Marketing Ebooks: "Winning with Customers: A Playbook for B2B"

"This book captures the invaluable lessons learned from a nearly decade-long journey focused on perfecting the business science of creating value for customers in the so-called business-to-business (B2B) segment of commerce. Keith and Jerry have clearly arrived at an important destination. Not only has the customer value creation (CVC) science been significantly advanced, it has been proven by real-world application in numerous B2B settings."
—From the Introduction, Glenn Dalhart, retired partner, Ernst & Young management consulting

Providing deep insight into the discoveries that can help you win with your customers and, ultimately, increase the value of your business, Winning with Customers introduces you to proven ideas for helping your organization accelerate profitable growth. Sharing real experiences from real companies that have delivered significant results using the authors' "Winning with Customers" approach, this effective guide reveals a wealth of practical information to help you put their winning formula to work in your organization.

Filled with case studies, examples, and workable tips, this easy-to-use handbook includes everything your corporation needs to succeed, including:
Hands-on advice on what winning with customers means and the measures that really work
Guidance for moving you from anecdotes and gut feelings to sound metrics for success
The resources you need to collect your customers' perspectives on the value you create for them
Step-by-step customer plans that can be executed by the organization, understood by the sales force, and communicated easily to customers
An accompanying web site (winningwithcustomers.com) packed with online exercises, a community forum, additional case studies, and more

Practical, useful, and readable, the tools and tactics in Winning with Customers will help your business create impactful changes that generate a sustainable competitive advantage in the process.

"Now" is always the right time to kick off a Winning with Customers effort in your organization. You now have the playbook to get started.

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Marketing Ebooks: "The Buying Brain"

If You Understand Brain Basics, You'll Sell More
As much as 95% of our decisions are made by the subconscious mind. As a result, the world's largest and most sophisticated companies are applying the latest advances in neuroscience to create brands, products, package designs, marketing campaigns, store environments, and much more, that are designed to appeal directly and powerfully to our brains.

The Buying Brain offers an in-depth exploration of how cutting-edge neuroscience is having an impact on how we make, buy, sell, and enjoy everything, and also probes deeper questions on how this new knowledge can enhance customers' lives. The Buying Brain gives you the key to:

• Brain-friendly product concepts, design, prototypes, and formulation
• Highly effective packaging, pricing, advertising, and in-store marketing
• Building stronger brands that attract deeper consumer loyalty

A highly readable guide to some of today's most amazing scientific findings, The Buying Brain is your guide to the ultimate business frontier - the human brain.

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Marketing Ebooks: "Record Label Marketing"

Record Label Marketing offers a comprehensive look at the inner workings of record labels, showing how the record labels connect commercial music with consumers. In the current climate of selling music through both traditional channels and new media, authors Tom Hutchison, Paul Allen and Amy Macy carefully explain the components of the contemporary record label's marketing plan and how it is executed. This new edition is clearly illustrated throughout with figures, tables, graphs, and glossaries, and includes a valuable overview of the music industry.

Record Label Marketing.

* Gives you an exclusive and complete look at SoundScan and how it is used as a marketing tool
* Presents essential information on uses of new media, label publicity, advertising, retail distribution, and marketing research by record labels
* Offers insight into how successful labels use videos, promotional touring, and special products to build revenue
* Includes important specialized marketing strategies using the tools of grassroots promotion and international opportunities
* Reveals how labels are managing within their transitional digital industry
* Looks to the future of the music business - how online developments, technological diffusion, and convergence and new markets continue to reshape the industry

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Marketing Ebooks: "The Customer Service Training Tool Kit"

The Customer Service Training Tool Kit contains 40 activities designed to make customer service training more fun, engaging, and behavior-changing for customer service reps. Trainers can use group activities, role plays, questionnaires, and other exercises "as is" in 30-60 minute training modules or combine them to create longer training programs. The book is full of reproducible participant handouts, worksheets, questionnaires, and overhead masters to make the trainer's job easy.

Trainers who, as part of their customer training program, want to give to each participant a brief, motivational handbook reinforcing many of the ideas behind the training activities can obtain copies of the authors' accompanying book, Super service, The Customer Service Training Tool Kit makes it easy for a trainer to design and deliver great customer service training at a fraction of the time it would take to develop a program from scratch.

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Marketing Ebooks: "The Cult of the Customer: Create an Amazing Customer Experience"

In today’s competitive business climate, you can’t just satisfy your customers. You have to be better than that, giving them experiences that they won’t forget. Author Shep Hyken has spent twenty-five years studying great companies and the evangelists they create. In The Cult of the Customer, Hyken shows how to design a strategy that leads both customers and employees through five distinct cultural phases – from "uncertainty" to "amazement." By presenting dozens of case studies that show how great companies made this journey, Hyken identifies the critical internal and external changes that allowed them to build a Cult of the Customer – and shows how you can do it too.

Hyken’s message is both powerful and timely: the happier your customers and employees are, the more successful your company will be. The Cult of the Customer is your guide to creating a customer-focused culture that turns satisfied customers into customer evangelists.

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Marketing Ebooks: "The DNA of Customer Experience: How Emotions Drive Value"

Show me the money! This is the frantic cry of the "old guard" of senior executives as they desperately struggle to deal with commoditizing markets, the loss of their differentiator and the inevitable impact on profitability.

At the same time the new breed of enlightened, customer-focused executives knowingly smile, seeing the answer is simple: focus on the customer rather than the organization, provide customers with an emotionally engaging experience, and the rest will take care of itself. They understand that the customer experience is the next competitive battleground and that emotions account for over 50% of an experience.

In one case study in this book, an organization adopting this philosophy dealing in a mature market, enjoyed 100% growth in revenues, doubled their customer base, substantially reduced customer churn, increased the effectiveness of their marketing campaigns by 20% and reduced employee attrition by 13%.

As the world thought leaders on customer experience, Colin Shaw and the team at Beyond Philosophy have undertaken more than 18 months of groundbreaking research to discovering the emotions that drive and destroy value in an organization and can now disclose the empirical link between evoking these emotions and substantial financial returns.

By the end of the book you will understand:

* The four clusters of emotions that increase customers' short term spend and drive and destroy customer loyalty
* How to prove that improving your customer experience provides considerable financial returns
* How to evoke these emotions in your customers
* How these emotions affect your "Net Promoter" score and how to use them to improve it
* Why every organization has an Emotional Signature

This book is littered with examples of organizations who already understand the DNA of customer experience and know the power of emotions to gain a competitive edge.

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Marketing Ebooks: "When Customers Talk... Turn What They Tell You into Sales"

Survey of more than 100,000 consumers reveals how they want to be treated, and the way they want to buy.

What do customers really want? Not all retailers are in the habit of listening when customers talk. They can do better, according to master customer service speaker, author, and consultant T. Scott Gross. In fact, research shows that unhappy customers talk about negative experiences for an average of 18 months. Once they have a bad experience, it will take 12 positive experiences to make up for it. However, if a complaint is resolved, count on an intensely loyal customer.

In When Customers Talk, the third volume in his customer service series, Gross partners with consumer researcher Joe Pilotta from BIGresearch to draw conclusions for frontline retailers and managers based on the insights of 100,000 retail customers. This approachable, must-have guide offers detailed insights to help retailers learn how to anticipate customer needs and take advantage of emerging trends.
Written in an engaging style, and backed by statistical research, When Customers Talk helps retailers:
* Bridge the disconnect between retailers' and customers' attitudes.
* Ask the right questions to get answers that will make a difference.
* Turn the knowledge of customers' habits into sales.
* Leverage customers' loyalty for a lifetime relationship: heart, mind, and wallet.
* Understand pricing and discounting to maximize profits.
* Tap into technology to avoid being blindsided by changes.

With customer insight "straight from the horse's mouth," retail managers disregard this information at their peril!

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Marketing Ebooks: "Who Stole My Customer?? Winning Strategies for Creating and Sustaining Customer Loyalty"

Many businesses find themselves asking: "Who's stealing my customers? Why is it happening? How can I stop it?" Who Stole My Customer? has the answers. It's a complete guide to planning and implementing customer loyalty processes that really work--because they're built around what customers really want. Drawing on his unsurpassed experience redesigning customer-facing processes at IBM, Harvey Thompson shows readers their business through the customer's eyes--and in many cases readers might be shocked at what they actually see.

In the book, readers systematically discover the real drivers of customer loyalty in their business, so they can focus their customer relationship investments for maximum value. Thompson shows exactly how to rebuild every touchpoint around the customer's needs and how to overcome every obstacle that stands in the way. Readers won't just improve customer retention for a quarter or two: they will be empowered to build resilient customer relationships that resist competition for years to come.Thompson is the author of BusinessWeek bestseller The Customer-Centered Enterprise: How IBM and Other World-Class Companies Achieve Extraordinary Results by Putting Customers First (McGraw-Hill Trade, 1999).

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Marketing Ebooks: "Customer Winback: How to Recapture Lost Customers - And Keep Them Loyal"

Most firms consider the lost customer a lost cause. But in this ground breaking book, Jill Griffin and Michael Lowenstein provide you with step-by-step solutions for winning back lost customers, saving customers on the brink of defection, and making your firm defection proof. Whether your business is small or large, product- or service-based, retail or wholesale, this book offers proven strategies for recognizing which lost customers have the highest win-back value and implementing a sure-fire plan to recover them. It includes the techniques of hundreds of innovative companies who are already working to recapture lost customers and keep them loyal. In today's hyper-competitive marketplace, no customer retention program can be entirely foolproof, but with this guide gives you today's best methods for winning back those customers you simply can't afford to let go.

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Marketing Ebooks: "The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience"

The decision to pay money for a product or service is often based on more than just the product or service itself. Consumers care deeply about the overall experience of the buying process: They respond to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more. When all these elements come together to form a seamless experience, the customer is left with a feeling of satisfaction that ultimately builds loyalty. Jim Joseph calls this ideal combination the 'experience effect', and in this book he shows how any business can create one for its brand. Filled with practical advice and real-life examples. Whatever the business, whatever the size, "The Experience Effect" will help companies create a simple yet powerful brand experience that resonates purpose fully, consistently, and continuously with customers.

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Marketing Ebooks: "Turn Clicks Into Customers: Proven Marketing Techniques for Converting Online Traffic into Revenue"

Turn online visitors into paying customers!

You’ve gone through all steps of developing a powerful business presence on the Web-—but it’s only the first step. Now, you have to make sure your visitors hit the “Purchase” button . . . before they start clicking through to your competitor’s site.

From Duane Forrester, a leading expert in Search Engine Optimization and the author of the popular How to Make Money With Your Blog, comes a highly practical guide for using all the online tools available for turning curious visitors into paying customers. Turn Clicks into Customers reveals proven techniques for not only standing out in a crowded marketplace but for reaching customers who are most eager to buy your products or services.

Forrester explains what works and what doesn’t for multiple online marketing strategies, including:

• E-mail
• Online searches
• Internet advertising
• Webinars
• Videos
• Social networking

You’ll learn best practices for each strategy at both a local and global level to reach more paying customers than ever before. Plus, you’ll get interviews with global experts who reveal proven tactics they’ve used to successfully turn Clicks into Customers.

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Marketing Ebooks: "Customer Obsession: How to Acquire, Retain, and Grow Customers in the New Age of Relationship Marketing"

Customer Obsession is an invaluable hands-on guide to the next generation of customer relationship marketing. Abaetê de Azevedo and Ricardo Pomeranz, top leaders at the world-renowned direct marketing agency Rapp Collins, reveal how businesses of any size can develop a global strategy that embraces today's empowered consumers and encourages the development of meaningful, profitable relationships with them.

Sharing insider details from Rapp Collins's breakthrough methodology, the authors provide the tools to implement the next level of relationship marketing, enabling you to pinpoint the unique value of every customer and specific direct marketing techniques for winning them over.

You get practical steps for integrating your brand communications and identifying a strong marketing concept to create a campaign that establishes personalized connections with consumers. Then, you'll learn how to:

• Implement your relationship marketing program in four phases: strategic analysis, planning, implementation, and control
• Utilize databases to gather individualized information and create targeted messages
• Create specific campaigns that are relevant to different segments of consumers
• Measure marketing campaign results with ROI calculation models
• Develop practices that will continuously improve ROI

Rounding out this invaluable guide are illuminating case studies of numerous national and international brands that successfully used relationship marketing to meet their communication needs. Customer Obsession is the definitive roadmap for all businesses that want to achieve the maximum return for their marketing investments.

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Marketing Ebooks: "Measure What Matters to Customers"

Measure What Matters to Customers reveals how to capitalize on Key Predictive Indicators (KPIs), the innovative measures that define the success of your enterprise as your customers do. If you want to increase your company's profits by working smarter, this is the book for you.

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