Connect to customers with. compelling content!. The rules of marketing have changed. Instead of loud claims of product superiority,. what customers really want is valuable content that will improve their lives. Get Content. Get Customers explains how to develop compelling content and seamlessly deliver it to. customers—. without interrupting their lives. It’s the new way of marketing, and it’s the. only way to build a loyal, engaged customer base. “Pulizzi and Barrett have taken integrated marketing communications. to the next level. . . . Every marketer, large or small, can use this. text to build better ongoing customer relationships.”. —Don Schultz, Professor Emeritus-in-Service, Integrated Marketing. Communication, Northwestern University. “Deftly navigating the worlds of PR, advertising and marketing,. Joe and Newt prove that the real secret to great marketing is not. a brilliant tagline, but creating compelling and useful content.”. —Rohit Bhargava, Senior Vice President of Digital Marketing, Ogilvy 360. Digital Influence, and author of Personality Not Included. “ Get Content Get Customers provides a play-by-play for any marketer. who is serious about breaking away from the pack.”. —Greg Verdino, Chief Strategy Officer, Crayon, LLC

Price: $21.95 USD

Powerlines, the exceptional slogans that people remember long after the campaign ends, stand out from the barrage of marketing messages consumers face each day. A product, service, company, candidate, or an organization with a powerline outshines the competition every time. Steve Cone, author of Steal These Ideas!, reveals the secrets to contemporary marketing's biggest mystery: how to conjure the phrase that will make a product irresistible and memorable. This book restores the lost art of creating killer slogans to its proper place: front and center in every campaign. Drawing on examples of great and not-so-great lines from marketing, politics, and popular culture, Cone provides an irreverent, intelligent, and insightful primer on a singularly important aspect of brand building. Silver Medal Winner, Advertising/Marketing/PR/Event Planning Category, Axiom Business Book Awards (2009)

Price: $22.95 USD

"Evangelism marketing" is the process of getting buyers to believe in a product or service so much that they are compelled to tell others about it. Here's how some of the most successful organizations have transformed customers into passionate and influential evangelists.

Price: $25.00 USD

Marketing experts know that Direct Marketing is the single most effective way to sell products and services. It is the only form of marketing that is testable, trackable, and, when done the right way, always profitable. Lois K. Geller, a leading Direct Marketing expert, updates her classic book to include the latest tips and techniques, plus expanded coverage of Direct Marketing in the age of the Internet. The new Revised Edition of Response offers all marketers, in any size company, a strategy for creating and sustaining a profitable Direct Marketing program--both on- and off-line. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and more. Plus, she shows how all of these strategies can be applied to Internet direct marketing, including loyalty programs, online catalogs, fulfillment and customer service, and more. With scores of up-to-date examples drawn from companies large and small, including Ford Motor Company, American Express, and 1-800-Flowers, plus an updated glossary and resource guide, this Revised Edition of Response will be the authoritative source for Direct Marketing strategies and techniques.

Price: $29.95 USD

PROCESS TO PROFITS: STRATEGIC PLANNING FOR GROWING THE BUSINESS illustrates how to bring order to the chaos of a growing business, Extremely practical, this book helps you think for the long haul and covers all the bases of growing a business: marketing, financing, service, location, diversification, and spotlights the unique issues associated with restructuring. Using this book, you'll create a strategic framework (complete with a realistic mission statement) as well as design and implement your strategies with an effective business plan.

Price: $42.99 USD

This book explores the strategic management of services through an Integrated Services Management Model which links operational, marketing, financial and human resource management functions, within a broad and diverse collection of international, regional, and local service contexts. It contains numerous case examples, student projects and exercises.

Price: $48.00 USD

Expert guidance for CPAs who want to become marketing savvy, improve profits, and gain satisfaction This updated Second Edition demonstrates how combining the power of trust with the power of persuasion can help CPAs sell their services more effectively. Each chapter develops a key concept of marketing or selling that's easy to follow and shows how to apply the concepts to any CPA practice. Through a step-by-step approach to developing and mastering a stronger marketing and sales presence, this book focuses on how to dramatically enhance the reader's growth potential. It presents real-world examples from top CPA rainmakers and other marketing and management gurus, including Tom Peters. This updated second edition offers interviews covering Sarbanes-Oxley and the new accounting rules. Troy Waugh, CPA (Nashville, TN), is founder, President, and CEO of The Rainmaker Academy, a comprehensive three-year leadership, client service, and practice development training program for CPAs.

Price: $52.50 USD

Covers the planning of public transport systems (bus, coach, rail, taxi and domestic air travel) in Britain and other countries with similar systems. This book also examines the differing needs of the urban, rural and long distance markets. It emphasizes on service quality and marketing issues.

Price: $53.95 USD

Broad, helpful guidance and information for controlling costs for foodservice managers and students. In order for foodservice managers to control costs effectively, they must have a confident command of accounting, marketing, and legal issues, as well as food and beverage sanitation, production, and service methods.

Price: $80.00 USD

Most products and services are marketed in positive or at least neutral environments. Not so with such products as cigarettes, alcoholic beverages, gambling, pornography, and firearms. For these particular products the environment can be actually hostile, and this poses special problems for marketers. It is these unusual marketing challenges that Dr. Davidson explores in this new study. Offering a unique cross-industry comparison of marketing tactics, strategies, and hurdles to be overcome to counter the lack of legitimacy for these products in the marketplace, his book will be fascinating reading for marketing, advertising, and sales professionals as well as for academicians and students in these fields. Readers will gain insights into the difficulties of marketing these five product categories—why there is antagonism to these products, how marketers deal with this antagonism, and what specific marketing practices lead to increased social criticism. The study of these problems leads to a better understanding of the marketing of any product or service where the environment is unfriendly. Dr. Davidson discusses in some detail the different circumstances surrounding each of these product categories but points out that what they have in common is a high level of controversy at this point in their history. Hostility toward the products comes not from consumers. Buyers, and of course, sellers, enter into the exchange relationship quite willingly and enthusiastically. The hostility stems from some segments of society—often advocacy groups—who are opposed to the products and who gain a large enough membership or audience to impede and force changes in normal marketing practices. Marketers thus face the unusual situation of working with products that are perfectly legal, although heavily regulated, but which are socially unacceptable. In addition to the predictable challenges and risks encountered in marketing any product—competitive pressures, changing economic conditions, shifts in consumer behavior—marketers must develop special tactics and strategies to counter the opposition which these products face. These methods are explored here in a book that will make a unique contribution to our understanding of the marketing enterprise overall.

Price: $155.00 USD