Marketing

Discover how brands are created, managed, differentiated, leveraged, and licensed Whether your business is large or small, global or local, this new edition of Branding For Dummies gives you the nuts and bolts to create, improve, and maintain a successful brand.

The Sales Bible softbound NEW EDITION WITH SOCIAL MEDIA ANSWERS Global sales authority Jeffrey Gitomer's bestselling classic, The Sales Bible, has been updated and appended in this new edition, offering you the ultimate sales methods and strategies that really work every day, in real-world selling situations.

The only comprehensive review of the revolutionary Volkswagen advertising campaign of the 1960s and 70s, which is universally acknowledged to be the greatest and most influential ever created. This much enlarged and updated edition is illustrated with over 450 reproductions of advertisements, plus a histroy of the iconic Volkswagen Beetle.

Join Ryan Holiday's revolution and learn how the secret new art of growth hacking can help grow your business exponentially.

A revelatory look at the rise of the 'attention merchants', the advertising marketeers who influence and control our consumption in ways previously unimagined

An updated and revised version of the business classic Power Base Selling Power Base Selling, originally published in 1990, left readers with an understanding of and language for gaining political advantage within accounts.

A Customer Experience Roadmap to Transform Your Business and Culture Chief Customer Officer 2. 0 will give you a proven framework that has launched and advanced the customer experience transformation in businesses in every vertical around the world. And it will take years off your learning curve.

Identify customer needs, tailor each sale to a particular client and earn and maintain credibility with this guide.

Protect and strengthen key accounts with this hard-hitting, no-nonsense guide to managing important business relationships.

How do you turn website visitors into customers?Conversion Optimization offers practical advice on how to persuade visitors to make a buying decision -- without driving them away through data overload or tedious navigation. You'll learn how to use marketing principles, design, usability, and analytics on your site to increase your buyer-to-visitor ratio, whether you're involved with marketing or designing a large ecommerce site, or managing a modest online operation.Based on the authors' broad experience in helping businesses attract online customers, this book addresses every aspect of the process, from landing visitors to finalizing the sale. You'll learn several techniques for blending successful sales approaches with the particular needs of the people you want to attract. Are you ready to do what it takes to get a double-digit conversion rate?Explore case studies involving significant conversion rate improvementsWalk through different stages of a sale and understand the value of eachUnderstand your website visitors through persona creationConnect with potential customers and guide them toward a conversionLearn how to deal with FUDs -- customer fears, uncertainties, and doubtsExamine the path that visitors take from landing page to checkoutTest any change you make against your original design"e;The Web is unique in its ability to deliver this almost improbable win-win: You can increase revenue AND make your customers happy. Yet most websites stink. Worry not, Khalid and Ayat to the rescue! Buy this book to follow their practical advice on how to create high converting websites that your visitors love."e;--Avinash Kaushik, author of Web Analytics 2.0 and Web Analytics: An Hour A Day (both Sybex)

Key strategies for long-term, sustainable customerrelationships With nearly every sector of the marketplace challenged likenever before, sales professionals are under pressure now more thanever. Success demands superior strategies and precise execution.

The sequel to the international bestseller The Go-Giver, applying its inspirational approach to real-world challenges.The Go-Giver took the business world by storm with its message that giving is the simplest, most fulfilling, and most effective path to success. It has inspired hundreds of thousands of readers; but some have wondered how the story's lessons stand up to the tough challenges of everyday, real-world business.Bob Burg and John David Mann answer that question in Go-Givers Sell More, a practical guide that turns giving into the cornerstone of a powerful and effective approach to selling.Most of us think of sales as a struggle to make people do something they don't really want to do. But that cut-throat mentality makes the process much harder than it has to be - especially in an economic downturn when customers are more suspicious and defensive than ever. It's far more effective (and satisfying) when salespeople think like Go-Givers and focus on creating value for the customer. Cultivate a trusting relationship and provide outstanding service, and great results will follow automatically.Illustrating their points with a wide range of real-life examples, Burg and Mann offer tips and strategies that anyone in sales can start applying right away.

Buyology shares the fruits of this research, revealing for the first time what actually goes on inside our heads when we see an advertisement, hear a marketing slogan, taste two rival brands of drink, or watch a programme sponsored by a major company.

Praise for The Best Service Is No Service "A very sharp and practical treatise on why so many call centers and service operations are playing with the wrong deck of cards altogether. We strongly recommend it to anyone involved in customer service issues. " -Don Peppers and Martha Rogers, Ph.D.

The Adweek Copywriting Handbook covers every aspect of the copywriting process in simple and easy-to-understand steps for young advertising professionals and old pros alike. Starting at the very beginning of the process, the book shows copywriters how to get prepared to write on a product before moving on to the act of writing itself.

In Crossing the Chasm, Geoffrey Moore, the world's leading high-tech and communications guru, throws out old marketing ideas to clear space for the special realities of the high-tech market. Based on a revolutionary new model and filled with practical insights, Crossing the Chasm is a landmark book.

A guide providing hands-on value to frontline salespeople as well as sales managers and executives. It shows how to streamline the sales process by understanding buyers, their situations and their needs; supplying mutually defined solutions to customers' recognized problems; gaining access to decision makers; and controlling the buying process.

Hvilken rolle spiller tekst på nettet? Det adskiller sig nemlig fra andre medier. Med enkle guidelines kan bogen som sine søskende i serien fungere som overskueligt opslagsværk og tjekliste for alle, der kommunikerer i den digitale verden. Bogen er skrevet af Anders Krogh MøllerSerien "De små grå"omfatter også "Styr kommaet", "Fjern fejlene!" , "Bliv hørt", "Skriv klart" og "Skriv artikler"

Salg og service betragtes i mange virksomheder som to separate discipliner. Denne bog forsøger at kombinere service med en salgsindsats. Bogen giver en række praktiske anvisninger, øvelser og værktøjer til hvordan servicesamtalen kan føre til et mersalg.Det kræver store investeringer i markedsføring, at få en kunde til at henvende sig – og herefter kræver det en god salgsindsats, at få solgt sit produkt. Men mange kunder kontakter selv virksomheden i forbindelse med deres efterspørgsel af service – helt uden at virksomhederne markedsfører sig. Servicemedarbejderen har dermed en central rolle i kontakten til kunden - og virksomheden en oplagt mulighed for salg uden omkostningstung markedsføring.Som servicemedarbejder betragter man sig sjældent som sælger. Man ekspederer, servicerer og giver råd. Men allerede i servicesamtalen har man sat en række mekanismer i gang, der potentielt kan føre til et salg. Det er disse mekanismer, og hvordan de kan anvendes effektivt, der er denne bogs fokus.Salg i serviceorganisationer henvender sig til medarbejdere, ledere, instruktører og andre interessenter, der til dagligt befinder sig i den mentale zone mellem service og salg. Bogen er praksisorienteret opbygget i et samspil mellem teori, praksis, eksempler og opgaver, og indeholder desuden en hel række konkrete redskaber til at tackle udfordringerne ved salg i serviceorganisationer.

Since the original publication of Building A Storybrand, over one million business leaders have discovered Donald Miller's powerful Storybrand Framework and they are making millions. Now, the classic resource for connecting with customers has been fully revised and updated, making it even more powerful to prepare you for today's challenges.If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue.In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller experienced first-hand and led him to create his proven system he first shared in Building a Storybrand to help you engage and truly influence customers.The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more.In Building a StoryBrand 2.0, Donald Miller teaches marketers and business owners to use his fully revised system of the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses. His proven process has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Building a StoryBrand does this by teaching you: The seven universal story points all humans respond to;The real reason customers make purchases;How to simplify a brand message so people understand it; andHow to create the most effective messaging for websites, brochures, and social media. Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand 2.0 will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.

The Pocket Universal Principles of UX is a concise visual presentation of 100 fundamental elements of user experience.

A proven step-by-step process to build insights and give your business a long-term competitive advantage.

Being smart about business means knowing what to expect. That means thinking ahead and preparing for the inevitable changes that will affect the way business is done. This allows businesses to be resilient and thrive in a changing environment. Digital marketing is no different.In fact, author Josh Kaufman discusses the value of comparison in his book The Personal MBA. It means imagining possible futures and then preparing for them.Let's say you have a large company that does well in a certain niche. Maybe you own a business that sells whey protein shakes. The mistake some big companies make is thinking they are too big to fail and sticking with it.But what if another company comes along and makes a better protein shake for less money? What if a new protein source is discovered? What if a study showed whey protein was bad for us? All of these things can happen and can seriously disrupt even the most established business.However, smart companies are already considering and preparing for these possibilities. It's a comparative simulation: you think about what's going to happen and then prepare for that eventuality.As a digital marketer, this means thinking about things that might change the face of marketing. And the one thing that probably had the biggest impact of all? AIAI and machine learning have the potential to completely change the face of internet marketing and even make many old strategies obsolete. Only by preparing for these changes can you ensure that your website can maintain its position in the SERPs, your ad campaigns remain profitable, and your services remain relevant.And a lot of this stuff isn't just speculation: it's happening right now. AI is already making waves, though you may not have noticed it yet.This affects how SEO works, the tools and software we use, and how ads are displayed. AI is capable of thinking faster and smarter than any human, and this is especially true for data-driven internet marketing. AI marketers can earn an unlimited amount Content per second - doing the work of hundreds of people. All of this content is perfectly adapted to the target group. AI will rule Google. This will advance the entire business model. AdWords will start. And it will play new instruments that we never even dreamed of. The uniqueness of digital marketing is just around the corner. This book will help you prepare and explain a number of concepts:¿ AI vs. machine learning¿ How to do SEO now that Google is the first AI company¿ Chatbots¿ Programmatic advertising¿ Great information¿ RankBrain¿ Digital assistant¿ Data Science¿ SQL¿ Hidden semantic indexing¿ The Future of Internet MarketingThis book will give you a crystal ball to look into the future of internet marketing and make sure you are prepared for all of these changes as they come. You end up being more prepared and in a better position than the other 99.9% of traders.

Vil du have grundlæggende indsigt i markedsføring med fokus på den finansielle branche? Her får du forståelse for de muligheder en virksomhed har for at  markedsføre sig og arbejde med kundepleje. Du får indsigt i begreber såsom CRM og CEM, der er nødvendig for at kunne indgå som medarbejder i en finansiel virksomhed, og tilmed hvordan du selv kan bidrage til kundepleje som f.eks. forsikringsrådgiver, ejendomsmægler, bankrådgiver eller andre jobfunktioner i den finansielle branche. Bogen er målrettet de finansielle uddannelser, og der er sat særligt fokus på kundeværdi og kundeoplevelse ved hjælp af CRM og CEM. Bogens eksempler er i vid udstrækning hentet i eller relateret til den finansielle verden, men indeholder også eksempler og cases fra mange andre brancher. Efter introduktionen til markedsføring gennemgår bogen den eksterne analyse inkl. segmentering, hvorefter den går i dybden med den interne analyse inkl. CRM og CEM samt opsamlingen på disse i SWOT. Herefter præsenteres læserne for marketingstrategierne og for, hvordan man skaber værdi gennem de syv handlingsparametre. Der er lagt vægt på at du får indsigt i serviceydelsers særlige kendetegn, branding samt personlig branding.