reading for sales management students and sales managers seeking to succeed in global sales.

Related link: www.routledge.com/textbooks/0415300444

The only advanced marketing textbook specifically focused on the hospitality industry . . .

The time when you could run a hospitality business with nothing but a friendly smile and a strong work ethic has passed. Dining, lodging, and entertaining habits are changing rapidly as the information age revolutionizes the world economy. More than ever, businesses must focus their marketing efforts on specific segments within the market. Success in the hospitality industry demands that you develop the cutting-edge decision-making skills necessary for effective strategic market management.

Marketing Management for the Hospitality Industry provides comprehensive coverage of marketing from both long- and short-term perspectives. Each chapter is an actual component of an overall strategic marketing model, and the book's easy-to-read, hands-on approach simplifies complex material and enables you to grasp difficult concepts quickly and completely.

Inside you'll find:

• How-to's for planning long- and short-term marketing strategies
• Examples of successful marketing strategies
• Specific techniques for analyzing markets
• Strategic development and administrative aspects of marketing
• Sample strategic marketing plans that clearly demonstrate how marketing strategies are applied in both the lodging and foodservice segments of the industry
• Tips on integrating marketing strategy with overall business strategy
• Numerous charts and tables that support the text and clarify difficult points

Whether you are a marketing manager, general manager of a hotel or restaurant, corporate manager, or a student eager to make your mark on the industry, with this indispensable guide you will sharpen your competitive edge, reach the customers you need, and make the most of every opportunity to help your business grow.

Since the 1980s, brands and the management of brands have attracted an enormous amount of interest. Companies became acutely aware of how their brand image could mean the difference between success and failure. Brand Management: A theoretical and practical approach gives insight into this phenomenon, moving from the history of the brand to how to develop, manage and protect brands. Brand Management: A theoretical and practical approach takes a decision-making approach to the subject, structured around the decisions a brand or product manager would face when considering their own brand strategy, covering topics such as design, judicial protection, adverse publicity and financial-brand valuation.

The main aim of this book is to consider how the sales function informs business strategy. Although there are a number of books available that address how to manage the sales team tactically, this text addresses how sales can help organizations to become more customer oriented. Many organizations are facing escalating costs and a growth in customer power, which makes it necessary to allocate resources more strategically. The sales function can provide critical customer and market knowledge to help inform both innovation and marketing. Sales are responsible for building customer knowledge, networking both internally and externally to help create additional customer value, as well as the more traditional role of managing customer relationships and selling. The text considers how sales organizations are responding to increasing competition, more demanding customers and a more complex selling environment. We identify many of the challenges facing organisations today and offers discussions of some of the possible solutions. This book considers the changing nature of sales and how activities can be aligned within the organization, as well as marketing sensing, creating customer focus and the role of sales leadership. The text will include illustrations (short case studies) provided by a range of successful organizations operating in a number of industries. Sales and senior management play an important role in ensuring that the sales teams' activities are aligned to business strategy and in creating an environment to allow salespeople to be more successful in developing new business opportunities and building long-term profitable business relationships. One of the objectives of this book is to consider how conventional thinking has changed in the last five years and integrate it with examples from sales practice to provide a more complete picture of the role of sales within the modern organization.

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.

The challenges facing today's sales executives and their organizations continue to grow, but so do the expectations that they will find ways to overcome them and drive consistent sales growth. There are no simple solutions to this situation, but in this thoroughly updated Second Edition of Sales Growth, experts from McKinsey & Company build on their practical blueprint for achieving this goal and explore what world-class sales executives are doing right now to find growth and capture it as well as how they are creating the capabilities to keep growing in the future. Based on discussions with more than 200 of today's most successful global sales leaders from a wide array of organizations and industries, Sales Growth puts the experiences of these professionals in perspective and offers real-life examples of how they've overcome the challenges encountered in the quest for growth. The book, broken down into five overarching strategies for successful sales growth, shares valuable lessons on everything from how to beat the competition by looking forward, to turning deep insights into simple messages for the front line. Page by page, you'll learn how sales executives are digging deeper than ever to find untapped growth, maximizing emerging markets opportunities, and powering growth through digital sales. You'll also discover what it takes to find big growth in big data, develop the right "sales DNA" in your organization, and improve channel performance. Three new chapters look at why presales deserve more attention, how to get the most out of marketing, and how technology and outsourcing could entirely reshape the sales function. Twenty new standalone interviews have been added to those from the first edition, so there are now in-depth insights from sales leaders at Adidas, Alcoa, Allianz, American Express, BMW, Cargill, Caterpillar, Cisco, Coca-Cola Enterprises, Deutsche Bank, EMC, Essent, Google, Grainger, Hewlett Packard Enterprise, Intesa Sanpaolo, Itau Unibanco, Lattice Engines, Mars, Merck, Nissan, P&G, Pioneer Hi-Bred, Salesforce, Samsung, Schneider Electric, Siemens, SWIFT, UPS, VimpelCom, Vodafone, and Wurth. Their stories, as well as numerous case studies, touch on some of the most essential elements of sales, from adapting channels to meet changing customer needs to optimizing sales operations and technology, developing sales talent and capabilities, and effectively leading the way to sales growth. Engaging and informative, this timely book details proven approaches to tangible top-line growth and an improved bottom line. Created specifically for sales executives, it will put you in a better position to drive sales growth in today's competitive market.

This book will help you sell more. For the past 30 years, Conor Kenny has learnt to sell largely by making lots of mistakes and learning what makes people buy. First published in 2014 as SALES TALES, HOW TO SELL is based on his personal experience and encounters in pursuit of sales excellence. The book tells real-life stories, each underpinned with a powerful lesson that helped Conor sell the next time around, that will help you to be a better sales person and to make more sales.

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.

Distill Maximum Value from Your Digital Data! Do It Now! Why hasn't all that data delivered a whopping competitive advantage? Because you've barely begun to use it, that's why! Good news: neither have your competitors. It's hard! But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you. Chuck Hemann and Ken Burbary will help you chop the problem down to size, solve every piece of the puzzle, and integrate a virtually frictionless system for moving from data to decision, action to results! Scope it out, pick your tools, learn to listen, get the metrics right, and then distill your digital data for maximum value for everything from R&D to customer service to social media marketing! Prioritize-because you can't measure and analyze everything Use analysis to craft experiences that profoundly reflect each customer's needs, expectations, and behaviors Measure real digital media ROI: sales, leads, and customer satisfaction Track the performance of all paid, earned, and owned digital channels Leverage digital data way beyond PR and marketing: for strategic planning, product development, and HR Start optimizing digital content in real time Implement advanced tools, processes, and algorithms for accurately measuring influence Make the most of surveys, focus groups, and offline research synergies Focus new marketing investments where they'll deliver the most value * Identify and understand your most important audiences across the digital ecosystem "Chuck and Ken lead marketers clearly and efficiently through the minefield of digital marketing measurement. And they do so with a lightness of touch and absence of jargon so rare in this overhyped, much-misunderstood ecosystem." - Sam Knowles, Founder & MD of Insight Agents; author of Narrative by Numbers: How to Tell Powerful & Purposeful Stories with Data

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.

"Over the years, I have seen them all, and Warren Greshes is one of the very best. In his wonderful new book, Warren distills a lifetime of sales training into sixteen actionable tools, which, if you use them, will guarantee that you too reach your goals."
--Mark Terry, President, Harman Pro Group

"A great read! Warren says it all in a way that's not only easy to understand, but even easier to implement. No need to ever read another book on this subject."
--John Gamauf, President Consumer Replacement Tire Sales Bridgestone Firestone North American Tire, LLC

"Put this book on your must-read list if you want to learn successful strategies for taking your distribution team to the next level. Through motivation and education, Warren Greshes has captivated our very best top managers and producers. He pushes them to succeed and to keep their goals out in front of them, all the while maintaining a clear message, infused with his sense of humor. Warren has helped pave our way to success."
--Bernadette Mitchell, Vice President Retirement Benefits Group, AXA Equitable

"Warren is truly an expert in the field of sales! His grassroots ideas are practical, designed for immediate implementation, and are sure to lead to top-notch results. This book is a must-read for those new to sales and those veteran salespeople who want to take their skills to the next level."
--Raj Madan, corporate marketing executive, financial services industry

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.

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"

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.

"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.

At last, the secrets of the real sales wizards are revealed in this inspirational book. Here are 100 failsafe tips, techniques and ideas for driving your sales up and up and smashing your targets. The ideas are drawn from sales masters from a variety of backgrounds and sectors, providing a heady mix of the best up-to-date and original sales tactics.
* Series was previously exclusive to WH Smiths - very successful selling x copies - now available throughout trade and direct channels.
* Practical and fun to use - simple and unique format.
* Great advice mixed with a dash of irreverance.

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.

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.

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