FINALIST: Business Book Awards 2019 - Sales and Marketing Category Virtually all consumer-facing businesses talk about putting the customer first, but in reality, few deliver on this as effectively as they could.
100 Practical Ways to Improve Customer Experience walks readers through a wealth of practical tips, tools, guidelines and frameworks, for implementing customer-focused marketing strategies at every step of the customer journey.
By ensuring that the customer remains the key focus, companies can identify areas in need of improvement and implement relevant steps throughout the value chain to transform their business.
A unique blend of strategy and best practice, 100 Practical Ways to Improve Customer Experience has a particular focus on multi-channel industries such as retail, FMCG, travel, financial services, leisure, food and beverage, and automotive.
These industries are all facing major disruption from trendsetting brands such as Uber, AirBnB and Amazon, and as such, now face more pressure than ever to adopt new practices and remain relevant in a continually competitive marketplace.
Featuring case studies packed full of practical examples, this book is a unique and valuable resource for both senior industry professionals looking to transform their business and MBA students. Online resources include a best practice checklist to optimize mobile apps.
Everyday businesses of all sizes are generating a fraction of the potential website return on investment (ROI) and broader marketing value for their business. The largest part of this opportunity wastage comes from overlooked marketing potential, plus an inability to take immediate action based on
competing time demands and budget restraints.
30-Minute Website Marketing: A Step By Step Guide utilizes over 15 years of website marketing experience and digital expertise to empower businesses to identify and act on untapped website success. With all actions taking 30 minutes or less, companies can work towards improving the results
gained from their website marketing efforts, and by adhering to the practical steps in this book, businesses can be confident that those 30 minutes provide the returns on resource investment needed.
Through this guide, Lee Wilson delivers impactful, instant value to the broader marketing and targeted website marketing field, with practical help, direction, and expert step-by-step advice for marketing professionals, business owners, entrepreneurs, and start-up organisations.
Before the internet if you wanted to sell something you marketed with leaflets through the door or with an expensive television campaign; now Google has changed the way we advertise. You can find out exactly if your ad is working, where and how.A Quick Start Guide to Google Adwords explains how easy
it is to get your advertisement on the first page of the search results. It covers all aspects of advertising on Google, such as how to set up an account; the secrets of what sells online; how to word your ads effectively; how to pay the least amount for the most popular words; and how to track
profits.Advertising on the internet is a cheap and effective way of promoting your business. With simple and easy to follow instructions, A Quick Start Guide to Google Adwords is an essential to help you the write the ad that will get and keep customers.
New technologies such as the internet and mobile communications are changing the face of business communications. With over 2 million enterprises in the UK, incorporating these new approaches has become crucial to avoiding business failure and driving growth.A Quick Start Guide to Mobile Marketing
is specifically written for people who wish to improve how their customers perceive them by tapping into the benefits of m-marketing and its links with other forms of digital marketing. It provides a quick and easy understanding of the key concepts and principles applied to social networking, such
as the benefits of mobile marketing; the increasing use of mobile technology within social network sites; marketing communications as a research tool; how m-commerce can add value for customers and other micro-environmental stake holders and crucially, the future of digital marketing toolsThis 'how
to' guide, containing real life examples of good contemporary practice, explains how the theories and tools described work in actual business scenarios to improve customer satisfaction, form better professional relationships and increase marketing effectiveness.
Once advertising was all about being 'on-message' and getting talking points right. But breakthroughs in brain science have confirmed what we all know but don't often admit to in business: people are primarily emotional decision-makers. From podcasting, blogs and forums to interactive ads in
stations, the heart of the matter is now the consumer's experience as opposed to the company's marketing message. About Face shows how 21st century advertising can realize success by being 'on-emotion' first and foremost. Using data from eye tracking and facial coding to analyse consumer responses,
About Face demonstrates exactly which advertising strategies are successful and why. Moving beyond the old Ps of product, price, place and promotion, Dan Hill outlines ten rules for emotionally effective advertising including simplicity, familiarity, relevancy and believability.Emotions rule
decision making. About Face shows you that by focussing on the three new Ps of passion, purpose and personality, your campaigns can become more effective and emotionally engaging, taking you closer to the consumer.
Adland is a ground-breaking examination of modern advertising, from its origins and evolution to the current advertising landscape. Bestselling author and journalist Mark Tungate examines key developments in advertising, from copy adverts, radio and television, to the opportunities afforded by the
explosion of digital media and then interviews leading names in advertising today, including Jean-Marie Dru, Sir Alan Parker, Sir John Hegarty and Sir Martin Sorrell, as well as 20th century industry luminaries such as Phil Dusenberry and George Lois.Exploring the roots of the advertising industry
in New York and London, from Hopkins and Lasker to the Mad Men of the 50s, Tungate then covers today's big communication groups and the emerging markets of Eastern Europe, Asia and Latin America. Adland offers a comprehensive examination of a global industry and suggests ways in which it is likely
to develop in the future.
Dr Nikolaos Dimitriadis, Neda Jovanovic Dimitriadis, Dr Jillian Ney
Marketing as a practice is facing unprecedented challenges: a changing media landscape, an increasingly complex customer journey, innovative technologies, start-ups which disrupt traditional channels and a new generation of tech-savvy clients. How should students and practitioners adapt to this
shifting landscape and address the skills gap that many of today's marketers face? Advanced Marketing Management prepares students for this new world of marketing. Since traditional marketing approaches fail to provide convincing solutions to modern business realities, a new approach is urgently
needed if marketers are to regain trust within their organizations. Using contemporary examples, business case studies and supporting pedagogy, Advanced Marketing Management will provide a critical exploration into the more advanced aspects of marketing management, including the gap that exists
between formal marketing literature and real-world practice, discussion of multidisciplinary tools, and the crucial evolution of the '4Ps'. Summarizing a large body of literature and academic research on new developments, this book is the go-to guide for students, lecturers and practitioners,
wanting to succeed as modern marketers. Online resources include lecture slides and further questions for group discussion.
Advances in Hospitality and Leisure, a peer-review journal, delivers refreshing insights from a host of scientific studies in the domains of hospitality, leisure and tourism. It provides a platform to galvanize thoughts on contemporary issues and merging trends essential to theory advancement as
well as professional practices from a global perspective. The main focus of this journal is to transcend the innovative methods of inquiry so as to inspire new research topics that are vital and have been in large neglected. This journal is keen to address the needs of the populace having interests
in disseminating ideas, concepts and theories derived from scholarly investigations. Potential readers may retrieve useful texts to outline new research agendas, suggest viable topics for a dissertation work, and augment the knowledge of the subjects of interest.
Advances in Hospitality and Leisure delivers refreshing insights from a host of scientific studies in the domains of hospitality, leisure and tourism. It provides a platform to galvanize thoughts on contemporary issues and merging trends essential to theory advancement as well as professional
practices from a global perspective. The main focus of this journal is to transcend the innovative methods of inquiry so as to inspire new research topics that are vital and have been in large neglected. This journal is keen to address the needs of the populace having interests in disseminating
ideas, concepts and theories derived from scholarly investigations. Potential readers may retrieve useful texts to outline new research agendas, suggest viable topics for a dissertation work, and augment the knowledge of the subjects of interest.
The advertising universe is changing rapidly. New communication technologies such as live streaming, gaming, social media and social networking sites, online brand communities and blogs have given advertisers new platforms to communicate and promote their messages. Two remarkable phenomena are
apparent: interactivity in online communication; and integration of editorial and commercial content - or the combination of both of these. Academic research is increasingly focusing upon these new techniques and formats, how they work, and how consumers are affected by or respond to them. This book
makes an important contribution to the field of advertising in bringing together state-of-the-art insights into new advertising formats and how they work. Split into three sections: "The Changing Advertising Universe", "Advertising in a Digital Connected World" and "Hidden
but Paid for: Branded Content" the book provides conceptual overviews, discusses recent academic literature, reports new research work, and develops viewpoints on the key issues. Together, it provides a valuable overview of insights into modern advertising practice for advertising academics and