Download or read book Inside Information written by D. V. L. Smith and published by John Wiley & Sons. This book was released on 2001-03-05 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: The marketing information available to us doubles every five years. Increasingly, not only will marketing organizations have more access to data, but a lot of this information will be its own internal data, rather than information being supplied by an external market research agency. In the future the successful marketing executives will be those who can quickly assimilate the plethora of incoming information about their markets and their customers, and from this information see the "big picture" and then take intelligent action. In the new Millennium, those who survive and flourish in marketing will be those who can quickly identify the 'messages' that are often hidden deep in their market and customer information. People who can see 'shapes and patterns' in data will be the ones who will successfully change and improve their organizations. The successful will be those who can quickly reject extraneous information and identify the overarching trends and themes that can be detected from different combinations of marketing evidence. Those who fail will be those who are overwhelmed with the minutia of information and are unable to get on top of what this growing mountain of marketing information is really telling them. This book provides the way forward for all marketers faced with the above challenges. It highlights the basic principles about information, acknowledging the fact that we are entering a new era that is well away from the old fashioned model of a market research agency supplying survey type data. Increasingly, this process will be replaced with a much more instantaneous process where data from different sources - internal and external - are quickly fired at the marketer, with he/she being expected to make immediate sense of it. Inside Information is one of the first to respond to this new information era for understanding information. The book is a user friendly, very accessible book for the marketing manager who needs to process mountains of marketing information, but who will not have the time, or inclination to read detailed texts.

Download or read book Making Meaning written by Steve Diller and published by New Riders. This book was released on 2005-12-21 with total page 154 pages. Available in PDF, EPUB and Kindle. Book excerpt: “ We’re now hip-deep, if not drowning, in the ‘experience economy.‘ Here‘s the smartest book I‘ve read so far that can actually help get your brand to higher ground, fast. And it‘s written by people who not only drew the map, but blazed these trails in the first place.” –Brian Collins, Executive Creative Director, Ogilvy & Mather Worldwide Brand Integration Group In a market economy characterized by commoditized products and global competition, how do companies gain deep and lasting loyalty from their customers? The key, this book argues, is in providing meaningful customer experiences. Writing in the tradition of Louis Cheskin, one of the founding fathers of market research, the authors of Making Meaning observe, define, and describe the meaningful customer experience. By consciously evoking certain deeply valued meanings through their products, services, and multidimensional customer experiences, they argue, companies can create more value and achieve lasting strategic advantages over their competitors. A few businesses are already discovering this approach, but until now no one has articulated it in such a persuasive and practical way. Making Meaning not only encourages businesses to adopt an innovation process that’s centered on meaning, it also tells you how. The book outlines a plan of action and describes the attributes of a meaning-centric innovation team. With insightful real-world examples drawn from the Cheskin company's experience and from the authors' observations of the contemporary global market, this book outlines a plan of action and describes the attributes of a meaning-centric innovation team. Meaningful experiences—as distinct from trivial ones—reinforce or transform the customer’s sense of purpose and significance. The authors’ vision of a world of meaningful consumption is idealistic, but don’t be fooled: this is a straightforward business book with an eye on the ROI. It shows how to bring R&D, design, and marketing together to create deeper and richer experiences for your customers. Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences is an engaging and practical book for business leaders, explaining how their companies can create more meaningful products and services to better achieve their goals.

Download or read book Making Sense of Change Management written by Esther Cameron and published by Kogan Page Publishers. This book was released on 2004 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written for academics and professionals alike, this book is an attempt to make change easier. It is aimed at anyone who wants to understand wy change happens, how it happens and what needs to be done to make change a welcome, rather than a dreaded concept.

Download or read book Experiential Marketing written by Bernd H. Schmitt and published by Simon and Schuster. This book was released on 2000-12-11 with total page 447 pages. Available in PDF, EPUB and Kindle. Book excerpt: Engaging, enlightening, provocative, and sensational are the words people use to describe compelling experiences and these words also describe this extraordinary book by Bernd Schmitt. Moving beyond traditional "features-and-benefits" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. Schmitt shows how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing and social identity campaigns. In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use "experience providers" such as visual identity, communication, product presence, Web sites, and service to create different types of customer experiences. To illustrate the essential concepts and frameworks of experiential marketing, Schmitt provides: SENSE cases on Nokia mobile phones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent; FEEL cases on Hallmark, Campbell's Soup, and Häagen Dazs Cafés in Asia, Europe, and the United States; THINK cases on Apple Computer's revival, Genesis ElderCare, and Siemens; ACT cases on Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living; RELATE cases on Harley-Davidson, Tommy Hilfiger, and Wonderbra. Using the New Beetle and Sony as examples, Schmitt discusses the strategic and implementation intricacies of creating holistic experiences for customers. In an intriguing final chapter, he presents turn-around techniques such as "Objective: To Dream," "Send in the Iconoclasts," and "Quit the Bull," to show how traditional marketing firms can transform themselves into experience-oriented organizations. This book will forever change your perception of customers, marketing, and brands -- from Amtrak and Singapore Airlines to Herbal Essences products and Gwyneth Paltrow.

Download or read book Stop Making Sense written by Michael J. Fanuele and published by Post Hill Press. This book was released on 2019-07-09 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this fun and provocative page-turner, Michael Fanuele, one of the world’s most successful marketing strategists, shares The Six Skills of Inspiration. With insights from music, politics, business, neuroscience, and a recipe for radishes, Stop Making Sense shares the creative blueprint that can unleash the inspiring leader in all of us. “If Brené Brown and Simon Sinek had a book baby together, you’re looking at it right now. Stop Making Sense is a new manual for learning true leadership. Fanuele’s set of simple principles that changed my life over the last quarter century will change yours in a matter of hours.”—Andrew Zimmern, chef, author, teacher, host and producer of Travel Channel’s Bizarre Foods “Michael Fanuele shows us how our passion and emotion will take us farther than our logic ever can. I can't convince you to read this book, but I guarantee you'll be inspired by doing so.”—Beth Comstock, author of Imagine It Forward and former vice chair, GE “This is the book we need now: a blueprint for leading with heart, passion, and imagination. Fanuele is such a fun and generous storyteller you almost don't realize that he’s murdering so many small and cynical voices.” —Andrew Essex, Co-founder, Plan A, author of The End of Advertising, former CEO, Droga5 and Tribeca Enterprises “This funny, sweary, energetic, challenging book will push you into a whole new way to find that compelling inspiration we’d all secretly like 1000% more of.”—Adam Morgan, author of Eating The Big Fish and A Beautiful Constraint and founder, eatbigfish “The best magic bends your brain, and that’s exactly what Michael Fanuele does in Stop Making Sense. With wit and insight, he dismisses the myth that we have to wait for inspiration to strike. He reveals the secrets that can make any of us a muse, dazzling audiences and getting the very best out of our teams, families, and most important, ourselves.”—David Kwong, magician, “The Enigmatist,” author of Spellbound, puzzle creator, and producer

Download or read book Making Sense of Business written by Alison Branagan and published by . This book was released on 2009 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Enterprising individuals often feel that they need to acquire new skills and brush up on existing ones in order to achieve targets, make money, and avoid making elementary mistakes. This work offers expert guidance on such key skills as selling, presenting, and negotiating.

Download or read book Digital Sense written by Travis Wright and published by John Wiley & Sons. This book was released on 2017-01-06 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt: Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. Optimize competitive advantage and customer experience Map strategy back to business objectives Engage customers with a pragmatic, proven marketing system Reorganize sales and marketing to fill talent and knowledge gaps Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one—what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.

Download or read book Brand Sense written by Martin Lindstrom and published by Simon and Schuster. This book was released on 2010-02-02 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing “new car” aroma? Or that Kellogg’s trademarked “crunch” is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom’s innovative worldwide study unveils how all of us are slaves to our senses—and how, after reading this book, we’ll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.

Download or read book Modern Marketing Research written by Fred M.. Feinberg and published by Thomson South-Western. This book was released on 2013 with total page 689 pages. Available in PDF, EPUB and Kindle. Book excerpt: Descriptive and analytical, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2E, International Edition is a comprehensive introduction to the practice of marketing research. The book walks you through each step of the marketing research process, from project design and data collection to analyzing findings with statistical methods and preparing the final report. Making sense of complex marketing data, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2E, International Edition explains in detail the analytical and statistical approaches essential in marketing research, including standard multivariate methods like Factor, Cluster, and Conjoint Analyses, as well as the latest Hierarchical Bayes, Heterogeneity, and Sample Selection techniques. More than three dozen in-text cases highlight research projects in business and academic settings, while numerous examples and special interviews with industry experts give you an in-depth perspective of marketing research and its applications in the real world.

Download or read book Making Sense of Management written by Mats Alvesson and published by SAGE. This book was released on 2012-04-20 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: The first edition of Making Sense of Management set out to provide a fresh perspective on management that was both broad and critical, exploring how the disruptive and constructive potential of critical theory can be realized in organizations. Along the way, it has proven to be a landmark contribution to critical management studies. As well as setting the agenda for current research, this revised edition has been written to appeal to a broader readership and open up critical theory for the general management student. New sections on HRM, brands, identity, ethics and leadership have been fully developed alongside the rest of the text to reflect the current state of play in critical management studies. The second edition of Making Sense of Management will be of interest to students and researchers in critical management studies and students on general management courses with a critical perspective.

Download or read book Making Sense written by Sam Harris and published by HarperCollins. This book was released on 2020-08-11 with total page 435 pages. Available in PDF, EPUB and Kindle. Book excerpt: A New York Times New and Noteworthy Book From the bestselling author of Waking Up and The End of Faith, an adaptation of his wildly popular, often controversial podcast “Sam Harris is the most intellectually courageous man I know, unafraid to speak truths out in the open where others keep those very same thoughts buried, fearful of the modish thought police. With his literate intelligence and fluency with words, he brings out the best in his guests, including those with whom he disagrees.” -- Richard Dawkins, author of The Selfish Gene “Civilization rests on a series of successful conversations.” —Sam Harris Sam Harris—neuroscientist, philosopher, and bestselling author—has been exploring some of the most important questions about the human mind, society, and current events on his podcast, Making Sense. With over one million downloads per episode, these discussions have clearly hit a nerve, frequently walking a tightrope where either host or guest—and sometimes both—lose their footing, but always in search of a greater understanding of the world in which we live. For Harris, honest conversation, no matter how difficult or controversial, represents the only path to moral and intellectual progress. This book includes a dozen of the best conversations from Making Sense, including talks with Daniel Kahneman, Timothy Snyder, Nick Bostrom, and Glenn Loury, on topics that range from the nature of consciousness and free will, to politics and extremism, to living ethically. Together they shine a light on what it means to “make sense” in the modern world.

Download or read book Creating Value with Big Data Analytics written by Peter C. Verhoef and published by Routledge. This book was released on 2016-01-08 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: Our newly digital world is generating an almost unimaginable amount of data about all of us. Such a vast amount of data is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value. This book is a refreshingly practical, yet theoretically sound roadmap to leveraging big data and analytics. Creating Value with Big Data Analytics provides a nuanced view of big data development, arguing that big data in itself is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors’ extensive academic and practical knowledge, this book aims to provide managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data. By tying data and analytics to specific goals and processes for implementation, this is a much-needed book that will be essential reading for students and specialists of data analytics, marketing research, and customer relationship management.

Download or read book Another One Bites the Grass written by Simon Anholt and published by Wiley. This book was released on 2000-01-21 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Another One Bites the Grass "An inspiring, thought-provoking perspective on creating effective and sustainable international advertising." --Charles Lanphear, Global Media Director H.J. Heinz Company "At last, here's a really intelligent new approach to the age-old problem of making great international ads. A must-read for everyone in the business of global brands, global marketing, and global communications." --Robert Hancock, Director of Communications Pillsbury UK Ltd. "In an irreverent, finely argued, and entertaining assault on conventional wisdom, drawing on his considerable experience of working in the business, the author proposes thought-provoking new ways to survive and prosper in the international advertising jungle." --Adrian Vickers. Founder/Partner Abbott Mead Vickers BBDO

Download or read book Making Sense of Management written by Mats Alvesson and published by SAGE. This book was released on 2012-05-14 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: The First Edition of Making Sense of Management set out to provide a fresh perspective on management that was both broad and critical, exploring how the disruptive and constructive potential of critical theory can be realized in organizations. Along the way, it has proven to be a landmark contribution to critical management studies. As well as setting the agenda for current research, this revised edition has been written to appeal to a broader readership and open up critical theory for the general management student. The Second Edition includes new sections on HRM, brands, identity, ethics and leadership have been fully developed alongside the rest of the text to reflect the current state of play in critical management studies.

Download or read book Alchemy written by Rory Sutherland and published by Random House. This book was released on 2019-05-07 with total page 301 pages. Available in PDF, EPUB and Kindle. Book excerpt: ‘A breakthrough book. Wonderfully applicable to everything in life, and funny as hell.’ Nassim Nicholas Taleb Why is Red Bull so popular – even though everyone hates the taste? Why do countdown boards on platforms take away the pain of train delays? And why do we prefer stripy toothpaste? Discover the alchemy behind original thinking, as TED Talk superstar and Ogilvy advertising legend Rory Sutherland reveals why abandoning logic and casting aside rationality is the best way to solve any problem. In his first book he blends cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic on his mission to turn us all into idea alchemists. He shows how economists, businesses and governments have got it all wrong: we are not rational creatures who make logical decisions based on evidence. Instead, the big problems we face every day, whether as an individual or in society, could very well be solved by thinking less logically. To be brilliant, you have to be irrational.

Download or read book The Marketer s Playbook written by Tony Quin and published by Soda Press. This book was released on 2018-05-21 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The Marketer's Playbook" is an invaluable step-by-step guide for how to construct a modern marketing system. Tony Quin, the founder of the Society of Digital Agencies (SoDA) along with Kevin Smith, President of IQ Agency, have crafted a comprehensive guide for any company trying to win customers in today's digitally dominated marketplace.

Download or read book Waking Up written by Sam Harris and published by Simon and Schuster. This book was released on 2015-06-16 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Spirituality.The search for happiness --Religion, East and West --Mindfulness --The truth of suffering --Enlightenment --The mystery of consciousness.The mind divided --Structure and function --Are our minds already split? --Conscious and unconscious processing in the brain --Consciousness is what matters --The riddle of the self.What are we calling "I"? --Consciousness without self --Lost in thought --The challenge of studying the self --Penetrating the illusion --Meditation.Gradual versus sudden realization --Dzogchen: taking the goal as the path --Having no head --The paradox of acceptance --Gurus, death, drugs, and other puzzles.Mind on the brink of death --The spiritual uses of pharmacology.