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Stan

Książka wygląda jak nowa. Bez zaznaczeń.


O książce

Autor jest uznawany za twórcę marketingu bezpośredniego.


Spis treści

1. Direct Marketing Is a Strategy, Not a Tactic

It's not an ad with a coupon, it's not a commercial with a toll-free number, it's not a mailing, a phone call, a promotion, a database, or a Web site; It's a commitment to getting and keeping valuable customers.

2. The Consumer, Not the Product, Must Be the Hero

The product must create value for each of its consumers. It must satisfy consumers' unique differences, not their commonalities. The call of the Industrial Revolution was manufacturers saying, "This is what I make, don't you want it?" The call of the Information Age is consumers asking, "This is what I need, won't you make it?"

3. Communicate with Each Customer or Prospect as an Audience of One

Advertising must be as relevant to each consumer as the product or service is. General advertising and more targeted direct marketing must both be part of a holistic communication strategy.

4. Answer the Question "Why Should I?"

The most dangerous question a prospect or customer asks is "Why should I?" And he may ask it more than once -- but never of you. The product and its communication stream must continue to provide him with both rational and emotional answers.

5. Advertising Must Change Behavior, Not Just Attitudes

Favorable consumer attitudes go only part of the way to creating sales. It's also the consumer's accountable actions such as inquiries, product trials, purchases, and repurchases that create profits.

6. The Next Step: Profitable Advertising

The results of advertising are increasingly measurable;they must now become accountable. Advertising can't be just a contribution to goodwill -- it must become an investment in profits.

7. Build the "Brand Experience"

Customers have to know and feel the brand as an experience that serves their individual needs. It has to be a total and ongoing immersion in satisfaction that includes everything from packaging to point of purchase, repurchase, and after-sale service and communications.

8. Create Relationships

Relationships continue to grow -- encounters do not. The better the buyer-seller relationship, the greater the profit.

9. Know and Invest in Each Customer's Lifetime Value

One automobile dealer calculated that a lifetime of cars sold to one customer would be worth $332,000. How much should a marketer spend to create such a loyal lifetime customer for a given product or service?

10. "Suspects" Are Not "Prospects"

"Prospects" are consumers who are able, ready, and willing to buy, "suspects" are merely eligible to do so. Communicating with prospects reduces the cost of sales; communicating with suspects raises the cost of advertising.

11. Media is Contact Strategy

Measurable results from media, not the number of exposures, are what counts. Measurements such as "reach" and "frequency" are out of date. Only "Contacts" can begin relationships.

12. Be Accessible to Your Customers

Be there for your customers--be their database and source of information and service through as many channels of communication as possible. They can't tell you what they need unless they can reach you.

13. Encourage Interactive Dialogues

Listen to consumers rather than talk at them. Let them "advertise" their individual needs. They'll be grateful for your responsiveness. Convert one-way advertising to two-way information sharing.

14. Learn the Missing "When?"

The answer "Not now" is as dangerous to advertising as "Not this." Only consumers know when they are ready to buy, and they will tell you if you ask them in the right way.

15. Create an Advertising Curriculum That Teaches as It Sells

A "curriculum" is a learning system that teaches one "bit" of information at a time. Each advertising message (bit) can build on the learning of the previous one. It can teach consumers why your product is superior and why they should buy it.

16. Acquire Customers with the Intention to Loyalize Them

Promotions sell product trials -- but not ongoing brand loyalty. They may also attract the wrong customers, who may never become loyal. The right customers must be acquired and persuaded to want what the product does and not what the promotion offers. The right customers may in fact be your competitor's best customers.

17. Loyalty Is a Continuity Program

"Totally satisfied" customers are least likely to fall away. Those who are merely "satisfied" may fall away without warning. To build ongoing relationships, rewards for good customers should be tenure-based (on previous purchases, usage behavior, and length of relationship). Rewarding "tenure" can prevent competitors from "conquesting" your best customers.

18. Your Share of Loyal Customers, Not Your Share of Market, Creates Profits

Spend more on the good customers you have. Ninety percent of most companies' profits come from repeat customers. It costs six to ten times as much to get a new customer as to keep an old one.

19. You Are What You Know

Data is an expense -- knowledge is a bargain. Collect only data that can become information, which, in turn, can become knowledge. Only knowledge can build on success and minimize failure. A company is no better than what it knows. 

Stan

Książka wygląda jak nowa.

O książce

"The Masterbrand Mandate is on the money-literally and figuratively! Both visionary and practical, it successfully tackles the modern challenges of brand-building head-on. This book is an invaluable guide for designing breakthrough brand strategies in the new economy." -Kevin Lane Keller

Spis treści

About the Book ix

Chapter 1 Built to Change 1

Part 1 Mandate: Build the Customer's Community 

Chapter 2 Grow the Masterbrand Community 27
Chapter 3 Interactivate the Brand.comm 59
Chapter 4 Extend the Online Community 89
Chapter 5 Masterbrand: Sun Microsystems 109

Part 2 The Inside Job: Coach the Customer's Team
 
Chapter 6 Coach the Customer's Team 121
Chapter 7 Organize to Brand-Build 151
Chapter 8 Masterbrand: Charles Schwab & Co. 177
Chapter 9 Unify the Diverse Community 187

Part 3 The World Outside: Maneuver the Masterbrand
 
Chapter 10 Outbrand the Competition 213
Chapter 11 Masterbrand: America Online 243
Chapter 12 Interglocalize the Masterbrand 253
Chapter 13 Moving Forward with the Mandate 273

Epilogue 295
Endnotes 297
Additional Sources 305
Acknowledgments 309
Index 311
About the Authors 323

Stan

Minimalne śladu używania na okładce. Wewnątrz bez zaznaczeń.


Spis treści

1. Introducing the Concepts.
2. The Context of Managing Strategically.
3. Assessing Opportunities and Threats: Doing an External Analysis.
4. Assessing Strengths and Weaknesses: Doing an Internal Analysis.
5. Functional Strategies.
6. Competitive Strategies.
7. Corporate Strategies.
8. Strategic Management in Other Organization Types.  

Stan

Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.


O książce

Zwięzłe wprowadzienie do ZZL. Autor opisuje podstawowe koncepcje zarządzania ludźmi.


Spis treści

Ch. 1 Managing human resources today 1
Ch. 2 Managing equal opportunity and diversity 25
Ch. 3 Personnel planning and recruiting    60
Ch. 4 Testing and selecting employees 111
Ch. 5 Training and developing employees 150
Ch. 6 Performance management and appraisal 182
Ch. 7 Compensating employees 213
Ch. 8 Ethics and fair treatment in human resource management 249
Ch. 9 Managing labor relations and collective bargaining 282
Ch. 10 Protecting safety and health 315

Module A Managing HR globally 346

Stan

Niewielkie ślady używania na okładce. Wewnątrz kilka zaznaczeń.


Spis treści

Part One: Human Relations and You

Chapter 1: Human Relations: A Background
Chapter 2: Self-Concept and Self-Esteem in Human Relations
Chapter 3: Self-Awareness and Self-Disclosure
Chapter 4: Attitudes
Chapter 5: Personal and Organization Values
Chapter 6: Motivation: Increasing Productivity

Part Two: Human Relations in Groups

Chapter 7: Communication and Human Relations
Chapter 8: People, Groups, and Their Leaders
Chapter 9: Teams in Quality Organizations
Chapter 10: Achieving Emptional CEmotional3

Part Three: Building Your Human Relations Skills

Chapter 11: Individual and Organizational Change
Chapter 12: Creativity and Human Relations
Chapter 13: Conflict Management
Chapter 14: Stress and Stress Management
Chapter 15: Your External and Internal Customers

Part Four: Thriving In a Changing World

Chapter 16: Human Relations in a World of Diversity
Chapter 17: Business Ethics and Social Responsibility
Chapter 18: Maintaining Workplace Health
Chapter 19: Human Relations and Your Future Success

Stan

Brak obwoluty. Minimalne ślady używania na okładce. Jedno lub dwa zaznaczenia.

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Autor opisuje wpyw portali aukcyjnych, takich jak Ebay, na zachowania współczesnych konsumentów.

Spis treści

Introduction 1

1 Primitive Values: The Accumulation Nation 15
2 Secondhand Nation: Minding the Liquidity Gap 37
3 Auction Fever: Catalyst for a Cultural Revolution 57
4 True Liquidity: Creating a Perfect Market 77
5 Future Value: Embracing the Auction Culture 103
6 For the Good of All: The Net Effect 131
7 To Fight or not to Fight: Corporate Responses to Change 155
8 Setting a Course: Winning Business Strategies 181
9 The Evolution of a New Ecosystem: Tomorrow's Opportunities 209

A Note on the Data 229
Acknowledgments 231
Selected References 233
Index 235