Классический маркетинг - ТОП 50 лучших книг

This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. For top management and CFOs the book explains how marketing generates shareholder value. It shows how top management should evaluate strategies and stimulate more effective and relevant marketing in their companies. The original essence of the first edition has been maintained but obvious areas have been updated and revised, as well as, new areas such as technology have been addressed. The second edition of this book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee. The highly prestigious panels of contributors include: Jean-Claude Larréché – INSEAD Veronica Wong – Aston Business Sc…

The practical, expert guide to reaching the new consumer Customer-Centric Marketing is a comprehensive game plan on succeeding in the new marketing landscape by focusing on the customer. Written by one of Canada's top communications pioneers, this book examines the complex forces influencing the rise of empowered and demanding customers and outlines a framework that helps marketers exploit these forces to engage them. You'll find actionable advice to help you pull together these seemingly independent elements to create a customer-centric business model that is ideally positioned to take on the dynamic requirements of today's marketing environment, and learn the strategic rules that CMOs can use to model their organizations to win. Valuable insights on customer experience, innovation, content, social media, and operating strategies will help you formulate a workable plan, and when combined with the practical guidance and expert advice, enable you to put your plan into action today. The new purchasing journ…

Get on board the next massive marketing revolution AI for Marketing and Product Innovation offers creatives and marketing professionals a non-tech guide to artificial intelligence (AI) and machine learning (ML)—twin technologies that stand poised to revolutionize the way we sell. The future is here, and we are in the thick of it; AI and ML are already in our lives every day, whether we know it or not. The technology continues to evolve and grow, but the capabilities that make these tools world-changing for marketers are already here—whether we use them or not. This book helps you lean into the curve and take advantage of AI’s unparalleled and rapidly expanding power. More than a simple primer on the technology, this book goes beyond the “what” to show you the “how”: How do we use AI and ML in ways that speak to the human spirit? How to we translate cold technological innovation into creative tools that forge deep human connections? Written by a team of experts at the intersection of neuroscience, technolo…

Using the attributes from real managers and directors who have built successful brands, this book offers a practical program of «workouts» that analyze the fundamental reasons behind the success of brands across a range of business areas. It will help brand managers ensure the healthy life of their brands by focusing on the attitudes, behaviors, and techniques that make sustained brand growth happen.

Наш эксперт Святослав Бирюлин – преподаватель Русской Школы Управления, бизнес-консультант, эксперт по стратегическому планированию – поделится своим мнением о том, кому стоит прочитать эту книгу. «Это очень интересная и концептуальная книга. Она точно пригодится руководителям и предпринимателям, которые заняты проблемой развития собственного бизнеса и поиском новых идей. В ней автор говорит о том, что новый продукт, который может победить продукцию конкурентов, можно выпустить, только изучив их слабые места. А исследование рынка на самом деле играет в этом вопросе не такую важную роль, как принято считать». Эта книга – главный учебник по маркетингу для специалистов по всему миру. Легкая, информативная, необычайно практичная книга. Она уже стала настольным пособием для сотен тысяч профессионалов. В развитых странах сегодня невозможно найти специалиста по маркетингу, руководителя компании или менеджера, который не был бы с ней знаком. В книге описано множество кейсов, позволяющих понять, как нужно действов…

A Customer Experience Roadmap to Transform Your Business and Culture Chief Customer Officer 2.0 will give you a proven framework that has launched and advanced the customer experience transformation in businesses in every vertical around the world. And it will take years off your learning curve. Written by Jeanne Bliss, worldwide authority on customer experience, and preeminent thought leader on the role of the Customer Leadership Executive (such as Chief Customer Officer, Vice President of Customer Experience, etc.) this book follows the five-competency model she uses to coach the C-Suite and Chief Customer Officers. 1. Manage and Honor Customers as Assets 2. Align Around Experience 3. Build a Customer Listening Path 4. Proactive Experience Reliability and Innovation 5. One Company Accountability, Leadership & Decision Making Chief Customer Officer 2.0 will get you into action quickly with a united leadership team, and will shift your business intent to earning the right to growth by improving customers’…

The Growth Drivers is a practical guide to building marketing capabilities. It explains why it is critical that organizations invest in the capabilities needed to excel at customer-centric marketing to drive growth. The authors explain what world-class marketing means in practice and reveal the power of strategic marketing as a dynamic propeller of growth. Each chapter includes a summary, a separate in-depth case study, a range of illustrative real-life examples and some practical tools based on the work of leading practitioners in this pioneering field, as well as relevant diagrams and pictures.

Most firms consider the lost customer a lost cause. But in this ground breaking book, Jill Griffin and Michael Lowenstein provide you with step-by-step solutions for winning back lost customers, saving customers on the brink of defection, and making your firm defection proof. Whether your business is small or large, product- or service-based, retail or wholesale, this book offers proven strategies for recognizing which lost customers have the highest win-back value and implementing a sure-fire plan to recover them. It includes the techniques of hundreds of innovative companies who are already working to recapture lost customers and keep them loyal. In today's hyper-competitive marketplace, no customer retention program can be entirely foolproof, but with this guide gives you today's best methods for winning back those customers you simply can't afford to let go.

A unique expose of the Cadbury story, providing an unprecedented insight into the makings of an iconic brand. Cadbury's Puple Reign for the first time tells the in-depth story and definitive history of the Cadbury brand, and how it came to be the world's pre-eminent chocolate brand. It presents a no holds barred account of the rollercoaster ride the organization has experienced that has, ultimately, led to its success. It is a story of endurance, where, in the UK, Cadbury is a clear market leader. This fascinating journey that has been the history of Cadbury makes it an ideal example with which to illuminate the story of consumerism. The company was established even before there were a mass of consumers to sell to, and was at the forefront of many of the developments which facilitated the rise of mass markets: Putting product quality at the heart of the brand. Harnessing the miracles of the Industrial and Transportation Revolutions to drive explosive growth Industry consolidation via mergers and acquisiti…

Turn data into revenue in the B2B marketing sphere The Revenue Acceleration Rules is a unique guide in the business-to-business space, providing a clear framework for more effective marketing in an accounts-based environment. Written by a veteran in the predictive marketing sphere, this book explains how strategies typically used on the consumer end can be tailored to drive revenue in B2B sales. Industry experts offer advice and best practices, using real-world examples to illustrate the power of analytics and on-the-ground implementation of predictive ABM initiatives. Covering the complete spectrum from «why?» to «how?», this book provides an invaluable resource for B2B marketers seeking a step forward in the rapidly-evolving marketplace. Business-to-business sales makes up roughly 45 percent of the economy, and the power of predictive marketing has been proven time and again in the consumer sphere. This guide is the only resource to merge these two critical forces and provide clear guidance for the B2B …

Because of the Internet and globalization, the fast moving consumer goods market has been turned on its head and made more competitive than ever. This book synthesizes emerging marketing thinking in the consumer domain with practical advice on how to profit from changes. It illustrates the key issues facing the fast moving consumer goods industry and provides an analysis of cutting-edge management research and academic insight.

Develop and implement an effective content strategy tailored to your business’s needs Inbound Content is a step-by-step manual for attracting the right people, turning them into leads, and closing them into customers. Today, everyone knows that content is king. It’s how we engage, how we inform, and how we pass the time; content is everywhere, and if you’re not leveraging its power to promote your business, you’ve already been left behind. Having a website and social media is not enough; if you truly want to take advantage of unprecedented levels of connectedness, you have to create content that draws customers in. It’s not about blindly expanding reach, it’s about reaching out to the right audience. Today’s marketplace is no longer about chasing the sale—with the right approach to content, your customers will come to you. Your content must be valuable, relevant, and consistent—but how should it be implemented at the actual content-creation level? This book shows you how to develop a unified strategy, cre…

В этой книге мы коснемся разных тем связанных с продажами преимущественно в сегменте B2B, но так же коснемся и B2C. Разберем ключевые аспекты таких тем как; скрипты, звонки, встречи, правильная квалификация клиента, важные потребности клиентов, как реально продать если у конкурента дешевле, дебиторка и т.д. и самое главное общения с клиентами на любых уровнях.

Practical guidance on how to empower people to do their best. Filled with stories by and fascinating interviews with human capital innovators, Making a Difference Through People provides practical guidance on how to empower people to deliver their best performance by employing their guiding principles. Offering relevant strategies and tactics, each interview is preceded by an introduction that provides a biographical recap and a brief discussion of each innovator. Mercer is the global leader for trusted HR and related financial advice, products and services. They work with clients at enhancing the financial and retirement security, health, productivity and employment relationships of the global workforce. M. Michele Burns is Chairman and Chief Executive Officer of Mercer Prior to being named Chairman and CEO of Mercer, Ms. Burns held the position of Chief Financial Officer for MMC.

A top social media guru shares the secrets to expanding your business through relationships People have always done business with people they know, like, and trust. That's the essence of «relationship marketing.» Today, the popularity of online social networking has caused a paradigm shift in relationship marketing. This book helps businesspeople and marketers master this crucial new skill set. Social marketing expert Mari Smith outlines a step-by-step plan for building a sizable, loyal network comprised of quality relationships that garner leads, publicity, sales,, and more. If you're a businessman or businesswoman feeling the pressure to shift your approach to using social media marketing, to better understand the new soft skills required for success on the social web, and to improve your own leadership and relationship skills through emotional and social intelligence, this book is for you. Outlines how to become a significant «center of influence» for your customers and prospects Explains the unspoken …

Grow revenue by leveraging behavioral marketing during your next campaign Behavioral Marketing guides you in using relatively new marketing tactics to grow revenue and create process efficiencies. An incredibly valuable text, this book defines the key principles of behavioral marketing—including customer journey mapping, channel-level planning, data capture and hygiene, campaign creation, delivery best practices, and measurement/optimization—and shows you how to fix highly inefficient processes while implementing your next marketing initiative. Within the pages of this resource are the secrets to improving processes and becoming more 'revenue predictable'—things that benefit businesses in virtually any industry. Additionally, this book provides you with case studies that spotlight the successes and challenges experienced by other marketing pros, and offer up key lessons to assist you in sharing their triumphs and avoiding their pitfalls. Behavioral marketing, a term first coined in 2008, has become increa…

Understand the next level of marketing The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, such as S. C. Johnson Kotler is one of the most highly recognized marketing gurus, famous for his «4 P's of Marketing» In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the n…

The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportuni…

A revolutionary marketing strategy proven to drive sales and growth They Ask You Answer is a straightforward guide to fixing your current marketing strategy. Regardless of your budget, you are almost certainly overspending on television, radio, and print ads, yet neglecting the number-one resource you have at your disposal: the Internet. Content marketing is no longer about keyword-stuffing and link-building; in fact, using those tactics today gets your page shuffled to the bottom of the heap. Quality content is the key to success, and you already have the ingredients in-house. This book shows you how to structure an effective content strategy using the same proven principles that have revolutionized marketing for all types of businesses, across industries. Author Marcus Sheridan's pool company struggled after the housing collapse; today, they're one of the largest pool installers in the U.S., turning away millions of dollars in business they simply cannot accommodate every year. How did he manage it? He …

The Art and Science of Interpreting Market Research Evidence offers a complete account of the way today's researchers interpret evidence and apply it to decision making. David Smith and Jonathan Fletcher show how to assess your current deciphering processes, and present an innovative framework integrating quantitative and qualitative approaches for analysing complex data-sets. With its holistic approach to interpretation and its 10-step process for making it work in practice, this book will equip you with a deep understanding of data analysis and ultimately improve your judgment to produce better business decisions. «This is modern commercial research, where the mind of the researcher is finally acknowledged as admissible data. Prior knowledge, pragmatism, experience are all robust grist to the 'holistic' research mill. A must-read for anyone getting to grips with 21st century market research.» Virginia Valentine, Semiotic Solutions

"Маркетинг с нуля: Руководство для начинающих" — ваш идеальный спутник в захватывающем мире маркетинга! Эта книга станет надежным помощником для всех, кто только начинает свой путь в изучении ключевых принципов и стратегий продвижения продукта или услуги. Погружаясь в главы от введения до заключения, вы получите ясное представление о роли маркетинга в бизнесе и научитесь определять свою целевую аудиторию, разрабатывать уникальные торговые предложения и строить эффективные маркетинговые планы. Осваивайте современные инструменты, будь то SEO, социальные сети или аналитика, а также традиционные методы — от печатной рекламы до мероприятий и выставок. Особое внимание уделено этическим аспектам маркетинга, прозрачности и отношениям с клиентами. Простые советы и ценные рекомендации помогут начинающим маркетологам уверенно идти вперед. Ваш успех начинается здесь, с понимания основ и инновационных подходов к маркетингу будущего!

Logos and No Gos ought to be mandatory reference material for all managers of branded products and services. It is a concise, easy read, jammed with crucial information on how to survive and thrive in the I.P. Jungle. It shows how to add brand value and how to guard that value with your life. When Kangol moved out of manufacturing and distribution into brand licensing it took us a while to realise that brand value lies as much in the quality and protection of the I.P. portfolio as it does in the image and trading performance. With Logos and No Gos on your desk there can be no excuse for sloppy I.P. management. —David M. Heys, C.E.O., Kangol Holdings Ltd «Geoff Steward is a highly experienced practitioner in the field of Intellectual Property and Trade Marks in particular. Logos and No Gos embodies his wide experience and is a very readable guide to what is otherwise a tortuous and, often, near impenetrable legal mine-field for the unwary brand owner and brand developer. Anyone thinking of launching any fo…

UnBranding breaks through the noise of disruption. We live in a transformative time. The digital age has given us unlimited access to information and affected all our traditional business relationships – from how we hire and manage, to how we communicate with our current and would-be customers. Innovation continues to create opportunities for emerging products and services we never thought possible. With all the excitement of our time, comes confusion and fear for many businesses. Change can be daunting, and never have we lived in a time where change came so quickly. This is the age of disruption – it's fast-paced, far-reaching and is forever changing how we operate, create, connect, and market. It's easy to see why brand heads are spinning. Businesses are suffering from 'the next big thing' and we're here to help you find the cure. UnBranding is about focus – it's about seeing that within these new strategies, technologies and frameworks fighting for our attention, lay the tried and true tenants of good …

UnBranding breaks through the noise of disruption. We live in a transformative time. The digital age has given us unlimited access to information and affected all our traditional business relationships – from how we hire and manage, to how we communicate with our current and would-be customers. Innovation continues to create opportunities for emerging products and services we never thought possible. With all the excitement of our time, comes confusion and fear for many businesses. Change can be daunting, and never have we lived in a time where change came so quickly. This is the age of disruption – it's fast-paced, far-reaching and is forever changing how we operate, create, connect, and market. It's easy to see why brand heads are spinning. Businesses are suffering from 'the next big thing' and we're here to help you find the cure. UnBranding is about focus – it's about seeing that within these new strategies, technologies and frameworks fighting for our attention, lay the tried and true tenants of good …

Перед вами — первый российский учебник по дисциплине «Маркетинг-менеджмент». В нем раскрываются основы маркетинга в XXI в., клиентоориентированность, брендинг и другие темы, знание которых будет полезно как студентам, так и практикующим менеджерам и маркетологам. Вы познакомитесь с особенностями интернет-маркетинга, отношений со стейкхолдерами и создания идей для новых продуктов и услуг.

—Reed Holden, founder, Holden Advisors Corp., www.holdenadvisors.com coauthor, The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making, Third Edition «With Pricing on Purpose, Ron Baker had made an enormous contribution to the better understanding of pricing that will be accessible to anyone who wants to learn. People are intrigued by instances of what they see as idiosyncratic pricing. Sometimes it is idiosyncratic, but oft-times it is fiendishly clever and well researched. So is this book. There are examples that at first sight seem to have nothing to do with the subject at hand, but the learning points are all made and explained in any number of interesting and memorable ways. Pricing on Purpose is a welcome and valuable addition to the learning on pricing and I recommend it to professional pricers, marketers, and anyone interested in capturing the value their business creates.» —Eric G. Mitchell, President, Professional Pricing Society, www.pricingsociety.com «Ron Baker is what I'd …

Учебник раскрывает комплекс экономических проблем формирующегося в России рынка туристских услуг. Основное внимание уделяется специфике маркетинга туристских услуг. Обобщается опыт маркетинговой деятельности в туризме развитых стран. Рассматриваются вопросы ценообразования, рекламы, страхования. Для студентов высших и средних специальных учебных заведений, руководителей и специалистов туристских фирм, слушателей системы повышения квалификации.

Брендинг — это эффективный инструмент для развития экономики шестого технологического уклада на предприятии, в отрасли, в регионе, обеспечивающий укрепление конкурентоспособности и технологического суверенитета России, а также точка сборки для наращивания современных мультидисциплинарных профессиональных компетенций. Курс «Брендинг» соответствует актуальным требованиям федерального государственного образовательного стандарта среднего профессионального образования и профессиональным требованиям, а также последним изменениям федерального законодательства и международных стандартов. Издание имеет междисциплинарный характер и предназначено для студентов, обучающихся по направлениям «Менеджмент», «Реклама и связи с общественностью», «Финансы и кредит», «Юриспруденция», «Дизайн». Курс может быть полезен преподавателям и практическим работникам, занимающимся менеджментом, маркетингом, нематериальными активами, оценкой бизнеса, интеллектуальной собственностью, рекламой, связями с общественностью, айдентикой.

Develop and harness a powerful, sustainable word-of-mouth movement How did the 360-year-old scissor company, Fiskars, double its profit in key markets just by realizing its customers had already formed a community of avid scrapbookers? How is Best Buy planning to dominate the musical instruments market? By understanding the Brains on Fire model of tapping movements and stepping away from the old-school marketing «campaign» mentality. Brains on Fire offers original, practical and actionable steps for creating a word-of-mouth movement for corporations, products, services, and organizations. It takes you step-by-step through the necessary actions needed to start your own authentic movement. Develop and harness a powerful, sustainable, word-of-mouth movement Describes 10 lessons to master and create a powerful, sustainable movement The Brains on Fire blog is often ranked in the top 100 of AdAge's Power 150 Marketing Blogs

The era of online video has arrived—now make it work for your business In the last year, the world of online video exploded. Hollywood got into the game, professional actors and writers joined in, and independent producers looked to find their niche. Now, companies are wide awake to the opportunities for product and brand promotion as well as customer engagement. So how do you want to fit into the new online video universe? The must-have guide, Get Seen by Steve Garfield, the «Paul Revere of video blogging,» offers a quick and complete toolkit to get you up to speed on the latest that online video and related media have to offer. Examines success stories of how companies have used online video Presents a series of plans and tools that businesses can follow as they expand onto the social web Provides clear step by step directions on how to record, edit, and export videos, where to post them, how to build a community around their content, and what to do to increase views by making it go viral If you're read…

Игорь Манн – самый известный маркетер России, спикер, автор множества бизнес-книг, издатель. В данный комплект вошли три основные бестселлера «Номер 1», «Маркетинг без бюджета», «Маркетинг на 100 %».

Smart marketing techniques to get your business noticed. Plan a successful marketing campaign and move your business forward with this fully updated edition of an established bestseller. Packed with practical advice from a team of industry experts, this readable guide features all the latest tools and techniques to help you connect with new customers and retain existing ones. From choosing the right strategy and preparing a marketing plan, to igniting your imagination and producing compelling advertising, you'll be creating a buzz and increasing profits in no time.

С конца XX в. маркетинг взаимоотношений прочно вошел в число самых актуальных тем практического и теоретического развития маркетинга. Проведенный всеобъемлющий анализ взаимоотношений в сфере маркетинга раскрыл влияние взаимоотношений на современные маркетинговые стратегии и практику маркетинга в современной бизнес-среде. В учебнике подробно рассмотрены: взаимоотношения в сфере маркетинга, процессы их формирования, укрепления, категоризации, завоевания и поддержания лояльности; экономические аспекты взаимоотношений (в том числе методы изучения клиентов, оценки их экономической ценности, обеспечение продолжительности взаимоотношений); факторы, определяющие курс и параметры взаимоотношений, технологии поддержания взаимоотношений и управление ими, сущность цикла взаимоотношений, анализируются также особенности построения взаимоотношений с сотрудниками внутри организации (в частности, климат и культура организации, удержание персонала и обеспечение его лояльности, наделение полномочиями и пр.), с поставщиками,…

Aprende a elegir el nicho correcto. Dirigirse al nicho correcto del mercado es esencial para tu éxito. No corras el riesgo de elegir mal. No pierdas tiempo y dinero. Aprende a elegir el producto de nicho correcto o mercado de nicho para tus servicios.

Брендинг — это эффективный инструмент для развития экономики шестого технологического уклада на предприятии, в отрасли, в регионе, обеспечивающий укрепление конкурентоспособности и технологического суверенитета России, а также точка сборки для наращивания современных мультидисциплинарных профессиональных компетенций. Курс «Брендинг» соответствует актуальным требованиям федеральных государственных образовательных стандартов высшего образования и профессиональных стандартов, а также последним изменениям федерального законодательства и международных стандартов. Издание имеет междисциплинарный характер и предназначено для студентов, обучающихся по направлениям «Менеджмент», «Экономика», «Финансы и кредит», «Реклама и связи с общественностью», «Юриспруденция», «Дизайн». Курс может быть полезен аспирантам, преподавателям и практическим работникам, занимающимся менеджментом, маркетингом, нематериальными активами, оценкой бизнеса, интеллектуальной собственностью, рекламой, связями с общественностью, айдентикой.

Учебник состоит из четырех модулей: теоретические и социально-экономические основы маркетинга; маркетинговые исследования и сегментация рынка; комплекс маркетинга и обеспечение конкурентоспособности товара; маркетинговые стратегии, планирование маркетинга и международный маркетинг. К каждому модулю даны контрольные вопросы, задания и тесты для текущего контроля знаний студентов. Для студентов бакалавриата, преподавателей, специалистов в области экономики управления, а также широкого круга читателей.

Understand the next level of marketing The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, such as S. C. Johnson Kotler is one of the most highly recognized marketing gurus, famous for his «4 P's of Marketing» In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the n…

No passion, no conversation. No conversation, no word of mouth. No word of mouth, no successful business. If you think you are in the marketing business, think again. You’re in the people business, and The Passion Conversation teaches you how to get people to fall passionately and madly in love with your organization or cause. The author’s mash-up of the latest in wonky academic research with practical, real-world stories shows how any business can spark and sustain word of mouth marketing. Readers learn how loving your customers results in not just building a thriving community, but also driving meaningful conversations, ultimately impacting the financial success of a business. The Passion Conversation will change your perspective on marketing by: Explaining the three motivations for people to talk about businesses and causes Detailing how every marketing problem is a people problem in disguise Giving heartfelt evidence that marketing materials are now conversation tools Showing how customer communities …

С помощью инструментов маркетинга из этой книги автор вывел свою косметологическую клинику на доход $1 500 000 в год.Вы можете перенять опыт — и избежать множества ошибок. Взять то, что действительно работает.Если эффективность вашей рекламы стремится к нулю, новых клиентов мало, эта книга станет для вас палочкой-выручалочкой.Из нее вы узнаете:• 3 кита успеха вашей маркетинговой стратегии• как получать "клиентов на всю жизнь"• старый-добрый ПМ (и это не про пистолет Макарова)• маркетинговый секрет капитана Врунгеля и 9 методов его использования от Александра Бедрина• 5 способов составить убойное УТП косметолога• топовые формулы рекламы, которые привлекают клиентов даже без навыков копирайтинга• модели поиска клиентов чужими руками• как создать автоматическую прогнозируемую систему привлечения клиентов 24/7• и другие практические инструменты, применив которые вы навсегда забудете о нехватке клиентовЧитайте, внедряйте и наблюдайте, как ваша прибыль растет от месяца к месяцу!

Эта книга адресована маркетологам, работающим в офтальмологических, стоматологических, гинекологических и других клиниках, а также в многопрофильных медицинских центрах. Автор делится ключевыми выводами из своего 15-летнего опыта работы в найме и дает практические рекомендации по настройке бизнес-процессов, работе с пациентами и точками роста. Она разбирает основные принципы развития клиники, привлечения пациентов и увеличения выручки, доступные отделу маркетинга, и дает понятные инструменты анализа деятельности. В формате PDF A4 сохранен издательский макет книги.

В этой книге мы коснемся разных тем связанных с продажами преимущественно в сегменте B2B, но так же коснемся и B2C. Разберем ключевые аспекты таких тем как; скрипты, звонки, встречи, правильная квалификация клиента, важные потребности клиентов, как реально продать если у конкурента дешевле, дебиторка и т.д. и самое главное общения с клиентами на любых уровнях.

В учебнике раскрыты технологии исследований, управления и развития компании с точки зрения маркетинга. Рассмотрены современные концепции маркетинга как основы существования компании на рынке, освещены методы маркетингового управления, обозначены особенности маркетинга по видам рынков, представлены особенности маркетинга территорий, а также система методов сбора маркетинговой информации и ее анализа в соответствии с задачами маркетингового управления. Теоретические вопросы маркетинга в данном учебнике рассмотрены с точки зрения их применения на практике, подкреплены иллюстративными примерами и кейсами из практики российских и зарубежных предприятий и организаций.

Develop the skills and capabilities quickly becoming essential in the new marketing paradigm The Rise of the Platform Marketer helps you leverage the «always-on» consumer to deliver more personalized engagements across media, channels, and devices. By managing these interactions at scale throughout the customer lifecycle, you can optimize the value of your customers and segments through strategic use of Connected CRM (cCRM). This book shows you how to take advantage of the massive growth and proliferation of social and other digital media, with clear strategy for developing the new capabilities, tools, metrics, and processes essential in the age of platform marketing. Coverage includes identity management, audience management, consumer privacy and compliance, media and channel optimization, measurement and attribution, experience design, and integrated technology, plus a discussion on how the company as a whole must evolve to keep pace with marketing's increasingly rapid evolution and capabilities. The ex…

The world has changed. Everyone keeps reminding marketers and advertisers about the never ending and accelerating forces of technology disruption, consumer changes, and innovation evolution in the marketing world today. Sounds exciting except for the fact that we’re doing absolutely nothing about it. Zero. Simply put, under current operating conditions, the advertising industry will not be able to sustain itself and without taking action, is likely to result in severe to catastrophic outcomes- from financial underperformance to job loss to even a collapse of the current media ecosystem. The solution? The Marketing Model can be fixed by slashing your ad budget, and investing in the Z.E.R.O. framework: Zealots Entrepreneurship Retention Owned Assets

Как заинтересовать потребителя своим брендом? Если вы озадачены данным вопросом и хотите развития — эта книга создана для вас. Скажу сразу, после изучения нескольких страниц приготовьтесь действовать... Достичь желаемого проще, чем кажется. Меня зовут Александра Фалина и я пиарщик. Более 15 лет я продвигаю различные бренды в массы под именем PR CODE Communication Company. У меня богатый опыт работы в абсолютно разных сферах и направлениях: мода, красота, HoReCa, медицина, девелопмент, ивент, спорт и продвижение личных брендов. В мои кейсы попадали как неизвестные люди, так и корпорации-гиганты. И сегодня, собрав весь свой опыт, основанный на взлетах и падениях, я готова поделиться самыми мощными инструментами для развития вашего собственного бизнеса и личного бренда. Ведь до того, как сделать знаменитым и востребованным себя, вам нужно пройти всего 4 шага

The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences. Experiential marketing, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity, has become the fastest-growing form of marketing in the world as the very companies that built their brands on the old Madison Avenue approach—including Coca-Cola, Nike, Microsoft, American Express and others—open the next chapter of marketing. . . as experiential brands. Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, global experiential marketing exp…

A new marketing paradigm focuses on the concentrated economic power of 600 global cities. City-Centered Marketing: Why Local is the Future of Global Business is a compelling practical analysis of a new direction of marketing within the context of intensifying urbanization and the shift of global economy from West to East. Philip Kotler, one of the world's foremost marketing experts, and his brother Milton, an international marketing strategist, explain why the future of marketing must focus on top global cities and their metro regions, and not squandered resources on small cities. Marketing is city-centered activity. 600 global cities will contribute 65 percent of the global GDP of $67 trillion by 2025. The top 100 cities will contribute 25 percent of GDP, and 440 of these top 600 cities will be in the developing world. Top cities have to improve their marketing prowess in compete for the right companies and settling on the best terms. By 2025, the vast majority of consuming and middle-income households w…

Практикум предназначен для выработки умений и овладения навыками успешного использования маркетинговых инструментов для решения задач повышения конкурентоспособности организаций, территорий, административных образований, в рамках курсов: «Маркетинг», учебные планы направлений 38.03.02 «Менеджмент», 38.03.01 «Экономика»; «Маркетинг территорий», учебные планы направления 38.03.04 «Государственное и муниципальное управление». Включает задания для совершенствования организации маркетинговой деятельности в условиях рыночных отношений, деловые тренинги, тесты. Рассчитан на преподавателей, может быть полезен обучающимся по программам бакалавриата.

В книге показано, как города и страны, используя маркетинговые технологии, добиваются успеха в привлечении туристов, инвесторов и новых жителей. Представлены и проанализированы обширные материалы – прежде всего кейсы брендинговых и коммуникационных программ ряда зарубежных и российских городов – Санкт-Петербурга, Нью-Йорка, Стокгольма, Хельсинки, Копенгагена и других туристических центров. Издание рассчитано на привлечение внимания к проблеме маркетинга территорий сотрудников органов государственной и муниципальной власти, туристических компаний, а также ориентировано на студентов бакалавриата и магистратуры, обучающихся по образовательным программам «Государственное и муниципальное управление», «Реклама и связи с общественностью», «Туризм», «Маркетинг». Книга будет интересна самому широкому кругу читателей, которые только начинают знакомиться с теорией и практикой маркетинга территорий, увлечены вопросами рекламы, географии и современной социологии. В формате PDF A4 сохранен издательский макет.

Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that …