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Description

Ideally, Marketing is accountable, generates bulletproof business outcomes, drives growth and profitability, and empowers the whole organisation. In reality, however, Marketing can be unfathomable, counter-productive, inefficient and cumbersome, offering little or no contribution to corporate growth and unable to create competitive advantage. The Four Faces of Marketing offers a new perspective: Clarity of understanding of Marketing functions, which promises corporate immortality from better delegation of authority due to recognition of defined and divergent skill sets within the profession of Marketing.
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Description

In "The Experts Teach: Customer Care", we bring together 25 articles from the top experts on how to earn a reputation for great customer service. These experts will show you why many organisations lose sight of their customers and decline, while others get the customer relationship right and see their fortunes soar.
The expert authors include Martin Haworth who is a successful business coach; George Torok, who is a well-known writer on creative problem-solving and personal marketing; and Greg Smith, president of Chart Your Course International.
If you are a manager, these articles will inspire you to become a great service provider. If you are a trainer, they are perfect for sharing with anyone whose role brings them into contact with customers. If you are a learner, they are quite simply professional game-changers.

Preface

In each of “The Experts Teach” series, we’ve gathered together some of the world’s best thinkers to share their ideas with you. Their ideas offer new, refreshing, and insightful ways to look at old themes, allowing you to discover new perspectives, develop your understanding, and change the way you think.

Content

  1. What Makes a Customer? by Nelson Scott
  2. Top 10 Worst Things to Say to Angry Customers by Jeff Mowatt
  3. Customer Service – The Disney Way by Martin Haworth
  4. Service With a Smile! by Bob Selden
  5. The View from the Front Line by Jim Clemmer
  6. From Ichiban to Kaizen by Erica Rowntree
  7. Good Sticky vs Bad Sticky by Thomas Cox
  8. More is Said than Done about Improving Customer Service by Jim Clemmer
  9. How Powerful are Your Customers? by Bob Selden
  10. The ABC of Superior Customer Service by Eric Garner
  11. Customer Service v’s Customer Satisfaction – What’s the Difference? by Bob Selden
  12. There Must Be 50 Ways to Leave Your Customer by George Torok
  13. Service is the Key to Survival in Today’s Climate by Bob Selden
  14. What Stops Dissatisfied Customers From Complaining? By Nelson Scott
  15. Buying Trends – the Shift to Hassle-Free by Jeff Mowatt
  16. Do You Know Who Your Customers Are? by Bob Selden
  17. The Unbeatable Laws of Customer Service by David Diamond
  18. Customer Satisfaction is a Reflection of Employee Satisfaction by Jim Clemmer
  19. Customer Relationship Management – System or Attitude? by Bob Selden
  20. America’s Favorite Retailers Have One Thing In Common – Great Customer Service by Gregory P Smith
  21. The Icing on Your Customer Cake by Colin Crouch
  22. Secrets from David Copperfield by George Torok
  23. 11 Ways to Get What You Want – Be a Clever Customer! by Martin Howarth
  24. Company Policies Can Frustrate Customers and Drive Them to Competitors by Nelson Scott
  25. Connecting With Customers by Paul Lemberg
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Description

With marketing messages reaching saturation point in many people’s lives, getting your company’s message listened to is an ever-increasing challenge. Customers have learned to tune out most of this daily barrage of information, and “pushing” your marketing becomes less and less effective.
Permission marketing gets you past this barrier by creating a willing and receptive audience for your regular communications. Now you can build a relationship with your customers and stay at the forefront of their consciousness without being “pushy”.
Even better, Permission Marketing is actually quite easy when you follow the simple process in this book.


Preface

No matter how many visitors you get to your premises or website, not one of them can be called a customer until he or she actually buys something from you. Even then, a customer might not bring a profit for your business until they have bought several of your products or services. Persuading people to buy something the first time they have contact with your business isn’t always easy, and it can take many such “contacts” before some people are persuaded to buy.
The best way to make these repeated contacts is to get your potential customers’ permission, which means Permission Marketing is probably the best way to convert more visitors to customers and more customers to repeat customers. In time, these customers could even become fans and advocates of your business and its products.
Note that Permission marketing doesn’t mean “spamming” people with unwanted sales messages. The whole point is that you have their permission to stay in touch. How you get that permission and how you make the maximum use of Permission Marketing for the benefit of your business and its customers, is the subject of this book.
You’ll find all this is explained in some detail but in a way that will\ make it easy to implement, whatever kind of business you have, online or in the real world. I have assumed that Permission Marketing – or at least implementing it in your business – is new to you, so forgive me if any of the explanations seem obvious to you. A lot of the contents are based on questions I or we (Cinnamon Edge) have been asked in the past.
With very best wishes for a successful Permission Marketing campaign
Roy Everitt

Content

  1. Introduction
    1. What is Permission Marketing?
    2. The Benefits of Permission Marketing
    3. What this book will cover
  2. Getting Permission
    1. Offline List Building
    2. Online List Building
    3. Facebook and Social Media
    4. Incentives
    5. Permissions
  3. Automating the Process
    1. Why Automate?
    2. Using Autoresponders (Email Marketing Systems)
    3. List Management
    4. AWeber Example
    5. Tracking
  4. What to Say in Your Messages
    1. Sending More Information
    2. Courses and Training
    3. Newsletters
    4. Teasers
    5. Offers and Deals
  5. Getting Your Emails Opened
    1. Subject Line
    2. From Address
    3. The Opening Few Lines
    4. Design
    5. Content
    6. Previous Content
    7. Topicality
    8. Exclusiveness
    9. Time and Day of Sending
    10. Timeliness
    11. Frequency
  6. Mobile Marketing
    1. Why Mobile Matters
    2. Mobile Functions
  7. Monetising Your List
    1. How Often to Promote Your Services
    2. Sponsorship and Advertising
  8. Monetising Your List 2
    1. Joint Ventures
    2. Strategic Partnerships
    3. Affiliate Links
    4. List Brokerage
  9. Conclusion and Summary
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Internet Marketing can look a little daunting with all of its many components. SEO, PPC, Social Media, Blogs, plus much more! – it can all be quite overwhelming.
In this textbook you will cover the essential topics that make up Internet Marketing as an activity.
It covers where the internet has been and where it is today and it describes what all of the main marketing activities are online.

Preface

Internet Marketing can look a little daunting with all of its many components. SEO, PPC, Social Media, Blogs, plus much more! – it can all be quite overwhelming.
In this textbook you will cover the essential topics that make up Internet Marketing as an activity.
It covers where the internet has been and where it is today and it describes what all of the main marketing activities are online.
Sean McPheat, a serial entrepreneur and internet marketing authority is the author of this publication. Sean owns many successful online businesses ranging from an International Training business through to dozens of mini sites selling different products and services online. Sean is the founder of the Internet Marketing Academy which aims to improve the standards of internet marketing around the globe. Sean has been featured on CNN, BBC, ITV, on numerous radio stations and has contributed to many newspapers. He’s been featured in over 250 different publications.
Sean is a high in demand consultant and speaker on topics related to internet marketing and making money online and estimates show that he has created over £20,000,000 of leads and £6,000,000 of sales all through the internet. That does not include all of the millions that he has helped his clients to make!
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Looking to use social media, SEO and website conversion optimisation for your business? Download this short but heavyweight guide by Nick Pateman and Dan Holt, Partners in Siteseen Ltd - one of the UK’s largest online networks.

Preface

We are often asked if the core principles behind inbound marketing are a fad. Won’t social media and search engine optimisation die out as new, more exciting developments take over? Surely businesses are better off sticking to traditional techniques; the methods that got them results decade after decade in the 20th century?
First, I correct them. Social media and search engine optimisation are not the core principles of inbound marketing. The core principles are; being in the right place at the right time, listening to your clients, engaging with your community and offering a remarkable user experience. These principles are not new. They have always been valued by the consumer. It’s just that in days gone by the technology wasn’t available to deliver them on a mass scale.
Well times have changed. Now the consumer can have all these things in an instant and they know it; a development that has left the slick but ultimately superficial advertising of the past looking rather frail. The organisations now capturing market share are those that push the bullshit to one side and concentrate on the needs rather than the weaknesses of the consumer. They position themselves in the most convenient places, engage rather than broadcast and over deliver at every opportunity. This is what the consumer has come to expect in 2011. And now that they have had a taste of how good things can be, they have no intention of taking a backward step.
So is inbound marketing a fad? Well, kind of. In ten years from now we’ll just call it marketing.

Content

  1. An Introduction to Inbound Marketing
    1. Web 2.0
    2. Some fictional, real life examples (if that makes any sense)
    3. Online inbound marketing – A Quick Breakdown
  2. Branding
  3. The website
  4. Content Marketing
  5. The Search Engines
    1. The Easiest Market Research you ever Saw
    2. Competition Analysis
  6. Social Media
    1. Social Bookmarking Sites
    2. Blogging
    3. YouTube and online video
    4. LinkedIn
    5. Twitter
    6. Flickr
    7. Facebook
    8. A few smaller ones worth a mention
    9. Google+
    10. FourSquare
    11. Groupon
    12. MySpace
  7. Email Marketing
  8. Conversion rate Optimisation
  9. Final Checklist
  10. Where Next?
  11. Conclusion
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