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Predictive Marketing is a predictive analytics primer for organizations large and small, offering practical tips and actionable strategies for implementing more personalized marketing immediately. The marketing paradigm is changing, and this book provides a blueprint for navigating the transition from creative- to data-driven marketing, from one-size-fits-all to one-on-one, and from marketing campaigns to real-time customer experiences. You'll learn how to use machine-learning technologies to...
| Автор | Artun Omer, Levin Dominique |
| Жанр | Зарубежная образовательная литература, Привлечение клиентов, Классический маркетинг |
The Wallet Allocation Rule is a revolutionary, definitive guide for winning the battle for share of customers' hearts, minds, and wallets. Backed by rock-solid science published in the Harvard Business Review and MIT Sloan Management Review, this landmark book introduces a new and rigorously tested approach—the Wallet Allocation Rule—that is proven to link to the most important measure of customer loyalty: share of wallet. Companies currently spend billions of dollars each year measuring and...
| Автор | Aksoy Lerzan, Keiningham Timothy, Williams Luke, Buoye Alexander |
| Жанр | Руководства, Зарубежная образовательная литература, Привлечение клиентов, Классический маркетинг, Управление продажами |
Artificial Intelligence for Marketing presents a tightly-focused introduction to machine learning, written specifically for marketing professionals. This book will not teach you to be a data scientist—but it does explain how Artificial Intelligence and Machine Learning will revolutionize your company's marketing strategy, and teach you how to use it most effectively. Data and analytics have become table stakes in modern marketing, but the field is ever-evolving with data scientists continually...
| Автор | Sterne Jim |
| Жанр | Руководства, Личная эффективность, Лидерство, Зарубежная деловая литература, Зарубежная образовательная литература, Менеджмент и кадры, Классический маркетинг |
Valuation is the single best guide of its kind, helping financial professionals worldwide excel at measuring, managing, and maximizing shareholder and company value. This new sixth edition provides insights on the strategic advantages of value-based management, complete detailed instruction, and nuances managers should know about valuation and valuation techniques as applied to different industries, emerging markets, and other special situations. Valuation lies at the crossroads of corporate...
| Автор | Goedhart Marc, Koller Tim, Wessels David |
| Жанр | Ценные бумаги, инвестиции, Зарубежная деловая литература, Зарубежная образовательная литература, Привлечение клиентов, Классический маркетинг |
The Data Driven Leader presents a clear, accessible guide to solving important leadership challenges through human resources-focused and other data analytics. This engaging book shows you how to transform the HR function and overall organizational effectiveness by using data to make decisions grounded in facts vs. opinions, identify root causes behind your company’s thorniest problems and move toward a winning, future-focused business strategy. Realistic and actionable, this book tells the...
| Автор | Swanson David, Dearborn Jenny |
| Жанр | Руководства, Зарубежная образовательная литература, Классический маркетинг, Управление продажами, Техника продаж |
Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand—and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the...
| Автор | Setiawan Iwan, Kotler Philip, Kartajaya Hermawan |
| Жанр | Руководства, Зарубежная деловая литература, Зарубежная образовательная литература, Классический маркетинг, Стратегия маркетинга |
Your business success is now forever linked to the success of your customers Customer Success is the groundbreaking guide to the exciting new model of customer management. Business relationships are fundamentally changing. In the world B.C. (Before Cloud), companies could focus totally on sales and marketing because customers were often 'stuck' after purchasing. Therefore, all of the 'post-sale' experience was a cost center in most companies. In the world A.B. (After Benioff), with granular...
| Автор | Mehta Nick, Martinez Maria, Murphy Lincoln, Steinman Dan |
| Жанр | Зарубежная деловая литература, Зарубежная образовательная литература, Привлечение клиентов, Классический маркетинг |
The Big Book of Dashboards presents a comprehensive reference for those tasked with building or overseeing the development of business dashboards. Comprising dozens of examples that address different industries and departments (healthcare, transportation, finance, human resources, marketing, customer service, sports, etc.) and different platforms (print, desktop, tablet, smartphone, and conference room display) The Big Book of Dashboards is the only book that matches great dashboards with...
| Автор | Cotgreave Andy, Wexler Steve, Shaffer Jeffrey |
| Жанр | Зарубежная образовательная литература, Привлечение клиентов, Классический маркетинг, Управление продажами |
Marketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience. Marketers must integrate a complex set of technologies to capture the customer's digital body language—and thereby deliver the right experiences, at the right times, via the right channels. This approach represents a formidable technological and practical challenge that few marketers have experience with. The methods that enable marketers to meet this challenge are emerging from an...
| Автор | Smart Roland |
| Жанр | Руководства, Зарубежная образовательная литература, Привлечение клиентов, Классический маркетинг |
Social Selling Mastery provides a key resource for sales and marketing professionals seeking a better way to connect with today's customer. Author Jamie Shanks has personally built Social Selling solutions in nearly every industry, and in this book, he shows you how to capture the mindshare of business leadership and turn relationships into sales. The key is to reach the buyer where they're conducting due diligence—online. The challenge is then to strike the right balance, and be seen as a...
| Автор | Shanks Jamie |
| Жанр | Зарубежная образовательная литература, Привлечение клиентов, Классический маркетинг, Управление продажами |
CRM For Dummies is the small business leader's guide to managing customer interactions. Customer relationship management is a critical part of any business, and it encompasses everything from business strategy and HR to sales, marketing, events, and more. Solutions exist for businesses of any size, but how do you know which one is right for you? What features do you need? Do you have the people and processes in place to get the most out of whichever one you choose? This book is designed to help...
| Автор | Helgeson Lars |
| Жанр | Лидерство, Зарубежная деловая литература, Зарубежная образовательная литература, Привлечение клиентов, Классический маркетинг, Малый и средний бизнес |
Marketing For Dummies, 5th Edition is the ultimate handbook for boosting your business. Whether you're a small mom-and-pop shop, a local nonprofit, or a mid-size business looking to grow, the right marketing approach can make your company or organization stand out from the crowd. This book shows you how to find, reach, and engage with your customers in a way that brings in business. This new edition, updated to align with the latest marketing revolution, introduces you to essential techniques...
| Автор | McMurtry Jeanette |
| Жанр | Зарубежная образовательная литература, Привлечение клиентов, Классический маркетинг, Малый и средний бизнес, Эффективность бизнеса |
Igniting Customer Connections explores how organizations of all sizes can build powerful and profitable customer relationships in a today's increasingly complex, fast-paced, and fragmented marketplace. Written by the president of one of the world's largest marketing firms, the book provides expert insights about connecting with customers effectively across all channels and over time. The central premise is a refreshingly different, evidence-based approach called Return On Experience and...
| Автор | Frawley Andrew |
| Жанр | Зарубежная деловая литература, Зарубежная образовательная литература, Привлечение клиентов, Классический маркетинг |
Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain...
The Experience is a unique guide to mastering the art of customer service and service relationships, based on the principles employed at the renowned leader in customer experience – the Walt Disney Company. Co-Author Bruce Loeffler spent ten years at Disney World overseeing service excellence, and has partnered with Brian T. Church in this book, to show you how to bring that same level of care and value to your own organization. Based on the I. C.A.R.E. model, the five principles – Impression,...
| Автор | Loeffler Bruce, Church Brian |
| Жанр | Зарубежная деловая литература, Зарубежная образовательная литература, Привлечение клиентов, Классический маркетинг, Управление продажами |
«Маркетинг для государственных и общественных организаций» – книга-откровение, предназначенная специально для работников государственной сферы. Она содержит десятки историй успеха госорганизаций всех типов и со всего мира. Всемирно известный эксперт Филип Котлер и консультант по социальному маркетингу Нэнси Ли показывают, что маркетинг – это не просто очередная статья расходов и отнюдь не только коммуникации, а целый комплекс мероприятий по повышению уровня жизни граждан. Книга познакомит вас...
Как погрузиться в книгу, не читая ее полностью? Для этого существует саммари – краткое изложение основных идей книги. Оно содержит все ключевые мысли, которые автор хотел донести до читателя, и в то же время сохраняет атмосферу и дух оригинального текста. Мы пересказали книгу понятным языком, оставили все важные и полезные тезисы, чтобы вы могли эффективно использовать свое время и познакомиться с бестселлерами литературы быстро и приятно. Данный текст представляет собой краткое изложение...
| Автор | Константин Афонин |
| Жанр | Маркетинг, pr, реклама, Классический маркетинг |
О маркетинге, а именно о 80 ключевых понятиях, или концепциях, эффективного маркетинга, их содержании и значении для современного бизнеса. Автор собрал и переосмыслил.
| Автор | Филип Котлер |
| Жанр | Интернет маркетинг, PR Брендинг, Зарубежная деловая литература, Привлечение клиентов, Классический маркетинг, Стратегия маркетинга |