Marketing

eMarketing: The Essential Guide to Marketing in a Digital World by Rob Stokes The newly updated edition - based on Quirk's unique Think, Create, Engage, Optimize structure and processes - includes chapters on the latest marketing trends as well as updated facts and figures and all new real-world case studies showing the application of digital best practice.

Intelligent Data-Driven Marketing by Mathias Elsässer Following Einstein's sentence: "Everything should be made as simple as possible, but not simpler. If you can't explain it simply, you don't understand it well enough," this book puts a spotlight on the complex marketing ecosystem from a physicist's point of view. Today's marketing world is overcomplex; CMOs face the challenge to transform their current target operating models towards a 100% customer-centric and data-driven way of working. A journey from good old mad-men toward math-men marketing. This book consists of three parts: The first part strips down the complexity of the marketing universe to the leanest frame of reference and then brings back the complexity, step by step, in single dimensions. Part two and three just follow these thoughts and provide a detailed description of 56 small atoms that can be used in a maturity assessment of your marketing. How to use them in a broader transformation concludes the book. In summary: An end-2-end guideline how to pursue and master the transformation from mad-men towards a math-men marketing operating model.

Marketing in a Digital World by Aric Rindfleisch (Editor); Alan J. Malter (Editor) Marketing in a Digital World focuses on how the digital revolution has affected the science and practice of marketing. Consisting of nine essays authored by some of the world's leading marketing scholars, this volume of Review of Marketing Research is forward-looking and illuminating. The book considers the nature and consequences of a number of important new digital technologies and practices, including human-machine communication, software, mobile marketing, online reviews, big data, 3D printing and a wide range of other digital innovations. Many of these technological developments were completely unanticipated and as such the transformation is still unfolding. Therefore, whilst consumers have largely embraced and actively co-create many of these new innovations, there are also growing concerns about privacy and other adverse effects of digital technology. Each essay provides a thoughtful examination of this rapidly shifting landscape and offers a set of bold ideas regarding its future impact on the foundations of marketing and consumption. The volume is essential reading for both scholars and managers seeking fresh insights into marketing and offers a number of exciting new concepts, propositions and predictions about marketing in the digital world.

Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever by Jeff Fromm; Christie Garton The numbers cannot be ignored: eighty million Millennials wielding $200 billion in buying power are entering their peak earning and spending years. Companies that think winning their business is a simple matter of creating a Twitter account and applying outdated notions of "cool' to their advertising are due for a rude awakening. Marketing to Millennials is both an enlightening look at this generation of consumers and a practical plan for earning their trust and loyalty. Based on original market research, the book reveals the eight attitudes shared by most Millennials, as well as the new rules for engaging them successfully. Millennials: - Value social networking and aren't shy about sharing opinions - Refuse to remain passive consumers-they expect to participate in product development and marketing - Demand authenticity and transparency - Are highly influential-swaying parents and peers - Are not all alike-understanding key segments is invaluable Featuring expert interviews and profiles of brands doing Millennial marketing right, this eye-opening book is the key to persuading the customers who will determine the bottom line for decades to come. "

The New Rules of Marketing and PR: How to Use Social Media, Blogs, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly by David Meerman Scott The most updated edition yet of the benchmark guide to marketing and PR, with the latest social media, marketing, and sales trends, tools, and real-world examples of success This is the fifth edition of the pioneering guide to the future of marketing. The New Rules of Marketing & PR is an international bestseller with more than 350,000 copies sold in over twenty-five languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to directly communicate with buyers, raise visibility, and increase sales. This practical guide is written for marketing professionals, PR professionals, and entrepreneurs who want to grow their businesses and create success. Learn how companies, nonprofits, and organizations of all sizes can leverage web-based content to get timely, relevant information to eager, responsive buyers for a fraction of the cost of big-budget campaigns. This fifth edition--the most extensively revised edition yet--includes: Dozens of compelling case studies with revisions Real-world examples of content marketing and inbound marketing strategies and tactics A fresh introduction A new chapter on sales and service Coverage of the latest social media platforms, including Periscope, Meerkat, and Snapchat The New Rules of Marketing & PR is an unparalleled resource for entrepreneurs, business owners, nonprofit managers, and all of those working in marketing or publicity departments. This practical guide shows how to devise successful marketing and PR strategies to grow any business. David Meerman Scott is a marketing strategist, bestselling author of ten books--including three international bestsellers--advisor to emerging companies such as HubSpot, and a professional speaker on marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two publicly traded US companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies.

Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love by Anthony Kennada; Brian Halligan (Foreword by) Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands "The Uber of this" "The Sales force 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.

Marketing Ethics by George G. Brenkert Marketing Ethics addresses head-on the ethical questions, misunderstandings and challenges that marketing raises while defining marketing as a moral activity. A substantial introduction to the ethics of marketing, exploring the integral relations of marketing and morality Identifies and discusses a series of ethical tools and the marketing framework they constitute that are required for moral marketing Considers broader meanings and background assumptions of marketing infrequently included in other marketing literature Adds direction and meaning to problems in marketing ethics through reflection on concepts such as individual choice, freedom and responsibility, desire satisfaction, noncoercive exchanges, and instrumental efficiency

The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly by David Meerman Scott The most updated edition yet of the benchmark guide to marketing and PR, with the latest social media, marketing, and sales trends, tools, and real-world examples of success This is the fifth edition of the pioneering guide to the future of marketing. The New Rules of Marketing & PR is an international bestseller with more than 350,000 copies sold in over twenty-five languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to directly communicate with buyers, raise visibility, and increase sales. This practical guide is written for marketing professionals, PR professionals, and entrepreneurs who want to grow their businesses and create success. Learn how companies, nonprofits, and organizations of all sizes can leverage web-based content to get timely, relevant information to eager, responsive buyers for a fraction of the cost of big-budget campaigns. This fifth edition--the most extensively revised edition yet--includes: Dozens of compelling case studies with revisions Real-world examples of content marketing and inbound marketing strategies and tactics A fresh introduction A new chapter on sales and service Coverage of the latest social media platforms, including Periscope, Meerkat, and Snapchat The New Rules of Marketing & PR is an unparalleled resource for entrepreneurs, business owners, nonprofit managers, and all of those working in marketing or publicity departments. This practical guide shows how to devise successful marketing and PR strategies to grow any business. David Meerman Scott is a marketing strategist, bestselling author of ten books--including three international bestsellers--advisor to emerging companies such as HubSpot, and a professional speaker on marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two publicly traded US companies and was Asia marketing director for Knight-Ridder, at the time one of the world′s largest information companies.

Ogilvy on Advertising in the Digital Age by Miles Young From Miles Young, worldwide non-executive chairman of Ogilvy & Mather, comes a sequel to David Ogilvy's bestselling advertising handbook featuring essential strategies for the digital age. In this must-have sequel to the bestselling Ogilvy On Advertising, Ogilvy chairman Miles Young provides top insider secrets and strategies for successful advertising in the Digital Revolution. As comprehensive as its predecessor was for print and TV, this indispensable handbook dives deep into the digital ecosystem, discusses how to best collect and utilize data-the currency of the digital age-to convert sales specifically on screen (phone, tablet, smart watch, computer, etc.), breaks down when and how to market to millennials, highlights the top five current industry giants, suggests best practices from brand response to social media, and offers 13 trend predictions for the future. This essential guide is for any professional in advertising, public relations, or marketing seeking to remain innovative and competitive in today's ever-expanding technological marketplace.

Principles of Business: Marketing by Richard Wilson (Editor) Provides students and researchers with easy-to-understand entries on hundreds of important terms, principles and concepts allow readers to develop a deeper understanding of the field. Marketing is used by all industries--business, retail, software, manufacturing, the media--any company with a product or service to sell needs marketing support. Principles of Business: Marketing provides easy-access to the essentials of marketing--advertising, copy writing, social media, branding--are all covered here. These 100 easy-to-understand entries walk students and researchers through the process that is marketing, to give readers a better understanding of what is involved in marketing a product or service. Principles of Business: Marketing provides need-to-know information on the fundamentals of marketing, including: Advertising Management Behavioral Economics Brand Management Buyer Behavior Corporate Sponsorships Crowdfunding Effective Media Coverage Entrepreneurial Marketing Internet Marketing Strategies Marketing Methods Multimedia Product Placement New Product Management Price Analysis Principles of Retailing Product Life Cycle Promotional Policies Public Relations Social Media & Business Sustainable Competitive Advantage Principles of Business: Marketing provides readers with ample material to develop a better understanding of the essentials of marketing. For those who are considering a career in sales or marketing, this title is a must. Plus, job seekers with a solid understanding of the fundamentals of marketing will have an advantage when applying for a job in any industry.

Rural Marketing: growing the non-urban consumer by Sanal Kumar Velayudhan Rural markets offer a sizable and resilient pool of consumers to organizations and marketers. This book offers a comprehensive understanding of the fundamentals of rural marketing that influence consumer behaviour within the framework of a rapidly changing economy. The book: - includes in-depth discussions on critical issues in rural markets as well as case-studies that examine their socio-cultural nuances, peculiarities, and their economic and technological environments; - looks at concepts that are unique to rural markets from the perspective of the buyer and the marketer and analyses buying behaviour and its influences as well as the pricing, value, and positioning of products by brands; - analyses emerging trends and the future of these markets and the introduction of digitization and ecommerce in rural areas; - offers marketing tools and a detailed understanding of rural markets for professionals working in small or low-income markets. The cutting-edge learning tools presented in this book will make it of interest to professionals, students, and researchers working in rural marketing and management, business and economics, management studies, business planning, and marketing.

Marketing Artificial Intelligence: AI, marketing, and the future of business by Paul Roetzer; Mike Kaput Artificial intelligence is forecasted to have trillions of dollars of impact on businesses and the economy, yet many marketers struggle to understand what it is and how to apply it in their marketing efforts.   The truth is, AI possesses the power to change everything. While AI-powered marketing technologies may never achieve the sci-fi vision of self-running, self-improving autonomous systems, a little bit of AI can go a long way toward dramatically increasing productivity, efficiency, and performance. Marketing AI Institute's Founder & CEO, Paul Roetzer, and Chief Content Officer, Mike Kaput, join forces to show marketers how to embrace AI and make it their competitive advantage. Marketing Artificial Intelligence draws on years of research and dozens of interviews with AI marketers, executives, engineers, and entrepreneurs. Roetzer and Kaput present the current potential of AI, as well as a glimpse into a near future in which marketers and machines work seamlessly to run personalized campaigns of unprecedented complexity with unimaginable simplicity. As the amount of data exponentially increases, marketers' abilities to filter through the noise and turn information into actionable intelligence remain limited. Roetzer and Kaput show you how to make breaking through that noise your superpower. So, come along on a journey of exploration and enlightenment. Marketing Artificial Intelligence is the blueprint for understanding and applying AI, giving you just the edge in your career you've been waiting for.

Marketing Professionals: a practical career guide by Kezia Endsley Welcome to the marketing field! If you are interested in a career as a marketing professional, you've come to the right book. What exactly do these people do on the job every day? What kind of skills and educational background do you need to succeed in this field? How much can you expect to make, and what are the pros and cons of these various professions? Is this the right career path for you? How do you avoid burnout and deal with stress? This book can help you answer these questions and more. Marketing Professionals: A Practical Career Guide includes interviews with marketing professionals. This book covers the following job areas in marketing: Digital marketingSEO (search engine optimization) and web analyticsSocial media marketingGraphic designBrand managementProduct marketing

Strategic Copywriting: How to Create Effective Advertising by Edd Applegate When it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads. In this second edition, Edd Applegate explains the core principles that have guided advertising for decades, from knowing the audience to crafting a compelling message. Next, proven techniques for producing specific kinds of advertising--whether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platforms--are addressed in step-by-step detail. Throughout, Applegate walks readers through real advertisements from advertising agencies of all sizes across the United States to illustrate what works--or not--and why.