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Every company needs to figure out the best way to beat the competition. What do you do if the other guy is already dominating the market? Should you challenge them head on or lie low for a while? Should you offer customers high-end features or a low-end price? Or both? During their years at Microsoft, John Zagula and Richard Tong answered such questions so effectively that they helped Microsoft Office and Windows grow from a 10 percent to 90 percent market share. As venture capitalists, Zagula and Tong have continued to test and perfect their system with hundreds of companies of all sizes and at all stages. Now they're sharing their best ideas and methods in an easy-to-apply book that will be enormously helpful to marketers in every industry and leaders in every size company. The Marketing Playbook explains the five basic strategies for a competitive market-The Drag Race Play, The Best of Both Play, The High-Low Play, The Platform Play, and The Stealth Play. It illustrates how each one works, how to pick the best one for a given situation, and then how to implement it effectively in the real world. Just like a great sports coach with a well-designed playbook, managers who read this book will have the tools, tips, and tricks they need to leapfrog market research, craft a smart strategy, motivate their team, and start scoring major points with customers and against the opposition.

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The Professional's Guide to Financial Services Marketing is directed to any financial services professional–from individual representatives to executives of large financial services companies–who is looking for better ways to create the relevant marketplace differentiation and competitive advantage needed to increase productivity and profitability. The purpose of this book is not to provide a how-to manual, but rather to offer practical information, examples, and thought-provoking tips that provide ideas and insights that will enable financial services professionals to improve their own marketing approaches and achieve ambitious marketing goals. With examples drawn from basic marketing approaches and successful consumer marketing, this book provides a fresh perspective on a variety of marketing issues that can make a significant difference to corporate success.

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`If you want a clear, well written and authoritative introduction to the ideas and concepts that underpin the marketing discipline, this is the book for you' - Emeritus Professor Michael J Baker. `Each section draws the reader in to the story - the what and why of marketing, and also deals well with how. While it is educational and informing it is also a jolly good read' - Heather Skinner, Principal Lecturer, Glamorgan Business School. The perfect quick reference text for your marketing course, Key Concepts in Marketing introduces and examines the key issues, methods, models and debates that define the field of marketing today. Over 50 essential concepts are covered, including the marketing mix, branding, consumerism, marketing communication and corporate image. Each entries features: - Useful definition box - Summary of the concept - A broader discussion - Examples and illustrations - Key literature references. This extremely readable and accessible format provides the reader a wealth of information at their fingertips, and provides a valuable reference to any student of marketing. The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Price: $47.00 USD

To keep your competitive edge in the marketplace, you must find practical and inexpensive ways to retain the clients you have, develop new clients, and increase your bottom line. Marketing Your Consulting Services is a complete how-to guide that will help you develop and implement a dynamic marketing plan that will make your consulting business more visible to clients and more competitive in the marketplace. Written by Elaine Biech—one of the foremost experts in the field of consulting—this practical and easy-to-use resource includes useful guidance, practical ideas, special consulting considerations, and creative tips. Marketing Your Consulting Services is filled with the information you need to help you: Develop a successful marketing plan Understand the marketing ins and outs of a small consulting firm Find new clients Get your clients to refer you to other clients Implement inexpensive and effective marketing tools Develop creative marketing ideas Retain the clients you have today Biech urges you to develop a "market all the time" attitude, and to help you get started, she recommends hundreds of ideas that can be easily implemented. In addition, the book's "Fast Fourteen To Do Today" are suggestions you can put immediately into practice to help jump-start your business. Written to be a hands-on resource, Marketing Your Consulting Services also includes Quick tips throughout each chapter for easy reference. Marketing Your Consulting Services offers you the practical tools and helpful suggestions necessary to market and sell your consulting services. It includes everything a consultant needs to know about marketing to be—and stay—successful.

Price: $50.00 USD

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Price: $82.88 USD