So you've just come up with a new ad campaign. Love the spots Too bad no one will ever see them-even worse-too bad no one cares Why is it that so much of that stuff we immediately recognize as "advertising" is so bad? It's not just bad-well-it sucks. The reason: even though it's 2010, most ad agencies and the practitioners who run them are still doing things the same way as Don Draper and the guys from Sterling Cooper on Mad Men, the hit AMC series that depicts Madison Avenue in the '60s. The problem today? Gone are the chain-smoking, bourbon-slugging, secretary-assaulting "ad men" of the '60s. Newspapers and radio are dying. Commercial TV is losing its audience to subscription-based content. Today's consumer of advertising content is mobile, prepared to DVR through commercials, and watch content on their terms online, on a hand-held device, or a Smartphone. In Pay No Attention to that Man behind the Curtain, Patrick Griffin and Kevin Flynn dissect mass media advertising at an historic crossroads and explain what no longer works. Through real-world examples and biting humor, they show how to market in ways that are both creative and smart.

What do brands like Apple, Diesel, Abercrombie & Fitch, and Virgin have in common and what differentiates them from other brands? These brands are able to maintain a relationship with their clients that goes beyond brand loyalty. This gives a complete analysis of lifestyle brands that inspire, guide, and motivate beyond product benefits alone.

This book evaluates the history, the present and the future of water markets on 5 continents, beginning with the institutional underpinnings of water markets and factors influencing transaction costs. The book examines markets in seven countries and three different U.S. states, ranging from village-level water markets in Oman to basin wide formal water markets in Australia's Murray-Darling River basin.

Introductory chapters on the background of water markets and on transaction costs and policy design are followed by chapter length discussion of water markets as an adaptive response to climate change and of supply reliability in a changing climate. Case studies describe a variety of facets of the design and function of markets around the world: California, Chile, Spain, Oman, Australia, Canada, India and China.

In analyzing these real-world examples of markets, the contributors explore water rights and trading of rights between agricultural and urban sectors and the principles and function of option markets. They discuss different sized approaches, from large scale, ministry-level administration of markets to informal arrangements among farmers in the same village, or groups of villages which allocate water without large investment in management and infrastructure. Discussion includes questions of why water market practices have not expanded more rapidly in arid places.

The book discusses mechanisms for resolving conflicts between water rights holders as well as between water right holders and third parties impacted by water trades and whether or not public ownership of water rights or use rights should trump private ownership and under what condition. Also covered are new and expanding categories of water use, beyond human consumption, agriculture and industry to new technologies ranging from extracting natural gas from shale to producing biofuels.

The book concludes with suggestions for future water markets and offers a realistic picture of how they might change water use and distribution practices going forward.

With contributions from library and information professionals (practitioners, researchers, faculty members, consultants, and others), Marketing Library and Information Services: A Global Outlook highlights a variety of exemplary LIS marketing practices and efforts from around the globe. The following broad topics are explored: changing marketing concepts; marketing library and information services in different countries; marketing library and information services in different kind of libraries; web-based LIS marketing, etc.

Stop Discounting Start Selling For more than seven decades, David Oreck has been successfully marketing products to the American consumer. He took his little startup vacuum company and turned it into a household name and not by relying on big advertising or slick sales pitches. He understood that the customer does not want to be 'sold'; they want value Just like many small business people today, Oreck started his company on a shoestring and a dream but to compete with the national brands and big corporations, he had to get creative. This meant taking his product directly to consumers and bypassing the middlemen. Success was not easy and there were many challenges that could have suffocated his small company - but his persistence and marketing prowess kept the company going - and growing. It is easy to think that times have changed, but the truth is the consumer hasn't and once you really understand your customer you have the key that will solidify your place in the market. This is good news for all the little companies that may be wondering how they could ever compete with the bog box retailers of the world. Through unconventional wisdom that flies in the face of conventional marketing notions, Oreck explains how today's entrepreneur can create their own profitable niche in a very crowded market - no matter the economy. This specific time-tested knowledge can be the key to your business becoming profitable or falling by the wayside this year and offers more than 70 years of priceless real world marketing experience. Don't miss your chance to learn from one of the masters of business

The first of this two-volume work brings to the fore marketing communication theories and concepts that are prominent in emerging economy contexts, and highlights the opportunities and challenges within these markets. Offering a distinctive meaning and importance to both the practice and the theory of marketing communications in emerging economies, this collection introduces the foundational issues of marketing communications as well as the broader marketing communication environment and how they impact on communication strategy development and implementation. With contributors from diverse disciplines, the book establishes the importance of linking customer value creation, national culture and the management process with the marketing communications strategy. It highlights the critical role of research, the changing trends in marketing communication in the digital age and the communication opportunities for small and large brands. This book is a useful tool for orporate executives, educators, students, policymakers and businesses on marketing communication in emerging markets.

The best customer for any business is a content customer. The happy customer returns again and again, brings his friends and relatives, and their loyalty becomes a marketing platform of its own. But growing a loyal base is challenging, and what works brilliantly for one company might backfire on another. Over the last ten years, however, researchers and psychologists have begun to measure customer happiness in a meaningful way for the first time, and in this revealing look at the power of positive psychology Columbia business professor Bernd Schmitt explores how marketers and brand managers can harness customer experience through a three-pronged approach:*The Feel Good Method: Learn to make customers happy through the experience of pleasure and positive emotions and how those feel-good moments can transform a once-in-a-blue-moon customer to a committed loyalist.*The Meaningful Method: Engage customers through core values, including family, social responsibility, or the environment to attract passionate customers to your business.* The Learning and Growing Method: Help your customers in their own personal growth by making your product an important and indispensable part of their individual development.Schmitt shows marketers and brand managers how to determine which of these best fits their company and how to turn this insight into an authentic and successful campaign that will reach, grow, and sustain a loyal base of customers.

This volume presents selected papers from the 18th Eurasia Business and Economics Society (EBES) Conference, with major emphasis placed on highlighting the latest research developments in the economics of innovation, public economics, and management. The articles in the volume also address more specialized topics such as luxury fashion, weather derivatives, health management, islamic bonds, and life satisfaction, among others. The majority of the articles focus on phenomena observed in the Middle East and North Africa (MENA) region and South Asia, representing a unique contribution to understanding contemporary research challenges from a different perspective.

The book presents contributions from Brazilian experts on the regulation of different energy sources. Focusing on describing and discussing the fundamental issues related to the legal regulation of each of the sources that compose Brazil's energy matrix, it also analyzes economic and strategic aspects and identifies the main current problems related to the exploration for and production of each energy source. The book offers a clear and detailed overview of energy law and regulation for policymakers, foreign investors and legal professionals dealing with energy projects in Brazil.

This handbook is for practitioners who lead public and private elementary schools, middle schools or high schools. While most school leaders are basically adept at public relations, this book serves as a reminder of the importance of good public relations and provides ready access to tools necessary to hone and refine public relations skills. In addition to important information about public relations, this handbook is replete with examples of good public relations practices.

To understand international joint ventures (IJV) creation and management one has to know how cross-border firms actually decide to form and operate a new company jointly. One has to "be there," say volume editors Woodside and Pitts. One must understand IJVs in "real life" and particularly the interactions among people, their behaviors and decision-making over time. What are the key success factors? The micro-managerial details? Written by a team of international experts, Creating and Managing International Joint Ventures provides just that perspective, in a blend of theory and application seldom found in the literature. Executives with international development responsibilities and academics researching and teaching international business strategy, management, and marketing will find here a research-based source of information and knowledge that is both thought provoking and immediately applicable.

The changing dynamics of business worldwide have led organizations to look beyond traditional managerial practices while at the same time attempting to retain their core competitive advantages. This development has called upon academicians and practitioners alike to reassess the different aspects of business management such as macroeconomic variables, the nature of the market, the changing features of the workplace, the new work ethos, and/or employer-employee exchanges. In this context, the book provides essential insights on industry innovations, academic advances and policy movements with regard to recovering markets in India and around the globe. The individual papers highlight potential avenues that could allow industry to better understand and respond to the global crisis. The book collects research papers presented at the Global Conference on Managing in Recovering Markets (GCMRM), held in March 2014. Seven international and 120 national business schools and management universities were represented at the conference, the first in a series of 13 planned under the GCMRM agenda for 2014 17. The book includes more than 30 research papers chosen from a pool of 118 presented at the conference, all of which have undergone a rigorous blind review process."

A financial advisor's job can be one of the most rewarding in today's economy. You follow the markets, help people reach their financial and personal goals, and make a decent living while doing it. But the recent downturn in the global economy and general skepticism regarding Wall Street has advisors working harder than ever to manage and grow their business. Every FA must sign more new clients to keep their practice viable.

If you are a financial advisor who is struggling to balance all that it entails to run, market, and administer your business, then "Taming the Four-Headed Dragon" is the book for you.

This "phenomenal" book, as one reviewer called it, is packed with proven tactics and strategies to help financial advisors be clear on who is an ideal prospect for them and arm their referral sources with relevant messaging to make these connections. Author Bill Walton provides a prospecting system that turns every conversation or meeting into a beneficial next step toward closing business.

This must-have guide for all financial professionals who sell reveals how to: set meaningful goals that pull you toward action; profile your ideal client; write a clear and compelling value proposition; craft and share crisp messaging with referral sources and centers of influence; and conduct meetings that always lead to a next step.

Bill Walton's sales training programs have been adopted by Wall Street's top firms and high-profile "Fortune 500" companies. Drawing on his years of experience and success from the sales forces that he serves, Bill Walton has provided an essential guide for achieving success in the ever-competitive arena of financial sales."

Chosen for their clear, direct relevance to scholars and practitioners in the volatile field of competitive intelligence, the 24 issues evaluated here represent the cutting edge of CI's most pressing concerns. Current, scholarly, pragmatic, and among the first of its kind, this book presents the heart of the field in a way that even the relatively uninitiated can grasp and quickly apply.

The authors cover the latest technological advances and their relation to the tools most valued by CI professionals. They also show that despite its enormous range of possibilities, CI has limits. Navigating the ever-changing organizational and marketplace environments is difficult. A key debate involves what should and shouldn't be done to maximize the beneficial power of CI. Fleisher, Blenkhorn, and the book's contributors present the crucial points of this debate. This book is perfect for practitioners seeking guidance, but also as a supplemental text for students in such courses as marketing strategy and planning, business-to-business marketing, and competitive intelligence itself.

Virtually anyone can make money in a rapidly rising real estate market. As recent events have shown, it's just as easy to lose money when the economy heads south. But the better real estate investors generally know when to buy and when to sell. They know how to maintain control over their properties under adverse circumstances. They know how to work with lenders and how to find and evaluate the highest and best uses for a particular piece of property. These are the people who can make money (and not lose money) in all real estate markets-something real estate expert Robert Lawless shows exactly how to do in this book. Lawless details the primary investment strategies used by many successful real estate investors. Readers will learn how to make profitable investments in residential and smaller commercial buildings whether the market is headed up or down, and whether they invest in Greenwich, Connecticut, or Ames, Iowa. The information this book contains can save novice investors significant time and money, while also leading to greater investing profits. Among other things, Lawless explains: What drives real estate values. How to use leverage-the effective use of debt-to increase returns. How to find the right lender, Realtor, lawyer, and other real estate professionals. Methods to negotiate profitable deals. General strategies for success-buy and hold, renovate and sell quickly, scout foreclosed properties, and more. Best, Lawless includes case studies, for both residential and commercial investments, that highlight strategies and outcomes under different market conditions.

A groundbreaking exploration of purchasing behaviour and its essential role in smarter marketing practices to benefit your organization If you understand why people buy, you are already one step ahead in reaching out to them effectively with your products and services. Decoded: The Science Behind Why We Buy offers a groundbreaking exploration into the science of purchasing. The book specifically demonstrates why decision science has proven invaluable to the field of marketing by helping to explain purchasing behaviours. Decoded delivers a practical framework and guidelines for applying science to the marketing practices you use every day. As a marketing professional, you can look to this book for behavioural knowledge, timely case studies, and an understanding of methodologies. You'll gain advice on how to employ knowledge about behaviours for more effective brand management, from strategy to implementation to new product development. You'll also gain useful insight into the latest research on consumer motivations that lead to purchasing decisions. Learn more about what happens in the human brain as buyers make their choices. This updated edition of Decoded provides new material that marketers can apply to informed, successful practices. Gain an understanding of the Jobs to Be Done (JTBD) approach Take a closer look at the Ferrero neuroscience study that supports JTBD See updated and relevant case studies of JTBD at work Discover how to engage customers through digital touchpoints If you're a marketing practitioner, an understanding of decision science will enhance your day-to-day work. Decoded helps you see how science and marketing come together. Immerse yourself in the science of why people buy and gain a stronger base of knowledge as you develop strategies, implement marketing plans, and meet customer needs through innovation.

This book adds to the discussion from Volume 1 by providing insights and stimulating new thinking about the changing nature of services and marketing, service work and workers, and service experiences during and after the COVID-19 pandemic in 2020, particularly focusing on services marketing. This book serves as a useful resource for business practitioners and academics in the areas of service management and marketing responses during a pandemic. Each chapter deals with specific current issues within these industries due to COVID-19 and issues that will come up post-pandemic. As COVID-19 is expected to change the service practice and promote the utilization of novel methods, such as untact marketing, untact service, telecommuting, alternative work arrangements, job crafting, and new work skills, a range of examples and cases are provided to elaborate on applying these emerging new concepts within the service sector.

My previous work, Practical Selling -- No Seminars in Foxholes, addressed the issues important to salespeople out in the trenches. Together with Practical Sales Management -- Alone in the Field, these two books are calculated departures in approach from all of the Sales Books descended from Dale Carnegie's 1936 How to Win Friends and Influence People. 68 years is long enough to pretend that large complex sales will be won or lost based on whether the prospect likes the salesperson. Hopefully, we are done with pop, self-help psychologists telling salespeople how to sell. Likewise, the two works deviate significantly from the latest themes of 80's-90's sales books: (1) one-size-fits all selling techniques; (2) interchangeable salespersons; (3) rational, fair and honest selling environments; (4) the presumption of competitive products, unlimited resources, competent management, strong companies. Regarding (4), I am amazed by how many individuals, even with sales in their titles, know very little about selling. There are armies of salespeople working for large American companies who, in the final analysis, simply take orders because their companies and their products are so strong.No one has to sell anything until the customer says "no."Meanwhile, the sales manager must lead the right organization to address multiple territories, product lines, channels and strategies. None of that would especially matter if orders simply came in due to the likeability of the salesperson or the strength of the product or company.Unlike the idealized environment described in books and seminars, he must often deal with limited resources and lack of support from his company; a broad range of sales roles required by his company's situation; flesh-and-blood salespeople with their individual capabilities and deficiencies to train and motivate; and huge amounts of effort put into non-revenue-producing, often meaningless, administrative tasks that drain his time and energy. And this is just the shortlist of challenges.In a sense, the sales force manager's dilemma is this: Unlike notions presented in conventional theory, the experienced sales manager knows that what he can achieve is going to depend on what situation he is in. This includes all the key components: what kind of industry, what kind of resources, what kind of company, what kind of salespeople, what kind of product, and what the market and account situation really is. The situational aspects are key In short, Practical Sales Management -- Alone in the Field describes what actually happens in the real world of the sales manager.

Intelligent business analytics is an emerging technology that has become a mainstream market adopted broadly across industries, organizations, and geographic regions. Intelligent business analytics is a current focus for research and development across academia and industries and must be examined and considered thoroughly so businesses can apply the technology appropriately. The Handbook of Research on Foundations and Applications of Intelligent Business Analytics examines the technologies and applications of intelligent business analytics and discusses the foundations of intelligent analytics such as intelligent mining, intelligent statistical modeling, and machine learning. Covering topics such as augmented analytics and artificial intelligence systems, this major reference work is ideal for scholars, engineers, professors, practitioners, researchers, industry professionals, academicians, and students.

Whether politically, socially, economically, or psychologically, postmodern institutions attempt to influence their environments through the use of rhetoric in their public relations campaigns. As corporations increasingly dominate the public discourse we experience daily, it becomes increasingly important to understand how that discourse operates, and to become more informed creators and consumers of institutional rhetoric.

This volume examines the theoretical bases and practical effects of a variety of public relations campaigns. The contributors demonstrate that rhetorical inquiry is a viable and underrated approach to explaining the influence of public relations campaigns. Cases analyzed in the book range from those of national scope (e.g., Mobil Oil's Observations campaign of the 1970s and 1980s), to studies of targeted influence (e.g., corporate recruitment videos), to cases of internal relations (e.g., issues management during corporate mergers), to studies of local situations (e.g., the anatomy of a local ballot issue campaign). While the various contributors employ a broad range of rhetorical methods and analysis, the discussions remain approachable and understandable for students and professionals alike.

Newly expanded and thoroughly revised to reflect and meet the demands of a high-velocity global business environment, the Fourth Edition of this popular book and its companion CD-ROM help small and mid-sized businesses as well as non-profit organizations and public-sector agencies to achieve effective, efficient, and disciplined business development, proposal development, and knowledge management (KM) processes. Among an extensive array of updates and new material, the Fourth Edition discusses storytelling as a proposal art, the value of front-end proposal planning and storyboarding, the importance of honoring the customer mission in proposals, and the latest trends in performance-based acquisition (PBA). CD-ROM Included! Features a searchable directory of government agencies, easy-to-use proposal templates, and an extensive list of acronyms.

This book discusses Asian medicine, which puts enormous emphasis on prevention and preservation of health, and examines how, in recent decades, medical schools in Asia have been increasingly shifting toward a curative approach. It offers an ethnographic investigation of the scenarios in China and India and finds that modern students and graduates in these countries perceive Asian medicine to be as important as Western medicine. There is a growing tendency to integrate Asian medicine with Western medical thought in the academic curriculum that has led to a gradual decline of Asian medical thought and practices. At the same time, there has been a massive rise in patent drugs, health products and cosmetics being sold under the brand names of Asian medicine or herbal medicine. Most of these drugs and health products do not follow the classical formulas found in the Asian medical texts. The book analyses these texts and concludes that contemporary Asian medicine rarely follows the classical texts, and in fact uses Asian medicine brands to sell Western health products and practices.With a particular focus on the formal and professional sector of Chinese herbal medicine and Indian ayurvedic medicine in urban areas, this book appeals to a broad readership, including undergraduate students and academics as well as non-experts. Md. Nazrul Islam is an Associate Professor in the General Education Office, United International College, Beijing Normal University-Hong Kong Baptist University. He was a Visiting Associate Professor in the School of Population and Public Health, University of British Columbia (2015-16) during which time he completed this book manuscript.

Consideration for the ethics of business, social responsibility and the environment has put sustainability at the top of the agenda for many organisations and marketing has a key role to play in driving this agenda. This book explores the complex and challenging environment of sustainable marketing. The author starts by considering the background of traditional marketing in order to understand the changes that have occurred over recent times and their significance. From corporate social responsibility to societal and green marketing movements, leading to the development of sustainable marketing practice, this book is the most complete and accessible introduction to Sustainable Marketing on the market. Key themes covered in the book include: Current developments in the marketing environment and their role in stimulating or impeding the progress of sustainability The nature of consumption in relation to sustainability The underlying attitudes of consumers towards sustainable consumption The use of social marketing for planning and implementing behavioural change in consumers towards a more sustainable lifestyle