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An updated and expanded Second Edition of the popular guide to social media for the business community Marketers must look to the Web for new ways of finding customers and communicating with them, rather than at them. From Facebook and YouTube to blogs and Twitter-ing , social media on the Internet is the most promising new way to reach customers. Marketing to the Social Web, Second Edition helps marketers and their companies understand how to engage customers, build customer communities, and maximize profits in a time of marketing confusion. Author and social media guru Larry Weber describes newly available tools and platforms, and shows you how to apply them to see immediate results and growth. Rather than broadcast messages to audiences, savvy marketers should encourage participation in social networks to which people want to belong, where dialogue with customers, and between customers, can flourish. in Networking sites like MySpace, Facebook, and even Flickr are the perfect forums for this dialog; this book shows you how to tap into this new media. In addition to the tools and tactics that made Marketing to the Social Web a critical hit among marketers, this second edition includes three entirely new chapters that cover recent changes in the field. These new chapters describe how Facebook will monetize its business and one day surpass Google; how companies can measure the influence and effectiveness of their social media campaigns; and how marketing to mobile social media will grow into an effective practice in the near future. Marketing must reach out into new forms, media, and models. Marketing to the Social Web, Second Edition presents an exceptional opportunity to use these new tools and models to reach new markets, even in today's fragmented media environment. Larry Weber has spent the last three decades building global communications companies, including Weber Shandwick Worldwide and the W2 Group. He is also the founder and Chairman of the Massachusetts Innovation and Technology Exchange, the nation’s largest interactive advocate association.

Price: $24.95 USD

#1 USA Today Business Bestseller!. Reinvent your marketing to keep up with an ever-changing marketplace. “A must-read for any business leader or marketer. It explains how brands must be true to their essence and be reinvented to remain relevant in this radically changed, information-rich, and Internet-oriented world.”. —Robert Hanson, President, Global Levi’s® Brand, Levis Strauss & Co. “Pearson makes the clearest statement yet about the new world of marketing, as he makes the difficult and complex concepts of brands and reinvention understandable to everyone.”. —Bob Jeffrey, CEO, JWT. “When it comes to global brands, Pearson has no peers. His understanding of how companies and enterprises that breakaway from their competitors and reinvent their businesses will inherit the next era of global commerce is revolutionary.”. —Michel Recalt, Director of Marketing and Brand Strategy, LVMH Moet Hennessy Louis Vuitton. “ The Old Rules of Marketing are Dead presents a new reality: marketing must be reinvented if it is to remain relevant by placing a premium on business acumen, strategy and communications.”. —MaryLee Sachs, Chairman U.S., Hill & Knowlton. “Pearson has distilled 27 years of business experience into a book that shows the old ways of marketing have been replaced by new more up-to-date approaches and concepts to reinvent businesses and brands—and drive profitable sales.”. —Stephen G. Butler, retired Chairman / CEO, KPMG International / KPMG LLP. “Tim Pearson’s name is synonymous with strategy, value-proposition development, and marketing. From now on, it will be synonymous with reinvention and the new ‘do or die’ rules of business.”. —Mark A. Emkes, retired Chairman, CEO and President, Bridgestone Americas. “Every leader and company director must learn the fundamental rules and principles of reinvention that will bring marketing into the 21st century. Reinvention must be the byword for this post-Great Recession era and the changes it requires that will make companies and businesses of all sizes great.”. —R. David Hoover, Chairman, President and CEO, Ball Corporation. About the Book:. Revolutionary new technologies developed over the past decade have completely changed the way humans communicate and transact business. Not exactly late-breaking news for most people of the world . . . except for those who are supposed to be marketing to them. While consumers, customers, and marketplaces have adapted to these new realities, most marketers have not. Renowned marketing expert Tim Pearson explains why you need to sever your ties to the comfortable old ways of marketing—and bring your company’s marketing into the twenty-first century. Too many marketers still operate as if strategy necessarily depends upon predetermined budgets; advertising is the catch-all to every problem; a

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E-mail is a powerful marketing communications tool which excels at developing relationships with existing customers and acquiring new customers. This second edition builds on the author's successful formula, describing a practical approach to e-mail marketing for all marketers looking to exploit its potential or take their e-mail to the next level. Total e-Mail Marketing 2e draws on expertise and latest examples from leading European practitioners to detail practical tips to improve campaign results. Packed with brand new case studies and checklists to get you started or improve on past campaigns, the book covers all aspects of e-mail marketing, including: * Planning effective, integrated e-mail campaigns and e-newsletters * How to rapidly build a quality house list and select the best tools to manage it * Ethical and legal constraints in a fast-moving sector * Design and write HTML and text format e-mails for maximum response * Getting through the SPAM filters to maximize deliverability * Targeting, personalizing, measuring and improving e-mail campaigns * Integrating emerging technologies like blogs, RSS and mobile messaging * Practical dos and don'ts A vital supplement to the author's book e-Marketing eXcellence, also in its 2nd editon and co-written with PR Smith, this text is relevant to all marketers - specializing in e-marketing or not - as it offers an integrated campaign perspective and shows how to maximize integrated e-marketing results. * Completely updated edition of the bestselling e-mail marketing handbook * Brand new examples reflect the latest best practice in this fast-moving area * Tried-and-tested structure offers an integrated campaign perspective, crucial for all marketers wanting to maximize the benefits of e-mail

Price: $51.95 USD

Marketing Green Building Services: Strategies for Success presents all the information key decision-makers need to respond to the fast-growing market for green buildings, design and construction services and products. Completely updated, revised and expanded from the author's previous works, this book is the one resource you need to succeed in the green building marketplace. With a sound grounding in contemporary marketing theory and practice, the book assembles hard-to-find information to assist executives and partners in design and construction firms in crafting competitive strategies that build on their firm' strengths, while shoring up their weaknesses. Since most design and construction firms specialize in particular market sectors, the book systematically examines the important market segments for green buildings. It also presents key business case justifications for green buildings that help architects, engineers and builders to understand client motivations and respond to them with appropriate marketing tactics and communications strategies. The book examines how the green building market is adopting certain new products and design approaches, information that will help manufacturers and product sales teams to craft appropriate marketing strategies. The book also helps owners and developers understand the green building business case and to find out what other leading-edge firms and projects have learned - how to market and sell green buildings and green developments in a highly competitive marketplace. * Find out how leading-edge firms market and sell green buildings * Develop strategies for success in this fast growing, constantly changing and highly competitive marketplace * Learn how to understand client motivations and respond to them with appropriate marketing tactics and communications strategies

Price: $51.95 USD

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    

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