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Sales teams have the potential to do great work. Most sales teams do not devote enough energy to meeting dynamics and process awareness. The skills related to this are critical components of effective teamwork, collaboration and innovation, both internally and externally. Innovative Team Selling places the focus squarely on what will actually make team selling work within organizations large and small. It outlines how to help your teams master new skills in five specific categories: interpersonal, communication, presentation, problem solving, and facilitation. Author Eric Baron also explores the challenging issue of leveraging resources to develop innovative solutions for clients in order to compete effectively in a globalized economy. Offers actionable strategies and techniques to improve collaboration, innovation and team processes Demonstrates how to put the right members on the sales call, and how to leverage their expertise before, during and after the call Explores in depth how teams can work effectively on a day-day-day basis to outperform their competition Author Eric Baron is founder of The Baron Group and is a highly acclaimed public speaker and has spoken to hundreds of organizations, trade associations and industry groups throughout his career; he is also an adjunct professor at Columbia Business School where he teaches his very popular course, Entrepreneurial Selling Skills to second year MBAs Innovative Team Selling shows you how to lead and participate in teams that work together effectively; strategize prior to the client meetings; make successful team sales calls; and debrief honestly to determine how to learn and grow from the experience.

This book provides the basic models and methods for the profitable use and marketing of advanced technology. It provides a guide to developing and administering marketing plans, conducting market research, searching for and managing partners, tapping capital for innovation, scoping adequate pricing methods, managing intellectual property rights, and selling and distributing products and services. It also shows how to develop formatted business plans for investors. This title is uniquely focused on the critical technology/market interface, and provides an executive introduction to marketing these products and services.

The Art and Science of Interpreting Market Research Evidence offers a complete account of the way today's researchers interpret evidence and apply it to decision making. David Smith and Jonathan Fletcher show how to assess your current deciphering processes, and present an innovative framework integrating quantitative and qualitative approaches for analysing complex data-sets. With its holistic approach to interpretation and its 10-step process for making it work in practice, this book will equip you with a deep understanding of data analysis and ultimately improve your judgment to produce better business decisions. «This is modern commercial research, where the mind of the researcher is finally acknowledged as admissible data. Prior knowledge, pragmatism, experience are all robust grist to the 'holistic' research mill. A must-read for anyone getting to grips with 21st century market research.» Virginia Valentine, Semiotic Solutions

Combine social media with traditional marketing techniques for breakthrough results! While social media is doing much to change the marketing landscape, it doesn't mean you have to take an either/or approach between it and more traditional methods. And the Clients Went Wild! gives you the tools to take an eclectic approach and pick the best, most wildly successful marketing methods—traditional, online, or both—to win at a given marketing goal. And, whether by means of Facebook, Twitter, streaming video, or by old-fashioned word of mouth, public relations, or personal sales skill, the goal is to win, right? Find real-life examples of success from some of today's best businesses Shows how to integrate and benefit from both traditional and new marketing methods Uses the proven business growth strategy Red Zone Marketing® as a central concept Author has proven the concepts successful in her work for numerous major clients Don't throw out tried and true marketing techniques just for the sake of the new. Do what works! Perfect your marketing mix and win with And the Clients Went Wild!

This book chronicles the dawn of the age of creativity in business, when new ideas and practices based on creativity will drastically change the way we do business. Starting with an overview of the age of marketing, the book winds its way through the past and the present to show us the future of business, backed up with insights from sociology and psychology.

This book describes a marketing and design approach called «total design,»which is about not only making but marketing and promoting a good or service both successfully and profitably. It offers an integrated, holistic approach to the whole process. It's integrative because the design,marketing, and branding must give a clear and consistent story about the product. It's holistic becuase «total design» engages consumers on all levels.

Corporate governance is a hot topic, as is the need for marketing to operate at board level. But no-one has yet brought the two issues together. This book changes that. Gerald MichIaluk builds on the latest research to help marketing directors incorporate marketing systems and best practice into a board’s decision-making process. Michaluk outlines marketing’s key role in alerting the board to market conditions that merit adjustment of the corporate strategy, thus ensuring that strategy is based on sound intelligence and grounded in market reality. The book is illustrated with examples from a host of top companies, as well as interviews with their CEOs and CMOs.

Logos and No Gos ought to be mandatory reference material for all managers of branded products and services. It is a concise, easy read, jammed with crucial information on how to survive and thrive in the I.P. Jungle. It shows how to add brand value and how to guard that value with your life. When Kangol moved out of manufacturing and distribution into brand licensing it took us a while to realise that brand value lies as much in the quality and protection of the I.P. portfolio as it does in the image and trading performance. With Logos and No Gos on your desk there can be no excuse for sloppy I.P. management. —David M. Heys, C.E.O., Kangol Holdings Ltd «Geoff Steward is a highly experienced practitioner in the field of Intellectual Property and Trade Marks in particular. Logos and No Gos embodies his wide experience and is a very readable guide to what is otherwise a tortuous and, often, near impenetrable legal mine-field for the unwary brand owner and brand developer. Anyone thinking of launching any form of new business or product should read Geoff's book from cover to cover. Thus forewarned they should be able to avoid the worst pitfalls and, more importantly, be in a position to develop a valuable business asset.» —Mark Platts-Mills QC, Barrister practicing in trade marks at 8 New Square, Lincoln's Inn Intellectual property is one of the most valuable assets of all brand owners, and separates them from their competition in local, national and global markets. Damage to brands can have a deadly impact on a company's bottom line. Despite this, few brand owners really understand how to identify, get maximum value from and properly protect their IP rights. Covering all aspects of rights protection in business—including copyright, designs trade marks, database right and domain names—Logos and No Gos is your complete guide for negotiating the minefield of IP in business. With the help of expert Geoff Steward, you will learn how to design and implement a strategy to fully protect your brand rights—and avoid inadvertently infringing those of others. Logos and No Gos is a plain English guide to identifying and managing the IP in brands. It's all you need to understand and make the most of: Trade marks Copyright Database rights Designs Domain names Employment contracts Contractors Licensing Assignments Franchising

Conversations with Marketing Masters offers new insights by gathering the collected wisdom of the most influential marketing thinkers of our age, each of whom has given a structured interview. Covering a wide range of issues and illustrating concepts with cases of success and failure, these seminal dialogues offer a rare look at what made each master great – and a glimpse of the marketing future. The Marketing Masters featured are Philip Kotler, David Aaker, Jean-Claude Larreche, Regis McKenna, Don Peppers, John Quelch, Al Ries, Martha Rogers, Don Schultz, Patricia Seybold, Jack Trout and Lester Wunderman. The conversations are free-flowing dialogues in which each personality is allowed to shine through.

A unique expose of the Cadbury story, providing an unprecedented insight into the makings of an iconic brand. Cadbury's Puple Reign for the first time tells the in-depth story and definitive history of the Cadbury brand, and how it came to be the world's pre-eminent chocolate brand. It presents a no holds barred account of the rollercoaster ride the organization has experienced that has, ultimately, led to its success. It is a story of endurance, where, in the UK, Cadbury is a clear market leader. This fascinating journey that has been the history of Cadbury makes it an ideal example with which to illuminate the story of consumerism. The company was established even before there were a mass of consumers to sell to, and was at the forefront of many of the developments which facilitated the rise of mass markets: Putting product quality at the heart of the brand. Harnessing the miracles of the Industrial and Transportation Revolutions to drive explosive growth Industry consolidation via mergers and acquisitions to cement critical mass A radical approach to harnessing the potential of its workforce to create the most effectively run company in Britain The virtuous circle of economies of scale which slashed prices and brought chocolate to the masses Innovative marketing and selling approaches that put the Cadbury brand into not just the minds of consumers, but their hearts. Illustrated with fact, anecdote and beautiful images from previously archived material, this book provides the reader with an unprecedented insight into one of the world’s most iconic brands. These insights will help any consumer business that aspire to build longevity for their brand with lessons on how to better endear itself to consumers, and how to turn that relationship into profitable sales. The book has the full backing from Cadbury and chairman Sir John Sunderland provides the foreword.

The days of the image brands are over, and ‘new marketing’ has gone mainstream. The world’s biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant, co-founder of the legendary agency St. Luke’s and author of The New Marketing Manifesto, whose radical thinking has informed a generation. Now Grant is set to stun the industry again. In The Brand Innovation Manifesto, he redefines the nature of brands, showing why old models and scales no longer work and revealing that the key to success today is impacting people’s lifestyles (think Starbucks, iPod and eBay). At the heart of the book is the concept of the ‘brand molecule’ to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea, Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas – and new ideas for existing brands.

You've chosen this book. Which probably means you're a marketer, you've heard of scenarios and you want to know what they can do for you. Can they help with everyday marketing issues like brands, channels and relationships? The answer is yes. Rooted in customer needs, scenarios bridge the gap between corporate strategy and marketing tactics. They are a weapon for perceiving the unseen and a framework for thinking the unthinkable. This book's wealth of case studies will show you how they've helped top companies like Pfizer, Nestle and Courvoisier to do just that, and its practical lessons will show how they can do exactly the same for you. Gill Ringland and Laurie Young have gathered top-flight contributors to offer the first straightforward account of scenario planning for marketers. In readable chapters they show how, by integrating scenarios into the wider marketing toolkit, you can make your organization more customer-driven and consider a wider range of possibilities than your competitors. They explore how scenarios have driven creativity in a range of consumer marketing applications – even in FMCG sectors – and define their role in distribution, channel management, brand management and customer management strategy. Finally, they show how marketing scenarios can help to promote wider corporate innovation. The rich pictures painted by scenarios have made business strategy more visionary and creative, and they're set to do the same with marketing strategy. Read this book, and make sure it's your organization holding the brush.

This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. For top management and CFOs the book explains how marketing generates shareholder value. It shows how top management should evaluate strategies and stimulate more effective and relevant marketing in their companies. The original essence of the first edition has been maintained but obvious areas have been updated and revised, as well as, new areas such as technology have been addressed. The second edition of this book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee. The highly prestigious panels of contributors include: Jean-Claude Larréché – INSEAD Veronica Wong – Aston Business School John Quelch – Harvard Business School Susan Hart – Strathclyde Graduate Business School (SGBS) Michael Baker – Emeritus Professor SGBS Tim Ambler – London Business School Tony Cram – Ashridge Table of Contents: PART I Principles of Value Creation 1 Marketing and Shareholder Value 2 The Shareholder Value Approach 3 The Marketing Value Driver 4 The Growth Imperative PART II Developing High-Value Strategies 5 Strategic Position Assessment 6 Value-Based Marketing Strategy PART III Implementing High-Value Strategies 7 Building Brands 8 Pricing for Value 9 Value-Based Communications 10 Value-Based Marketing in the Digital Age

Brian Smith and Paul Raspin demonstrate a thorough and pragmatic approach to creating and applying sound market insight. Using numerous practical examples, learning points and provocative takeaways, they build on established strategic marketing principles to give you actionable knowledge you can apply your business to create lasting market advantage. Beverley Dipper, Market Insight Manager, Microsoft UK Ltd «I have no hesitation in saying buy this book. It will find a front and centre position in your bookshelf, with plenty of post-its marking pages that you will return to again and again.» Mark Irvine, Strategy Manager, De Beers Diamond Trading Company «A readable and well-founded description of how to generate actionable customer insight and follow it through with passionate and consistent execution» Dag Larsson Global Brand Insight Director, AstraZeneca Creating Market Insight addresses the key strategic issue facing any company: How do we make sense of our market and find those precious nuggets of knowledge that lead to real competitive advantage? Creating Market Insight: Explains how firms tailor their market scanning behaviour to work well in the special conditions of their market Describes the process through which data is translated first into information, and then knowledge Differentiates routine market knowledge from true insight and details how firms turn insight into value Provides a detailed, step-by-step process that enables the reader to emulate the success of insightful firms Creating Market Insight is written for managers who need to need to create value in the real world.

CRM today is much like BPR in the 1990s. It is the strategy of the 21st century. Everyone is jumping on the bandwagon, but few are doing it in a way that will reap long-term benefits. And while billions are being spent worldwide, as yet there is not one case study of a true CRM focused company that is achieving major business success. Why? Three years ago Quest Media introduced the National Customer Service Awards. The philosophy was to research, recognise and reward organisations that were pushing the barriers of customer management to new limits. Written by the editor of Customer Management magazine, this book draws on Quest's research to reflect the current thinking behind today's front-runners in the customer management field. The authors challenge accepted thought processes and give realistic timeframes for implementing the innovative thinking that will produce tomorrow's Customer Management Excellence. * An 'all you need to know about customer management' handbook – draws on the authors' vast experience to help unravel this complex topic * Provides case studies and examples of organisations that are award-winners in their innovative customer management techniques * Includes a glossary of terms and checklists to help readers benchmark their own progress in implementing successful customer management

This book explores the increasingly important topic of brand building within the one-to-one concept. It explains how to achieve what all marketers dream about a product or service customized for each individual customer that is both a good value for the customer and a profitable venture for the producer. It uses practical tools and case studies to show how a company can optimize its brand marketing resources.

Because of the Internet and globalization, the fast moving consumer goods market has been turned on its head and made more competitive than ever. This book synthesizes emerging marketing thinking in the consumer domain with practical advice on how to profit from changes. It illustrates the key issues facing the fast moving consumer goods industry and provides an analysis of cutting-edge management research and academic insight.

Agency Account Handling strives to distinguish between good account handling and great account handling. This book will help you understand the wider picture of client servicing, give you satisfied customers and allow you to go home at night with a smile on your face. In reality it may not avoid all the 'blood, sweat and tears' but it will certainly reduce them to a manageable level. Good account handlers know instinctively most of the principles associated with effective client servicing. What results in great account handling is the difference an individual makes, all those little agency touches that add up to a competitive advantage and, essentially, the decision by an individual to concentrate on the right mix of priorities which will produce the most effective results. It should inspire people to strive for satisfied clients, fulfilled professional lives and strong client service departments. «This book is a beacon for account handlers, giving insight, confidence and experience, whether you read it cover to cover or dip into relevant sections. It shines a light on the path to success for burgeoning careers and wily old dogs alike.» –Steve Aldridge, Creative Partner, Partners Andrews Aldridge «Indispensable! A soup-to-nuts analysis of all aspects of account management. A must for any ambitious account handler, from any discipline, who wants to further their career.» –Suki Thompson, Managing Director, The Haystack Group «There is much to recommend Mike's book. First, it fills a gap in the market. I haven't come across anything on great account handling practice, previously. Second, it has terrific depth and breadth. But what makes Mike's book really special is that it is a book to learn from. Having worked with Mike a lot over the last five years I know that he knows his stuff. What I hadn't realised is that he has a rare gift for imparting his stuff in the infectious way that is a pleasure to learn from.» –Malcolm White, Executive Planning Director, Euro RSCG London

—Reed Holden, founder, Holden Advisors Corp., www.holdenadvisors.com coauthor, The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making, Third Edition «With Pricing on Purpose, Ron Baker had made an enormous contribution to the better understanding of pricing that will be accessible to anyone who wants to learn. People are intrigued by instances of what they see as idiosyncratic pricing. Sometimes it is idiosyncratic, but oft-times it is fiendishly clever and well researched. So is this book. There are examples that at first sight seem to have nothing to do with the subject at hand, but the learning points are all made and explained in any number of interesting and memorable ways. Pricing on Purpose is a welcome and valuable addition to the learning on pricing and I recommend it to professional pricers, marketers, and anyone interested in capturing the value their business creates.» —Eric G. Mitchell, President, Professional Pricing Society, www.pricingsociety.com «Ron Baker is what I'd call a 'thought giant.' In his first two books he literally began a revolution in the accounting and legal professions. Thousands of professionals in public practice now lead far better, more rewarding lives thanks to him. Now he's broadened his impact in a huge way. Read this book, implement the ideas and you'll never look at your prices or your pricing policies in the same way again. You'll be richer in many ways because of it.» —Paul Dunn, founder and CEO, ResultsNet Australia, coauthor, The Firm of the Future: A Guide for Accountants, Lawyers, and Other Professional Services, www.resultsnetaustralia.com «As a reader of hundreds of business books, I am thrilled when I come across one that has something new to say. Pricing on Purpose does just that. Instead of presenting a set of feel-good items to check off a list, Ron Baker encourages us 'to think with him, not like him.' He methodically builds his argument leading us through the labyrinth of pricing theory and encourages us to look at pricing as the strategic tool that it is rather than taking the lazy cost-based tactical approach of most businesses. To paraphrase Karl Marx in terms of Baker's book, 'Cost-based pricing is the opium of business.'» —Ed Kless, Director, Partner Development and Recruitment, Sage Software «Baker has done it again! Building on the core principles that he advanced in Professional's Guide to Value Pricing and The Firm of the Future, Ron Baker has again evolved thought leadership on the critical dynamics of value and pricing. Baker's latest work, Pricing on Purpose: Creating and Capturing Value, provides real-world examples and practical strategies that provide a framework for pricing optimization. His clarity of purpose and passionate call to action resonates in today's intellectual capital economy.» —Thomas Finneran, Executive Vice President, American Association of Advertising Agencies «We love this book! With detailed research, thorough references, and recommendations for further reading, this could be considered a textbook. That it is so readable and engaging is a triumph. The chapter providing the epitaph for cost-plus pricing is worth many times the price of this book. 'Got price-sensitive customers? Wonder why? Read and stop weeping. Who's in charge of value in your company?' Baker asks. If you can't immediately answer, you'd better read this book. Bravo, Baker!» —Paul O'Byrne and Paul Kennedy, partners, O'Byrne and Kennedy LLP, Chartered Accountants, United Kingdom, www.obk.co.uk "Ron Baker is nothing short of brilliant, and his enthusiasm for pricing is contagious. Pricing on Purpose will add more value to your firm than anything else you could do. As usual in Ron's books, he presents cutting-edge ideas. There is no gr

The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many companies who have developed a presence in the global market now face the challenges inherent in creating a multinational presence with the demands of the «unglobal consumer» who does not have a «one size fits all» need. Here, HBS Professors John Quelch and Deshpande bring together 13 Harvard Business School professors to discuss these and other problems and benefits encountered by executives in global markets. Topics to be discussed include: operating costs of global advertising and marketing services, global product standards; managing global supply chains; global account management; global brands; global knowledge sharing and performance drivers; managing global customers; and social marketing for global economic development.