Author: Stephen Denny
Publisher: Red Wheel/Weiser
ISBN: 1632657570
Category : Business & Economics
Languages : en
Pages : 258
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Book Description
Unfiltered Marketing's big ideas apply to business strategy, marketing, and the future of the brand/consumer relationship. It is a playbook for managers and for anyone interested in the ever-changing interaction between technology and culture. “Denny and Leinberger capture the profound truths and deep realities of leading and marketing in a rapidly evolving world of digital platforms.” —Blake Irving, former CEO of GoDaddy You can fake authenticity. But in this digitally saturated age, your customers will see through any misdirection. As we are constantly on our electronic devices, we have come to distrust curated media and traditional PR. Stephen Denny and Paul Leinberger have found that people now want to make their own decisions based on raw footage, real-time updates, and unfiltered livestreams. How, then, do marketing executives and others gain consumer trust? These Fortune 500 consultants present the answer in Unfiltered Marketing. Drawing on four years of global research, authors Denny and Leinberger have developed a comprehensive five-step process for successfully rehumanizing the digital brand experience and gaining customer loyalty. To follow it, companies must understand that consumers are (1) seeking control in an out-of-control world; and executives must rework their brand to be (2) unscripted, (3) in-process, and (4) in-context, in order to master (5) heroic credibility (brands standing by their philosophy and values). Abiding by these rules, businesses follow in the successful footsteps of brands like Patagonia, T-Mobile, adidas, GoDaddy, and others.
Author: Elizabeth Crisp Crawford
Publisher: McFarland
ISBN: 078646819X
Category : Language Arts & Disciplines
Languages : en
Pages : 241
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Book Description
This is the first book to document the history of cigarette advertising on college and university campuses. From the 1920s to the 1960s, such advertisers had a strong financial grip on student media and thus a degree of financial power over colleges and universities across the nation. The tobacco industry's strength was so great many doubted whether student newspapers and other campus media could survive without them. When the Tobacco Institute, the organization that governed the industry, decided to pull their advertising in June of 1963 nearly 2,000 student publications needed to recover up to 50 percent of their newly lost revenue. Although student newspapers are the main focus of this book, tobacco's presence on campus permeated more than just the student paper. Cigarette brands were promoted at football games, on campus radio and through campus representatives, and promotional items were placed on campus in locations such as university stores and the student union.
Author: Rachel Pedersen
Publisher: Hay House, Inc
ISBN: 1401974260
Category : Business & Economics
Languages : en
Pages : 281
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Book Description
USA TODAY BESTSELLER New in paperback: Get fired up to launch a business, creative project, or side hustle—and build your dreams on your own terms—with unconventional wisdom from the "Queen of Social Media." “This book is going to teach you the business and life lessons to make sure that you can start a business and do it without compromising your ethics, your beliefs, and your values. And show you how to do it in a way that’s uniquely you.” — from the foreword by Russell Brunson In 2013, Rachel Pedersen was a single mom, freshly off of food stamps and struggling to get her life on track. Three years later, she left her 9-to-5 job and launched a consulting business with her husband. Today, she is the founder and CEO of two multimillion-dollar companies and an expert in every aspect of social media, helping businesses 10X (or 100X!) with massive, needle-moving growth. She didn’t get there by following somebody else’s rules. Using personal stories that both instruct and inspire, Unfiltered shares the lessons Rachel has learned on her incredible journey from welfare to millions—and gives you a new way to think about what success can look like in your life. You'll find: Practical strategies for starting and building a business, including savvy guidelines for using social media marketing Real-life examples from Rachel’s clients and her own experience Essential practices you can’t take for granted—from cultivating good business habits to building a solid circle of support Advice for hanging on when your entrepreneurship journey becomes an emotional roller coaster A roadmap for finding your own way to get ahead—without sacrificing the things that matter most And much more “Rachel Pedersen has much to teach us about how to start a business from nothing and grow it into an empire, because she speaks from experience—going from a single mom on food stamps to CEO of two multimillion-dollar companies,” says Robert Greene, New York Times best-selling author of The 48 Laws of Power. “She knows firsthand all of the challenges and setbacks you will face and gives invaluable practical advice on how to overcome them. She will also teach you how to work magic with social media. This book is gold for aspiring entrepreneurs.”
Author: Leroy Robinson, Jr.
Publisher: Springer
ISBN: 3319109634
Category : Business & Economics
Languages : en
Pages : 388
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Book Description
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2008 Academy of Marketing Science (AMS) Annual Conference held in Vancouver, BC, Canada.
Author: Philip Kotler
Publisher: Springer Nature
ISBN: 3031223934
Category : Business & Economics
Languages : en
Pages : 222
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Book Description
H2H Marketing focuses on redefining the role of marketing by reorienting the mindset of decision-makers and integrating the concepts of Design Thinking, Service-Dominant Logic and Digitalization. Following the authors' successful book on H2H Marketing, this book brings foward selected case studies showcasing various aspects of the concept, its fundamental elements, and its implementation.
Author: John A. Quelch
Publisher: Chinese University Press
ISBN: 9789629962791
Category : Business & Economics
Languages : en
Pages : 772
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Book Description
Readings in Modern Marketing is a collection of Professor Quelch's highly-praised scholarly articles previously published in leading business journals. Topics covered include marketing and business strategy, managing product lines, pricing, managing the point of sales, global marketing, building global brands, marketing and the new technologies, marketing and society, and so forth. Readings in Modern Marketing offers important theories as well as practical, insightful tactics. It is an indispensable source of reference.
Author: Vipin Mayar
Publisher: John Wiley & Sons
ISBN: 1118087747
Category : Business & Economics
Languages : en
Pages : 226
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Book Description
Win online by attracting the right customers and getting the right performance measurement Digital Impact answers the critical questions marketers have about connecting with and influencing consumers online. Written in an easy-to-read, approachable format, this helpful guide presents provocative content along with practical, commonsense methods that can be followed by any businessperson at companies of all sizes. The discussion hones in on two keys to success: building a performance measurement approach that will let you get maximum impact out of your online marketing and ad dollars, and creating magnetic content that attracts customers and keeps them engaged with your brand. Leverage trust and build ROI in social media and mobile spaces Get actionable data, best practices, cases studies, anecdotes, practical coaching tips and strategic insights Engage customers who typically resist advertising messages Learn from authors who have extensive experience across major industries and accounts, giving them a wide business appeal Whether your budget is corporate-sized or on a shoestring, you'll want to achieve the measurable bottom-line improvements that come with having Digital Impact.
Author: Janet Austin
Publisher: Edward Elgar Publishing
ISBN: 1786436426
Category : Insider trading in securities
Languages : en
Pages : 286
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Book Description
This book explores how the globalization of securities markets has affected market manipulation and insider trading. It delves into the responses of securities regulators, discussing new regulations designed to deter such misconduct, as well as they ways in which detection, investigation and prosecution techniques are adapting to tackle insider trading and market manipulation that crosses international boundaries.
Author: Lawrence S. Welch
Publisher: Edward Elgar Publishing
ISBN: 1783475749
Category : Business & Economics
Languages : en
Pages : 473
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Book Description
The choice of foreign operation methods, whether they are used singly or in combination, is a critical question for internationalising companies. This thoroughly updated edition of a successful text provides comprehensive coverage of the main tools companies use in seeking to penetrate foreign markets – covering investment, exporting and contractual arrangements such as franchising and management contracts. An important feature of this book is its thorough overview of theoretical and strategic perspectives such as mode packaging, mode switching and mode flexibility and will be invaluable for final year undergraduate and postgraduate students.
Author: Gautam Mukunda
Publisher: Harvard Business Press
ISBN: 1422186709
Category : Business & Economics
Languages : en
Pages : 318
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Book Description
The author helps readers figure out which leaders matter, why, and when - and what lessons they can learn from those who do matter. Leaders from politics and business are profiled, they include: Abraham Lincoln, Neville Chamberlain, Woodrow Wilson, Thomas Jefferson, Winston Churchill, Jamie Dimon, Al Dunlap, Sir Jacky Fisher, and Judah Folkman.
