Sticky Marketing : Why Everything in Marketing Has Changed and What to do About It
We live in a world were people have become empowered. Consumers can contact companies directly and they can talk to each other with a powerful voice they never had before. Sticky Marketing takes into account these fundamental changes and provides a new set of rules for effective communications in a world transformed by new technology. It introduces a new model of customer engagement and asks ‘not what your marketing can do for you, but what your marketing can do for your customer’. Companies have to move away from the old marketing system of shouting messages at people to attracting them by providing value around their product or service – in other words by becoming ‘sticky’ or attractive. Grant Leboff argues that it is not ‘return on investment’ that matters but ‘return on engagement’, not your unique sales point (or USP), but your customer engagement point (your CEP), that will make the difference in today’s cluttered marketplace.
Strategy Synthesis : Resolving Strategy Paradoxes to Create Competitive Advantage
This is the highly anticipated new edition of the market-leading introduction to strategic management from Bob de Wit (Maastricht School of Management) and Ron Meyer (TiasNimbas Business School). Widely acclaimed for its ability to foster creative, non-prescriptive and global strategic thinking amongst students, “Strategy 4e” builds on the major international success of the prior edition. Developed from wide-ranging market feedback, all of the short and long cases have been replaced or wholly updated with dozens of new cases crafted by the authors and several international contributors. From Google to KPMG, ING Direct to the Metropolitan Opera, the text now features an unparalleled range of organizations with rich settings for students to develop key strategy skills and understanding. New readings, including coverage of hot topics like Blue Ocean Strategy, ensure the theory remains cutting-edge, while a boosted set of lecturer resources makes this the complete package for 21st century strategy courses.
Structural Adjustment and Beyond – Long-term Development in Sub-Saharan Africa
The period since 1980 has been called the structural adjustment decade. A great deal has been learnt during this decade of the need to adapt the policies of adjustment and to apply them in appropriate ways in different situations. This book brings together the theory of the researchers and the practical experience of the policy makers. They focus on concrete research findings in both francophone and anglophone Africa and draw out the long term implications for future policy and research.
Successful Large Account Management : How to Hold on to Your Most Important Customers and Turn Them into Long Term Assets
Designed to provide salespeople with a clearly defined approach to the account planning process, which will benefit their effective management of key customers. The ideas put forward in the text are based on the authors’ sales training programme LAMP (Large Account Management Programme). The reader is taught how to implement an action plan for the management of a key account, how to manage limited resources, how to build long-term relationships with clients and how to identify the right contacts and activate proper channels of communication.
Systems Analysis and Design: Video Enhanced
“Systems Analysis and Design, Video Enhanced: International Edition” offers a practical, visually appealing approach to information systems development.