The business marketing genius at the forefront of today's entertainment marketing revolution helps corporate America get hip to today's new consumer-the tan generation - by learning from hip-hop and youth culture. "He is the conduit between corporate America and rap and the streets-he speaks both languages." -Jay-Z "It's amazing to see the direct impact that black music, videos and the internet have had on culture. I've seen so many people race to the top of pop stardom using the everyday mannerisms of the hood in a pop setting. It's time to embrace this phenomenon because it ain't going nowhere!" -Kanye West When Fortune 500 companies need to reenergize or reinvent a lagging brand, they call Steve Stoute. In addition to marrying cultural icons with blue-chip marketers (Beyoncé for Tommy Hilfiger's True Star fragrance, and Justin Timberlake for "lovin' it" at McDonald's), Stoute has helped identify and activate a new generation of consumers. He traces how the "tanning" phenomenon raised a generation of black, Hispanic, white, and Asian consumers who have the same "mental complexion" based on shared experiences and values. This consumer is a mindset-not a race or age-that responds to shared values and experiences, rather than the increasingly irrelevant demographic boxes that have been used to a fault by corporate America. And Stoute believes there is a language gap that must be bridged in order to engage the most powerful market force in the history of commerce. The Tanning of America provides that very translation guide. Drawing from his company's case studies, as well as from extensive interviews with leading figures of multiple fields, Stoute presents an insider's view of how the transcendent power of popular culture is helping reinvigorate and revitalize the American dream. He shows how he bridges the worlds of pop culture, brand consulting, and marketing in his turnkey campaigns offers keen insight into other successful campaigns-including the election of Barack Obama-to illustrate the power of the tan generation, and how to connect with it while staying true to your core brand.

Price: $12.99 USD

&>Everything you must know to optimize your search ads, increase your profits, and help customers find exactly what they’re searching for   •    The truth about the search tax •    The truth about competitive and network click fraud •    The truth about testing and expansion   The Truth About Pay-Per-Click Search Advertising is a valuable resource for Internet marketers at both the tactical and strategic level regardless of company size. While PPC search engine advertising in Google, Yahoo, Microsoft, and other engines looks easy, competing successfully against competitors in a real-time auction for consumer's attention, clicks and dollars is no simple task. There are two kinds of PPC search marketers at the top of the paid placement results: brilliant marketers and irrational clueless amateurs. This book is designed to make sure that the reader becomes one of the brilliant marketers and learns how outmaneuver the competition. This book arms the reader with proven tactics and strategies that ensure success.   This book provides concrete, easy-to-grasp concepts, strategies, and tactics designed for both the hands-on search marketer as well as the supervisor focused on strategy. However, a basic understanding of some key search marketing and Internet marketing fundamentals will be helpful, though not essential, to the reader. To empower readers of all levels, the book contains a basic glossary of often-used terms (CPC, CPM, MaxBid, SERP) to ensure accessibility to all readers. Conversely, even the most seasoned paid search marketing professional will learn a great deal from this book.   To win in today's SEM PPC auctions and to continue to thrive, marketers need to figure out how to allocate budgets effectively and efficiently. The future of their business may depend on a good understanding of paid search and auction-based keyword-targeted media.   As an added bonus with purchase of “The Truth About Pay-Per-Click Search Advertising” you will receive a $200 free search advertising credit from Microsoft Advertising. This offer is for new account holders only.  To receive your unique book registration code for redemption at forward your receipt to This e-mail address is being protected from spambots. You need JavaScript enabled to view it .  You will receive your unique book code and must then fill out the form at .

Price: $14.99 USD

In their efforts to become more customer-focused, companies everywhere find themselves entangled in outmoded systems, metrics, and strategies rooted in their product-centered view of the world. Now, to ease this shift to a customer focus, marketing strategy experts Roland T. Rust, Valarie A. Zeithaml, and Katherine N. Lemon have created a dynamic new model they call "Customer Equity," a strategic framework designed to maximize every firm's most important asset, the total lifetime value of its customer base. The authors' Customer Equity Framework yields powerful insights that will help any business increase the value of its customer base. Rust, Zeithaml, and Lemon introduce the three drivers of customer equity -- Value Equity, Brand Equity, and Retention Equity -- and explain in clear, nontechnical language how managers can base their strategies on one or a combination of these drivers. The authors demonstrate in this breakthrough book how managers can build and employ competitive metrics that reveal their company's Customer Equity relative to their competitors. Based on these metrics, they show how managers can determine which drivers are most important in their industry, how they can make efficient strategic trade-offs between expenditures on these drivers, and how to project a financial return from these expenditures. The final section devotes two chapters to the Customer Pyramid, an approach that segments customers based on their long-term profitability, and an especially important chapter examines the Internet as the ultimate Customer Equity tool. Here the authors show how companies such as Intuit.com, Schwab.com, and Priceline.com have used more than one or all three drivers to increase Customer Equity. In this age of one-to-one marketing, understanding how to drive Customer Equity is central to the success of any firm. In particular, Driving Customer Equity will be essential reading for any marketing manager and, for that matter, any manager concerned with growing the value of the firm's customer base.

Price: $17.49 GBP

In their efforts to become more customer-focused, companies everywhere find themselves entangled in outmoded systems, metrics, and strategies rooted in their product-centered view of the world. Now, to ease this shift to a customer focus, marketing strategy experts Roland T. Rust, Valarie A. Zeithaml, and Katherine N. Lemon have created a dynamic new model they call "Customer Equity," a strategic framework designed to maximize every firm's most important asset, the total lifetime value of its customer base. The authors' Customer Equity Framework yields powerful insights that will help any business increase the value of its customer base. Rust, Zeithaml, and Lemon introduce the three drivers of customer equity -- Value Equity, Brand Equity, and Retention Equity -- and explain in clear, nontechnical language how managers can base their strategies on one or a combination of these drivers. The authors demonstrate in this breakthrough book how managers can build and employ competitive metrics that reveal their company's Customer Equity relative to their competitors. Based on these metrics, they show how managers can determine which drivers are most important in their industry, how they can make efficient strategic trade-offs between expenditures on these drivers, and how to project a financial return from these expenditures. The final section devotes two chapters to the Customer Pyramid, an approach that segments customers based on their long-term profitability, and an especially important chapter examines the Internet as the ultimate Customer Equity tool. Here the authors show how companies such as Intuit.com, Schwab.com, and Priceline.com have used more than one or all three drivers to increase Customer Equity. In this age of one-to-one marketing, understanding how to drive Customer Equity is central to the success of any firm. In particular, Driving Customer Equity will be essential reading for any marketing manager and, for that matter, any manager concerned with growing the value of the firm's customer base.

Price: $19.99 USD

E-Business or Out of Business tells you how Oracle, a global leader in technological innovation and eTransformation, transformed itself to avoid being swallowed by the revolution it helped to launch. This guide is actually a detailed blueprint any company, including yours, can deploy, effectively using the Internet to institute its own global database, and compete successfully in the emerging digital economy. Author Mark Barrenechea, one of the executives who was central to Oracle's e-Transformation, tells you how to:. * Reconcile new Internet business strategies with traditional bricks-and-mortar operations. * Cut IT expenses and standardize business processes. * Interact with each customer in consistent and effective ways. * Accumulate customer information systematically and reconcile it with data already gathered. * Deploy new products and processes internally -- the moment they become available. * Consolidate separate databases and computer systems into a one-stop global database. * Coordinate multi-vendor applications approaches. * Integrate the automation of all business functions -- marketing, sales, service, call centers, field professionals, HR, financials, and procurement

Price: $24.95 USD

Until now, all it's taken to build a successful e-business is the right technology. An online storefront goes up and a company's market capitalization goes through the roof, despite low sales and no profits. But now the race to get online is over. As the new economy rapidly becomes the only economy, Internet companies must learn how to create sustainable value if they're going to survive. This book provides the solid business basics companies need to move from the old era of .com to the next era of .profit. Nick Earle, the driving force behind Hewlett-Packard's worldwide Internet strategy, and Peter Keen, a visionary in the world of business and technology, have been anticipating online trends and communicating them to managers for over twenty years. Here they team up to forecast the future of Internet commerce and to lay out the six key imperatives that will determine the difference between successful and unsuccessful e-business in the coming decade. Earle and Keen show managers how to perfect the logistics, cement the relationships, build the brands, transform the capital and cost structures, harmonize the sales channels, and provide the services that are crucial to delivering both value and profits on the Web. Using examples from HP and other top companies around the world, the authors go beyond Internet hype to lay out strategic action in the key areas of technology, finance, and marketing. In the process, they provide all the useful information, timely insights, and practical advice managers need to build business plans for the new economy that really work.

Price: $26.00 USD

Turn prospects into buyers with apowerful emarketing strategy!. “Albee shows how smart business-to-business marketers learnabout buyers, tell a story, and greatly influence the B2B lead-to-saleprocess. This is your guide for Web marketing success.”. David Meerman Scott, bestselling author of The New Rules of Marketing and PR and World Wide Rave. “A compelling read for both B2B marketing and salesprofessionals alike, eMarketing Strategies for the Complex Sale is a practicaland insightful how-to guide that will enable marketers to drive salesconversions and faster sales results.”. David Thompson, CEO, Genius.com, and founder of the Sales 2.0 Conference. “Albee lays out a path to understanding buyer personas,building their trust, and delivering contagious content that they want to read.A must-read for B2B marketers looking to engage with today’s buyers.”. Steven Woods, CTO, Eloqua, and author of Digital Body Language. “If you’re looking for a comprehensive, well-researched, single resource to plan,build, execute, and succeed in your eMarketing efforts, then buy this book!”. Barry Trailer, managing partner, CSO Insights. “New media, content marketing, social networking . . . Ardath cleverly wraps theseconcepts in a bow and makes this book required reading. . . . Become the expertresource for your customer and watch your business grow.”. Joe Pulizzi, coauthor of Get Content Get Customers and founder of Junta42. About the Book. Web 2.0 has reshaped the role of marketingin the Complex Sales process. Because prospectsnow have instant access to informationabout your company and its products—andyour competitors—they can make buying decisionswithout ever communicating with you.Doing what you’ve always done simply won’twork anymore; you must entirely rethink howyou attract and compel buying behavior. With eMarketing Strategies for the ComplexSale , expert B2B marketing strategist ArdathAlbee breaks new ground in the field of digitalmarketing and new customer acquisition.Albee offers techniques and tools for developingand executing strategies that are guaranteedto generate results. The Internet offers an unprecedented opportunityfor creating trusted relationshipswith your prospects and customers—beforeyou ever “meet” them. Never before havemarketers enjoyed such a wide-reaching andvaried communication platform. Yet with allthe noise, you have to stand above the crowd.The key is to converse about meaningful andrelevant topics with your diverse audiences,to share your perspectives on what matters tothem. That’s just what Albee teaches us to do. eMarketing Strategies for the Complex Sale sharesmethods to help you: Create eMarketing strategies basedon customer perspectives; Use a contagious content structurefor competitive differentiation; Establish trusted relationships; Continuously measure, tune, andimprove your effectiveness. eMarketin

Price: $27.95 USD

In their efforts to become more customer-focused, companies everywhere find themselves entangled in outmoded systems, metrics, and strategies rooted in their product-centered view of the world. Now, to ease this shift to a customer focus, marketing strategy experts Roland T. Rust, Valarie A. Zeithaml, and Katherine N. Lemon have created a dynamic new model they call "Customer Equity," a strategic framework designed to maximize every firm's most important asset, the total lifetime value of its customer base. The authors' Customer Equity Framework yields powerful insights that will help any business increase the value of its customer base. Rust, Zeithaml, and Lemon introduce the three drivers of customer equity -- Value Equity, Brand Equity, and Retention Equity -- and explain in clear, nontechnical language how managers can base their strategies on one or a combination of these drivers. The authors demonstrate in this breakthrough book how managers can build and employ competitive metrics that reveal their company's Customer Equity relative to their competitors. Based on these metrics, they show how managers can determine which drivers are most important in their industry, how they can make efficient strategic trade-offs between expenditures on these drivers, and how to project a financial return from these expenditures. The final section devotes two chapters to the Customer Pyramid, an approach that segments customers based on their long-term profitability, and an especially important chapter examines the Internet as the ultimate Customer Equity tool. Here the authors show how companies such as Intuit.com, Schwab.com, and Priceline.com have used more than one or all three drivers to increase Customer Equity. In this age of one-to-one marketing, understanding how to drive Customer Equity is central to the success of any firm. In particular, Driving Customer Equity will be essential reading for any marketing manager and, for that matter, any manager concerned with growing the value of the firm's customer base.

Price: $31.81 AUD

Getting Attention: Leading-Edge Lessons for Publicity and Marketing is a savvy and innovative guide to getting your message heard in today's dynamic and noisy markets. It's an insider's look at what works and what doesn't in the fast-paced, high-tech world of communications. You'll learn to leverage a spectrum of new and often free technologies, not only the Internet, to distinguish your product or service and reach customers and influencers. Getting Attention reveals how to tailor a message for a specific or multiple media so that it has the best chance of reaching and informing your target market. And most importantly, the book features countless guerrilla tactics for achieving the publicity and marketing results you need without spending a lot of money. You'll learn how to blend innovative and traditional promotional techniques and create programs that build customer relationships and bolster your bottom line. Gain the real-world success secrets from leading marketing visionaries from the non-profit, entertainment, government, and corporate high-tech fields. Whether you're a PTA volunteer, a manager at a start-up company, or the head of a Fortune 1,000 corporate communications department, Getting Attention can help you successfully position your product or service for success. Get professional publicity on a shoestring using next-generation promotional tools and technologies Insider tips and techniques on message-crafting for noisy markets and getting free and effective media coverage A Silicon Valley insider's guide to how the high-tech industry and new technologies are transforming the publicity game for every business

Price: $46.95 USD

Counterfeiting and brand protection is no longer just about buying a fake Rolex from a market or getting the latest Lord of the Rings installment on DVD whilst it’s still in the cinema. Spurred on by internet marketing, sophisticated new print techniques and lack of adequate protection, branded products are under attack like never before. By 2003, losses due to counterfeiting were estimated to account for about 10% of world trade. With a growth rate of 30% a year, it won’t be long before the black market overtakes genuine markets. The cost is staggering: the fake economy is now worth a business-busting $600 billion a year. In the past, many brand owners have shrugged the numbers aside, believing the problem to be restricted to high profile software or music industries. However, the fastest-expanding black economy is now in food, drink and pharmaceuticals. In turn, this threat will seriously affect the printing, packaging, label and coding businesses as well as their brand owner clients. This new study from Pira is designed to provide an overhead view of the technologies now available to these types of company. It has a particular emphasis on disruptive innovations such as online brand protection, digital watermarks, low-cost RFID and DNA anti-counterfeit chips. It also looks at new generation versions of more established security devices such as holograms, barcodes, inks, papers and machine-readable codes.

Price: $435.00 USD