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Author : Stacey Hills
Publisher : Unknown
Page : 134 pages
File Size : 52,5 Mb
Release : 2011-07-20
Category : Business & Economics
ISBN : 075759042X
Author : Harry Beckwith
Publisher : Grand Central Publishing
Page : 157 pages
File Size : 41,5 Mb
Release : 1999-06-14
Category : Business & Economics
ISBN : 9780446930031
SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as: Greatness May Get You Nowhere Focus Groups Don'ts The More You Say, the Less People Hear & Seeing the Forest Around the Falling Trees.
Author : Matt Heinz
Publisher : Lulu.com
Page : 151 pages
File Size : 53,6 Mb
Release : 2013-07-08
Category : Electronic
ISBN : 9780615487816
Author : Anne T. Coughlan
Publisher : Createspace Independent Publishing Platform
Page : 206 pages
File Size : 45,7 Mb
Release : 2016-11-16
Category : Marketing channels
ISBN : 1539987744
Building a route to market is fundamental to sales and survival. This book demystifies marketing channel strategy by focusing on how to do channel design and management. We provide practical tools and frameworks for key decisions and highlight the critical tradeoffs and pitfalls. Many channel strategies are built like the wood towers used in popular stacking games. You hope your tower is sturdy and strong. But over time, you may replace or add partners, add or subtract routes to market, and change your product lines - so your channel strategy must adapt in order to prevent your tower from collapsing or breaking apart. This Field Guide introduces you to the channels landscape, helps you understand your building block options, and unpacks the physics of adding and subtracting channel components, to give you the tools you need to keep your go-to-market strategy resilient, responsive, and a source of competitive advantage.
Author : Harry Beckwith
Publisher : Texere Publishing
Page : 272 pages
File Size : 55,9 Mb
Release : 2001
Category : Business & Economics
ISBN : 1587990660
The essential guide to marketing services, that has become a business classic.Many companies who claim to be selling products are really selling services. What used to be a product-driven economy is now replete with services. But unlike products, you can’t touch services, hear or see them. Services are mainly just promises that somebody will do something. They are invisible. So how do you sell, develop and make them grow? This international bestseller, now in paperback, answers that question with insights on how the markets for services work and how customers think and behave towards your offering. When it comes to marketing and selling, the difference between products and services can be enormous. A treasury of bite-sized, practical and intelligent strategies, based upon the author’s extensive experience, Selling the Invisible will open your eyes to new ideas that will enhance the value and profitability of any company in today’s service market.The book begins with the core problem of services marketing: service quality. It then suggests how to learn what you must improve, with examples of what works. It then moves on to services marketing fundamentals: defining what business you really are in and what people really are buying; positioning your service; understanding customers and buying behaviour; and communicating your service.
Author : William Lin
Publisher : John Wiley & Sons
Page : 231 pages
File Size : 45,8 Mb
Release : 2023-05-09
Category : Business & Economics
ISBN : 9781394180653
The Venture Capital Investment Framework Venture capital is the economic engine that drives entrepreneurship and innovation through capital investments, board membership, advice, introductions to relevant employees, and customers. Despite the outsized importance of venture capital, the inner workings remain hidden. Venture is still a mentor-led industry and it is an industry where you have to do a lot of self-education—you have to learn by doing, and you have to get up to speed quickly. Until now. Author William Lin spent over a decade in venture capital, starting in an entry-level position, helping to start a leading VC firm from scratch, and eventually becoming Managing Partner. In The VC Field Guide: Fundamentals of Venture Capital, Lin shares his unique framework, the Venture Capital Investment Framework, to help any venture capitalist, entrepreneur, or investor make better investment decisions, quicker. He delivers an incisive and practical handbook for the world of venture capital. You’ll learn about the industry, how to break into it, and discover the art of investing in startups, and more, including: How VC deals are analyzed, vetted, and made Which questions experienced and successful venture capital investors ask startup founders when making investment decisions, and why those questions matter The venture capital mindset that dominates the thinking of the most prominent venture capital investors The best ways to begin a career in venture capital and tips on advancing your career Key differences between multi-stage and boutique firms and what it means for entrepreneurs The different factors VCs use to evaluate early-stage versus late-stage companies If you want to be close to company creation and innovation as a venture capitalist, investor, or entrepreneur, this book is for you. If you want to be involved in situations that impact economic growth, innovation, and the founders, employees, vendors, and communities that support the broader entrepreneurial ecosystem, this book is for you. The VC Field Guide is not only a primer on the inner workings of the venture capital industry, but a timely framework for how investment decisions are made. Anyone who wants to better understand how venture capital investments are made, and why will find this book helpful.
Author : Patrick Forsyth
Publisher : John Wiley & Sons
Page : 240 pages
File Size : 54,7 Mb
Release : 2009-09-09
Category : Business & Economics
ISBN : 1576603296
The late great Peter Drucker defined marketing as “looking at the business through the customers’ eyes.” Even though organizations are becoming increasingly customer-focused, marketing is still one of the most misunderstood areas of business. This guide explains what marketing is and the techniques marketers use. Topics covered include: • The marketing mix • Pricing policy • Different methods of market research This guide to the fundamentals will be invaluable for anyone aiming to excel in a customer-focused organization.
Author : Aldo Naef
Publisher : Unknown
Page : 0 pages
File Size : 49,9 Mb
Release : 2023-08-10
Category : Electronic
ISBN : 9693392981
"Marketing Fundamentals" by Aldo Naef is your essential guide to conquering the world of marketing, whether you're just starting your own company or seeking to enhance your marketing efforts. This book cuts through the complexity and delivers actionable tips and strategies that are easy to understand and simple to implement. With a focus on storytelling as a cornerstone of effective marketing, this guide helps you connect with your target audience, stand out from competitors, and drive real results. Learn how to invite your customers into a relatable and compelling story that addresses their problems and resonates with your brand. Master the art of using storytelling in copywriting, blogs, business proposals, and more, creating a powerful brand identity that captivates your audience. From empathy-driven content creation to becoming a trusted expert in your field, "Marketing Fundamentals" equips you with the tools to attract customers and guide them towards success. Embrace the top marketing methods that drive customer engagement and conversions. Discover how storytelling not only transforms your marketing campaigns but also positions you as the go-to resource for solving your customers' challenges. This book is your gateway to becoming a skilled marketer who not only understands the essentials but also crafts compelling narratives that inspire action.
Author : Geoff Lancaster,Frank Withey
Publisher : Routledge
Page : 396 pages
File Size : 55,8 Mb
Release : 2006
Category : Business & Economics
ISBN : 9780750680073
"Butterworth-Heinemann's 2006/07 CIM Coursebooks are the only study materials endorsed by CIM. Carefully structured to link directly to the CIM syllabus, the Coursebook is user-friendly, interactive and relevant, ensuring it is the definitive companion to this year's CIM marketing course! Reviewed and approved by The Chartered Institute of Marketing; written by experts in the field to guide you through the syllabus; each text is crammed with a range of learning objectives, cases, questions, activities, definitions, study tips and summaries to support and test your understanding of the theory; contains past examination papers and examiners' reports to enable you to practise what has been learned and help prepare for the exam." - back cover.
Author : Sarah B. Lange
Publisher : Bloomsbury Publishing USA
Page : 231 pages
File Size : 54,7 Mb
Release : 2017-12-01
Category : Social Science
ISBN : 9798216084082
With this book in hand, nonprofits can increase their fundraising potential-and their overall impact-by learning how to ramp up nearly every aspect of their fundraising programs in new and creative ways. Today's competitive and ever-shifting environment demands that nonprofits adopt a new approach to raising money. This book will show them how, in part by changing the way those charged with fundraising think about this all-important task. The book will help nongovernmental organizations plan better, write more powerful grants, craft more compelling appeals and other communications, engage board members and donors-and brag about all the great work they're doing in just the right way. It offers readers a fresh perspective on fundraising, as well as clear, practical strategies to build essential connections using varied tactics, including social media. Equally helpful is an eye-opening discussion about beliefs and attitudes that can stand in the way of fundraising success. Unlike books that focus on a single strategy such as grant writing, board development, or major gifts appeals, this volume is unique in that it details fundraising strategies that generate the highest return on investment. In doing so, the author provides a theoretical framework, creative ideas for taking best practices to the next level, and specific tools that can be applied to reach fundraising goals. By adopting the new framework, enhancing skills, and taking a fresh look at their task, nonprofits can raise the money they need to make a significant difference, regardless of their mission or cause.
Author : Alison Williams,Roddy Mullin
Publisher : Kogan Page Publishers
Page : 271 pages
File Size : 48,8 Mb
Release : 2009-06-03
Category : Business & Economics
ISBN : 9780749452902
If you are involved in field marketing, this is the book for you. Whether you are working within a company and seeking to employ a field marketing agency, or you work for such an agency and want to ensure best practice, The Handbook of Field Marketing is the essential handbook for success. Crammed with self study questions, case studies, and proven advice for success, this book offers a blueprint for best practice, enabling you to undertake robust, rigorous and meaningful brand research. The Handbook of Field Marketing reveals the best techniques to ensure profitable brand maximization for your company's products (or those of the client company), whether measured by brand visibility, product availability, positioning, performance against competitors or overall sales performance.
Author : Eric W. Reinholdt
Publisher : Createspace Independent Publishing Platform
Page : 0 pages
File Size : 52,7 Mb
Release : 2015
Category : Architects
ISBN : 1511750170
Part narrative, part business book; Architect + Entrepreneur is filled with contemporary, relevant, fresh tips and advice, from a seasoned professional architect building a new business. The guide advocates novel strategies and tools that merge entrepreneurship with the practice of architecture and interior design. The Problem:Embarking on a new business venture is intimidating; you have questions. But many of the resources available to help entrepreneur architects and interior designers start their design business lack timeliness and relevance. Most are geared toward building colossal firms like SOM and Gensler using outdated methods and old business models. If you're an individual or small team contemplating starting a design business, this is your field guide; crafted to inspire action. The Solution:Using the lean startup methodology to create a minimum viable product, the handbook encourages successive small wins that support a broader vision enabling one to, "think big, start small, and learn fast." It's a unique take on design practice viewed through the lens of entrepreneurship and is designed to answer the questions all new business owners face, from the rote to the existential. Questions about: - Startup costs - Business models (old and new) - Marriage of business and design - Mindset - Branding & naming (exercises and ideas) - Internet marketing strategies - Passive income ideas - Setting your fee - Taxes - Standard Operating Procedures (SOPs) - Securing the work - Client relations - Software - Billing rates - Contracts Building a business isn't a singular act; it's a series of small steps. Using the outline found in Architect + Entrepreneur you can start today. The chapters are organized to guide you from idea to action. Rather than write a business plan you'll be challenged to craft a brand and you'll sell it using new technologies. Follow the guide sequentially and you'll have both the tools and a profitable small business.
Author : Daniel Adesina Oduntan
Publisher : Alpha Book Publisher
Page : 128 pages
File Size : 45,6 Mb
Release : 2024-06-30
Category : Science
ISBN : 8210379456XXX
This second edition of “Beekeeper’s Companion Illustrated Field Guide” is a continuation of the concept to show you beekeeping practices from the business point of view. This book will introduce you to the basics of bees and how they live, explain the basic concepts of beginning an apiary, and p rovde you with a guideline for how to begin observing and asking questions to assess the quality of your queent and the strengths of your hives.
Author : Peter Skarzynski,David Crosswhite
Publisher : John Wiley & Sons
Page : 293 pages
File Size : 45,7 Mb
Release : 2014-02-19
Category : Business & Economics
ISBN : 9781118644393
A step-by-step guide to successfully transforming any organization It is well recognized that succeeding at innovation is fundamental in today's hyper-competitive global marketplace. It is the only way to outperform current and emerging competitors sustainably. But what we call “innovation” is messy and difficult and too often lacks the rigor and discipline of other management processes. The Innovator's Field Guide: Market Tested Methods and Frameworks to Help You Meet Your Innovation Challenges changes that. It is a practical guide that moves beyond the “why” to the “how” of making innovation happen, for leaders and practitioners inside organizations of all sizes. Written by two pioneers in the field of embedding innovation in organization, The Innovator's Field Guide focuses on the most pressing innovation problems and specific challenges innovation leaders will face and offers concrete solutions, tools, and methods to overcome them. Each chapter describes a specific innovation challenge and details proven ways to address that challenge Includes practical ideas, techniques, and leading practices Describes common obstacles and offers practical solutions Any leader or professional who needs concrete solutions—right now—to the critical challenges of innovation will find invaluable aid in the practical, easy-to-understand, and market-tested approaches of The Innovator's Field Guide.
Author : Story Clark
Publisher : Island Press
Page : 408 pages
File Size : 55,6 Mb
Release : 2012-09-26
Category : Nature
ISBN : 9781597267588
Finally, a comprehensive book on land conservation financing for community and regional conservation leaders. A Field Guide to Conservation Finance provides essential advice on how to tackle the universal obstacle to protecting private land in America: lack of money. Story Clark dispels the myths that conservationists can access only private funds controlled by individuals or that only large conservation organizations have clout with big capital markets. She shows how small land conservation organizations can achieve conservation goals using both traditional and cutting-edge financial strategies. Clark outlines essential tools for raising money, borrowing money, and reducing the cost of transactions. She covers a range of subjects including transfer fees, voluntary surcharges, seller financing, revolving funds, and Project Related Investment programs (PRIs). A clear, well-written overview of the basics of conservation finance with useful insights and real stories combine to create a book that is an invaluable and accessible guide for land trusts seeking to protect more land.
