Author: Micael Dahlen
Publisher: John Wiley & Sons
ISBN: 0470319925
Category : Business & Economics
Languages : en
Pages : 613
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Book Description
Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text. ***COMPANION WEBSITE - www.marketing-comms.com ***
Author: Anthony Kennada
Publisher: John Wiley & Sons
ISBN: 1119611563
Category : Business & Economics
Languages : en
Pages : 240
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Book Description
Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands "The Uber of this" "The Salesforce of that" "It's like Instagram, but for..." There is no such thing as an original idea anymore – right? Actually, it turns out that the world’s most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing. Or does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing, and more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There’s no better strategy that results in faster growth and higher valuations for the company on top. Author Anthony Kennada, former Chief Marketing Officer at Gainsight, explains how he led Gainsight in creating the “customer success” category, and shares success stories from fellow category-creators like Salesforce, HubSpot and others. It requires much more than just having the best product. You have to start and grow a conversation that doesn’t yet exist, positioning a newly discovered problem in addition to your company and product offerings. The book explains the 7 key principles of category creation, including the importance of creating a community of early adopters who will rally around the problem they all share—especially if someone will lead them. · Identify the “go” and “no go” signals for category creation in your business · Activate customers and influencers as brand ambassadors · Grow a community by investing in live events and experiences · Prove the impact of category creation investments on growth, customer success, and company culture Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the exclusive playbook for building a category defining brand in the modern economy.
Author: Joaquin Jay Gonzalez III,
Publisher: McFarland
ISBN: 1476673276
Category : Social Science
Languages : en
Pages : 315
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Book Description
There are more senior citizens in the U.S. today than ever before. Public services for seniors are rapidly changing and expanding as this diverse population ages. This collection of essays describes key developments in services being provided in cities across the nation. Topics include seniors and the U.S. government; health and wellness; longevity; caregiving; housing and accommodations; Social Security and finance; immigrant, minority and LGBT issues, and life-long learning and technology.
Author: Emily Carr
Publisher: Packt Publishing Ltd
ISBN: 1783000317
Category : Business & Economics
Languages : en
Pages : 241
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Book Description
Transform your IT project and make change stick with this step-by-step guide. In today's fast-paced world of change, companies expect you to do more, with less. Drawing on over a decade of Change Management experience as a consultant with Fortune 500 companies including IBM and NCR, Emily Carr shares the secrets to making change happen smoothly. If your company is like most, the number one reason that projects have failed over the years don't have to do with technology. They have to do with people. People didn't like the new technology. People weren't trained properly on the change. People hadn't received adequate communications and didn't understand the change. Sound familiar? Project teams rarely forget to work on the technology, but they often forget to work with the people, and no matter how amazing your new technology is, it's useless unless people use it efficiently. This book will help you focus on the people. Packed with templates, checklists, and real-life examples, this user-friendly guide will provide you with the insights and guidance of an expert consultant, for a fraction of the price. You'll follow a clearly laid out path from Change Management novice to confident and prepared change manager. You'll be introduced to the Five Pillars of Change: Sponsorship, Stakeholder Management, Communication, Training, and Organization Design. You will work step-by-step through templates in each pillar to build and run a comprehensive Change Management plan tailor-made to your project and organization.
Author: Mathew Sweezey
Publisher: Harvard Business Press
ISBN: 1633694038
Category : Business & Economics
Languages : en
Pages : 178
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Book Description
In a world of limitless media noise, how can businesses break through to customers? Context. We are in the midst of a massive media revolution. For the first time in history, ordinary people around the world have the ability to create, distribute, and consume content instantly, from anywhere, using connected devices. The massive increase in media "noise" created by these consumers and devices creates an entirely new situation that makes conventional marketing models obsolete. And yet countless companies and marketing organizations continue to rely on traditional models, assuming that their "campaigns" will sway customers. They couldn't be more wrong. In this provocative and practical book, Salesforce marketing maven Mathew Sweezey boldly outlines this new "infinite media" environment and poses a profound question: In a transformed world where customers shape their own experience, what is the key to breaking through and motivating them to buy? It is context--the close linkage between an individual's immediate desires and the experiences a brand creates to fulfill them. Drawing on new research and new insights into current consumer psychology, Sweezey defines the five key elements of context. Customer experiences must be: Available: Helping people achieve the value they seek in the moment Permissioned: Giving people what they've asked for, on their terms Personal: Going beyond how personal it is to how personally you can deliver it Authentic: Combining voice, empathy, and brand congruence simultaneously Purposeful: Creating a deeper connection to the brand, beyond the product Sweezey uses vivid examples to highlight a new marketing model used by high-performing brands big and small. The final part of the book shifts to execution, providing a new rule book for context-based marketing. The Context Marketing Revolution will change forever how you think about the purpose and practice of marketing.
Author: Sarah Jakes Roberts
Publisher: Thomas Nelson
ISBN: 078529192X
Category : Religion
Languages : en
Pages : 210
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Book Description
Instant New York Times Bestseller! Unleash the superpower of being yourself. Sarah Jakes Roberts, bestselling author of Woman Evolve, will help you craft a language toward your issues with intentionality. Stripping our minds of the expectations that inundate our world has never been more difficult. One quick scroll of our phones and we're consumed by other people's projections of how we should be feeling or responding. The ability to determine your truth without judgment is the beginning of harnessing authentic power in Christ. When we do the work of embracing where we are, we create space for God's love to meet us in our most raw form and then polish us to shine like never before. Power does not lie in success, achievement, or performance. Power rests in humility, honesty, and the commitment to continuous growth. Power Moves will help you to qualify whether you're living life authentically or if you've found a way to maintain status quo. It will reveal the principles required to tap into the most powerful version of who you are, then lead you in how to introduce your authentic self to the world around you. Sarah will help you give language to your changing needs, acknowledge and applaud your growth, refuse to bear the weight all at once or all alone, and release your power. Open your eyes to the way that God sees you and awaken your boldness to effect change in the world by living out the truth of who God says you are with confidence.
Author: Joel D. Levitt
Publisher: CRC Press
ISBN: 1000327469
Category : Business & Economics
Languages : en
Pages : 268
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Book Description
Supervision is a leveraged activity. When we develop the supervisor's skills, we enhance the productivity of the whole workgroup. This book provides valuable skill training for supervisors, team leaders, and managers. It offers techniques to improve reliability that can be accomplished at the supervisor level. It teaches both the science and the art of the supervision of maintenance workers, discusses managing meetings and time, the elements of technical issues, and presents management and people skills, offering maximum productivity and high-quality provision of services and at the same time, improving morale throughout the workforce. This book is suitable for all types of maintenance for organizations with supervisors and managers from plant operations, storeroom, construction, and related areas including industrial organizations, construction companies, mines, fleets, building maintenance, janitorial maintenance contractors, and vocational tech schools teaching maintenance short courses.
Author:
Publisher:
ISBN:
Category : Building
Languages : en
Pages : 554
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Book Description
Author: Lavinia Thanapathy
Publisher: Partridge Publishing Singapore
ISBN: 1543749976
Category : Business & Economics
Languages : en
Pages : 215
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Book Description
When women show up, unleash their voices, and share their wisdom, we make a better world. It’s more diverse and inclusive and better decisions are made. Your voice is powerful and it is time to unleash it. Expressing your ideas accelerates your career. Speaking onstage spreads your reach and impact. You may simply want to speak more effectively in a meeting or with more impact at a business conference. You may wish to be a powerful professional speaker or even speak at TED. However high you aim, this book is for you. Written by women for women, this practical guide distills thousands of hours of experience and our best tips for public speaking into three sections, each relevant for different stages of your speaking journey. You’ll learn about crafting your talk, what you need to do to get to the stage, and what it takes to go pro as a speaker. Use this book to take your career and voice to the next level. Lavinia Thanapathy, Joanne Flinn, Margie Warrell, Cynthia Zhai, Drs. Joyce Carols, Anjali Sharma, Siân Brown, Marian Bacol- Uba, Andrea Edwards, Mette Johansson, Natalie Turner, Lauren Sorkin, Su-Yen Wong, Sonja Piontek, Karen Leong, Dr. Indigo Triplett “Sisters, when this book falls into your hands, know that it’s time to take your place onstage, to lead, to unleash your voice.” Fredrik Härén, the Global Keynote Speaker #UnleashYourVoice
Author: Mark Fennell
Publisher: Gill & Macmillan Ltd
ISBN: 0717197352
Category : Self-Help
Languages : en
Pages : 259
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Book Description
We all feel stuck at times – professionally, personally, financially, emotionally, or even just stuck in our own heads. Life coach Mark Fennell has given thousands of clients the tools they need to shift their thinking, unlock inner strength and find the motivation required to break through the feeling of being stuck so that they can move forward and make lasting life changes. In this practical and relatable book, Mark shares some of these client stories along with his own experience of anxiety and coping with infertility. Using proven exercises and actions, Mark provides a roadmap for working through feelings of frustration and despair towards a fulfilled and happy future. Break Through will help you to change your approach to decision-making, tune into your gut and make choices that chime with who you really are, empowering you to be your own coach and get the breakthrough you need.
