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Author: Dick MARTIN
Publisher: AMACOM Div American Mgmt Assn
ISBN: 0814410227
Category : Business & Economics
Languages : en
Pages : 289
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Book Description
All the old rules of marketing are up for grabs. Markets are fragmenting and globalizing; consumers have greater control over when and what media they use; and digital technologies have changed how people shop, work, and relax. But a small number of senior marketing leaders know how to engage consumers and keep them coming back. This book reveals the secrets to their success. Featuring exclusive interviews with top consumer and business-to-business marketers at companies like P&G, Unilever, GE, Nortel and American Express, Secrets of the Marketing Masters offers insight and practical advice, from how to gain the confidence of your colleagues on the senior team to how win your customers’ trust. Marketers will discover how to: • build a marketing culture • share results that matter–good and bad • connect with customers on an emotional level • find ways to amplify the customer voice within their company • run marketing like a professional service • cultivate positive word of mouth both on and offline • build customer listening posts • develop forward sensing mechanisms to spot new trends With this real-world, insider advice, readers can discover the techniques that will set them apart from the crowd and create lasting customer loyalty.
Author: Dick MARTIN
Publisher: AMACOM Div American Mgmt Assn
ISBN: 0814410227
Category : Business & Economics
Languages : en
Pages : 289
Get Book Here
Book Description
All the old rules of marketing are up for grabs. Markets are fragmenting and globalizing; consumers have greater control over when and what media they use; and digital technologies have changed how people shop, work, and relax. But a small number of senior marketing leaders know how to engage consumers and keep them coming back. This book reveals the secrets to their success. Featuring exclusive interviews with top consumer and business-to-business marketers at companies like P&G, Unilever, GE, Nortel and American Express, Secrets of the Marketing Masters offers insight and practical advice, from how to gain the confidence of your colleagues on the senior team to how win your customers’ trust. Marketers will discover how to: • build a marketing culture • share results that matter–good and bad • connect with customers on an emotional level • find ways to amplify the customer voice within their company • run marketing like a professional service • cultivate positive word of mouth both on and offline • build customer listening posts • develop forward sensing mechanisms to spot new trends With this real-world, insider advice, readers can discover the techniques that will set them apart from the crowd and create lasting customer loyalty.
Author: David L. Hancock
Publisher: Morgan James Publishing
ISBN: 9780974613307
Category : Business & Economics
Languages : en
Pages : 248
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Book Description
This book is packed full of powerful marketing secrets that will help readers enhance their companies' images and increase their business.
Author: John McKean
Publisher: Wiley
ISBN: 9780471988014
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
. Less than five percent of the world's firms achieve the full potential of their customer relationship initiatives . The rest are caught in its paradox . The core message of Information Masters is simply that the frenzied race back to customers is being won by those who have developed a broad and deep customer information competency. The winners have accomplished this by balancing technology with investments in the predominantly "non-technological" determinants of customer information competency - people skills, processes, organization structure, culture, leadership, and information itself. "You might think it's lack of technology that accounts for your inability to forge stronger, more rational and cohesive relationships with your customers, but John McKean's excellent study shows that technology is likely to be the least of your worries. Information competency is the result of the people you have in place, the processes they follow, the culture of your firm, and many things other than technology. Don't start your journey toward CRM without reading this book!" Don Peppers, co-author, The One to One Fieldbook: The Complete Toolkit for Implementing a 1to1 Marketing Program (Doubleday, 1999) "Managing customer relationships is too important to be left to the technologists to figure out. McKean has nailed it when he forces you to consider and evaluate the other 'stuff' - people, processes, and culture, and, by the way, the data itself is awfully important." John Peterson, AT&T Vice President, Database Marketing "Gaining competitive advantage from information is not as much a technological challenge as it is about people, culture, and leadership. John illustrates and quantifies a better way to build an information advantage to serve both customers and shareholders." David Overton, Vice President, Merchandise Planning, Sears "Getting closer to customers is a business imperative - but it's all too easy to become seduced by the latest technology promises and consultancy mantras. John McKean offers an invaluable insight into the real drivers of success which organizations serious about CRM must put in place." Robert Wyllie BA (Hons)APMI, Group Database Marketing, Scottish Widows "The revolution in information technology is undermining many traditional business models and creating untold confusion. But in confusion lies opportunity. McKean shows how to see past the mesmerizing advances in computers and communications to create a coherent business strategy that draws on both technological and non-technological capabilities." Professor Erik Brynjolfsson, Director of the MIT Program on Electronic Commerce and Marketing, MIT Sloan School of Management "One of the greatest business challenges is not the mastery of new technologies, but the creation of a culture able to keep pace and grasp the opportunities these technologies present. This is nowhere better illustrated than in John McKean's pursuit and exploration of that enigma, the profitable customer, through his book Information Masters." Trevor Dukes, Business Systems, W H Smith "In the first decade of the new millennium, customer information competency will be understood as one of the great differentiators between 'great' and 'mediocre' organizations; John McKean's book identifies the characteristics of those organizations that possess customer information competency and he provides a roadmap for firms seeking to achieve it. For information-based organizations, reading this book will not only save needless expense, but it will help improve overall focus, marketing productivity, and profit." James Bauer, Vice President, National Consumer Services, Chase Manhattan Bank "McKean's landmark book offers the best insights I've seen into our biggest challenges for building profitable customer relationships in the digital age . the non-technological ones." Glen Kaiser, Director of Marketing and Information Systems, AT&T WorldNet
Author: Ivan Misner
Publisher: Entrepreneur Press
ISBN: 161308143X
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
Sold! The magic word. The holy grail. Why are some salespeople remarkably successful, while others make call after call with no results? How do some turn any no into a yes, while others can’t even get their foot in the door? For the first time, more than 70 of the most successful salespeople in the world have come together to reveal their secrets to success. You’ll learn what makes these outstanding sellers true masters of their craft—and how you can adapt the masters’ tactics for your own. Learn Martha Stewart’s secrets to promoting yourself as an expert. Discover the 11 key questions to ask from Harvey McKay. Get Anthony Parinello’s advice on selling to CEOs. Be trained in guerrilla tactics for direct selling from Jay Conrad Levinson. Find out Brian Tracy’s secrets on the psychology of selling. Bursting with valuable advice from Jack Canfield, Anthony Robbins, Keith Ferrazzi, Tom Hopkins, Al Lautenslager and more than 60 other masters of the art of selling, this exclusive compilation of the best sales strategies ever known puts you on the fast track to sales success.
Author: Laszlo Birinyi
Publisher: John Wiley & Sons
ISBN: 1118774736
Category : Business & Economics
Languages : en
Pages : 352
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Book Description
Alongside Laszlo Birinyi's stories from his more than forty years of trading experience, the book provides guidance on critical trading and investment issues, including: What the market will likely do if Spyders are up one percent in pre-trading Whether to buy or sell when a stock reports better that expected earnings and trade up to $5 to $50 The details behind group rotation and market cycles The seasonal factors in investing Indicators, explained: which are indicative and which are descriptive The importance of sentiment and how to track it The book will include chapters and details on technical analysis, the failure of technical analysis efforts, the business of wall street, trading indicators, anecdotal data, and price gaps. The Website associated with the book will also feature data sourcing and video.
Author: Ronald Tobias
Publisher: Writers Digest Books
ISBN:
Category : Language Arts & Disciplines
Languages : en
Pages : 282
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Book Description
This book shows the reader how to take timeless storytelling structures and make them immediate, now, for fiction that's universal in how it speaks to the reader's heart and contemporary in detail and impact.Each chapter includes brief excerpts and descriptions of fiction from many times, many genres - myth and fairy tale, genre and mainstream fiction, film plots of all types, short story and novel.Find 20 fundamental plots that recur through all fiction - with analysis and examples - that outline benefits and warnings, for writers to adapt and elaborate in their own fiction.Ronald B. Tobias has spent his career as a writer moving from genre to genre, first as a short story writer, then as an author of fiction and nonfiction books and finally as a writer and producer of documentaries for public television. He is currently a professor in the Department of Media and Theatre Arts at Montana State University and the author of the Insider's Guide to Writing for Screen and Television. He lives in Bozeman, Montana.
Author: Robert C. Worstell
Publisher: Lulu.com
ISBN: 1312099909
Category : Business & Economics
Languages : en
Pages : 149
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Book Description
This book is not written as a personal history, but as a business story. I have tried to avoid trivialities and to confine myself to matters of instructive interest. The chief object behind every episode is to offer helpful suggestions to those who will follow me. And to save them some of the midnight groping which I did. My only claim for credit is that I have probably worked twice as long as anybody else in this field. I have lived for many years in a vortex of advertising. Naturally I learned more from experience than those who had a lesser chance. Now I want that experience, so far as possible, to help others avoid the same difficult climb. Every pioneer should blaze his trail. That is all I have tried to do. I set down these findings solely for the purpose of aiding others to start far up the heights I scaled. Then, with the efforts I here describe, I hope you can now attain some peaks in advertising beyond any of us to date. - Claude C. Hopkins
Author: David Cowper
Publisher: John Wiley and Sons
ISBN: 0470739266
Category : Business & Economics
Languages : en
Pages : 212
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Book Description
"No matter what your industry, no matter what your product, if you want to sell in the big leagues, this book is a revelation." -Steve Carlson, Publisher and Editor, Marketing Options "David Cowper is not just one of the world's most successful life insurance salespeople, he is one of the cleverest. He thinks his way into giant cases and so can we, if we follow his strategies." -Tony Gordon, Past Chairman, Top of the Table, Bristol, England "David Cowper's book is, by far, the best I have ever read on the art of selling life insurance. Through fascinating storytelling, David reveals the extraordinary scale of thought and passion devoted to his selling opportunities. His book will inspire every reader to add zeros to their sales numbers." -Leon Lewis, Planning Consultant "David Cowper demonstrates how to achieve sales excellence through creativity, intelligence, and the power of stories. This book is required reading for all sales professionals." -Norm L. Trainor, President, The Covenant Group, and Author of The 8 Best Practices of High-Performing Salespeople When David Cowper began his insurance career, he was alone in a new country with no contacts and only forty dollars in his pocket. Three months after entering the business, he still hadn't sold a single policy. But David stuck with it to routinely make million-dollar sales and become one of the top insurance salespeople in the world. More than a rags-to-riches story, Mega-Selling is a first-hand account of the unique strategies David developed to penetrate new markets and close multi-million-dollar sales. With Mega-Selling, any salesperson can learn from the best and become a top performer.
Author: Denny Hatch
Publisher: McGraw Hill Professional
ISBN: 9780844203492
Category : Business & Economics
Languages : en
Pages : 374
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Book Description
Despite its long and profitable history, no one has assembled a single collection of all the basic secrets (or rules) of direct marketing. Until now. In these pages Denny Hatch and Don Jackson blitz you with the secrets, rules, and wisdom of nearly 200 of the great masters: from Claude Hopkins, David Ogilvy, and Max Sackheim to such modern greats as Jay Abraham, Dick Benson, Malcolm Decker, Bob Doscher, John J. Fleider, Jerry Gould, Bob Hacker, Dick Hodgson, Cecil Hoge, Sr., Bill Jayme, Ted Kikoler, Jim Kobs, Herschell Gordon Lewis, Malcolm McCluskey, Don Nicholas, J. Peterman, Max Ross, Jim Rutz, Emily Soell, Lew Smith, Bob Stone, Joan Throckmorton, and John Yeck.
Author: T. J. Rohleder
Publisher: M.O.R.E. Incorporated
ISBN: 9781933356280
Category : Business & Economics
Languages : en
Pages : 100
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Book Description
Whoever said that "marketing takes a day to learn and lifetime to master" was right! For years T.J. Rohleder ("America's Blue Jeans Millionaire") has been keeping journals that are filled with his best marketing ideas. Now he's happy to share some of his favorite ideas with you. This is volume fifteen of the best marketing ideas T.J.'s found and knows to be true.
