An all-encompassing guide to making the most from multi-channel marketing. Written in a straightforward and accessible style, Changing the Channel offers you a detailed look at twelve of today's most important marketing channels-explaining how each one works individually as well as in conjunction with each other, leveraging the power of your message for explosive profits. Page by page, you'll become familiar with a variety of approaches, including direct online marketing, social media, public relations, radio and television advertising, direct space ads, event marketing, telesales, telemarketing, joint ventures, affiliate marketing, and direct mail.:; Discusses how to create successful marketing campaigns by using a mix of different marketing channels; Offers some smart ways to track customer buying habits with a database that covers all marketing channels; Helps you learn how to develop profitable relationships with your customers through frequent contact and by providing free quality content-not just sales pitches. With this book as your guide, you'll quickly discover how marketing across multiple channels can help develop quality customer relationships and improve the bottom line of your business.

Price: $14.95 USD

Authors will benefit hugely from this practical book by seeing how effective they can be at helping to promote their own books. Alison Baverstock encourages authors to work with publishers and agents but also explains how to 'go it alone' for authors who plan to self publish. The book covers: how marketing works; what opportunities there are; how authors can help; how to get noticed; how to get local publicity, organise a launch event and keep the momentum going after publication. The book also provides authors with a real insight into the publishing process and contains illuminating interviews with everyone concerned : editors, marketing people and, most importantly, authors.

Price: $16.90 USD

Today’s internet offers a virtual world of opportunity! New turnkey technologies and tools make it easier than ever to start a profitable online business—if you take the right steps. Let the experts at Entrepreneur show you how to skillfully navigate the web and turn your business dream into an online reality!Taking you through funding, building partnerships, launching, capturing customers and more, our experts lead you step by step. Discover how to use the latest technology solutions and keep your business on the cutting-edge! Plus, gain a comprehensive understanding of today’s e-business world from top online entrepreneurs, in-the-trenches examples and advice, and included resources.Learn how to:• Build an effective website using fast, turnkey solutions• Gain exposure using the latest online techniques including search engine listings, creating “cyber-bait” and more• Cash in on affiliate programs • Use low-cost, high-impact marketing to drive traffic and capture customers• Keep your site running smoothly with surefire online tools • And more

Price: $17.95 USD

Bigger, Badder, Better!. ATTACK OF THE KILLER MARKETING TACTICS!. A few years back, marketing super-guru Tom Feltenstein in rewrote the book on high-impact marketing that works. Fast-forward to today and new technologies, more sophisticated consumers/competitors, and a whole new media landscape have changed all the rules. In response, Feltenstein. has upped his game, and in , he delivers even MORE sure-fire marketing strategies and tactics that let you outwit, outthink, and outsell the other guy. Based on case studies of clients ranging from small nonprofits to giants like Coca-Cola and McDonald's, this book delivers tips and tricks on a range of hot topics:.; Planning the Battle--and Choosing the Right Tactics.; eMarketing, Digital Media/Social Networking.; Grand Opening/Reopening and Holidays.; Four Walls Marketing.; Direct Mail and Ads, Coupons and Tear-outs, Event Tie-ins, and Gift Certificates.; Marketing Measurement. No matter what your budget is, you can still wage cutting-edge marketing and promotional campaigns that get the word out about your business, cement the loyalty of. your existing customers--and win more new customers than you can handle.

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

Consumer Behaviour in Sport and Events emphasises the role of consumer behaviour in sport marketing. Given the social, economic, and environmental benefits of sport events, the challenge for marketers is to understand the complexity of sport and event participation. Through a heightened understanding of consumer behaviour, marketers are able to develop communication strategies to enhance the experience, while identifying key elements of the consumer's decision-making process. This book provides students and industry professionals with the knowledge and skills necessary to meet the current marketing challenges facing professionals working in the sport and event industries. This comprehensive text covers a wide range of determinants that influence both active recreation and passive spectator participation, and offers the reader: .A detailed understanding of the personal, psychological and environmental factors that influence sport and event related consumer behaviour .A basis for the development of marketing actions useful in sport and related business, community and government sectors .A comprehensive understanding of how individuals associate themselves with sport and event products and services .A quick and simple segmentation tool to guide discussion of marketing actions and strategies for four stages of involvement with sport and events .A comprehensive events checklist to help understand marketing actions related to the development, promotion and delivery of a sport event. Sport and event consumer behaviour is a rapidly growing area of interest and this book is considered a valuable resource for those involved in the sport and events industries from students to marketers to academics. * The first book to address this vitally important and growth area of sports marketing * International in flavour and written by a world renowned consumer behaviour expert * Complete with web-based supplement providing a comprehensive planning checklist for event marketers, a Psychological Continuum Model staging score sheet, extra cases, weblinks and PowerPoint slides.

Price: $46.95 USD

Events sind Veranstaltungen mit Erlebnischarakter. Zum Eventmanagement gehrt die Frage, was ein Event auszeichnet, wie man eine Veranstaltung in den Augen der Besucher einzigartig macht und wie man ein solches Event in der Praxis umsetzt. Das Buch fhrt in die Grundlagen des Eventmanagements mit seinen Aufgabengebieten von der strategischen Planung bis zur operativen Durchfhrung und Steuerung ein. 14 ausgearbeitete Beispiele aus der Praxis und 72 Checklisten und Formblttern ermglichen eine sichere Planung und Organisation. Die Autoren haben vielfltige Erfahrungen mit Projekt- und Veranstaltungsmanagement, Eventmanagement und Eventmarketing aus verschiedenen beruflichen Bereichen zusammengetragen und einen Leitfaden fr alle erstellt, die ihre Veranstaltungen (noch) erfolgreicher machen wollen. In der dritten Auflage finden sich neue Abschnitte zu Marketing und Kommunikation, zur konzeptionellen Entwicklung von der Vision zum Event, sowie zu Logistik und Catering mit dem zugehrigen Marketing-Mix. Das Projektmanagement wurde durch das Thema Softwareuntersttzung ergnzt, auerdem wurden die neuesten gesetzlichen Bestimmungen bercksichtigt.

Price: $69.95 USD

The only complete, in-depth guide to contemporary on-premise catering principles and practices. On-premise catering is an essential part of the fast-growing catering and events industry, and this is the only guide that covers all the essential skills and knowledge a professional needs to succeed in the field. Written by three top catering experts and educators, On-Premise Catering is the definitive guide to catering in hotels, banquet halls, wedding facilities, conference centers, private clubs, and other venues. This new Second Edition has been thoroughly updated and revised to cover modern technological trends in the industry, including online marketing, social media, and digital proposals, as well as modern décor, effective menu writing, catering in stadiums and casinos, and more. •    Fully updated to keep pace with current industry trends and practices. •    Covers all aspects of on-premise catering, from food and beverage service, room setup, and décor, to staffing, marketing, and financial controls. •    Ideal for caterers, event professionals, chefs working in on-premise facilities, and students in culinary, hospitality, and foodservice management programs. On-premise catering requires a broad range of knowledge, from accounting and marketing basics to event coordination and management skills, and this book provides all the information students and professionals need to succeed in this exciting and dynamic field.

Price: $70.00 USD

The papers which form this e-book were originally presented at the second Symposium of the SIG for Marketing of Higher Education, a successful meeting held from 4-6 April 2007 in Budapest. The symposium was hosted by Eötvös Loránd University. The aim of the event was to provide a forum for the practitioners and academics to exchange ideas on issues of current concern on higher education marketing, and in particular its implications for the nature of higher education. The papers presented here are representative of the approaches and nationalities involved. Each of the papers offers a geographical as well as positional perspective on marketing higher education.

Price: $199.00 USD

This e-book aims to raise debate about the theory and application of customer experience within the context of direct marketing. Despite the apparent appeal of the concept, the unique nature of a customer experience, which is specific to a customer, at a specific time and location, in the context of a specific event, provides challenges for managers to implement the concept for planning and control purposes.

Price: $199.00 USD