The Guru Guide to Marketing: A Concise Guide to the Best Ideas from Today's Top Marketers by Joseph H. Boyett

Product Description

* Discusses the newest marketing concepts.
* The Guru name is synonymous with expert, candid advice.
* The Guru format provides an easy reference to a wide range of ideas and practices.
Product Details

* Amazon Sales Rank: #1185225 in Books
* Published on: 2002-11-15
* Number of items: 1
* Binding: Hardcover
* 252 pages

Editorial Reviews

Book Info
Compiles the best thinking on modern marketing from the most noted names in the field to help your business and your products stand out from the pack. Offers cutting-edge advice that is objective, thought-provoking and always practical.

From the Inside Flap
Marketing just isn't what it used to be. New technology and business practices as well as more informed and savvy consumers have made the business of marketing more complicated than ever before. Marketers know they must develop new ways to tap consumers and new ways to differentiate their products.

If you want to learn about the latest trends in marketing, then you can read the hundreds of books and thousands of articles published each year on the subject. Or you could turn to a trusted single resource for informed guidance from the top thinkers in the field. For the very best advice from the biggest names in the business, turn to The Guru Guide™ to Marketing.

A valuable source of inspiration and cutting-edge ideas, The Guru Guide™ to Marketing offers unparalleled access to the hottest trends in the field. Based on top Fortune 500 consultants Joseph and Jimmie Boyett's exhaustive research, it distills the wisdom of the world's top marketers into straightforward, bite-sized lessons about everything from branding to buzz.

In The Guru Guide™ to Marketing, you'll learn the secrets of brand management from legends Philip Kotler, Bernd Schmitt, and Jack Trout. You'll understand the new one-to-one consumer relationship with help from Don Peppers and Martha Rogers. You'll hear from Frederick Newell on customer relationship management, Kevin Clancy and Peter Krieg on customer retention programs, and Malcolm Gladwell on creating buzz.

Organized by broad themes that encompass every aspect of modern marketing, top thinkers like Seth Godin, Ian Gordon, and Sam Hill shed needed light on topics like the role of mass marketing in a fragmented consumer society, how to market to a global audience, and the new brand management. Fresh marketing concepts like permission marketing, relationship marketing, and experiential marketing are explored in detail.

Informed and opinionated, The Guru Guide™ to Marketing shows you where the experts agree and disagree and offers the Boyetts' own unique take on what the masters of marketing have to say. Loaded with insights from the industry's leading thinkers, it's a clear, concise, and informative digest of the best thinking about marketing today and for the future.

Back Cover Copy
How can I differentiate my products from the competition?
Do customer retention and loyalty programs really work?
How do I increase a customer's lifetime value to my company?
How can I build a strong brand and manage it wisely?

To find the answers to these and scores of other questions, turn to the experts at the pinnacle of the profession-the gurus of marketing. They see tomorrow's trends today, understand the new informed consumer, and are shaping the future of marketing. Now you can tap into their years of experience, gain insight from their wisdom, and learn from the mistakes they made on the way to the top. Read what they have to say about branding, buzz, product placement, and more. The Guru Guide™ to Marketing compiles the best thinking on modern marketing from the most noted names in the field to help your business and your products stand out from the pack. Like the other Guru Guides™ before it, this book offers cutting-edge advice that is objective, thought-provoking, and always practical.

Some of the Gurus you'll meet:

David Aaker, author of Building Strong Brands
Adam Curry and Jay Curry, coauthors of The Customer Marketing Method
David F. D'Alessandro and Michele Owens, coauthors of Brand Warfare
Laura Day, author of Practical Intuition for Success
Malcolm Gladwell, author of The Tipping Point
Seth Godin, coauthor of Permission Marketing
Ian Gordon, author of Relationship Marketing
Sam Hill, coauthor of The Infinite Asset and author of 60 Trends in 60 Minutes
Philip Kotler, author of Kotler on Marketing and Marketing Insights from A to Z
Regis McKenna, author of Real-Time Marketing
Mary Modahl, author of Now or Never
Don Peppers and Martha Rogers, coauthors of The One to One Future
Faith Popcorn, author of EVEolution
Bernd Schmitt and Alex Simonson, coauthors of Marketing Aesthetics
Carl Sewell, Paul Brown, and Tom Peters, coauthors of Customers for Life
Patricia Seybold, author of The Customer Revolution
Judy Strauss, coauthor of Marketing on the Internet
Jack Trout, author of Differentiate or Die
Sergio Zyman, author of The End of Advertising as We Know It

The Sales Success Handbook (Mighty Manager) by Linda Richardson

Product Description

To sell today, salespeople must add value, provide perspective, and show customers how a product will solve their specific needs. The Sales Success Handbook outlines a six-step program for hearing and understanding exactly what customers have to say and for selling solutions--instead of just selling products.
Product Details
Amazon Sales Rank: #814411 in Books
Published on: 2006-03-22
Number of items: 1
Binding: Hardcover
128 pages
Editorial Reviews

From the Back Cover

Open your ears, close your mouth, and see your sales increase

The classic "features and benefits" sales approach is dead. To sell today, you must add value, provide perspective, and show customers how your product will quickly and consistently solve their specific needs. This requires that you first listen to your customers--to discover exactly what their specific needs are.

The Sales Success Handbook outlines a battle-tested, six-step program for hearing and understanding exactly what your customers have to say and selling solutions instead of just selling products. Renowned sales trainer and author Linda Richardson presents twenty powerful lessons you can use to:
Learn from your customers
Develop a questioning strategy
Drill down to needs
Listen to question meaning
Position solutions
Use objections to win business
Avoid closing tactics
Leverage your resources
Build your dialogues

Selling is more difficult than ever before. Internet-savvy customers already know what your product is; they need you to explain what it can do for them. The Sales Success Handbook will show you how to sell to customers not by what you tell them, but by how well you listen to what they have to say--and persuasively position the value you bring to meet their business and personal needs.

Your customers no longer see you as an expert. They see themselves as the experts and you as a frontline resource, one who can add value primarily by taking the time to understand and give them what they want and need.

Top producers understand this truth. Do you?

The Sales Success Handbook shows you how to replace outmoded product-selling techniques with newly-developed interpersonal tools that will help you open true sales dialogues, confidently work toward the close through each stage of the dialogue, and consistently create lasting sales relationships. Whatever level your sales career has reached, this results-driven guide will provide you with:
Descriptions of the six critical skills for making dialogues fluid and productive--presence, relating, questioning, listening, positioning, and checking
Tips for optimizing your opening, and establishing invaluable rapport instead of engaging in generic product discussion
Guidelines for asking better questions, by phrasing, positioning, and sequencing questions to get your customers to open up and verbalize their wants
Non-offensive techniques for naming your price based on your schedule, instead of your customer's
Customer feedback strategies to help you achieve buy-in, seamlessly fine-tune your approach, and keep moving forward
Resource-leveraging skills for turning six degrees of separation into seven-figure sales
A three-phase closing process for setting pre-call objectives, making mid-call adjustments, and asking for the customer's business
A follow-up system, both within your firm and externally, for avoiding the "out of sight out of mind" syndrome

Top producers know that business has changed and to keep an essential edge they can no longer get by on product expertise alone. To reach or maintain the top five percent level, it is urgent that you keep up with this change. The Sales Success Handbook walks you through the entire process, drilling you on the six critical skills of successful sales talk and shifting you from the mindset of an expert to that of an essential, invaluable, and irreplaceable resource.

About the Author

Linda Richardson is founder, CEO, and president of Richardson, a leader in the global sales training industry. A pioneer in the ongoing move to consultative selling and popular speaker at industry and client conferences, Richardson also teaches sales and management courses at the Wharton School and Wharton Executive Development Center. She has been featured in Forbes, Nation's Business, and other national publications, and is the author of influential books including Stop Telling, Start Selling, Selling by Phone, Sales Coaching, and others.

Global Account Management: A Complete Action Kit of Tools and Techniques for Managing Big Customers in a Shrinking World by Peter Cheverton

Product Description

A realistic and pracitical guide to success with the truly "global" customer
Product Details
Amazon Sales Rank: #857207 in Books
Published on: 2006-05-01
Format: Illustrated
Number of items: 1
Binding: Hardcover
242 pages

Competing for Capital: Investor Relations in a Dynamic World by Bruce W. Marcu

Product Description

Praise for Competing for Capital

"An indispensable guide for investor relations and communication counselors alike. With more individual investors in the market than ever before, this book makes navigating the new regulatory playing field much more possible—and makes clear the path to victory."
—Michael W. Robinson
Director, Levick Strategic Communications; Former Director of Public Affairs and Policy, U.S. Securities and Exchange Commission (SEC); Director of Media Relations, NASD

"More than simply writing a textbook on IR, Bruce Marcus shares his wealth of experience and critical viewpoint with those seeking to understand a fast-changing profession."
—June Filingeri
President of Comm-Partners LLC, Investor Relations Consultant, and Educator

"Bruce Marcus puts some solid ground under the shifting landscape of being an investor relations professional. A must-read primer for public companies."
—Robert C. Roeper
Managing Director, VIMAC Ventures, LLC

"As the song lyrics go, 'everything old is new again,' but this time with a vengeance. Disclosure has always been the touchstone of securities laws, but now more disclosure is required on a real-time basis with heightened accountability. Competing for Capital is a must-read for those in the securities industry, providing insights into securities markets, the information age and technology, and their impact on the job of investor relations professionals. Investors come in all shapes and sizes from around the globe, and investor relations personnel have their work cut out for them to provide clear, comprehensible, and comprehensive information, accessible to the novice and sophisticate alike. Competing for Capital shows them the way."
—Donna L. Brooks, Esq.
Partner, Shipman & Goodwin, LLP

"Competing for Capital puts our recent turbulent financial marketplace in context, provides solid information for both new and experienced investor relations practitioners, and offers insights into the future of IR—all in Bruce Marcus's easy-reading style."
—Dixie Watterson
IR consultant, Communica Partners

"Competing for Capital aptly illustrates how investor relations has become a major corporate responsibility in generating trust, and how the profession must realize now more than ever that the needs of investors have changed because of technology, regulation, and globalization."
—Mark Kollar
Managing Director, Cubitt Jacobs & Prosek
Product Details
Amazon Sales Rank: #437295 in Books
Published on: 2005-03-04
Number of items: 1
Binding: Hardcover
240 pages
Editorial Reviews

Download Description
"

An updated edition to one of the most detailed guides to investor relations

The rapidly changing nature of the economic environment, technology, and the regulatory response to the scandals of the early part of the new century require a new look at traditional investor relation practices. Emphasizing the marketing aspects of investor relations, Competing for Capital addresses this new environment by providing readers with the information they need on such critical issues as functioning under new laws and regulatory controls, new techniques and trends in communicating with investors and the financial community, and the effects of globalization of the capital markets.

Bruce W. Marcus (Easton, CT) is a long-time Wiley author with several bestselling books on investor relations, including Competing for Capital. He is a widely published author, a Connecticut-based consultant to some of the nation's largest corporations and to many professional service firms, and the editor of the internationally read newsletter, The Marcus Report (www.marcusletter.com). "

From the Inside Flap
New laws and regulations, engendered by the scandals of the early part of the twenty-first century, are dramatically changing corporate governance, as well as the relationships between the corporate boards affected and their investors. Evolving and sophisticated technologies have opened innovative avenues of communications between investors and those who advise them. Financial institutions serving corporations and investors must now function with updated configurations and newly revised regulatory strictures that have helped to reorganize rules of the capital markets for the better. The demands that corporations and the financial community are faced with today call for a fresh look using the improved skills and transformed traditional investor relations techniques needed to better compete in today's volatile and competitive capital markets.

In Competing for Capital, using a marketing-driven approach to investor relations in the twenty-first century, author Bruce Marcus addresses this new environment by providing readers with the information and insights they need to:
Competitively project, to both investors and their advisors, the significant advantages of investing in a company in today's economic environment
Realistically function in the realm of this century's laws and changing regulatory controls
Effectively use updated techniques and trends in continuing to communicate effectively with investors and the financial community
Understand the complicated new dynamics of today's competitive capital markets

Since Competing for Capital was first published in 1975, there is virtually no area of investor relations that hasn't changed, and the competition for investment capital has become keener. Currently, competition for an investor's dollar has become so acute, and the regulations so different, that it requires an entirely fresh view of long-standing investor relations practice. This book addresses the updates in recently passed laws and regulations, including Sarbanes-Oxley, and delineates the significant changes that have occurred over the past years within both corporations and the financial community in respect to investors and contemporary investor relations practices.

From new configurations of financial institutions and companies to the changing attitudes of, and toward, investors, Competing for Capital offers readers a contemporary view of the dynamic and vital world of investor relations, essential to better informing investors and to help corporations to better compete in the capital markets.

About the Author
BRUCE W. MARCUS, a pioneer in investor relations and a consultant serving some of the nation's largest corporations, is a longtime Wiley author whose first of several bestselling books on investor relations, Competing for Capital, was published by Wiley in 1977. He is a widely published author of hundreds of articles and more than a dozen books on investor relations, ERISA, and marketing; a Connecticut-based consultant to some of the nation's largest corporations and to many professional service firms; and the editor of the internationally read newsletter, the Marcus Letter (www.marcusletter.com). As a marketing expert, he has been at the forefront of instituting fundamental changes in the art of marketing professional services, and is responsible for creating innovative marketing programs for both large international and small accounting, law, and consulting firms. He is the coauthor, most recently, of Client at the Core (Wiley). His e-mail address is marcus@marcusletter.com.
Customer Reviews

The SOX Coverage We Needed!
"Competing for Capital" provides an indispensable road map. But it's not just for the I/R pro. Any company on a growth path with outside investors now or in the future needs to understand the issues and solutions Marcus delivers. And did I mention Sarbanes-Oxley? In this brave new world of ours, SOX makes everything different. It alters the landscape. In this edition, Marcus lays out exactly what I need to know and how to approach it. I don't know how you'd handle stakeholders without it. It's essential reading in our office.

All About Our Post-Sarbanes-Oxley World
As a securities lawyer and businessman, I was delighted to find this lucid, "plain English" roadmap for effective investor relations (which means effective disclosure, which means effective marketing) in our post-Sarbanes-Oxley world.

Marcus rightly recognizes that Sarbanes-Oxley is easily the most significant change to US securities law since the original acts were passed in 1933 and 1934, and that dealing with the brave new "SOX" world has been a monumental challenge to CEO's, financial professionals and, yes, lawyers. I thus find it odd, if not positively inexplicable, to criticize the book on the ground that its emphasis on SOX is "relentless"--to my mind, that is its great virtue!

Marcus writes as an experienced, level-headed practitioner whose sound judgment and clear-eyed perspective on the dynamics of our evolving rules of disclosure put welcome context around what investor relations professionals need to--and should--do.

Our capital markets are the stronger for resting on the bedrock principle of full disclosure, and Marcus' roadmap to compliance belongs on the desk of everyone participating in that invaluable process.

Not as Good as Expected
This book has lots of good information, especially for people like me who are new to investor relations; however, the relentless repeated emphasis on the effects of the Sarbanes-Oxley act and the surprisingly poor editing of the book make it only mediocre. There are many mispellings and I found one paragraph to be duplicated word-for-word on the immediate subsequent page. Take this book back to the editors and then send it back out to the public...