In this all-new second edition of a best-selling classic, today's most successful freelance writers, including Robert Bly, Linda Formichelli, Kelly James-Enger, Jenna Glatzer, and others, provide up-to-date information on e-querying, writing for digital media, knowing your e-rights, and the core topics of magazine article writing. You'll learn how to:find and query article ideasplan your research and interviewsidentify potential marketsstructure the most common types of articleswork with editorsnegotiate contractssell reprint rightsbe a successful freelance writerWriter's Digest Handbook of Magazine Article Writing contains everything you need to successfully break into this popular market or to continue developing your magazine writing skills.

    Regardless of their size, industry, country, customer type, nature of the relationship or amount of value they provide, sales professionals are finding that purchasing decisions are increasingly being limited by procurement. The modern procurement function is purchasing on steroids. Where traditional purchasing managers negotiated, procurement officials attempt to dictate. Procurement deploys a variety of tactics designed to do one thing: gain unprecedented discounts and concessions out of even the most sophisticated sales professionals. This book is a strategy guide for salespeople to help them level the procurement playing field by showing readers how to assess the game procurement plays, describing proven ways to resist discounting and protect margins, demonstrating ways to keep value at the forefront of negotiations, offering targeted tactics to protect hard-earned profits from mindless discounting, and detailing eight strategies effective in any type of pricing negotiation. This book will be an invaluable resource for B2B sales professionals, customer-facing professionals, and executives responsible for leading successful sales organizations.

    Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, co-brands, and brand extensions. Aaker offers readers step-by-step advice on what to do when confronting scenarios such as the following: • Brands are underleveraged • The business strategy is at risk because of inadequate brand platforms • The business faces a relevance threat caused by emerging subcategories • The firm's brands are tired and bland • Strategy is paralyzed by a lack of priority among the brands • Brands are cluttered and confusing to both customers and employees • The firm needs to move into the super-premium or value arenas to create margin or sales volume • Margin pressures require points of differentiation Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm's profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

     It is easy to be overwhelmed by the amount of information we encounter each day. Whether at work, at school, or in our personal endeavors, there’s a deepening (and inescapable) need for people to work with and understand information. Information architecture is the way that we arrange the parts of something to make it understandable as a whole. When we make things for others to use, the architecture of information that we choose greatly affects our ability to deliver our intended message to our users. We all face messes made of information and people. I define the word “mess” the same way that most dictionaries do: “A situation where the interactions between people and information are confusing or full of difficulties.” — Who doesn’t bump up against messes made of information and people every day? This book provides a seven step process for making sense of any mess. Each chapter contains a set of lessons as well as workbook exercises architected to help you to work through your own mess.

    These miniature messages depend not on the elements of style but rather on the atoms of style. They require microstyle. Branding consultant Christopher Johnson here reveals the once-secret knowledge of poets, copywriters, brand namers, political speechwriters, and other professional verbal miniaturists. Each chapter discusses one tool that helps miniature messages grab attention, communicate instantly, stick in the mind, and roll off the tongue. As he highlights examples of those tools used well, Johnson also examines messages that miss the mark, either by failing to use a tool or by using it badly. Microstyle shows readers how to say the most with the least, while offering a lively romp through the historic transformation of mass media into the media of the personal.

    Everyone can ask questions, right? Unfortunately, that's not the case. Interviewing Users provides invaluable interviewing techniques and tools that enable you to conduct informative interviews with anyone. You'll move from simply gathering data to uncovering powerful insights about people.Interviewing Users will explain how to succeed with interviewing, including:* Embracing how other people see the world* Building rapport to create engaging and exciting interactions* Listening in order to build rapport.With this book, Steve Portigal uses stories and examples from his 15 years of experience to show how interviewing can be incorporated into the design process, helping you learn the best and right information to inform and inspire your design.

    You'll be guided through the entire process of creating a gorgeous, usable web site by applying the timeless principles of user-centered design.Even if you're short on design skills, with this book you'll be creating your own stunning web sites in no time at all.Throughout, the focus is on simple and practical techniques that anyone can use - you don't need to have gone to art school or have artistic flair to create stunning designs using the methods outlined in this book.The book's full-color layout and large format (8" x 10") make Sexy Web Design a pleasure to read.Master key web interface design principles Design amazing web interfaces from scratch Create beautiful, yet functional, web sites Unleash your artistic talents And much more Who should read this book? Whether you're completely new to web design, a seasoned pro looking for inspiration, or a developer wanting to improve your sites' aesthetics, there's something for everyone here.How? Because instead of trying to cover every possible area of creating a web site, we've focused purely on the design stage; that is, everything that happens before a single line of code is written.However, great design is more than just aesthetics. Long before we open our graphics program of choice, we'll be conducting research, dealing with clients, responding to briefs, sketching out sitemaps, planning information architecture, moving from doodles to diagrams, exploring different ways of interactivity, and building upon design traditions.But ultimately, you'll be finding out how to create web sites that look drop-dead gorgeous.

    Based on principles, research, and real life examples ranging from Harvard University, Mikhail Gorbatsjov, two kissing boxers, and Sun Tze to John Rambo, Think Like a Lawyer Don't Act Like One can be used when dealing with grumpy police officers, angry neighbors, unwilling debtors, nasty lawyers, and other conflict seekers.Each strategy is thoroughly tested and can be used at the kitchen table, on the street, and in the boardroom. All seventy-five rules are illustrated in a funny way.

    24 hours later more than R160 billion rand of this fortune was wiped out. The Steinhoff Empire, that took 20 years to build into an international business giant, had crumbled overnight. Markus Jooste, Steinhoff’s flashy CEO, resigned via SMS and has since been fleeing an avalanche of scandals and accusations: luxury homes for a blonde mistress, allegations of fraud, racing horses and unparalleled extravagance, a lavish, black Jaguar for an old university residence… What exactly happened here? Who knew what? What is Steinhoff, who is Markus Jooste and what does it all have to do with the so called Stellenbosch mafia? Where does business tycoon Christo Wiese, Shoprite and Pepkor fit in and where is the pensioners’ money? Well-known financial writer James-Brent Styan unpacks these and other questions in this astounding tale of power and greed, of secrets and deceit, and ultimately the biggest financial breakdown in the history of South Africa. Through interviews with trustworthy sources, revelations from confidential documents and in-depth research about Steinhoff’s history, Styan uncovers what the group doesn’t want you to know. Follow the Money: The story of Steinhoff, Markus Jooste and the Stellenbosch Boys is a gripping financial thriller that will be told as cautionary tale or salacious scandal in both boardrooms and living rooms for decades to come.

    Finely focused on how-to and why throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 75 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. Case studies will familiarize readers with the real-life stories of Levi' s Dockers, Intel Corporation, Nivea, Nike, and Starbucks. For industry professionals from brand managers to chief marketing officers.

    The book includes three core chapters from the original bestseller that focus on market research, marketing, and spreading word-of-mouth among your best customers. Sure, you already know that customers are writing about your products on blogs or talking about your brand on Twitter and Facebook. Now, turn that interest into opportunity and profit. In these economic times, marketers like you are increasing their investment in social technologies, while cutting back on more traditional expenses. Why? Because they work—no matter the economic climate. Marketing in the Groundswell shows you how you can build social applications, measure their results, and use the social technology movement to your company's advantage.

    A memorable slogan has been the cornerstone of every great ad campaign. In the past, writing one great headline could launch a career. But today's advertising campaigns are interactive, multi-platform and ongoing, and the copywriter's canvas is vast. At any given time, a copywriter may be conceiving a video game, writing a TV show, maintaining a Twitter feed, creating a mobile app or an interactive installation or, yes, writing a headline or a TV script. While the best copywriters have always been brand storytellers, now that story can play out anywhere. The digital revolution put control in the hands of the people - the audience - now no longer just consumers, but active participants in a brand's story. The art and science of advertising has gone from creating one-way messages to engaging audiences in ongoing conversations. A new ad landscape means new opportunities for writers who now have the incredible opportunity to push brand narrative to places it's never been before and to actually create something so useful or entertaining that it generates its own audience. It also means that many of the rules of the past - while exceedingly worthy of study - are insufficient to guide the modern copywriter. Co-published with AdvertisingAge, The Idea Writers outlines the changing landscape of the advertising industry while providing useful how-to advice. Filled with interviews from top creatives including: Greg Hahn, Nick Law, Jeff Benjamin, Tim Delaney, Rei Inamoto, Lee Clow, Steve Simpson, Rick Condos, David Droga, Gerry Graf, Ty Montague, Calle and Pelle Sjonell, PJ Pereira, David Abbott and many more!

     Why you should choose Self-publishing. Why you should choose Amazon. How to write you book fast without ever suffering from “writer’s block”. How to find a title that sells for your book. How to get a cover that sells made. How to price your book right. Why it’s easier than you thought to get an Amazon bestseller. How to market and promote your book and get it in the top of the charts on Amazon. What your book can do for you in the long term (passive income, traditional publishing contracts, radio & TV appearances etc.). And so much more! Think of it! If you publish on Amazon, millions of people are only a click away from downloading your book on their Kindle, PC, Mac, tablets or smartphones. That’s an enormous amount of potential customers! Why not use Amazon’s “look inside” feature and check out the first chapters of “From Jobless to Amazon Bestseller” before you buy?  Just click on the book image above and start reading.

    You’ll learn how to write web copy that addresses your readers’ needs and supports your business goals.Learn from real-world examples and interviews with people who put these ideas into action every day: Kristina Halvorson of Brain Traffic, Tiffani Jones Brown of Pinterest, Gabrielle Blair of Design Mom, Mandy Brown of Editorially, Randy J. Hunt of Etsy, Sarah Richards of GOV.UK, and more.Topics:* Write marketing copy, interface flows, blog posts, legal policies, and emails* Develop behind-the-scenes documents like mission statements, survey questions, and project briefs* Find your voice and adapt your tone for different situations* Build trust and foster relationships with readers* Make a simple style guide and collaborate with your team

    The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns. The fifth edition brings the material to life by incorporating professional perspectives and real-world campaign stories throughout the text.