Think Nike, Starbuck's, Xerox, and Kleenex, and you're thinking brands in the biggest and most lucrative sense. In The 22 Immutable Laws of Branding, marketing guru Al Ries, together with Laura Ries, has put together the authoritative work on brands and branding -- organized in a short, pithy book that can be read and digested in as brief a time as an airplane ride.

    When you direct more attention online to your brand or business, you drive more long-term revenue. Regardless of who you are or how small your business is, you can have a huge impact using free Internet tools...provided you understand and correctly apply the latest techniques.Attention! gives you an educational and motivational guide to using social media to market your brand or business online. In three parts, you'll discover everything you need to know to get off the ground and thrive in the social mediasphere, includingThe tools, techniques and tricks to get attention online and turn that attention into profit The theory behind the importance of making your mark on the Internet How other businesses and individuals made money from online marketing Whether you're just starting your business, just moving it online, or already established and looking to take your business to the next level, Attention! is the key to success.

    He merely wanted to be the next Walter Cronkite. But instead of being offered a job in the newsroom, he was offered a job in the sales department. He took the sales job and became an ""accidental salesperson.""Most people don't choose sales as a career. Sales chooses them--and they end up wondering how to make the most of a profession they were never prepared for.They don't have to wonder anymore. In The Accidental Salesperson, Lytle gives readers a road map that anyone can use to excel in sales. Lively and entertaining, this somewhat unorthodox guide is packed with thought-provoking axioms, humorous and instructive anecdotes, specific strategies, and powerful tools--everything readers need to master essential lessons in sales and professionalism.Readers will find there are some things The Accidental Salesperson lacks--dull theories, manipulative methods, and high-pressure tactics. But with the wealth of money-generating, career-building techniques it does provide, we don't think those items will be missed."

    It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective (the theme of the text) catapults the reader into the business practices of the 21st century.

    Simon Middleton shows you how to create, manage and communicate your brand profoundly and effectively, in just 30 days, by following 30 clear exercises. How you work through the book is up to you, the result will be the same: an authentic, compelling, and highly distinctive brand that will attract and engage customers and fans. You will learn how to:Establish your brand values and positioning Get the all-important name right Bring your brand to life Turn your customers into your advocates Manage your PR and use your marketing budget wisely Inspire your staff to live the brand too Deal with problems when something goes wrong Branding isn't about funky logos and expensive advertising. Your brand is what your company means to the world. Getting that meaning right is the most important thing you can do in business.'Passionate and persuasive, Simon Middleton has a natural instinct for uncovering the Wow! factor in every brand.' Dawn Gibbins MBE, Veuve Clicquot Business Woman of the Year and Star of Channel 4's The Secret Millionaire

    The author's direct writing style and extensive use of examples will also appeal to practitioners. The book offers an extensive overview of the best current thinking on the policy process, with an emphasis on accessibility and synthesis rather than novelty and abstraction. It has many features that make it equally useful as a ready reference, including myriad definitions throughout each chapter; an annotated bibliography; an introduction to web-based research, with a guide to the most important and reliable public policy research sites; and additional reading suggestions. New for this edition are chapter-at-a-glance introductions; new case studies for major chapters; new Questions-for-Discussion; and sidebars for definitions.

    Organized around a strategic marketing framework"Services Marketing" guides readers into the consumer and competitive environments in services marketing. The marketing framework has been restructured for this edition to reflect what is happening in services marketing today.

    Lee Cockerell knows that success in business – any business - depends upon winning and keeping customers.In 39 digestible, bite-sized chapters, Lee shares everything he has learned in his 40+ year career in the hospitality industry about creating an environment that keeps customers coming back for more. Here, Lee not only shows why the customer always rules, but also the Rules for serving customers so well they'll never want to do business with anyone but you. For example:Rule #1: Customer Service Is Not a DepartmentRule #3: Great Service Follows the Laws of Gravity Rule #5: Ask Yourself "What Would Mom Do?"Rule #19: Be a Copycat Rule #25. Treat Every Customer like a RegularRule #39: Don’t Try Too HardAs simple as they are profound, these principles have been shown to work in companies as large as Disney and as small as a local coffee shop; from businesses selling cutting-edge technologies like computer tablets to those selling products as timeless as shoes and handbags; at corporations as long-standing as Ford Motors and those as nascent as a brand new start-up.  And they have been proven indispensible at all levels of a company, from managers responsible for hiring and training employees, setting policies and procedures, and shaping the company culture to front line staff who deal directly with clients and customersChock-full of universal advice, applicable online and off, The Customer Rules is the essential handbook for service excellence everywhere.

    Every time you speak to someone, share an opinion or explain an idea, you are selling your most powerful asset . . . you! In How to Sell Your Way Through Life, Napoleon Hill shares valuable lessons and proven techniques to help you become a true master of sales." --Sharon Lechter, Coauthor of Think and Grow Rich: Three Feet from Gold; Member of the President's Advisory Council on Financial Literacy"These proven, time-tested principles may forever change your life." --Greg S. Reid, Coauthor of Think and Grow Rich: Three Feet from Gold; Author of The Millionaire Mentor"Napoleon Hill's Think and Grow Rich and Laws of Success are timeless classics that have improved the lives of millions of people, including my own. Now, we all get the chance to savor more of his profound wisdom in How to Sell Your Way Through Life. It is a collection of simple truths that will forever change the way you see yourself." --Bill Bartmann, Billionaire Business Coach and Bestselling Author of Bailout Riches (www.billbartman.com)Napoleon Hill, author of the mega-bestseller Think and Grow Rich, pioneered the idea that successful individuals share certain qualities, and that examining and emulating these qualities can guide you to extraordinary achievements.Written in the depths of the Great Depression, How to Sell Your Way Through Life explores a crucial component of Achievement: your ability to make the sale. Ringing eerily true in today's uncertain times, Hill's work takes a practical look at how, regardless of our occupation, we must all be salespeople at key points in our lives. Hill breaks down concrete instances of how the Master Salesman seizes advantages and opportunities, giving you tools you can use to effectively sell yourself and your ideas. Featuring a new Foreword from leadership legend Ken Blanchard, this book is a classic that gives you one beautifully simple principle and the proven tools to make it work for you.

    In a practice Hilton pioneered in the first edition, each chapter is written around a realistic business or focus company that guides the reader through the topics of that chapter. Known for balanced examples of Service, Retail, Nonprofit and Manufacturing companies, Hilton offers a clear, engaging writing style that has been praised by instructors and students alike. As in previous editions, there is significant coverage of contemporary topics such as activity-based costing, target costing, the value chain, customer profitability analysis, and throughput costing while also including traditional topics such as job-order costing, budgeting and performance evaluation.

    Think a win-win solution is the best way to make the deal? Think again.For years now, win-win has been the paradigm for business negotiation. But today, win-win is just the seductive mantra used by the toughest negotiators to get the other side to compromise unnecessarily, early, and often. Win-win negotiations play to your emotions and take advantage of your instinct and desire to make the deal. Start with No introduces a system of decision-based negotiation that teaches you how to understand and control these emotions. It teaches you how to ignore the siren call of the final result, which you can't really control, and how to focus instead on the activities and behavior that you can and must control in order to successfully negotiate with the pros.The best negotiators: * aren't interested in "yes"--they prefer "no" * never, ever rush to close, but always let the other side feel comfortable and secure * are never needy; they take advantage of the other party's neediness * create a "blank slate" to ensure they ask questions and listen to the answers, to make sure they have no assumptions and expectations * always have a mission and purpose that guides their decisions * don't send so much as an e-mail without an agenda for what they want to accomplish * know the four "budgets" for themselves and for the other side: time, energy, money, and emotion * never waste time with people who don't really make the decisionStart with No is full of dozens of business as well as personal stories illustrating each point of the system. It will change your life as a negotiator. If you put to good use the principles and practices revealed here, you will become an immeasurably better negotiator.

     Still struggling through the financial crisis that began in 2008, consumers aren't buying traditional sales approaches anymore. So how do salespeople, corporate communicators, managers, and marketers sell their ideas, products, and services to a generation of customers who are more skeptical and less influenced by conventional marketing than ever before? Based on groundbreaking consumer research conducted with thousands of individuals, this step-by-step guide will help readers understand their audience and how to communicate effectively with them. Topics include: ? The mechanics and mindset of communicating with trust and credibility ? Choosing the right words: being positive, using plain English, being plausible, and personalizing a message ? Structuring a message: putting benefits before features, context before specifics, engagement before discussion, and customers' interests before the company's ? Case studies from personal finance, consumer products, public utilities, and other areas

    The modern international system, a background history of how it evolved in its present form, as well as transformations that are shaping the 21st century are presented in a straightforward, accessible discussion, without undermining the complexity of world political issues. The text lives up to its reputation of including the latest events and developments of the world stage. Rourke discusses political theory, including contemporary approaches such as constructivism and postmodernism, in the opening chapter. He brings theoretical concepts to life with illustrative examples taken from major current world events, so students see how theory plays out in the real world.The text covers major issues of the twenty-first century, such as the structure of the modern state in the international system, globalization and the political economy, global security, the rise of intergovernmental and nongovernmental organizations, human rights, and the environment. These topics linked through the chapters in the text give students a grasp of the underlying patterns in world politics, so that they can interpret events they see on the evening news or on the Internet. As in previous editions, the text shows students how politics affects our everyday lives and emphasizes the importance of being politically aware, making informed decisions, and taking responsible action.

    "Real time" means news breaks over minutes, not days. It means companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it. In this eye-opening follow-up to The New Rules of Marketing and PR, a BusinessWeek bestseller, David Meerman Scott reveals the proven, practical steps to take your business into the real-time era.Find out how to act and react flexibly as events occur, position your brand in the always-on world of the Web, and avoid embarrassing mistakes and missteps. Real-Time Marketing and PR will also enable you to:Develop a business culture that encourages speed over sloth Read buying signals as people interact with your online information Crowdsource product development, naming, and even marketing materials such as online videos Engage reporters to shape stories as they are being written Command premium prices by delivering products at speed Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to adjust, you can seize the initiative, open new channels, and grow your brand. Master Real-Time Marketing and PR today and become the first to act, the first to respond, and the first to win!

    "The Powell Principles " outlines the decision-making habits, success strategies, and leadership philosophies of Secretary of State Colin Powell, and provides fascinating examples of how Powell has used them to overcome numerous obstacles in his climb to the top. Filled with insights that are refreshingly honest, this concise, powerful book reveals how you can dramatically improve your leadership skills and achieve unmatched levels of professional success, while inspiring others to extraordinary performance.