Businesses across the world are having to face up to how they remain relevant in the choppy waters of the digital ocean. In an era where a YouTube star gets more daily impressions than Nike, Coca-Cola and Walmart combined, traditional marketing as we know it is dead. The End of Marketing revolutionizes the way brands, agencies and marketers should approach marketing. From how Donald Trump won the American presidency using social media and why Kim Kardashian is one of the world's biggest online brands, through to the impact of bots and automation, this book will teach you about new features and emerging platforms that will engage customers and employees. Discover bold content ideas, hear from some of the world's largest brands and content creators and find out how to build smarter paid-strategies, guaranteed to help you dominate your markets. The End of Marketing explains that no matter how easy it is to reach potential customers, the key relationship between brand and consumer still needs the human touch. Learn how to put 'social' back into social media and claim brand relevancy in a world where algorithms dominate, organic reach is dwindling and consumers don't want to be sold to, they want to be engaged.

    Wonderfully applicable to everything in life, and funny as hell.’ Nassim Nicholas TalebTo be brilliant, you have to be irrationalWhy 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?We think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on evidence.But we aren’t, and we don’t.In many crucial areas of our lives, reason plays a vanishingly small part. Instead we are driven by unconscious desires, which is why placebos are so powerful. We are drawn to the beautiful, the extravagant and the absurd – from lavish wedding invitations to tiny bottles of the latest fragrance. So if you want to influence people’s choices you have to bypass reason. The best ideas don’t make rational sense: they make you feel more than they make you think.Rory Sutherland is the Ogilvy advertising legend whose TED Talks have been viewed nearly 7 million times. 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. The big problems we face every day, whether as an individual or in society, could very well be solved by letting go of logic and embracing the irrational.

    Now in its Eighth Edition, Public Relations: Strategies & Tactics combines numerous current real-life case studies with fundamental concepts of the field, helping students relate theory to the actual practice of public relations. Grounded in scholarship, the main text and features are all built on references to landmark studies and situations in today's headlines. In this age of corporate and political scandals, terrorism and national health issues, a new chapter, Conflict Management: Dealing with Issues, Risks and Crises, lays the groundwork for understanding and coping with various crises. Written in a disarming and accessible style, this edition also focuses technology in every application, and it leads readers to think about other creative ways to use new media. This edition continues to be the most definitive, comprehensive introductory text in the market, written by two leading public relations educators

    The 16 project-based lessons show readers step-by-step the key techniques for working with InDesign CS6. Readers learn what they need to know to create engaging page layouts using InDesign CS6. This completely revised CS6 edition covers the new tools for adding PDF form fields, linking content, and creating alternative layouts for digital publishing. The companion CD includes all the lesson files that readers need to work along with the book. This thorough, self-paced guide to Adobe InDesign CS6 is ideal for beginning users who want to master the key features of this program. Readers who already have some experience with InDesign can improve their skills and learn InDesign's newest features. "The Classroom in a Book series is by far the best training material on the market. Everything you need to master the software is included: clear explanations of each lesson, step-by-step instructions, and the project files for the students." -Barbara Binder, Adobe Certified Instructor, Rocky Mountain Training Classroom in a Book(R), the best-selling series of hands-on software training workbooks, helps you learn the features of Adobe software quickly and easily. Classroom in a Book offers what no other book or training program does-an official training series from Adobe Systems Incorporated, developed with the support of Adobe product experts. All of Peachpit's eBooks contain the same content as the print edition. You will find a link in the last few pages of your eBook that directs you to the media files.Helpful tips:If you are able to search the book, search for "Where are the lesson files?"Go to the very last page of the book and scroll backwards.You will need a web-enabled device or computer in order to access the media files that accompany this ebook. Entering the URL supplied into a computer with web access will allow you to get to the files.Depending on your device, it is possible that your display settings will cut off part of the URL. To make sure this is not the case, try reducing your font size and turning your device to a landscape view. This should cause the full URL to appear.

    In this revised edition of "I Can See You Naked" - a delightful guide to presentations of all kinds - Ron Hoff begins by dismissing the technique. "Never talk to a naked audience," is his advice. It's too distracting. "I Can See You Naked" is the first book on making presentations that doesn't read like a textbook. The first book to sound like a presentation, look like a presentation, and "play" like a presentation. It is, in fact, a funny, irreverent, entertaining, and highly effective presentation on presentations. And it is a publishing success story - the first edition went back to press seven times and sold well over 100,000 copies. It has been a selection of sixteen book clubs. After four years of success, "I Can See You Naked" is now even better. This fearless new edition of the national bestseller on making great presentations has been extensively revised by author Ron Hoff, making it 25 percent larger than the first edition. It features 16 emphatic new chapters, new illustrations by Barrie Maguire, new photographs, new sidebars and panels, new nuggets to treasure, and scores of ideas ready for use in your next presentation. Why a revised edition? Because a lot has happened to presentations in four years. New to this edition are dynamic new chapters including "The Deadly Game" - how to win competitive presentations; Stand or sit? What's a presenter to do?; "How do you create excitement if you're not Madonna, Prince, or Zig Ziglar?"; "Great props don't have to be proper"; How to make a speech in a strange hotel; Questions that often float through the minds of audiences; Ten points to pin to the wall before your next one-on-one and a guide to "relationships" - the hot, new word in making presentations. Packed with insightful case studies, and personal anecdotes, "I Can See You Naked" clearly and succinctly addresses a Ann

    Because of that, he is constantly going the extra mile handling the mail – and sometimes watching over the houses – of the people on his route, treating everyone he meets as a friend. Where others might see delivering mail as monotonous drudgery, Fred sees an opportunity to make a difference in the lives of those he serves.We’ve all encountered people like Fred in our lives. In THE FRED FACTOR, Mark Sanborn illuminates the simple steps each of us can take to transform our own lives from the ordinary – into the extraordinary. Sanborn, through stories about Fred and others like him, reveals the four basic principles that will help us bring fresh energy and creativity to our life and work: how to make a real difference everyday, how to become more successful by building strong relationships, how to create real value for others without spending a penny, and how to constantly reinvent yourself. By following these principles, and by learning from and teaching other “Freds,” you, too, can excel in your career and make your life extraodinary. As Mark Sanborn makes clear, each of us has the potential be a Fred.THE FRED FACTOR shows you how.

    Joe is a true go-getter, though sometimes he feels as if the harder and faster he works, the further away his goals seem to be. And so one day, desperate to land a key sale at the end of a bad quarter, he seeks advice from the enigmatic Pindar, a legendary consultant referred to by his many devotees simply as the Chairman. Over the next week, Pindar introduces Joe to a series of “go-givers:” a restaurateur, a CEO, a financial adviser, a real estate broker, and the “Connector,” who brought them all together. Pindar’s friends share with Joe the Five Laws of Stratospheric Success and teach him how to open himself up to the power of giving. Joe learns that changing his focus from getting to giving—putting others’ interests first and continually adding value to their lives—ultimately leads to unexpected returns. Imparted with wit and grace, The Go-Giver is a heartwarming and inspiring tale that brings new relevance to the old proverb “Give and you shall receive.”

    . . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attention--and sell more products. Among the tips revealed are• eight headlines that work--and how to use them• eleven ways to make your copy more readable• fifteen ways to open a sales letter• the nine characteristics of successful print ads• how to build a successful freelance copywriting practice• fifteen techniques to ensure your e-mail marketing message is openedThis thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, The Copywriter's Handbook remains the ultimate guide for people who write or work with copy."I don't know a single copywriter whose work would not be improved by reading this book." --David Ogilvy

    You cannot afford to be apolitical at work if you have any aspirations for advancement. The only way to avoid politics is to avoid people—by finding an out-of-the-way corner where you can do your job. Of course, it’s the same job you’ll likely be doing for the rest of your career.In any job, when you reach a certain level of technical competence, politics is what makes all the difference with regard to success. At that point, it is indeed all politics. Everyday brilliant people take a backseat to their politically adept colleagues by failing to win crucial support for their ideas. Sometimes politics involves going around or bending rules, but more typically it’s about positioning your ideas in a favorable light, and knowing what to say, and how and when to say it.…Keep in mind that people benefit from perpetuating the image of politics as something you either know or you don’t. Ignore them. Political acumen is largely learned from observation. And then it’s a matter of practice, practice, practice. When a journalist suggested that golfing great Gary Player was very lucky, he replied: “It’s funny, but the more I practice, the luckier I get.” The same is true of politics.An indispensable guide to mastering the ins and outs of office politics—the single most important factor in getting ahead in your careerAs management professor and consultant Kathleen Reardon explains in her new book, It's All Politics, talent and hard work alone will not get you to the top. What separates the winners from the losers in corporate life is politics.As Reardon explains, the most talented and accomplished employees often take a backseat to their politically adept coworkers, losing ground in the race to get ahead—sometimes even losing their jobs. Why? Because they’ve failed to manage the important relationships with the people who can best reward their creativity and intelligence. To determine whether you need a crash course in Office Politics 101, ask yourself the following questions:Do I get credit for my ideas?Do I know how to deal with a difficult colleague?Do I get the plum assignments?Do I have a mentor?Do I say no gracefully and pick my battles wisely?Am I in the loop?Reardon has interviewed hundreds of employees, from successful veterans to aspiring hopefuls, examining why some people who work hard and effectively at their jobs fall behind, while those who are adept at “reading the office tea leaves” forge ahead. Being politically savvy doesn’t mean being unethical or devious. At heart, it’s about listening to and relating to others, and making choices that advance everyone’s goals. Like it or not, when it comes to work, it’s all politics. And politics is all about knowing what to say, when to say it, and who to say it to.

     Does talking about your accomplishments feel scary or icky because you're worried people will think you're "obnoxious"?Does it feel more natural to "put your head down and do the work"?Are you tired of watching the loudest people in your industry get disproportionate praise and rewards?If you answered "yes" to any of the above, you might be self-sabotaging. You need to learn to Brag Better. Meredith Fineman has built a career working with "The Qualified Quiet": smart people who struggle to talk about themselves and thus go underestimated or unrecognized. Now, she shares the surefire and anxiety-proof strategies that have helped her clients effectively communicate their achievements and skillsets to others.Bragging Better doesn't require false bravado, talking over people, or pretending to be more qualified than you are. Instead, Fineman advocates finding quiet confidence in your opinions, abilities, and background, and then turning up the volume. In this book, you will learn the career-changing tools she's developed over the past decade that make bragging feel easy, including:- Get remembered by focusing your personal brand and voice on key adjectives (like "effective, subtle, and edgy") - Practice explaining what you do in simple, sticky terms to earn respect and recognition from the public and people at work. - Eliminate words that undermine your work and find better ones--like your bio saying you're "trying" or "attempting" to do something instead that you ARE doing it.If you're ready to begin Bragging Better--to telling the truth about your accomplishments with grace and confidence--this book is for you.

    I wish everyone at Berkshire would follow [Jack Mitchell's] advice--we would own the world." If you want to put your arms around your business and bottom line, you'll want all the updated information and practices found in the landmark business bestseller, Hug Your Customers. The only way to stay in business is to have customers; the only way to increase your profit is to attract more customer visits by providing exceptional customer service. It's that simple says Jack Mitchell. Hug Your Customers shares the hands-on practical philosophy that has allowed Mitchell and his Family of Stores to thrive and excel in today's challenging retail marketplace. Filled with accessible advice, personal case studies and tips any businessperson can use, Hug Your Customers is an energizing blueprint for customer and employee retention, increased per capita spending, and groundbreaking success.

    Everyone knows how to do it, but few of us ever break the four-minute mile. What separates the great runners from the rest? The greats know not only how to hit every stride, but how every muscle fits together in that stride so that no effort is wasted and their goals are achieved. World-class runners know how to run from the inside out. World-class leaders know how to tell a story from the inside out.In The Elements of Persuasion, Maxwell and Dickman teach you how to tell stories too. They show you how storytelling relates to every industry and how anyone can benefit from its power.Maxwell and Dickman use their experiences—both in the entertainment industry and as corporate consultants—to deliver a formula for winning stories. All successful stories have five basic components: the passion with which the story is told, a hero who leads us through the story and allows us to see it through his or her eyes, an antagonist or obstacle that the hero must overcome, a moment of awareness that allows the hero to prevail, and the transformation in the hero and in the world that naturally results.Let's face it: leading is a lot more fun than following. Even if you never want to be a CEO or to change the world, you do want to have control over your own work and your own ideas. Ultimately, that is what the power of storytelling can give you.

    Do not buy this summary & analysis if you are looking for a full copy of this fascinating book, which can be found back on the Amazon search page.Instead, we have already read Orange Is the New Black and pulled out some of the key points, story lines and insights to give you a comprehensive chapter-by-chapter summary & review. In doing so, unfortunately we do not have the space to include all of the many important ideas and anecdotes found in Orange Is the New Black. To get it all, you should first order the full book. Packaged together in an engaging and easily digestible format, this concise summary & analysis works best as an unofficial guide or companion to read alongside the book. ORANGE IS THE NEW BLACK: MY YEAR IN A WOMEN’S PRISON by PIPER KERMAN -- SUMMARY, REVIEW & ANALYSIS As a naive 24-year-old looking for adventure, Piper Kerman got into a romantic relationship with a woman 10 years her senior who was running a heroin smuggling operation. For a short time, being the girlfriend of an older woman who was a drug smuggler seemed exciting and risqué to Piper. Puppy-like, she followed her girlfriend around the world and played the role of the "kept woman" in all sorts of exotic locales: Bali, Belgium, France, and Switzerland. Although Nora didn't ask anything illegal of Piper in the beginning, the day came when Nora asked Piper to carry a suitcase full of cash into Brussels. Piper agreed to help. Several years later, when Piper was living in New York City, working as an art director and dating her future husband Larry, federal agents knocked on her door. In this summary, you will discover:•The prison work system, where inmates are often paid about as much for their labor as people who work in factories in developing nations. •Most of her new neighbors in Prison Dorm B were African-American; spending time with them helped Piper to recognize and overcome some of her more subtle racial prejudices.•Sometimes inmates would flirt with male officers; other times, male officers would give unwelcome and uninvited sexual attention to the women.•Most federal prisoners, both at the time of Piper's incarceration and today, are non-violent drug offenders.•Piper finally admitted fault and revealed a sense of remorse for her actions when she described herself as a party to the drug addictions of some of her incarcerated friends.You will get all this and much more!FROM START-TO-FINISH IN JUST 30 MINUTES!Here's your chapter-by-chapter guide to Piper Kerman's Orange Is the New Black that you can download right now!

    Communicate with impact. Influence with certainty. Listen with sensitivity. Skill With People shows you how! About the Author Les Giblin has conducted more than 1,000 Skill With People seminars for hundreds of companies and associations, including Mobil, General Electric, Johnson & Johnson, Caterpillar, Blyth Eastman Dillon, Retail Jewelers of America, PGA, National Association of Insurance Agents, plus hundreds of sales and marketing clubs and hundreds of top stores. Les Giblin was 1965 National Salesman of the Year. His book Skill With People has sold over 2,000,000 copies, while his other book, How to Have Confidence and Power in Dealing With People, has sold over 700,000 copies. He has authored three bestselling handbooks. Les Giblin's audiovisual programs are widely used. One association enrolled 5,000 people in his Skill With People seminar--another company put 7,000 people through his "Better Selling" program. Les Giblin's track record and his hundreds of thousands of enthusiastic seminar participants and readers attest to his effectiveness as a top teacher of skill with people.

    The renowned communication expert's subtle but effective plan for selling your best asset - yourself - without turning off those you're trying to impress.