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As globalization creates increasing challenges to established marketing practices, marketing efforts need to reposition and adapt continuously to maintain an organization's ability to reach potential customers. This Very Short Introduction provides a general overview of the function and importance of marketing to modern organizations. Kenneth Le Meunier-FitzHugh discusses how marketing remains central to creating competitive advantage, and why it needs to be forward looking and constantly reinventing itself in line with new developments in the marketplace.

One man's mistake is another man's lesson. Don't let Scott Miller's success story fool you. He has made and learned from many mistakes in his career. Marketing Mess to Brand Success shares a career's worth of horrifying mistakes, missteps, and lessons learned. Whether you're starting a new company, a brand manager figuring out the best brand strategy or brand positioning for a niche market, or trying to land your first job as a marketing manager or brand manager, this book is designed to prepare you for many of the inevitable challenges that you will encounter.

To keep your brand innovative, you need to feed your creative spirit, and the office is not the place to do that. So get out, disrupt and reimagine the status quo, get into a café, and dream.

Lucy Whittington is on a mission: She wants everyone in the world to do what they're brilliant at and not just what they're good at. Having done what she was good at (marketing) for a long time, and getting overqualified with an MBA, Lucy realized that her thing was finding other people's things and helping them turn them into great businesses that they loved. In this audiobook, Lucy uses her proven five-step process to help even more people find what they are brilliant at.

Google is not only the number one search engine in the world, it is also the number one website in the world. Only five percent of site visitors search past the first page of Google, so if you're not in those top 10 results, you are essentially invisible. Winning the Game of Googleopoly is the ultimate road map to page-one domination (POD).

Since founding Fixup, a pop-up repair shop, Sandra Goldmark has become a leader in the movement to demand better "stuff". She doesn't just want to help us clear clutter - she aims to move us away from throwaway culture, to teach us to reuse and repurpose more thoughtfully, and to urge companies to produce better stuff. Although her goal is ambitious, the solution to getting there is surprisingly simple and involves all of us: have good stuff, not too much, mostly reclaimed, care for it, and pass it on.

The Psychology of Advertising offers a comprehensive exploration of theory and research in (consumer) psychology on how advertising impacts the thoughts, emotions, and actions of consumers. It links psychological theories and empirical research findings to real-life industry examples, showing how scientific research can inform marketing practice.

The latest edition of Instagram for Business for Dummies puts you in the picture on how to showcase your product, craft your narrative, and gather insight into how your customers experience and react to your business. Presented in straightforward, practical language by three Instagram and marketing gurus, you'll swiftly go from setting up your account and profile to applying strategies for creating content that deliver super-engaged customers.

Learn what makes the African American market unique, why marketers should care, and how you can effectively connect with black Americans. Drawing on her wealth of experience and ongoing research and consulting on the African American market, Pepper shares with listeners her thoughtful insights on this influential segment.

Today, encyclopedias, jetliners, operating systems, mutual funds, and many other items are being created by teams numbering in the thousands or even millions. While some leaders fear the burgeoning growth of these massive online communities, Wikinomics proves this fear is folly. Smart firms can harness collective capability and genius to spur innovation, growth, and success.

Drawing on insights from across the social, behavioral, and natural sciences, Michelle Baddeley explores contexts in which behavior is driven by the herd. She analyzes the rational vs nonrational and cognitive vs emotional forces involved, and she investigates why herding only sometimes works out well. With new perspectives on followers, leaders, and the pros and cons of herd behavior, Baddeley shines vivid light on human behavior in the context of our ever-more-connected world.

Conversations make or break everything in sales. Every conversation you have is an opportunity to find new prospects, win new customers, and increase sales. Rainmaking Conversations provides a proven system for leading masterful conversations that fill the pipeline, secure new deals, and maximize the potential of your account.

By one expert's prediction, within 20 years half of Americans will have body implants that tell retailers how they feel about specific products as they browse their local stores. The notion may be outlandish, but it reflects executives' drive to understand shoppers in the aisles with the same obsessive detail that they track us online. In fact, a hidden surveillance revolution is already taking place inside brick-and-mortar stores, where Americans still do most of their buying.

What do Disney, Bollywood, and "the Batkid" teach us about how to create celebrity experiences for our audiences? How can a vending machine inspire world peace? Can being "imperfect" make your business more marketable? Can a selfie improve one's confidence? When can addiction be a good thing?

Business consultant and former MGM director of creative affairs Stephanie Palmer reveals the techniques used by Hollywood's top writers, producers, and directors to get financing for their projects and explains how you can apply these techniques to be more successful in your own high-stakes meetings.

As Palmer has found, the strategies used to sell yourself and your ideas in Hollywood not only work in other businesses, they often work better.

Making Money with Music gives you over 100 revenue streams and the knowledge on how to tap them. Whether you're a solo artist, band, DJ, EDM producer, or other musician, this book gives you strategies to generate revenue, grow your fan base, and thrive in today's technology-driven music environment. Plus, it lists hundreds of services, tools, and critical resources you need to run your business and maximize income.

Hall-of-Fame-nominated marketer and Wall Street Journal cartoonist Stu Heinecke's innovative concept of Contact Marketing - using personalized campaigns to create alliances with executive assistants and reach the elusive VIPs who can make or break a sale, with response rates as high as 100 percent - has helped professionals around the world open more doors in their careers and reach new heights of success. Now, Heinecke shares the latest tips, tools, and tactics to help listeners break through to their top accounts in the most effective ways possible.

With roughly 95,000 blogs launched worldwide every 24 hours, making a fledgling site stand out isn't easy. This authoritative audiobook gives creative hopefuls a leg up. Joy Cho, of the award-winning Oh Joy!, offers expert advice on starting and growing a blog, from design and finance to overcoming blogger's block, attracting readers, and more. With a foreword from Grace Bonney of Design*Sponge plus expert interviews, this book will fine-tune what the next generation of bloggers shares with the world.

Writing copy that sells without seeming "salesy" can be tough, but is an essential business skill. How to Write Copy That Sells is a step-by-step guide to writing fast, easy-to-read, effective copy. It's for everyone who needs to write copy that brings in cash - including copywriters, freelancers, and entrepreneurs. In this audiobook, you'll find copywriting techniques for email marketing, web sites, social media, sales pages, ads, and direct mail.

Counter-Cola charts the history of one of the world's most influential and widely known corporations, the Coca-Cola Company. It tells the story of how, over the past 130 years, the corporation has tried to make its products and brands physically and culturally a central part of global daily life in over 200 countries. Through this story of Coca-Cola, Amanda Ciafone reveals the pursuit of corporate power within the key economic transformations-liberal, developmentalist, neoliberal - of the 20th and 21st centuries. A story of global capitalism, it is not without contest.