Develop long-term relationships, deliver market-beating growth, and create sustainable value with this pragmatic guide to aligning marketing, sales, customer success and your executives around your most important customers. Many B2B companies make half their profitable revenue from just three percent of their customers, yet don't recognize the significance of these accounts, nor invest appropriately in them. Account-Based Growth introduces a comprehensive framework for improving internal alignment and external engagement with these vital few. It contains bullet-pointed takeaways at the end of each chapter plus a comprehensive checklist to help you improve your own company's approach to its most important customers. Each element of the framework is brought to life through viewpoints from industry experts and case studies from leading organizations including Accenture, Fujitsu, Infosys, SAP, Salesforce, ServiceNow and Telstra.

In a 'video first' world, video is one of the most effective tools marketers can use to raise brand awareness, engage consumers, drive website traffic and increase sales. Video Marketing takes a step-by-step and in-depth look at planning and creating great video campaigns, as well as activating, testing and measuring their success. Featuring case studies from global household names such as adidas, Kleenex, and Red Bull, it explores which video types and platforms brands should use, using multi-video campaigns, live videos and webinars, as well as creating and editing video campaigns on a budget using DSLRs and smartphones. Updated with the latest developments, this second edition of Video Marketing contains new chapters on understanding your audience and buying media space on ad networks and social media, as well as further content on personal and personalized content and avoiding potential pitfalls such as frauds, fake views and updates. Accompanying online resources consist of video links for campaigns discussed in the book and a downloadable strategy planner for readers to complete and put into action.

Harness the power of public relations and discover how you can secure meaningful press for your organization. It can be difficult to publicize a company or a product without formal training, yet it's more important than ever for successful marketing strategies to include media relations. In this book, media expert Annie Pace Scranton breaks down the most powerful and efficient PR tactics that brands can use to garner the right kind of attention. The book guides marketing and PR professionals through the process of developing authentic messaging, unique selling points, timely news pitches and other engaging ways to reach the media. The Guide to Earned Media is a must-read for anyone ready to unleash the power of public relations, perfect their messaging and work toward long-term brand prominence. Readers will walk away knowing how to make use of the most effective media strategies available today.

The global, go-to guide that started the Value Selling Revolution-now updated for today's market "Value" is about more than just price. Good salespeople understand that and know what differentiates their products from that of competitors. In the first edition of Value-Added Selling, industry guru Tom Reilly tackled the most common problem that salespeople faced: overcoming customer concerns about pricing. That book went on to become the global, go-to guide for value-added selling. Since then, the industry-and the world-has changed dramatically. Developments in technology, including price comparison apps and search engines, now provide consumers with more information than ever, making it much harder to value and sell your product. Additionally, millennials, who now comprise the largest population in the workforce, prefer to do things differently than prior generations. This updated fourth edition of Reilly's classic guide examines the latest trends and technology that have impacted the market and provides expert advice on leveraging current technology to increase sales. Value-Added Selling, 4th Edition offers proven strategies and tactics to help you not only close more sales but improve repeat business without compromising on price. You'll learn how to anticipate the needs, wants, and concerns of buyers from the very beginning of the sales process. The book shows how to compete more profitably by selling value, not price.

This book is a manifesto for responsible marketing. Taking a critical look at marketing practices of the last 50 years, it explains why they have led to an ethical stalemate and sometimes even a business impasse. Exposed to such practices, consumers have grown tired of meaningless offers coupled with the destruction of value as prices are driven down. As a result, today's marketing professionals find themselves in the firing line of a combat focused on greater social responsibility and environmental sustainability. Thanks to new ways of understanding consumers and branding, this book suggests how such a challenge can be met. Through the presentation of experiences, studies and concrete cases, the reader gains a tangible, fresh perspective on marketing: a new global, responsible, creative and collaborative model that helps respect sustainable consumption. Implicative Marketing presents a paradigm shift, one that will be of considerable interest not just to academics and their students, but also to marketing practitioners.

Provides the complete web of business ideas, product design, consumer practice and regulation. Written by thought-leaders in the field of the circular economy. Thomas Rau was nominated for the Circular Economy Leadership Award of the World Economic Forum in 2016. Though the book addresses the difficult challenges of the circular economy, it describes a very complex matter in an accessible and enjoyable style.

The advertising universe is changing rapidly. New communication technologies such as live streaming, gaming, social media and social networking sites, online brand communities and blogs have given advertisers new platforms to communicate and promote their messages. Two remarkable phenomena are apparent: interactivity in online communication; and integration of editorial and commercial content - or the combination of both of these. Academic research is increasingly focusing upon these new techniques and formats, how they work, and how consumers are affected by or respond to them. This book makes an important contribution to the field of advertising in bringing together state-of-the-art insights into new advertising formats and how they work. Split into three sections: "The Changing Advertising Universe", "Advertising in a Digital Connected World" and "Hidden but Paid for: Branded Content" the book provides conceptual overviews, discusses recent academic literature, reports new research work, and develops viewpoints on the key issues. Together, it provides a valuable overview of insights into modern advertising practice for advertising academics and practitioners alike.

NOTE: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0134058496/ISBN-13: 9780134058498 . That package includes ISBN-10: 0133856461/ISBN-13: 9780133856460 and ISBN-10: 0133876802/ISBN-13: 9780133876802. For undergraduate and graduate courses in marketing management. The gold standard for today's marketing management student. Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice. The world of marketing is changing everyday-and in order for students to have a competitive edge, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice. The Fifteenth edition is fully integrated with MyMarketingLab and is updated where appropriate to provide the most comprehensive, current, and engaging marketing management text as possible. Also available with MyMarketingLab(TM) MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

Flow is a fundamental concept of lean manufacturing, and its improvement is a challenge to many organizations. After mastering basic visual tools, managers must concentrate on increasing flow. This work provides shopfloor and other lean professionals with what they need to know about how other companies are implementing and sustaining continuous flow improvement.

Improving Flow: Collected Practices and Cases provides a variety of case studies taken from articles previously published in the newsletter "Lean Manufacturer Advisor." The book demonstrates how to move products and services to the customer quicker while eliminating waste and improving profits.

* A perfect guide for marketing and sustainable procurement and supply chain professionals in large companies, local authorities and governments and NGOs globally. * Can be used as a supplementary text on postgraduate and advanced undergraduate courses aimed at responsible marketing and procurement. * The book can be used internationally - ethical buying and selling behaviours are proliferating in almost all countries of the world. * Written by a leading authority on ethical consumption.

We are living in a new machine age offering unique opportunities, particularly for generating customer insights, which is radically transforming the way business value is created. Across industries, players are affected by the pace of progress of machine learning tools, novel technologies, and the abundance of data. These developments require mastering new capabilities. The Machine Age of Customer Insight explains the transformation of customer insights and demonstrates the growing impact of machine learning. Thought leaders from renowned universities in the US and Europe as well as from different industries provide a comprehensive overview. Addressing both academics and practitioners, they discuss the transformation, cutting edge tools, and success factors to thrive in the new age. The book shows how machine learning helps to understand customers better and faster. It supports everyone who considers the machine age a great opportunity to gain a competitive advantage by transforming customer insights into business value.

Grow your brand and reach new consumers by creating more impactful and effective marketing that meaningfully reflects and appeals to a diverse customer profile and marketplace. The job of marketing is to understand, respond to and connect with consumers. Perhaps more so than any other sector it's essential that it fully embraces the diversity and nuances of society. Inclusive Marketing provides a practical blueprint to embedding true representation across the entire marketing process, from initial insights and briefs to the production process and channels used to launch campaigns. Doing so will not only help drive wider inclusion and positively challenge stereotypes in society but also create competitive advantage and connect you with new customers. Inclusive Marketing combines clear actionable guidance with checklists, key questions and practical and personal insights from senior marketing leaders including Professor Mark Ritson and Sarah Jenkins, the MD of Saatchi & Saatchi. With a foreword by Nicola Mendelsohn (VP at Meta), it also contains examples and perspectives from iconic brands including Guinness, YouTube, Cadbury, Microsoft and Jim Beam. This is an essential resource for those working on both agency and client sides in companies of all sizes looking to unlock the power of inclusion in marketing.

Forge deeper and more meaningful connections with consumers and embrace the latest opportunities occurring across the physical and digital retail landscape to become more adaptable, resilient and successful. While change is a constant in retail, flux has accelerated in innovation, digital disruption and changing consumer demands and expectations. Written for both digital-first and physical retailers, Next Generation Retail describes how to respond to the needs and expectations of today's consumers and connect with Generations Z and Alpha in an authentic and relevant way. Highly practical in approach, it explores the latest opportunities and pitfalls to avoid for developments including the metaverse, livestream shopping, instant commerce, blockchain and non-fungible tokens (NFTs). Next Generation Retail also describes how to create compelling content and retail media to drive commerce and monetize data while maintaining customer trust. Featuring original research and interviews with top industry experts, it contains examples and case studies from a range of brands and organizations including Lancome, Burberry and Walmart. This is an essential resource for retailers of all sizes to adapt to and thrive in today's environment of breakneck change and innovation.

Business frameworks sit at the heart of successful businesses. The second edition of The Business Models Handbook brings together the most helpful and widely used models into one invaluable resource. Business models add structure and clarity to business problems, help practitioners overcome the everyday challenges they face and enable the organization to grow and be profitable. Each chapter of this book focuses on an individual business framework, giving an overview of 50 of the best-known frameworks. These cover essential business topics such as benchmarking, competitive intelligence, gap analysis and value chains. In this second edition, these include Kay's distinctive capabilities, Customer Activity Cycle and the 3C framework. It also covers the most recent developments in applying these models, including how to embed them remotely. Authored by a leading global market researcher with a background working on over 3,000 different research projects and supported by real-world case studies for each model, The Business Models Handbook is an invaluable resource for any professional or student. Online resources include lecture slides that align with each chapter.

This book provides an understanding of the concept of marketing and its role in business and public organization including the need for scientific marketing analysis. It includes a variety of mathematical models applied for better decision making, promotional decisions in the presence of competition, and sales forecasting using an Operational Research (OR) approach. The book also provides a platform to academicians, practitioners, and researchers to gain understanding of marketing management concepts from an OR perspective. This book offers relevant, international perspectives on techniques for market assessment under one canopy. It will be helpful for those who want to gain insight into understanding the managerial aspects from an OR analyst point of view and is a collaboration that contains plenty of related and valuable techniques used in real-life problems faced by industries.

There's a science to getting others to buy from you-a secret only the best salespeople, business leaders, entrepreneurs, and thought leaders in the world know: selling, at its core, isn't really about moving a product or service. It's about moving people. Having spent nearly three decades meticulously examining the skillsets required for connecting with others-through the training and coaching of thousands of sales leaders and their teams for some of the biggest brands in the world-bestselling author Lance Tyson has mastered the powers of persuasion and influence, while decoding the intricacies of why people buy from others. Whether you're a seasoned professional or an entrepreneur trying to pitch the next great idea-or maybe you just want to get better at getting what you want-The Human Sales Factor: The Human-to-Human Equation for Connecting, Persuading, and Closing the Deal is for you. This book is a peek under the hood of Lance's proven, predictable, scalable process. It's designed for sales leaders and their teams, yet is still approachable and applicable for the person who just wants to open doors and increase the chances of getting anything they want or need. Connecting and persuading are no longer soft skills. They are fundamental skills that can help you attract investors, sell products, build brands, inspire teams, and trigger movements. Despite all the processes, lingo, methodologies, and corporate rhetoric, sales-no matter the industry-has never truly been B2B or B2C. It always has and always will be done Human-to-Human.

This title was first published in 2000: The study of corporate governance is a relatively modern development, with significant attention devoted to the subject only during the last fifty years. The topics covered in this volume include the purpose of the corporation, the board of directors, the role of shareholders, and more contemporary developments like hedge fund activism, the role of sovereign wealth funds, and the development of corporate governance law in what perhaps will become the dominant world economy over the next century, China. The editor has written an introductory essay which briefly describes the intellectual history of the field and analyses the material selected for the volume. The papers which have been selected present what the editor believes to be some of the best and most representative studies of the subjects covered. As a result the volume offers a rounded view of the contemporary state of the some of the dominant issues in corporate governance.

This book is the first to explore the application of system leadership to promote sustainable solutions for contemporary and future environmental and social problems. The combination of synthesized research summaries and case studies of individuals and organizations contribute considerably to the field by expanding system leadership concepts from theory to practical application. System leadership has been identified as a method by which complex societal problems can be addressed, but it has as yet not been applied to sustainability. The first chapters introduce the background and fundamentals of system leadership and its relevance to sustainability. The chapters that propose methods of developing system leadership, examples of system leaders, and practical application of system leadership in industry, academic, government, nonprofit, and NGO settings. Each chapter includes a chapter case, interview, and/or reflection questions in order to stimulate critical thinking and provide instructional tools for academic use and practical application. The book is particularly relevant to researchers and students internationally in the fields of social development and sustainability. It is also relevant to public, private, and nonprofit/NGO management practitioners who are curious about the leadership styles and skills necessary to develop a sustainable future.

There are an estimated 40,000 international Non-Government Organisations (NGOs), working in an enormous global aid industry; official development assistance alone reached GBP90bn in 2014. This is supplemented by huge voluntary giving - the UK public, for example, give around GBP1bn a year to overseas causes. These organisations face a unique challenge from fraud and corruption. Operating in the world's most under-developed and fragile environments, with minimal infrastructure and trust-based cultures, the risk is high. And, being wholly reliant on donors and supporters for income, so are the stakes. Researchers make different estimates of the scale of the problem facing the sector. Some research implies that losses to the global aid budget caused by occupational fraud and abuse may be in the billions of pounds, while those to the British public's voluntary overseas donations could be in the tens of millions. For many sector professionals working in the developing world, these estimates are readily believable. Fighting Fraud and Corruption in the Humanitarian and Global Development Sector by Oliver May is a timely, accessible and relevant how-to guide, which explores the scale and nature of the threat, debunks pervasive myths, and shows readers how to help their NGOs to better deter, prevent, detect and respond to fraud and corruption.

This title was first published in 2002: Retailers who ignore the demographics of their customers do so at their peril. Examining the role of age and gender in the behavior and patterns of shoppers, this book looks at all shoppers as members of distinct demographic groups, each of which marches to the beat of its own drum. We can say a lot about people and their shopping behavior simply by examining their demographic group membership. For example, we can say that middle-aged shoppers have less time available for shopping, but more money. Such ideas provide valuable information about how to sell to them. Demographic targeting is the key to success when it comes to modern retailing. This book takes a look at shopping from the perspective of demography and considers the demographic group to be a crucial concept for understanding the modern shopper.

Sustainability accounting and accountability is fundamental in the pursuit of low-carbon and less unsustainable societies. Highlighting that accounting, organisations and economic systems are intertwined with sustainability, the book discusses how sustainability accounting and accountability broaden the spectrum of information used in organisational decision-making and in evaluating organisational success. The authors show how sustainability accounting can prove to be transformative, but only if critical questions are sufficiently addressed. This new and completely rewritten edition provides a comprehensive overview of sustainability accounting and accountability. Relevant global context and key concepts are outlined providing the reader with the conceptual resources to engage with the topic. Drawing on the most recent research and topical practical insights, the book discusses a wide variety of sustainability accounting and accountability topics, including management accounting and organisational decision-making, sustainability reporting frameworks and practices, as well as ESG-investments, financial markets and risk management. The book also highlights the role accounting has with key sustainability issues through dedicated chapters on climate, water, biodiversity, human rights and economic inequality. Each chapter is supplemented with practical examples and academic reading lists to allow in-depth engagement with the key questions. Sustainability Accounting and Accountability walks the reader through a spectrum of themes which are essential for all accountants and organisations. It helps the reader to understand why our traditional accounting techniques and systems are not sufficient for navigating the contemporary sustainability challenges our societies are facing. This key book will be an essential resource for undergraduate and postgraduate instructors and students, as an entry point to sustainability accounting and accountability, as well as being a vital book for researchers.

The rules and principles that have governed business for half a century are dead; what matters now, more than anything else, is creativity and ideas. In a thought-provoking look at the death of 'old' marketing, Mark Earls explores this sea change and shows how the new philosophy can be used to solve traditional marketing problems. He also provides detailed guidance for building an organization for which employees will choose to work - one within which creativity and ideas can flourish.

'This is the book Naomi Klein should have written. Mark Earls affectionately dissects the madness of modern marketing but at the same time understands why it really matters.' Dominic Mills, Editorial Director, Campaign Magazine

'Mark tears up a lot of what we are secure and familiar with (fundamental notions such as "brand" and "consumer-orientation", for instance), and, while giving us some of the new building blocks, he asks as many questions about the way forward without these familiar handrails, as he offers answers.' From the Foreword by Adam Morgan, Director of EatBigFish and author of best-selling Eating the Big Fish

'If the only thing you do is throw out your mission statement and grasp hold of a "purpose-idea" you will have a great return on your investment in Mark Earls' book.' Kevin Thomson, author of best-selling Emotional Capital and President of MCA Communicate

'Anyone who has ever challenged the shibboleths and practices of late twentieth century Marketing - especially the holy grail of "consumer insight" self-servingly invented by the Market Research industry - should read Mark Earls' comprehensive and tightly argued critique. Not only does it give us a rationale for not doing it like that any more (3 cheers!) but it also offers a passionate book full of creative ways to do it differently and more productively (300 cheers!).' Virginia Valentine, author, and Founder of Semiotic Solutions

'There are many who will doubtless want to see Mark Earls burned at the nearest stake for suggesting that marketing is not the all-seeing, all-healing deity in which they believe. Enjoy your martyrdom, Mark. Truth is on your side.' Jon Steel, author of best-selling Truth, Lies & Advertising - The Art of Account Planning

This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building, and maintaining strong brands - the lifeblood of any long-term marketing campaign. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns of consumer purchasing of repeat-purchase goods. In addition to all new research findings and examples, this new edition of What's in a Name? includes first time coverage of the short-term, medium-term, and long-term effects of advertising on sales of brands. The book concludes with new recommendations on how to develop and disseminate better advertising.

Not Required for Text Type.

Whilst most texts in this area cater for marketing, political and social science research, this book sets out the way focus groups can be applied particularly to ergonomics (human factors) and design-related projects, and compares their use with other methods. Examples from a wide range of subject areas including IT systems, product design and health and safety research are included.
The book demystifies the subject and includes practical guidance on setting up and running focus group sessions, to enable and encourage the professional (and novice) to employ these techniques usefully and with confidence.
An ideal book for the professional to the undergraduate student. It is written for ergonomists, designers and anyone running product related focus groups or involved in product research.

eBook available with sample pages: 0203302745