Marknadsföring

The timeless lessons revealed here can be applied in advertising, business and throughout everyday life. By seeing things differently, you can think differently, and change the world around you.

Longtime leader in the luxury goods sector and former Chairman of LVMH Moët Hennessy Louis Vuitton North America reinvents the art and science of brand-building under the rubric of Aesthetic Intelligence. In a world in which people have cheap and easy access to most goods and services, yet crave richer and more meaningful experiences, aesthetics has become a key differentiator for most companies and a critical factor of their success and even their survival. In this groundbreaking book, Pauline Brown, a former leader of the world's top luxury goods company and a pioneer in identifying the role of aesthetics in business, shows executives, entrepreneurs, and other professionals how to harness the power of the senses to create products, services, and experiences that stand out, resonate with their customers, and create long-term value for their businesses. The power is rooted in Aesthetic Intelligence?or ?the other AI,? as Brown refers to it. Aesthetic Intelligence can be learned. Indeed, people are born with far more capacity than they use, but even those that are naturally gifted must continue to refine their skills, lest their aesthetic advantage atrophy. Through a combination of storytelling and practical advice, the author shows how aesthetic intelligence creates business value and how executives, entrepreneurs and others can boost their own AI and successfully apply it to business. Brown offers research, strategies and practical exercises focused on four essential AI skills. Aesthetic Intelligence provides a crucial roadmap to help business leaders build their businesses in their own authentic and distinctive way. Aesthetic Intelligence is about creating delight, lifting the human spirit, and rousing the imagination through sensorial experiences.

Robert McKee & Thomas Gerace's new book Storynomics translates the lessons of storytelling in business into economic and leadership success

Book of Ideas is just that: an outpouring of what one creative director and designer has discovered from many years working in the strange and endlessly fascinating world of the creative industry.

Learn how to sell yourself without selling your soul in Mo Bunnell's comprehensive program that helps you win more clients, build stronger relationships, and do more business.

Revisit the 1990s in a massive compendium of advertising gems that sold Generation X and baby boomers everything from Game Boys to Boyz II Men. Featuring six chapters spanning food, fashion, entertainment, and cars, page after page of ads remind us how sex and blockbusters led the way to a decade's worth of ironic, cool, and classic visuals,...

This book is the first comprehensive collection of methods, tools and templates used when designing new products or services.

Go beyond crafting a logo or brochure and learn what it takes to design a commercial success.

In todays lightning-fast technology world, good product management is critical to maintaining a competitive advantage. Yet, managing human beings and navigating complex product roadmaps is no easy task, and its rare to find a product leader who can steward a digital product from concept to launch without a couple of major hiccups. Why do some product leaders succeed while others dont?This insightful book presents interviews with nearly 100 leading product managers from all over the world. Authors Richard Banfield, Martin Eriksson, and Nate Walkingshaw draw on decades of experience in product design and development to capture the approaches, styles, insights, and techniques of successful product managers. If you want to understand what drives good product leaders, this book is an irreplaceable resource.In three parts, Product Leadership helps you explore:Themes and patterns of successful teams and their leaders, and ways to attain those characteristicsBest approaches for guiding your product team through the startup, emerging, and enterprise stages of a companys evolutionStrategies and tactics for working with customers, agencies, partners, and external stakeholders

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.

Guide your sales force to its fullest potential With a proven sales management and execution process, Sales Management For Dummies aids organizations and individuals in reaching the highest levels of success. Although selling products or services is a central part of any sales job, there's much more to it.

Discover how brands are created, managed, differentiated, leveraged, and licensed Whether your business is large or small, global or local, this new edition of Branding For Dummies gives you the nuts and bolts to create, improve, and maintain a successful brand.

Join Ryan Holiday's revolution and learn how the secret new art of growth hacking can help grow your business exponentially.

A revelatory look at the rise of the 'attention merchants', the advertising marketeers who influence and control our consumption in ways previously unimagined

The private insights of the bestselling 'Father of Advertising', David Ogilvy

An updated and revised version of the business classic Power Base Selling Power Base Selling, originally published in 1990, left readers with an understanding of and language for gaining political advantage within accounts.

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.

Protect and strengthen key accounts with this hard-hitting, no-nonsense guide to managing important business relationships.

How do you turn website visitors into customers?Conversion Optimization offers practical advice on how to persuade visitors to make a buying decision -- without driving them away through data overload or tedious navigation. You'll learn how to use marketing principles, design, usability, and analytics on your site to increase your buyer-to-visitor ratio, whether you're involved with marketing or designing a large ecommerce site, or managing a modest online operation.Based on the authors' broad experience in helping businesses attract online customers, this book addresses every aspect of the process, from landing visitors to finalizing the sale. You'll learn several techniques for blending successful sales approaches with the particular needs of the people you want to attract. Are you ready to do what it takes to get a double-digit conversion rate?Explore case studies involving significant conversion rate improvementsWalk through different stages of a sale and understand the value of eachUnderstand your website visitors through persona creationConnect with potential customers and guide them toward a conversionLearn how to deal with FUDs -- customer fears, uncertainties, and doubtsExamine the path that visitors take from landing page to checkoutTest any change you make against your original design"e;The Web is unique in its ability to deliver this almost improbable win-win: You can increase revenue AND make your customers happy. Yet most websites stink. Worry not, Khalid and Ayat to the rescue! Buy this book to follow their practical advice on how to create high converting websites that your visitors love."e;--Avinash Kaushik, author of Web Analytics 2.0 and Web Analytics: An Hour A Day (both Sybex)

Key strategies for long-term, sustainable customerrelationships With nearly every sector of the marketplace challenged likenever before, sales professionals are under pressure now more thanever. Success demands superior strategies and precise execution.

Buyology shares the fruits of this research, revealing for the first time what actually goes on inside our heads when we see an advertisement, hear a marketing slogan, taste two rival brands of drink, or watch a programme sponsored by a major company.

Praise for The Best Service Is No Service "A very sharp and practical treatise on why so many call centers and service operations are playing with the wrong deck of cards altogether. We strongly recommend it to anyone involved in customer service issues. " -Don Peppers and Martha Rogers, Ph.D.

The Adweek Copywriting Handbook covers every aspect of the copywriting process in simple and easy-to-understand steps for young advertising professionals and old pros alike. Starting at the very beginning of the process, the book shows copywriters how to get prepared to write on a product before moving on to the act of writing itself.

In Crossing the Chasm, Geoffrey Moore, the world's leading high-tech and communications guru, throws out old marketing ideas to clear space for the special realities of the high-tech market. Based on a revolutionary new model and filled with practical insights, Crossing the Chasm is a landmark book.