This Element is an excerpt from We Are Smarter Than Me: How to Unleash the Power of Crowds in Your Business (ISBN: 9780132244794) by Barry Libert and Jon Spector. Available in print and digital formats.   Put crowdsource marketing to work--and magnify the impact of your marketing efforts with the authenticity and power of real customers!   Procter & Gamble is in the business of turning out consumer products by the barrelful. But the company has another, very different line of business. It offers the services of hundreds of thousands of moms and teenagers as word-of-mouth marketers--for its own product divisions and other organizations as well.  

Price: $1.99 USD

This concise and practice-based book is aimed at helping marketeers develop winning. brand strategies. It presents 24 action-oriented mantras which can help launch,. build, rejuvenate and grow successful brands. 24 Brand Mantras: Finding a Place in the Minds and Hearts of Consumers. (Second Edition) is an excellent guide for building brands with a consumer-focus. approach. The updated version of the book covers all the important elements. of marketing including segmentation, advertising, promotion, sales, distribution,. product portfolio design, pricing and customer service. Well illustrated with. examples of latest brands, the book is a must read for brand managers, entrepreneurs,. marketing managers, advertising professionals and management students.

Price: $19.95 USD

As Seen On TV!. Tap into the power of direct response marketing. How many times has this happened to you?. You're an entrepreneur with a million-dollar idea-but you don't know how to develop it. Or you're an inventor with an ingenious new product-but you don't know how to market it. Or maybe you're a small business owner with big dreams-but you don't know how to begin. Relax…. Everything you need to know is right here!. Operators Are Standing By! is your personal all-in-one guide to “Direct Response” marketing-the low-cost, high-profit method of selling your product directly to the consumer. Now for the first time, Michael Planit-marketing expert behind the Boogie Bass, Grip Wrench, Smart Tape, and many more “as seen on TV” products-will guide you step-by-step through the entire process. You'll learn how to: DEVELOP YOUR IDEA and create a product that really sells; GRAB YOUR CONSUMER through TV infomercials, home shopping networks, radio ads, direct mail, catalogues, or the Internet; INCREASE YOUR PROFITS through mastery of the upsell to maximize your revenues

Price: $21.95 USD

Get into the minds of consumers and increase your revenue!. Want to better understand why consumers think and act the way they do? This practical guide gives you the tools to identify the influences that affect their purchasing behavior. It also shows you how to apply that knowledge as you develop a marketing strategy that speaks directly to their needs. You'll see how to capture their attention, motivate them to purchase your products and services, earn their loyalty, and much more.:; Why do they buy? — understand the decision-making process consumers go through when considering a purchase;. Apply behavior to marketing — learn the 4Ps of marketing and how consumer behavior plays a role in each;. Gain a deeper understanding of the individual consumer — gauge a consumer's motivation, emotions, perception, and attitude and use them to predict and change buying intentions;. Explore external influences on customers — from cultures to family life cycles to household structures and social groups, see how purchasing patterns are affected;. Craft your marketing strategy — use consumer knowledge to delve into market research, identify key segments, and launch into untapped markets;. Implement your plan — create powerful positioning strategies and reach customers where they're at with a message that motivates them. Open the book and find:.:; Actionable, real-world insight and advice;. Tips to help you lead consumers from attention to action;. Research techniques and marketing tips;. How self-concepts and lifestyle change consumer behavior;. Methods for cultivating repeat business and loyalty;. Ways to protect against consumer misbehavior;. Advice on encouraging new product adoption;. Ten ways to enhance customer satisfaction

Price: $21.99 USD

Raise your profile and get the attention you deserve -- or your business, your brand, or yourself! Almost everyone who runs a business recognizes the value of generating high-profile attention for their company, product, or service. Unfortunately, the high cost of hiring an outside marketing or PR firm can put these kinds of efforts out of reach for many small businesses and individual professionals. In his new book It's Not Who You Know--It's Who Knows You!, noted speaker and “visibility expert” David Avrin shows you how to craft, build, and promote your own brand and win the eyes and ears of the marketplace. This book offers a refreshing, new perspective on marketing, PR and strategic branding while giving you the tools and creative advice you need to solidify your market niche by differentiating yourself from the competition, crafting a truly marketable and promotable brand, and raising your visibility. If you want to get noticed and turn the spotlight on your business by becoming more newsworthy, this is the only resource you need. Offers refreshingly creative and eye-opening strategies and tactics on marketing and promoting your business Author David Avrin is a renowned marketing, PR, and branding speaker and expert and also the author of The 20 Best and Worst Questions Reporters Ask and The Gift in Every Day--Little Lessons on Living a Big Life Helps you define and refine your message to consumers to get more attention from the media The perfect marketing and PR guide for America's 30 million small businesses Gets results without the high price of marketing and PR professionals The strategies and tools here will help you discover and promote what is truly unique about your business and brand with a renewed sense of purpose and a clearer, more effective direction.

Price: $24.95 USD

'Effective Promotional Planning for e-Business' is an introductory text for those who need to gain a practical insight into promotional planning and implementation for e-businesses. Using a range of case studies from around the world, the book illustrates current practice in marketing communications, looking at both start ups and e-business solutions from existing organizations. It covers product, service, business to consumer, business to business, UK, transatlantic and global communications issues, both internally and externally. The book also addresses specific issues such as: ?Developing traffic ?Making sites more sticky ?Ensuring best possible CRM, partner communications, internal communications and motivation ?Co-ordinating your tactics alongside traditional brand building With its user-friendly layout and an accompanying website that includes presentation material, additional questions, case studies and updated web links, 'Effective Promotional Planning for e-Business' is the essential guide to this area. It is ideal for all marketing communications executives and managers who need a practical text to help them to prepare a workable marketing communications programme for an e-business operation. comprehensive coverage of all topics related to marketing communications for e-businesses a truly international flavour, with case studies and examples from around the world to illustrate current practice in marketing communications regularly updated web site resource to support the book including examples of campaigns, visual images and case studies

Price: $27.95 USD

These are exciting times for business managers and marketing professionals, yet the challenges imposed by ongoing social and technological developments are daunting. In an age in which marketers can reach their audiences with greater facility than ever before, firms have never been less in control of their customer targets. This increasing connectedness of consumers provides a range of unique and promising opportunities for product and brand managers. Connecting With Consumers describes the various strategies and techniques that can be utilized to harness consumer influence. The book traces evolving developments in the consumer marketplace, considers their impact on the potential reshaping of the marketing profession, and describes the emerging set of tools that can enable marketers to respond to newmarketplace realities. It provides, clear, up-to-date coverage of a number of topics currently on the minds of many: Web 2.0, word of mouth, buzz, the social web, social media metrics, customer engagement, viral and guerrilla marketing. The book critically assesses emerging marketing strategies and tools within the context of research and theory, and provides numerous applied examples to illustrate marketing successes and common pitfalls to avoid. It argues throughout for a more collaborative relationship between companies and consumers towards their mutual benefit. Although the balance of power has shifted to the consumer for each of the various aspects of the marketing process, collaboration is what the future of marketinglikely will be all about. Marketers can avoid irrelevance in the face of change, but this will require a clear commitment to connecting with consumers rather than searching for ways to regain control over them. The book challenges marketers to make a choice: embrace the ongoing changes as opportunities for reshaping relationships with consumers, or cling to the past at the risk of becoming irrelevant. This is the book for those who choose the first alternative.

Price: $49.95 USD

Wine is becoming increasingly popular in the Anglophone world and there are many books available which describe how and where it is made. However, none address the fundamental questions of different structures of production and how the consumer relates to the product - this book is the first to do just that. Wine and Society: the cultural and social context of wine production and consumption looks at the relationship between wine production and marketing, focussing in consumer behaviour and cultural attitudes. Divided into four parts, it examines the context of wine production, the wine consumer and the social context of wine, discussing the following themes: * That the core of wine production and consumption is shaped by historical, geographical and cultural factors. * Wine production - European and new world looking at the different kinds of producer and how the varying background of each shapes their perspective on what they produce * Terroir and appellations: why demarcation and sense of place became important, how they are used to achieve marketing differentiation, and the 'benefits' (or otherwise) to the customer. * The contemporary wine consumer and lifestyle factors - looking at wine clubs, tourism, education, culture and literature * The politics and economics of wine - from supporting rural industries in France to protecting customers from deception and health risks. Suitable for third year and post-graduate students of hospitality, wine (both in production and marketing), wine tourism, gastronomy and related courses, it encourages students to think critically about the issues raised by using real life case studies and examples from around the world, also including press releases and marketing campaigns. * Examines the relationship of wine to the cultures which produce and consume it, the meaning of wine consumption and its impact on society and lifestyles. * Looks behind the marketing of wine, and reveals what hidden messages are contained in wine advertising. * Uses a wide framework, exploring how these issues have been shaped by the past, and how they exist in different ways around the world, encouraging analysis and reflection.

Price: $68.95 USD

ADVERTISING AND SALES PROMOTION is a comprehensive introduction to the principles and practices of advertising. The course explores the social, ethical, and legal issues of advertising, historical influences, strategies, and media decision processes as well as integrated marketing communications. You will gain knowledge of techniques used in current advertising, including print, broadcast, and digital. The text provides an overview of how communication tools can be used to reach target audiences and increase consumer knowledge. An Activities and Projects supplement as well as CourseMate add content and value to the product family. CourseMate provides access to interactive study tools in a dynamic, online learning environment. It includes an enhanced eBook providing you with an interactive, online-only version of the printed textbook, a Student Learning Pathway, customized to the book, featuring a variety of integrated digital media, and has a simple, user-friendly interface. ADVERTISING AND SALES PROMOTION employs relevant ads, exhibits, and photographs to capture your interest and through its writing style, gives a solid understanding of advertising along with the challenges facing the promotion, advertising, and marketing industries today.

Price: $72.49 USD

This practical, industry-oriented reference starts with the basic concepts and principles behind Total Quality Management. The author then presents examples of Quality Assurance (QA) programs that can be applied to the food industry using simple, proven formats. He provides readers with an overall understanding of quality assurance programs and the practical knowledge necessary to set up a program. The book discusses the role of QA in product manufacturing, stressing the need for interactions between Quality Assurance, Quality Control, Product Development, Marketing, Sales, and Consumer Affairs departments.

Price: $159.95 USD