UnMarketing

Everything Has Changed and Nothing is Different

Author: Scott Stratten,Alison Kramer,Alison Stratten

Publisher: John Wiley & Sons

ISBN: 1119335000

Category: Business & Economics

Page: 304

View: 3536

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Stop marketing. Start UnMarketing. No one likes cold calls at dinnertime, junk mail overflowing your mailbox, and advertisements that interrupt your favorite shows. If this is "marketing," then the world would probably prefer whatever is the opposite of that. If you're ready to stop marketing and start engaging, then welcome to UnMarketing. The landscape of business-customer relationships is changing, and UnMarketing gives you innovative ways out of the old "Push and Pray" rut. Instead, draw the right customers to you through listening and engagement, enabling you to build trust and position yourself as their logical choice when they need you. This second edition includes new information on the rapidly changing marketing landscape, including details on targeted ads and search, Snapchat, brand engagement, and more.

UnMarketing

Stop Marketing. Start Engaging

Author: Scott Stratten,Alison Kramer

Publisher: John Wiley & Sons

ISBN: 1118288416

Category: Business & Economics

Page: 272

View: 9507

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Stop marketing. Start UnMarketing. No one likes cold calls at dinnertime, junk mail overflowing your mailbox, and advertisements that interrupt your favorite shows. If this is "marketing," then the world would probably prefer whatever is the opposite of that. If you're ready to stop marketing and start engaging, then welcome to UnMarketing. The landscape of business-customer relationships is changing, and UnMarketing gives you innovative ways out of the old "Push and Pray" rut. Instead, draw the right customers to you through listening and engagement, enabling you to build trust and position yourself as their logical choice when they need you. This updated and revised edition includes new information on building relationships through Twitter, Facebook, LinkedIn, and Google+. UnMarketing supplies you with a winning approach to stop ineffective marketing and put relationships first—then reap the long-term, high-quality growth that follows! "[INSERT NAME HERE] has written a game changer for [INSERT INDUSTRY HERE]. Drop everything and read this book!" —Famous author who hasn't read this book "This book has a great amount of words." —Fortune 500 CEO who was at an open-bar event with the author and agreed to give testimonial "This book is the greatest business book in the world, besides mine." —Author who only gives testimonials to people who give him one in return

UnSelling

The New Customer Experience

Author: Scott Stratten,Alison Kramer

Publisher: John Wiley & Sons

ISBN: 1118943007

Category: Business & Economics

Page: 240

View: 8298

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Suggests that the most important part of sales is creating repeat customers by becoming a company that the consumer can depend on through customer service, support, branding, experiences, and product quality.

UnBranding

100 Branding Lessons for the Age of Disruption

Author: Scott Stratten,Alison Stratten

Publisher: John Wiley & Sons

ISBN: 1119417007

Category: Business & Economics

Page: 320

View: 2346

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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 business – because innovation is nothing but a bright and shiny new toy, unless it actually works. UnBranding is here to remind you that you can't fix rude staff, mediocre products and a poor brand reputation with a fancy new app. We are going to learn from 100 branding stories that will challenge your assumptions about business today and teach valuable, actionable lessons. It's not about going backwards, it's about moving forward with purpose, getting back to the core of good branding while continuing to innovate and improve without leaving your values behind. Some topics will include: Growing and maintaining your brand voice through the noise How to focus on the right tools for your business, for the right reasons Maintaining trust, consistency and connection through customer service and community The most important question to ask yourself before innovation The importance of personal branding in the digital age How to successful navigate feedback and reviews It's time for a reality check. It's time to solve problems, create connections, and provide value rather than rush strategy just to make headlines. UnBranding gives you the guidance you need to navigate the age of disruption and succeed in business today.

QR Codes Kill Kittens

How to Alienate Customers, Dishearten Employees, and Drive Your Business into the Ground

Author: Scott Stratten,Alison Kramer

Publisher: John Wiley & Sons

ISBN: 1118786874

Category: Business & Economics

Page: 208

View: 5419

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Easy to digest tips and tools on how not to run a business Experts are constantly telling us what we need to be doing to improve our businesses. Hundreds of books in the market are filled with advice from these experts. But how can you filter out all of the bad advice, misinformation, and misuse of business tools that is out there? None of us needs another list of what we should be doing. QR Codes Kill Kittens tells you what not to do. Easy to digest, easy to avoid. The book is separated into several sections, and each will include a story related to the topic in addition to tips and explanations on what not to do. Includes real-life examples along with tips and guidance on experts, human resources, marketing/branding, networking (in person and online), public relations, and customer service Written by Scott Stratten, author of UnMarketing and the President of UnMarketing.com, a company that combines efforts in viral, social, and authentic marketing; he has appeared on Mashable.com and CNN.com, and in the Wall Street Journal, USA Today, and Fast Company It doesn't do you any good to do a few things right and a lot of things wrong. Find out what not to do. If reading this book saves just one kitten's life, it's worth it.

The Book of Business Awesome / The Book of Business UnAwesome

Author: Scott Stratten,Alison Kramer

Publisher: John Wiley & Sons

ISBN: 1118315464

Category: Business & Economics

Page: 272

View: 9895

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UnAwesome is UnAcceptable. The Book of Business Awesome is designed as two short books put together—one read from the front and the other read from the back when flipped over. Covering key business concepts related to marketing, branding, human resources, public relations, social media, and customer service, The Book of Business Awesome includes case studies of successful businesses that gained exposure through being awesome and effective. This book provides actionable tools enabling readers to apply the concepts immediately to their own businesses. The flip side of the book, The Book of Business UnAwesome, shares the train-wreck stories of unsuccessful businesses and showcases what not to do. Key concepts include the power of peripheral referrals and how to create content for your "third circle" Explains how to re-recruiting your employees and re-court your customers Ensure that your business remains awesome, instead of unawesome, and apply these awesomely effective strategies to your business today.

Romancing the Brand

How Brands Create Strong, Intimate Relationships with Consumers

Author: Tim Halloran

Publisher: John Wiley & Sons

ISBN: 1118828976

Category: Business & Economics

Page: 272

View: 5310

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A young woman tells a focus group that Diet Coke is like her boyfriend. A twenty-something tattoos the logo of Turner Classic Movies onto his skin. These consumers aren’t just using these brands. They are engaging in a rich, complex, ever-changing relationship, and they’ll stay loyal, resisting marketing gimmicks from competitors and influencing others to try the brand they love. How can marketers cultivate and grow the deep relationships that earn this kind of love and drive lasting success for their brands? In Romancing the Brand, branding expert Tim Halloran reveals what it takes to make consumers fall in love with your brand. Step by step,he reveals how to start, grow, maintain, and troubleshoot a flourishing relationship between brand and consumer. Along the way, Halloran shares the secrets behind establishing a mutually beneficial “romance.” Drawing on exclusive, in-depth interviews with managers of some of the world’s most iconic brands, Romancing the Brand arms you with an arsenal of classic and emerging marketing tools—such as benefit laddering and word-of-mouth marketing—that make best-in-class brands so successful. The book is filled with examples, strategies, and tools from powerful brands that consumers love, including Coke, Dos Equis, smartwater, the Atlanta Falcons, Domino’s Pizza, Bounty, Turner Classic Movies, and many more. Ultimately, Romancing the Brand provides marketers with a set of principles for making brands strong, resilient, and beloved—and the insight and confidence to use them.

No Bullshit Social Media

The All-business, No-hype Guide to Social Media Marketing

Author: Jason Falls,Erik Deckers

Publisher: Pearson Education

ISBN: 0789748010

Category: Business & Economics

Page: 253

View: 8299

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The In-Your-Face, Results-Focused, No-"Kumbaya" Guide to Social Media for Business! Detailed techniques for increasing sales, profits, market share, and efficiency. Specific solutions for brand-building, customer service, R&D, and reputation management. Facts, statistics, real-world case studies, and rock-solid metrics

Rebuilding the Brand

How Harley-Davidson Became King of the Road

Author: Clyde Fessler

Publisher: Triple Nickel Press

ISBN: 0983815216

Category: Business & Economics

Page: 113

View: 9046

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What happens when a company's brand needs more than a face-lift? Author Clyde Fessler, former Harley-Davidson vice president of marketing and business development, takes you along for a ride through a complete brand overhaul. By examining the core principles of brand identity, development, and extension, Fessler shows how these ideas—paired with his unique “problems are in the office, solutions are in the field” leadership style—helped reestablish Harley as one of the most enduring and identifiable brands in the world. In Rebuilding the Brand, you will: •Explore the six key components of building and maintaining a powerful brand: brand experience, brand extension, brand association, brand consistency, brand welfare, and brand team. •Discover the power of “turning left” when the competition turns right and why breaking away from the pack will keep you at the center of customers' attention. •Learn how the traction of turning negatives into positives will help you gain powerful marketing momentum.

Why She Buys

The New Strategy for Reaching the World's Most Powerful Consumers

Author: Bridget Brennan

Publisher: Crown Business

ISBN: 0307450392

Category: Business & Economics

Page: 306

View: 4613

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Originally published in hardcover in 2009.

Content Rules

How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business

Author: Ann Handley,C.C. Chapman

Publisher: John Wiley & Sons

ISBN: 9780470948729

Category: Business & Economics

Page: 192

View: 8673

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Issues in Financial Accounting

Author: Scott Henderson,Graham Peirson,Kathy Herbohn,Bryan Howieson

Publisher: Pearson Higher Education AU

ISBN: 1486017983

Category: Business & Economics

Page: 1029

View: 3587

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Issues in Financial Accounting addresses the controversial issues in financial accounting that have been debated by the preparers, users, auditors and regulators of financial statements. Henderson provides the best balance of technical and theoretical coverage in any Financial Accounting text on the market today, with its presentation of real-world examples, current debates and the underlying rationale for the accounting concepts demonstrated. Throughout the text, academic studies and professional accounting research are referenced to also provide a critical understanding of historical debates in financial accounting. The new 15th edition covers significant recent developments to the accounting standards in Australia and is based on the AASB standards and interpretations that have been issued up to the end of 2012. This includes the Australian Accounting Standard Board's (AASB) program of changes to make accounting standards equivalent to International Financial Reporting Standards.

Brand Against the Machine

How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition

Author: John Michael Morgan

Publisher: John Wiley & Sons

ISBN: 1118160339

Category: Business & Economics

Page: 240

View: 1480

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Ditch traditional corporate branding to create a powerful, recognizable brand Brand Against the Machine offers proven and actionable steps for companies and entrepreneurs to increase their brand visibility and credibility, and to create an indispensable brand that consumers can relate to, thus becoming life-long customers. Discover the aspirational currency that makes your brand one that people want to be or want to be friends with. Learn how to be real with your audience and make strategic associations to establish credibility. Brand Against the Machine will help you stand out, get noticed, and be remembered. Brand Against the Machine is the blueprint for how to market your brand to attract better clients and stand out from the clutter that is traditional corporate branding and marketing. Instant Positioning Method: How to instantly stand out from the crowd and position yourself as a resource, not just another service provider The 20/60/20 Rule: Why it's important to take a stand and why it's okay to have haters—because it creates a stronger bond with those who love you Ditch your traditional corporate branding and marketing, and exchange it for something memorable. Your customers will thank you for it.

The Thank You Economy (Enhanced Edition)

Author: Gary Vaynerchuk

Publisher: Harper Collins

ISBN: 006209372X

Category: Business & Economics

Page: 256

View: 9094

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If this were 1923, this book would have been called "Why Radio Is Going to Change the Game" . . . If it were 1995, it would be "Why Amazon Is Going to Take Over the Retailing World" . . . The Thank You Economy is about something big, something greater than any single revolutionary platform. It isn't some abstract concept or wacky business strategy—it's real, and every one of us is doing business in it every day, whether we choose to recognize it or not. It's the way we communicate, the way we buy and sell, the way businesses and consumers interact online and offline. The Internet, where the Thank You Economy was born, has given consumers back their voice, and the tremendous power of their opinions via social media means that companies and brands have to compete on a whole different level than they used to. Gone are the days when a blizzard of marketing dollars could be used to overwhelm the airwaves, shut out the competition, and grab customer awareness. Now customers' demands for authenticity, originality, creativity, honesty, and good intent have made it necessary for companies and brands to revert to a level of customer service rarely seen since our great-grandparents' day, when business owners often knew their customers personally, and gave them individual attention. Here renowned entrepreneur Gary Vaynerchuk reveals how companies big and small can scale that kind of personal, one-on-one attention to their entire customer base, no matter how large, using the same social media platforms that carry consumer word of mouth. The Thank You Economy offers compelling, data-driven evidence that we have entered into an entirely new business era, one in which the companies that see the biggest returns won't be the ones that can throw the most money at an advertising campaign, but will be those that can prove they care about their customers more than anyone else. The businesses and brands that harness the word-of-mouth power from social media, those that can shift their culture to be more customer-aware and fan-friendly, will pull away from the pack and profit in today's markets. Filled with Vaynerchuk's irrepressible candor and wit, as well as real-world examples of companies that are profiting by putting Thank You Economy principles into practice, The Thank You Economy reveals how businesses can harness all the changes and challenges inherent in social media and turn them into tremendous opportunities for profit and growth.

The Gen-Savvy Financial Advisor

Advising the Generations in the New Age of Uncertainty

Author: Cam Marston

Publisher: N.A

ISBN: 9780998262703

Category:

Page: N.A

View: 8096

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There have been big changes in consumers' buying habits, and financial services are no exception, says Cam Marston, a world-renowned expert on generational issues in the marketplace. Understanding clients' age-based points of view is an indispensable soft skill that you can use to establish connections and make sales. New attitudes about investing break down along generational lines and this book is the definitive guide to tailoring financial services and building relationships with clients based on these new generation-specific expectations and experiences. Whole chapters are devoted to each of the four generations - Matures, Baby Boomers, Generation Xers, and Millennials - and their unique approaches to finance and investing. Marston offers detailed guidelines and an arsenal of proven techniques to help the advisor best serve investors of all ages. Through this book, Marston conveys the changing demographics and shifting experiences that are giving many financial advisors anxiety they haven't felt since the Great Recession. But he also shares a path forward.

No Logo

Taking Aim at the Brand Bullies

Author: Naomi Klein

Publisher: Vintage Canada

ISBN: 0676972829

Category: Brand name products

Page: 490

View: 1150

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Taking aim at the brand bullies.

The Native Advertising Advantage: Build Authentic Content that Revolutionizes Digital Marketing and Drives Revenue Growth

Author: Mike Smith

Publisher: McGraw Hill Professional

ISBN: 1259835693

Category: Business & Economics

Page: 224

View: 1448

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An industry insider reveals the next generation of marketing—and provides the insight you need to use it to beat the competition One of the hottest forms of advertising, native advertising is an extremely effective way to reach customers. Produced by marketers and featured alongside the main content, native advertising breaks down the traditional barrier between advertising and editorial. Industry insider and Hearst ad executive Mike Smith believes that native is not only here to stay, but is the future of marketing. The Native Advertising Advantage reveals why native advertising is an effective tool in any company’s digital marketing strategy—and how to use it to build new revenue streams. Smith explains how native ads are blending in with their surrounding content to blur the traditional “church/state” divide of editorial versus advertising. He shows how publications as diverse as BuzzFeed, Forbes, Cosmopolitan, and The New York Times are attracting readers who are just as interested in the content of these native ads as they are of journalist-written editorial content Gleaned from dozens of interviews with advertisers, marketers, software developers, journalists, and publishers, the book reveals how native advertising fits into the marketing strategies and advertising budgets of successful companies such as GE, Intel, HP, Red Bull, ConAgra Foods, Pepsi, and others.

Creativity for Sale

How I Made $1,000,000 Wearing T-Shirts and How You Can Turn Your Passion Into Profit, Too

Author: Jason Surfrapp

Publisher: Createspace Independent Publishing Platform

ISBN: 9781536993561

Category:

Page: 226

View: 4038

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Successful entrepreneur Jason Surfrapp (formerly Jason Headsetsdotcom and Jason Sadler) shares his hard-earned advice on how to use out of the box thinking to turn passions into profits. Creativity For Sale is the story of how Jason took a crazy idea (IWearYourShirt) and turned it into social media marketing empire that generated over $1M in revenue in just a few short years. Whether you work at a 9-5 desk job, currently own your own business, or are an aspiring creative entrepreneur, this book will serve as a practical guide to helping you make money doing what you love. Jason shares his exact strategies, tips, tricks, and processes that have helped him create profitable businesses that get noticed by the likes of The Today Show, CNBC, Wall Street Journal, The New York Times, and many more media outlets. In Creativity For Sale, Jason shares stories of realigning his values and goals in life to become happier, healthier, and more focused. The world of online marketing and social media are noisy and crowded, this book will help you learn how to stand out from the crowd.

Lead Without Followers

How to Save Our World by Radically Redefining the Meaning of Leadership

Author: Dave Ursillo, Jr.

Publisher: Createspace Independent Pub

ISBN: 9781466268951

Category: Body, Mind & Spirit

Page: 212

View: 6441

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Lead Without Followers is a compelling personal tale and Generation-Y diagnosis of the rampant problems with leadership in today's world -- and how, by redefining leadership on a radical and personal level, we can begin to become part of the solution. This nonfiction book -- the debut work of writer Dave Ursillo -- questions the true meaning of leadership, and is infused with an inspiring political treatment of the state of modern leaders. The storytelling style taken throughout Lead Without Followers is used as a vehicle through which the author intimately guides the reader to ponder one seemingly backwards idea: That you and anyone else can become a leader in your own life, regardless of your socio-economic status, job title, or financial wealth – even if you don't have any followers. However, Lead Without Followers is against a disturbing backdrop: a modern age of widespread disillusionment and rampant distrust with our political leaders on both sides of the aisle. Told from the perspective of one young idealist in a post-September 11th world who had struggled and stumbled to find his way toward making a real and positive difference on behalf of the lives of others, Lead Without Followers speaks deeply to Generation-Y readers. The inspired tone of Lead Without Followers invites you to question the meaning of leadership in today's desperate world -- and, conveys that somewhat distant and radical-feeling idea that by redefining the meaning of leadership to have more of a personal focus, we can individually and collectively begin to become part of the solution. This book is especially powerful for college students, post-grads and 20-somethings who consider themselves to be "alternative thinkers" and also feel deeply drawn to creating positive change in our world. Lead Without Followers will guide you through redefining what it means to be a leader for yourself, on a very personal level as the book transitions from its storytelling style into a catalyst of personal discovery and growth. Part 1 of Lead Without Followers is part personal tale, and part political analysis of the unique era that today's rising generation -- Generation Y -- has been born into. You're guided to see the state of modern leadership in our world through the unique perspective of one young American -- the author, Dave Ursillo -- who invested years of his life hoping to make a difference in politics and public service. But something never sat right with him. And one October evening when living in Washington D.C., he had a revelation about the true nature of leadership: one that our loud world has forgotten... Part 2 of Lead Without Followers functions as a positive spark for personal exploration for the reader, layered with a deeply human discussion on the principles that comprise leadership. The book warmly commits the reader to an escape from the political discussion about leadership, and invites the reader to look within oneself to discover of compassion and selfless giving, the roots of your personal strengths and abilities, cultivating your inner leader through the routine actions and interactions of your everyday life, and more. And finally, in Part 3 of the book, Lead Without Followers delves into a deeper political analysis of the state of modern leadership in our world -- all through the new-found lens that we can individually and collectively lead without followers. What is wrong with our leaders? And what can we do to fix it? By reading Lead Without Followers, you'll understand how by redefining the meaning of leadership to have more of a personal focus, you can individually stoke personal fulfillment, purpose and passion in your life -- and begin to become a part of the bigger, collective solution to saving our jaded and cynical world.

The Art of the Pitch

Persuasion and Presentation Skills that Win Business

Author: P. Coughter

Publisher: Springer

ISBN: 1137512334

Category: Business & Economics

Page: 240

View: 9913

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Through an engaging and humorous narrative, Peter Coughter presents the tools he designed to help advertising and marketing professionals develop persuasive presentations that deliver business. Readers will learn how to develop skills to create the perfect presentation.