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Affiche du document Business Writing For Dummies — Business Writing For Dummies
Natalie Canavor
4h20min15
Marketing et communication
Youscribe plus
347 pages. Temps de lecture estimé 4h20min.
Learn how to write for the results you want every time, in every medium! Do you wish you could write better? In today’s business world, good writing is key to success in just about every endeavor. Writing is how you connect with colleagues, supervisors, clients, partners, employees, and people you’ve never met. No wonder strong writers win the jobs, promotions and contracts. Business Writing For Dummies shows you, from the ground up, how to create persuasive messages with the right content and language every time—messages your readers will understand and act on. This friendly guide equips you with a step-by-step method for planning what to say and how to say it in writing. This sytem empowers you to handle every writing challenge with confidence, from emails to proposals, reports to resumes, presentations to video scripts, blogs to social posts, websites to books. Discover down-to-earth techniques for sharpening your language and correcting your own writing problems. Learn how to adapt content, tone and style for each medium and audience. And learn to use every message you write to build better relationships and solve problems, while getting to the “yes” you want. Whether you’re aiming to land your first job or are an experienced specialist in your field, Business Writing For Dummies helps you build your communication confidence and stand out. Present yourself with authority and credibility Understand and use the tools of persuasion Communicate as a remote worker, freelancer, consultant or entrepreneur Strategize your online presence to support your goals Bring out the best in people and foster team spirit as a leader Prepare to ace interviews, pitches and confrontations Good communication skills, particularly writing, are in high demand across all industries. Use this book to gain the edge you need to promote your own success, now and down the line as your career goals evolve. Introduction 1 About This Book 3 Foolish Assumptions 3 Icons Used in This Book 4 Beyond the Book 5 Where to Go from Here 5 Part 1: Winning With Writing 7 Chapter 1: Making Writing Your Weapon for Success 9 Putting Strategic Writing to Work for You 10 Planning and Structuring Every Message 13 Applying the Goal-Plus-Audience Strategy to More Media 18 Succeeding with email, letters and business documents 18 Writing to present yourself powerfully 19 Writing online: From websites to blogs to tweets 19 Leveraging your writing skills 20 Remembering to think globally 20 Chapter 2: Planning Your Message Every Time 23 Adopting the Plan-Draft-Edit Principle 24 Fine-Tuning Your Plan: Your Goals and Audience 25 Defining your goal 25 Defining your audience 27 Brainstorming the best content for your purpose 33 Writing to groups and strangers 36 Imagining your readers 36 Making People Care 38 Connecting instantly with your reader 38 Focusing on what’s-in-it-for-me 39 Persuading with benefits, not features 40 Finding the concrete, limiting the abstract 41 Choosing Your Written Voice: Tone 43 Sound positive, never negative 44 Align tone with the occasion, relationship and culture 45 Writing as your authentic self 46 Using Relationship-Building Techniques 48 Showing active caring and respect 48 Personalizing what you write 49 Framing messages with “you” not “I” 50 Chapter 3: Making Your Writing Work: The Basics 53 Stepping into Twenty-First-Century Writing Style 54 Writing to be understood 54 Applying readability guidelines 55 Finding the right rhythm 59 Achieving a conversational tone 61 Energizing Your Language 63 Relying on everyday wording 63 Choosing reader-friendly words 65 Focusing on the real and concrete 66 Finding action verbs 67 Crafting comparisons to help readers 68 Employing Reader-Friendly Graphic Techniques 70 Building in white space 71 Choosing a typeface 71 Keeping colors simple 73 Adding effective graphics 73 Breaking space up with sidebars, boxes and lists 74 Chapter 4: Self-Editing: Professional Ways to Improve Your Work 77 Changing Hats: From Writer to Editor 78 Choosing a way to edit 78 Distancing yourself from what you write 80 Reviewing the Big and Small Pictures 82 Assessing content success 82 Assessing your language 83 Avoiding telltale up-down-up inflection 85 Looking for repeat word endings 86 Pruning prepositions 89 Cutting all non-contributor words 91 Moving from Passive to Active 94 Thinking “action” 94 Trimming “there is” and “there are” 95 Cutting the haves and have nots 96 Using the passive deliberately 96 Sidestepping Jargon, Clichés and Extra Modifiers 97 Reining in jargon 97 Cooling the clichés 99 Minimizing modifiers 100 Energizing What You Write 101 Chapter 5: Fixing Common Writing Problems 103 Organizing Your Document 104 Paragraphing for logic 104 Building with subheads 106 Working with transitions 107 Working in lists: Numbers and bulleting 109 Catching Common Mistakes 113 Fine-tuning punctuation 114 Using comma sense 114 More punctuation tools 116 Using “however” correctly 118 Weighing “which” versus “that” 119 Considering “who” versus “that” 120 Choosing “who” versus “whom” 120 Beginning with “and” or “but” 120 Using sentence fragments 121 Ending with prepositions 121 Fielding Pronoun Challenges 122 Match nouns and pronouns 122 Be mindful of personal pronouns 124 Spot common pronoun errors 126 Fixing Common Word Confusions 127 It’s or its 127 Their, there and they’re 127 Your, yours and you’re 128 Affect versus effect 129 Reviewing and Proofreading: The Final Check 129 Checking the big picture 129 Proofreading your work 131 Cutting to fit 131 Creating your personal writing improvement guide 133 What about my personal style? 134 Part 2: Applying Your Skills to Business Messages and Documents 135 Chapter 6: Writing Email and Letters That Get Results 137 Fast-Forwarding Your Agenda with Email 138 Starting Strong 140 Writing subject lines that pull people in 140 Using appropriate salutations 143 Drafting a strong email lead 143 Building Content That Achieves Your Goals 145 Clarifying what you want 145 Assessing what matters to your audience 146 Determining the best substance 149 Structuring Your Middle Ground 150 Closing Strong 152 Polishing Your Email 153 Monitoring length and breadth 153 Simplifying style 154 Going short: Words, sentences, paragraphs 154 Using graphic techniques to promote clarity 155 Using the signature block 157 Using Email for Marketing 158 Composing Effective Letters 161 Chapter 7: Creating High-Impact Business Materials 169 Creating Valued Reports 169 Writing activity reports 170 Reporting project results 175 Fast-Tracking Your Proposals 176 Writing formal proposals 177 Writing informal proposals 179 Writing a business plan 182 Applying for grants 183 Writing an Executive Summary 185 Giving perspective to complex material 186 Determining what matters 187 Putting headlines to work 189 Writing Tips for All Business Documents 190 Part 3: Writing To Present Yourself Effectively 193 Chapter 8: Building Persuasion into Your Writing 195 Connecting with Your Readers 195 Drawing from psychology 196 Communicating with conviction 197 Strategizing in Many Dimensions 198 Centering on benefits 198 Creating a friendly and reasonable tone 199 Giving people time 200 Planning Your Persuasive Message 201 Step 1: Clarify your goal to yourself 201 Step 2: Characterize your audience 201 Step 3: Determine the best content 202 Step 4: Create action headlines that relate to your audience 203 Step 5: Develop a compelling lead that connects content and reader 203 Step 6: Draft the rest of the message 203 Using Persuasive Language 204 Choosing words that persuade 204 Structuring material to support persuasion 206 Knowing what language to choose and what to avoid 208 Finding Your Core Business Message 209 Searching for true value 211 Making your case in business terms 214 Finding, Shaping and Using Stories 215 Finding your business story 217 Building your story 218 Story-writing tips 220 Translating Words into Visuals 221 Chapter 9: Speaking Well for Yourself 225 Building Your Elevator Speech 226 Defining your goal 227 Defining your audience 228 Strategizing your content 228 Using your mini-speech 231 Representing your organization and yourself 232 Preparing and Giving Presentations 233 Planning what to say 234 Crafting your presentations with writing 238 Integrating visuals 240 Standing and delivering 241 Composing Talking Points for Live Interaction 242 Chapter 10: Writing for the Job Hunt 245 Knowing and Expressing Your Value 246 Pinpointing your personal strengths 247 Pulling your ideas together 249 Assessing All Your Skills 250 Writing Résumés That Win the Race 253 Choosing a format 254 Sidestepping presentation problems 256 Styling Language for Résumés 257 Using keywords: An essential 258 Writing the summary statement 259 Building your work history section 261 Showing off strengths 262 Succeeding with Cover Letters 265 Planning a cover letter 265 Opening with pizzazz 266 Networking with Messages 268 Requesting informational interviews 268 Saying thank you 270 Part 4: Writing For Online Media 273 Chapter 11: Writing for the Digital World 275 Positioning Yourself Online 276 Understanding Visual Platforms 277 Choosing Your Platforms 277 Breaking down your goals 280 Finding your audiences 281 Writing for Digital Media 284 Loosening up 285 Keeping language simple and clear 286 Communicating credibility 287 Cutting hype, maxing evidence 288 Devising nonlinear strategies 289 Incorporating interactive strategies 290 Using Social Media Platforms 292 Engaging with social media 292 Exploring content ideas 294 Networking with Twitter 295 Planning your Twitter program 296 Guidelines for tweeting 297 Working with LinkedIn 298 Chapter 12: Creating Content for Your Online Life 303 Creating a Website from the Ground Up 303 Shaping your site to goals and audience 305 Planning a basic website 307 Creating the site structure 309 Assembling and writing a home page 310 Writing the About Us page 312 Writing the inside pages 313 Content tips for websites 315 Writing tips for websites 315 Graphic tips for websites 315 Creating a Blog 317 Choosing your best subject 319 Developing tone and style 321 Drawing from the journalist’s toolkit 321 Creating magnetic headlines 324 Organizing with progressive subheads 325 Considering articles for publication 325 Telling Your Story with Video 326 Using video to accomplish goals 327 Scripting your video 328 Producing video step-by-step 329 Sharing expertise with video 333 Introducing yourself with video 334 Part 5: Leveraging Your Writing Skills 337 Chapter 13: Writing for the Workplace: Managing Up, Down and Sideways 339 Communicating as a Manager 340 Relating to your team members 342 Writing to inspire and motivate 343 Delivering bad news 344 Writing good news messages 350 Criticizing with kindness 352 Writing requests and giving orders 353 Writing to Manage Up 354 Guarding your tone 357 Avoiding the blame game 359 Making it easy to respond 360 Writing to Colleagues, Collaborators and Teammates 361 Using Backup Memos 362 Language for Communicating Sideways 363 Using Turnaround Techniques 364 Communicating with a Team of Equals 366 Chapter 14: Writing for Entrepreneurs and Virtual Workers 369 Communicating as a Virtual Worker 370 Teaming Techniques and Practices 371 Using Everyday Communication Tools: Email and Group Chat 374 Making email more personal 374 Using team chat to your advantage 375 Using teleconferencing effectively 376 Writing as an Entrepreneur 379 Charting your communication plan 379 Pitching the media for free publicity 382 Writing Challenges for the Entrepreneur 386 Introducing yourself in writing 386 Writing to pitch your services 390 Creating letters that get you in 392 Part 6: The Part of Tens 401 Chapter 15: Ten (or So) Ways to Grow Your Personal Power with Writing 403 Use Writing to Problem-Solve 403 Write a “Pro” and “Con” List 404 Handwrite to Spark Creativity 404 Write to Take Charge of Your Emotions 405 Take Notes about Your Work 405 Take the Meeting Notes 406 Take Notes of Your Anytime Ideas 406 Prepare for Confrontation 406 Write a Long-Range Career Plan 407 Create Profiles of Your VIPs 407 Write Gratefully 408 Chapter 16: Ten Steps to Writing Your Own Book 409 Envision Your Finished Book 410 Create an Elevator Speech for Your Book 411 Think about Marketing — Early 411 Break the Writing into Pieces 412 Create a Folder System 413 Assess the Practicalities 413 Write a Proposal 414 Draft the Copy 415 Liven Up Your Content 416 Check Out Self-Publishing Options 417 Index 418

Business Writing For Dummies
Natalie Canavor
4h20min15
Marketing et communication
Youscribe plus
347 pages. Temps de lecture estimé 4h20min.
Learn how to write for the results you want every time, in every medium! Do you wish you could write better? In today’s business world, good writing is key to success in just about every endeavor. Writing is how you connect with colleagues, supervisors, clients, partners, employees, and people you’ve never met. No wonder strong writers win the jobs, promotions and contracts. Business Writing For Dummies shows you, from the ground up, how to create persuasive messages with the right content and language every time—messages your readers will understand and act on. This friendly guide equips you with a step-by-step method for planning what to say and how to say it in writing. This sytem empowers you to handle every writing challenge with confidence, from emails to proposals, reports to resumes, presentations to video scripts, blogs to social posts, websites to books. Discover down-to-earth techniques for sharpening your language and correcting your own writing problems. Learn how to adapt content, tone and style for each medium and audience. And learn to use every message you write to build better relationships and solve problems, while getting to the “yes” you want. Whether you’re aiming to land your first job or are an experienced specialist in your field, Business Writing For Dummies helps you build your communication confidence and stand out. Present yourself with authority and credibility Understand and use the tools of persuasion Communicate as a remote worker, freelancer, consultant or entrepreneur Strategize your online presence to support your goals Bring out the best in people and foster team spirit as a leader Prepare to ace interviews, pitches and confrontations Good communication skills, particularly writing, are in high demand across all industries. Use this book to gain the edge you need to promote your own success, now and down the line as your career goals evolve. Introduction 1 About This Book 3 Foolish Assumptions 3 Icons Used in This Book 4 Beyond the Book 5 Where to Go from Here 5 Part 1: Winning With Writing 7 Chapter 1: Making Writing Your Weapon for Success 9 Putting Strategic Writing to Work for You 10 Planning and Structuring Every Message 13 Applying the Goal-Plus-Audience Strategy to More Media 18 Succeeding with email, letters and business documents 18 Writing to present yourself powerfully 19 Writing online: From websites to blogs to tweets 19 Leveraging your writing skills 20 Remembering to think globally 20 Chapter 2: Planning Your Message Every Time 23 Adopting the Plan-Draft-Edit Principle 24 Fine-Tuning Your Plan: Your Goals and Audience 25 Defining your goal 25 Defining your audience 27 Brainstorming the best content for your purpose 33 Writing to groups and strangers 36 Imagining your readers 36 Making People Care 38 Connecting instantly with your reader 38 Focusing on what’s-in-it-for-me 39 Persuading with benefits, not features 40 Finding the concrete, limiting the abstract 41 Choosing Your Written Voice: Tone 43 Sound positive, never negative 44 Align tone with the occasion, relationship and culture 45 Writing as your authentic self 46 Using Relationship-Building Techniques 48 Showing active caring and respect 48 Personalizing what you write 49 Framing messages with “you” not “I” 50 Chapter 3: Making Your Writing Work: The Basics 53 Stepping into Twenty-First-Century Writing Style 54 Writing to be understood 54 Applying readability guidelines 55 Finding the right rhythm 59 Achieving a conversational tone 61 Energizing Your Language 63 Relying on everyday wording 63 Choosing reader-friendly words 65 Focusing on the real and concrete 66 Finding action verbs 67 Crafting comparisons to help readers 68 Employing Reader-Friendly Graphic Techniques 70 Building in white space 71 Choosing a typeface 71 Keeping colors simple 73 Adding effective graphics 73 Breaking space up with sidebars, boxes and lists 74 Chapter 4: Self-Editing: Professional Ways to Improve Your Work 77 Changing Hats: From Writer to Editor 78 Choosing a way to edit 78 Distancing yourself from what you write 80 Reviewing the Big and Small Pictures 82 Assessing content success 82 Assessing your language 83 Avoiding telltale up-down-up inflection 85 Looking for repeat word endings 86 Pruning prepositions 89 Cutting all non-contributor words 91 Moving from Passive to Active 94 Thinking “action” 94 Trimming “there is” and “there are” 95 Cutting the haves and have nots 96 Using the passive deliberately 96 Sidestepping Jargon, Clichés and Extra Modifiers 97 Reining in jargon 97 Cooling the clichés 99 Minimizing modifiers 100 Energizing What You Write 101 Chapter 5: Fixing Common Writing Problems 103 Organizing Your Document 104 Paragraphing for logic 104 Building with subheads 106 Working with transitions 107 Working in lists: Numbers and bulleting 109 Catching Common Mistakes 113 Fine-tuning punctuation 114 Using comma sense 114 More punctuation tools 116 Using “however” correctly 118 Weighing “which” versus “that” 119 Considering “who” versus “that” 120 Choosing “who” versus “whom” 120 Beginning with “and” or “but” 120 Using sentence fragments 121 Ending with prepositions 121 Fielding Pronoun Challenges 122 Match nouns and pronouns 122 Be mindful of personal pronouns 124 Spot common pronoun errors 126 Fixing Common Word Confusions 127 It’s or its 127 Their, there and they’re 127 Your, yours and you’re 128 Affect versus effect 129 Reviewing and Proofreading: The Final Check 129 Checking the big picture 129 Proofreading your work 131 Cutting to fit 131 Creating your personal writing improvement guide 133 What about my personal style? 134 Part 2: Applying Your Skills to Business Messages and Documents 135 Chapter 6: Writing Email and Letters That Get Results 137 Fast-Forwarding Your Agenda with Email 138 Starting Strong 140 Writing subject lines that pull people in 140 Using appropriate salutations 143 Drafting a strong email lead 143 Building Content That Achieves Your Goals 145 Clarifying what you want 145 Assessing what matters to your audience 146 Determining the best substance 149 Structuring Your Middle Ground 150 Closing Strong 152 Polishing Your Email 153 Monitoring length and breadth 153 Simplifying style 154 Going short: Words, sentences, paragraphs 154 Using graphic techniques to promote clarity 155 Using the signature block 157 Using Email for Marketing 158 Composing Effective Letters 161 Chapter 7: Creating High-Impact Business Materials 169 Creating Valued Reports 169 Writing activity reports 170 Reporting project results 175 Fast-Tracking Your Proposals 176 Writing formal proposals 177 Writing informal proposals 179 Writing a business plan 182 Applying for grants 183 Writing an Executive Summary 185 Giving perspective to complex material 186 Determining what matters 187 Putting headlines to work 189 Writing Tips for All Business Documents 190 Part 3: Writing To Present Yourself Effectively 193 Chapter 8: Building Persuasion into Your Writing 195 Connecting with Your Readers 195 Drawing from psychology 196 Communicating with conviction 197 Strategizing in Many Dimensions 198 Centering on benefits 198 Creating a friendly and reasonable tone 199 Giving people time 200 Planning Your Persuasive Message 201 Step 1: Clarify your goal to yourself 201 Step 2: Characterize your audience 201 Step 3: Determine the best content 202 Step 4: Create action headlines that relate to your audience 203 Step 5: Develop a compelling lead that connects content and reader 203 Step 6: Draft the rest of the message 203 Using Persuasive Language 204 Choosing words that persuade 204 Structuring material to support persuasion 206 Knowing what language to choose and what to avoid 208 Finding Your Core Business Message 209 Searching for true value 211 Making your case in business terms 214 Finding, Shaping and Using Stories 215 Finding your business story 217 Building your story 218 Story-writing tips 220 Translating Words into Visuals 221 Chapter 9: Speaking Well for Yourself 225 Building Your Elevator Speech 226 Defining your goal 227 Defining your audience 228 Strategizing your content 228 Using your mini-speech 231 Representing your organization and yourself 232 Preparing and Giving Presentations 233 Planning what to say 234 Crafting your presentations with writing 238 Integrating visuals 240 Standing and delivering 241 Composing Talking Points for Live Interaction 242 Chapter 10: Writing for the Job Hunt 245 Knowing and Expressing Your Value 246 Pinpointing your personal strengths 247 Pulling your ideas together 249 Assessing All Your Skills 250 Writing Résumés That Win the Race 253 Choosing a format 254 Sidestepping presentation problems 256 Styling Language for Résumés 257 Using keywords: An essential 258 Writing the summary statement 259 Building your work history section 261 Showing off strengths 262 Succeeding with Cover Letters 265 Planning a cover letter 265 Opening with pizzazz 266 Networking with Messages 268 Requesting informational interviews 268 Saying thank you 270 Part 4: Writing For Online Media 273 Chapter 11: Writing for the Digital World 275 Positioning Yourself Online 276 Understanding Visual Platforms 277 Choosing Your Platforms 277 Breaking down your goals 280 Finding your audiences 281 Writing for Digital Media 284 Loosening up 285 Keeping language simple and clear 286 Communicating credibility 287 Cutting hype, maxing evidence 288 Devising nonlinear strategies 289 Incorporating interactive strategies 290 Using Social Media Platforms 292 Engaging with social media 292 Exploring content ideas 294 Networking with Twitter 295 Planning your Twitter program 296 Guidelines for tweeting 297 Working with LinkedIn 298 Chapter 12: Creating Content for Your Online Life 303 Creating a Website from the Ground Up 303 Shaping your site to goals and audience 305 Planning a basic website 307 Creating the site structure 309 Assembling and writing a home page 310 Writing the About Us page 312 Writing the inside pages 313 Content tips for websites 315 Writing tips for websites 315 Graphic tips for websites 315 Creating a Blog 317 Choosing your best subject 319 Developing tone and style 321 Drawing from the journalist’s toolkit 321 Creating magnetic headlines 324 Organizing with progressive subheads 325 Considering articles for publication 325 Telling Your Story with Video 326 Using video to accomplish goals 327 Scripting your video 328 Producing video step-by-step 329 Sharing expertise with video 333 Introducing yourself with video 334 Part 5: Leveraging Your Writing Skills 337 Chapter 13: Writing for the Workplace: Managing Up, Down and Sideways 339 Communicating as a Manager 340 Relating to your team members 342 Writing to inspire and motivate 343 Delivering bad news 344 Writing good news messages 350 Criticizing with kindness 352 Writing requests and giving orders 353 Writing to Manage Up 354 Guarding your tone 357 Avoiding the blame game 359 Making it easy to respond 360 Writing to Colleagues, Collaborators and Teammates 361 Using Backup Memos 362 Language for Communicating Sideways 363 Using Turnaround Techniques 364 Communicating with a Team of Equals 366 Chapter 14: Writing for Entrepreneurs and Virtual Workers 369 Communicating as a Virtual Worker 370 Teaming Techniques and Practices 371 Using Everyday Communication Tools: Email and Group Chat 374 Making email more personal 374 Using team chat to your advantage 375 Using teleconferencing effectively 376 Writing as an Entrepreneur 379 Charting your communication plan 379 Pitching the media for free publicity 382 Writing Challenges for the Entrepreneur 386 Introducing yourself in writing 386 Writing to pitch your services 390 Creating letters that get you in 392 Part 6: The Part of Tens 401 Chapter 15: Ten (or So) Ways to Grow Your Personal Power with Writing 403 Use Writing to Problem-Solve 403 Write a “Pro” and “Con” List 404 Handwrite to Spark Creativity 404 Write to Take Charge of Your Emotions 405 Take Notes about Your Work 405 Take the Meeting Notes 406 Take Notes of Your Anytime Ideas 406 Prepare for Confrontation 406 Write a Long-Range Career Plan 407 Create Profiles of Your VIPs 407 Write Gratefully 408 Chapter 16: Ten Steps to Writing Your Own Book 409 Envision Your Finished Book 410 Create an Elevator Speech for Your Book 411 Think about Marketing — Early 411 Break the Writing into Pieces 412 Create a Folder System 413 Assess the Practicalities 413 Write a Proposal 414 Draft the Copy 415 Liven Up Your Content 416 Check Out Self-Publishing Options 417 Index 418

Accès libre

Affiche du document 5-Minute Selling — 5-Minute Selling
Alex Goldfayn
1h45min45
Marketing et communication
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141 pages. Temps de lecture estimé 1h46min.
WALL STREET JOURNAL BESTSELLER Add 50% to 100% to Your Sales�In 5 Minutes Per Day 5-Minute Selling presents a proven, simple process that can double your sales, even if you don�t have time for an elaborate new sales system. When you spend your days scrambling to take orders and resolving customer issues, there is little time for new sales techniques. This book is for you. In 5-Minute Selling, Alex Goldfayn describes how thousands of his clients and workshop attendees have generated dramatic annual sales growth with short bursts of action throughout the day. With three-second efforts throughout the day, you can add 50 to 100% to your sales. The techniques in this book are simple but powerful: You�ll learn the power of picking up the phone proactively to call customers and prospects when nothing is wrong, because almost nobody does this You�ll get approaches for offering customers additional products and services�and asking about what else they are buying elsewhere�because almost nobody does this either You�ll also learn about the low-tech but incredibly effective singular impact of the hand-written note In short, 5-Minute Selling is about showing customers and prospects that we care about them more than our competition does with simple, repeated, lightning-fast, high-value, consistent communications. Don�t Read This Book, DO THIS BOOK: 5-Minute Selling lays out a Two-Week Challenge for you implement in your sales work. Follow the detailed process for five minutes per day, for 10 working days (less than one total hour of time), and, like thousands before you, you will begin to see dramatic improvements in your sales growth. A Note about Selling in the Post-Pandemic World xi Acknowledgments xv About the Author xix Download Your Planners and Trackers xxi Preface: This Book is a System xxiii Part One: Introducing the 5-Minute Selling System 1 What is the 5-Minute Selling System? 2 2 I Don’t Want You to Read This Book, I Want You to Do This Book 16 3 Take the 5-Minute Selling Two-Week Challenge 24 Part Two: Foundational Principles 4 90% of Salespeople Sell Reactively 32 5 The Terrible Impact of Reactive Selling 40 6 How to Break Out of the Reactive Selling Vicious Circle 46 7 Comparing Your Proactive Communications Pathways 52 8 The Key Mindsets to Fuel Your Sales Growth 60 9 Start Now, and Implement Consistently 70 10 Your Wins Will Come Quickly 78 Part Three: Implementation 11 First, Plan Your Calls and Follow-Ups for the Week 86 12 Keep a Quote or Proposal Tracker 96 13 Track Your Actions and Successes 104 14 What to Do If You Miss a Day 112 15 Yes, You Should Leave a Voicemail 118 16 Listen, Don’t Talk 126 17 It Will Never Feel Perfect, so Just Take Action 132 Part Four: The 16 Proactive Communications That Will Grow Your Sales 18 All About These 16 Actions 140 19 Call Your Current and Former Best Customers 148 20 Call Your Small and Medium Customers to Make Them Bigger 158 21 Call Customers You Haven’t Talked to in Three Months or More 164 22 Call Customers Who Used to Buy but Stopped 170 23 Call Customers Who Just Received an Order 176 24 Call Prospects 184 25 Expand Your Products and Services with Customers 196 26 Ask What Else Your Customers Are Buying from Other Suppliers 206 27 Looking Back and Selling Forward: Leverage Order History 214 28 Follow Up on Pre-Quote Opportunities 222 29 Follow Up on Quotes and Proposals 228 30 Ask and Receive: How to Always Ask for the Business 236 31 Ask Your Customers What Percent of Their Business You Have 244 32 Ask for Referrals 250 33 Send Handwritten Notes 260 34 Send Weekly High-Value Email Communications 266 Part Five: Launch! 35 What a Typical 5-Minute Selling Week Looks Like 274 36 5-Minute Selling Scripts and Language 286 37 The Work is the Magic Bullet 298 38 5-Minute Selling Mindset Manifesto 302 Index 307

5-Minute Selling
Alex Goldfayn
1h45min45
Marketing et communication
Youscribe plus
141 pages. Temps de lecture estimé 1h46min.
WALL STREET JOURNAL BESTSELLER Add 50% to 100% to Your Sales�In 5 Minutes Per Day 5-Minute Selling presents a proven, simple process that can double your sales, even if you don�t have time for an elaborate new sales system. When you spend your days scrambling to take orders and resolving customer issues, there is little time for new sales techniques. This book is for you. In 5-Minute Selling, Alex Goldfayn describes how thousands of his clients and workshop attendees have generated dramatic annual sales growth with short bursts of action throughout the day. With three-second efforts throughout the day, you can add 50 to 100% to your sales. The techniques in this book are simple but powerful: You�ll learn the power of picking up the phone proactively to call customers and prospects when nothing is wrong, because almost nobody does this You�ll get approaches for offering customers additional products and services�and asking about what else they are buying elsewhere�because almost nobody does this either You�ll also learn about the low-tech but incredibly effective singular impact of the hand-written note In short, 5-Minute Selling is about showing customers and prospects that we care about them more than our competition does with simple, repeated, lightning-fast, high-value, consistent communications. Don�t Read This Book, DO THIS BOOK: 5-Minute Selling lays out a Two-Week Challenge for you implement in your sales work. Follow the detailed process for five minutes per day, for 10 working days (less than one total hour of time), and, like thousands before you, you will begin to see dramatic improvements in your sales growth. A Note about Selling in the Post-Pandemic World xi Acknowledgments xv About the Author xix Download Your Planners and Trackers xxi Preface: This Book is a System xxiii Part One: Introducing the 5-Minute Selling System 1 What is the 5-Minute Selling System? 2 2 I Don’t Want You to Read This Book, I Want You to Do This Book 16 3 Take the 5-Minute Selling Two-Week Challenge 24 Part Two: Foundational Principles 4 90% of Salespeople Sell Reactively 32 5 The Terrible Impact of Reactive Selling 40 6 How to Break Out of the Reactive Selling Vicious Circle 46 7 Comparing Your Proactive Communications Pathways 52 8 The Key Mindsets to Fuel Your Sales Growth 60 9 Start Now, and Implement Consistently 70 10 Your Wins Will Come Quickly 78 Part Three: Implementation 11 First, Plan Your Calls and Follow-Ups for the Week 86 12 Keep a Quote or Proposal Tracker 96 13 Track Your Actions and Successes 104 14 What to Do If You Miss a Day 112 15 Yes, You Should Leave a Voicemail 118 16 Listen, Don’t Talk 126 17 It Will Never Feel Perfect, so Just Take Action 132 Part Four: The 16 Proactive Communications That Will Grow Your Sales 18 All About These 16 Actions 140 19 Call Your Current and Former Best Customers 148 20 Call Your Small and Medium Customers to Make Them Bigger 158 21 Call Customers You Haven’t Talked to in Three Months or More 164 22 Call Customers Who Used to Buy but Stopped 170 23 Call Customers Who Just Received an Order 176 24 Call Prospects 184 25 Expand Your Products and Services with Customers 196 26 Ask What Else Your Customers Are Buying from Other Suppliers 206 27 Looking Back and Selling Forward: Leverage Order History 214 28 Follow Up on Pre-Quote Opportunities 222 29 Follow Up on Quotes and Proposals 228 30 Ask and Receive: How to Always Ask for the Business 236 31 Ask Your Customers What Percent of Their Business You Have 244 32 Ask for Referrals 250 33 Send Handwritten Notes 260 34 Send Weekly High-Value Email Communications 266 Part Five: Launch! 35 What a Typical 5-Minute Selling Week Looks Like 274 36 5-Minute Selling Scripts and Language 286 37 The Work is the Magic Bullet 298 38 5-Minute Selling Mindset Manifesto 302 Index 307

Accès libre

Affiche du document 12 leçons de rhétorique pour prendre pouvoir — 12 leçons de rhétorique pour prendre pouvoir
Victor Ferry
1h36min45
Marketing et communication
129 pages. Temps de lecture estimé 1h37min.
METTEZ VOS IDÉES EN DISCOURS ET VOTRE PUBLIC EN MOUVEMENT Reprendre l’offensive, renverser la table, passer de celui qui galère à celui qu’on désire. Et surtout : faire que le public accorde à votre savoir, à votre projet, à votre produit, à vos compétences, l’attention et la valeur qu’ils méritent. Voilà ce que peut vous apporter la rhétorique. S’appuyant sur le savoir des orateurs de l’Antiquité comme sur la recherche contemporaine en psychologie de la persuasion, Victor Ferry donne en douze leçons les outils et l’inspiration pour vous aider à trouver votre style et à développer votre influence. Leçon 3 : Assouplissez votre pensée • Leçon 6 : Avant de dire, commencez par montrer • Leçon 8 : Écrivez votre histoire • Leçon 9 : Ne confondez plus convaincre et persuader • Leçon 10 : Jouez avec leurs émotions • Leçon 12 : Prenez les commandes Avec ce livre, vous n’allez pas devenir un bon orateur, vous allez devenir un grand orateur. Après avoir soutenu une thèse sur la rhétorique à l’Université libre de Bruxelles, VICTOR FERRY a commencé à partager ses outils et ses exercices dans le cadre de cours et de séminaires en entreprise. En 2016, il fonde sa chaîne YouTube L’artisanat rhétorique, qui regroupe aujourd’hui plus de 125 000 abonnés. En complément de cette chaîne principale, il a également lancé en 2020 L’atelier de rhétorique qui lui permet d’échanger directement avec ses abonnés et de faire vivre la rhétorique avec eux. Introduction – Le pouvoir de la rhétorique Partie 1 : Affûtez votre esprit Leçon 1. Écrivez votre manifeste Leçon 2. Épousez la vérité et la validité Leçon 3. Assouplissez votre pensée Leçon 4. Structurez votre propos Partie 2 : Déployez votre style Leçon 5. Révisez vos classiques Leçon 6. Avant de dire, commencez par montrer Leçon 7. Mettez des figures dans vos discours Leçon 8. Écrivez votre histoire Partie 3 : Contrôlez votre ascension Leçon 9. Ne confondez plus convaincre et persuader Leçon 10. Jouez avec leurs émotions Leçon 11. Soignez votre image Leçon 12. Prenez les commandes Conclusion

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Affiche du document Services Marketing Cases in Emerging Markets — Services Marketing Cases in Emerging Markets
1h39min00
Marketing et communication
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132 pages. Temps de lecture estimé 1h39min.
Presents unique case studies from the services sector in emerging markets with up to date and relevant marketing issuesDevelops an in-depth understanding of the service management and marketing principles in the context of emerging economiesEach case study is accompanied by discussion questions and assignments to be used in the classroom discussionsThis casebook provides students and academics in business management and marketing with a collection of case studies on services marketing and service operations in emerging economies. It explores current issues and practices in Asia, across different areas, countries, commercial and non-commercial sectors. This book is important and timely in providing a framework for instructors, researchers, and students to understand the service dynamics occurring in these countries. It serves as an invaluable resource for marketing and business management students requiring insights into the operationalization of services across different geographical areas in Asia. Students will find it interesting to compare and contrast different markets covering important aspects related to services.Service experience and co-creation.- Service branding and Servicescapes.- Transformative services.

Services Marketing Cases in Emerging Markets
1h39min00
Marketing et communication
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132 pages. Temps de lecture estimé 1h39min.
Presents unique case studies from the services sector in emerging markets with up to date and relevant marketing issuesDevelops an in-depth understanding of the service management and marketing principles in the context of emerging economiesEach case study is accompanied by discussion questions and assignments to be used in the classroom discussionsThis casebook provides students and academics in business management and marketing with a collection of case studies on services marketing and service operations in emerging economies. It explores current issues and practices in Asia, across different areas, countries, commercial and non-commercial sectors. This book is important and timely in providing a framework for instructors, researchers, and students to understand the service dynamics occurring in these countries. It serves as an invaluable resource for marketing and business management students requiring insights into the operationalization of services across different geographical areas in Asia. Students will find it interesting to compare and contrast different markets covering important aspects related to services.Service experience and co-creation.- Service branding and Servicescapes.- Transformative services.

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Affiche du document Digitalisierung in Bund, Ländern und Gemeinden — Digitalisierung in Bund, Ländern und Gemeinden
4h20min15
Marketing et communication
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347 pages. Temps de lecture estimé 4h20min.
Systematische Darstellung aller Digitalisierungsaspekte im Öffentlichen BereichAnalyse von Trends und Wirkungen der Digitalisierung auf Bund, Länder und KommunenOrganisatorische, politische und gesellschaftliche Handlungsempfehlungen von Experten und IT-VerantwortlichenDieses Buch stellt erstmals die Gesamtsituation des IT-Managements der Digitalisierung im Öffentlichen Bereich Deutschlands vor. Aufgrund ihrer Schlüsselfunktion für die Verbesserungen in der Verwaltung selbst, aber auch der möglichen innovativen Impulse für unsere Gesellschaft – jeden IT-Nutzer und die Privatwirtschaft –, spielt sie eine sehr wichtige Rolle in Politik und Verwaltungsmanagement. Daher stehen hier vor allem folgende Fragen im Mittelpunkt: Wie managt der Öffentliche Bereich die Schlüsselkompetenz Informationswirtschaft? Wie stellt sich die Ausgangssituation in Bund, Ländern und Kommunen in Bezug auf die eigene Digitalisierung dar, welchen Stellenwert hat das IT-Management im eigenen Bereich des Öffentlichen Sektors? Welche Auswirkungen haben die Trends in der Digitaltechnologie auf Menschen, Wirtschaft, Gesellschaft, Politik, Verwaltung und Staat? Welche Empfehlungen lassen sich daraus ableiten? Das Buch soll dazu beitragen, mehr Aufmerksamkeit für das Thema zu erzeugen und liefert aus Sicht von IT-Verantwortlichen und externen Experten einen systematischen Überblick.Begriff, Ziele und Steuerung der Digitalisierung.- Digitalisierung auf kommunaler Ebene.- Digitalisierung auf Landesebene.- Digitalisierung auf Bundesebene.- Treiber, Ratgeber, Meinungsmacher.- Wirkungen und Erfolge der Digitalisierung.- Handlungsempfehlungen für Politiker und IT-Verantwortliche.

Digitalisierung in Bund, Ländern und Gemeinden
4h20min15
Marketing et communication
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347 pages. Temps de lecture estimé 4h20min.
Systematische Darstellung aller Digitalisierungsaspekte im Öffentlichen BereichAnalyse von Trends und Wirkungen der Digitalisierung auf Bund, Länder und KommunenOrganisatorische, politische und gesellschaftliche Handlungsempfehlungen von Experten und IT-VerantwortlichenDieses Buch stellt erstmals die Gesamtsituation des IT-Managements der Digitalisierung im Öffentlichen Bereich Deutschlands vor. Aufgrund ihrer Schlüsselfunktion für die Verbesserungen in der Verwaltung selbst, aber auch der möglichen innovativen Impulse für unsere Gesellschaft – jeden IT-Nutzer und die Privatwirtschaft –, spielt sie eine sehr wichtige Rolle in Politik und Verwaltungsmanagement. Daher stehen hier vor allem folgende Fragen im Mittelpunkt: Wie managt der Öffentliche Bereich die Schlüsselkompetenz Informationswirtschaft? Wie stellt sich die Ausgangssituation in Bund, Ländern und Kommunen in Bezug auf die eigene Digitalisierung dar, welchen Stellenwert hat das IT-Management im eigenen Bereich des Öffentlichen Sektors? Welche Auswirkungen haben die Trends in der Digitaltechnologie auf Menschen, Wirtschaft, Gesellschaft, Politik, Verwaltung und Staat? Welche Empfehlungen lassen sich daraus ableiten? Das Buch soll dazu beitragen, mehr Aufmerksamkeit für das Thema zu erzeugen und liefert aus Sicht von IT-Verantwortlichen und externen Experten einen systematischen Überblick.Begriff, Ziele und Steuerung der Digitalisierung.- Digitalisierung auf kommunaler Ebene.- Digitalisierung auf Landesebene.- Digitalisierung auf Bundesebene.- Treiber, Ratgeber, Meinungsmacher.- Wirkungen und Erfolge der Digitalisierung.- Handlungsempfehlungen für Politiker und IT-Verantwortliche.

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Affiche du document L'internaute reprend le pouvoir — L'internaute reprend le pouvoir
Estelle Mesrobian
2h01min30
Marketing et communication
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162 pages. Temps de lecture estimé 2h01min.
Ces dernières années ont marqué la reprise du pouvoir de l'internaute-consommateur, plus connue sous l'appellation d'empowerment. En laissant des avis sur les produits qu'il consomme, en commentant les services auxquels il souscrit ou encore, en évaluant directement les marques dont il est client. L'internaute contribue à transformer en profondeur la e-reputation de l'entreprise, façonnant ainsi les contours de son image. Reposant sur la présentation d'outils, de méthodes et du regard d'experts du domaine, le lecteur pourra comprendre comment l'empowerment du consommateur peut être une force pour le développement de l'activité de l'entreprise, au coeur d'une stratégie gagnant-gagnant.

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Affiche du document Ultimate Guide to Instagram for Business — Ultimate Guide to Instagram for Business
Kim Walsh Phillips
2h31min30
Marketing et communication
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202 pages. Temps de lecture estimé 2h31min.
Are you ready to tap into Instagram’s booming network of 1.386 billion viable customers? Your customers are on Instagram right now waiting to buy from you. With this all-new updated Ultimate Guide to Instagram, Second Edition, social media marketing expert Kim Walsh Phillips highlights what’s new and innovative, and gives you the tools you need to get an immediate return on investment. From updated cross-platform branding and marketing advice, to all new practical blueprints for funneling followers, this guide unlocks the latest secrets successful entrepreneurs use to grow their following and drive sales directly from Instagram. Inside, readers will learn:To uncover who your right-fit customers are and how to find them easily on Instagram The secret new ways of going viral to grow your audience and multiply your sales.How to use the newest features of Instagram to drive more business quickly with a simple marketing funnel that worksA new content creation formula to make creating content easy and effective.Copy-and-paste resources, and a simple roadmap gets you results fast and easyBrand-new up to date examples, marketing funnels and campaignsNew features of Instagram featured; including stickers, stories, polls, and reels Whether you're new to the Instagram world or you're not sure how to get more out of your profile, this guide is the perfect tool for entrepreneurs ready to flood their business with sales. With this guide's easy-to-use strategies, easy-to-adapt blueprints, and other copy-and-paste resources, you'll unlock the power to become an Instagram Sales Machine! AcknowledgmentsIntroductionChapter 1: Questions, Questions: Understanding the Why of InstagramChapter 2: First Things First: Creating a Solid FoundationChapter 3: Putting on Your Fancy Pants Outfit: Developing Your Instagram BrandChapter 4: Starring You: Leveraging Instagram for Premium PositioningChapter 5: Sometimes It Is a Popularity Contest: Growing Your Instagram FollowingChapter 6: All About the ROI: Turning Posts into ProfitsChapter 7: Building Trust with Your Instagram TribeChapter 8: Cha-Ching! Driving Sale After Sale from Your Instagram PageChapter 9: Your Instagram Product Launch FormulaChapter 10: Instagram Stories and Instagram Live: Your 15-Plus Seconds of FameChapter 11: The Final Word: Magical Results!About the AuthorIndex

Ultimate Guide to Instagram for Business
Kim Walsh Phillips
2h31min30
Marketing et communication
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202 pages. Temps de lecture estimé 2h31min.
Are you ready to tap into Instagram’s booming network of 1.386 billion viable customers? Your customers are on Instagram right now waiting to buy from you. With this all-new updated Ultimate Guide to Instagram, Second Edition, social media marketing expert Kim Walsh Phillips highlights what’s new and innovative, and gives you the tools you need to get an immediate return on investment. From updated cross-platform branding and marketing advice, to all new practical blueprints for funneling followers, this guide unlocks the latest secrets successful entrepreneurs use to grow their following and drive sales directly from Instagram. Inside, readers will learn:To uncover who your right-fit customers are and how to find them easily on Instagram The secret new ways of going viral to grow your audience and multiply your sales.How to use the newest features of Instagram to drive more business quickly with a simple marketing funnel that worksA new content creation formula to make creating content easy and effective.Copy-and-paste resources, and a simple roadmap gets you results fast and easyBrand-new up to date examples, marketing funnels and campaignsNew features of Instagram featured; including stickers, stories, polls, and reels Whether you're new to the Instagram world or you're not sure how to get more out of your profile, this guide is the perfect tool for entrepreneurs ready to flood their business with sales. With this guide's easy-to-use strategies, easy-to-adapt blueprints, and other copy-and-paste resources, you'll unlock the power to become an Instagram Sales Machine! AcknowledgmentsIntroductionChapter 1: Questions, Questions: Understanding the Why of InstagramChapter 2: First Things First: Creating a Solid FoundationChapter 3: Putting on Your Fancy Pants Outfit: Developing Your Instagram BrandChapter 4: Starring You: Leveraging Instagram for Premium PositioningChapter 5: Sometimes It Is a Popularity Contest: Growing Your Instagram FollowingChapter 6: All About the ROI: Turning Posts into ProfitsChapter 7: Building Trust with Your Instagram TribeChapter 8: Cha-Ching! Driving Sale After Sale from Your Instagram PageChapter 9: Your Instagram Product Launch FormulaChapter 10: Instagram Stories and Instagram Live: Your 15-Plus Seconds of FameChapter 11: The Final Word: Magical Results!About the AuthorIndex

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Affiche du document Reconceptualizing English for International Business Contexts — Reconceptualizing English for International Business Contexts
Vildana Dubravac
2h43min30
Marketing et communication
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218 pages. Temps de lecture estimé 2h43min.
Assesses whether traditional English language teaching with emphasis on grammar and accuracy is necessary in business contextsThis book presents a critique of current English as a Business Lingua Franca (BELF) practices using research conducted in Bosnia and Herzegovina. The authors identify English communication behaviors that hinder or promote success in the workplace, and trace these back to curricula and teaching practices. The authors suggest which skills employers need and expect from employees, and question whether English courses concerned with general academic English skills and business vocabulary are sufficient training for linguistically-complex workplaces. The book also examines whether the focus on achieving native-like proficiency with high grammatical standards and a strong emphasis on form are adequately preparing students who aspire to use English in professional contexts as a means to ‘get their job done’.Abbreviations Introduction 1 The Role of English in the Global Community 2 BELF 3 The Use of English in the Bosnian Context 4 Business Communication in B&H from the BELF Perspective 5 Conclusions and Implications Appendices References Index

Reconceptualizing English for International Business Contexts
Vildana Dubravac
2h43min30
Marketing et communication
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218 pages. Temps de lecture estimé 2h43min.
Assesses whether traditional English language teaching with emphasis on grammar and accuracy is necessary in business contextsThis book presents a critique of current English as a Business Lingua Franca (BELF) practices using research conducted in Bosnia and Herzegovina. The authors identify English communication behaviors that hinder or promote success in the workplace, and trace these back to curricula and teaching practices. The authors suggest which skills employers need and expect from employees, and question whether English courses concerned with general academic English skills and business vocabulary are sufficient training for linguistically-complex workplaces. The book also examines whether the focus on achieving native-like proficiency with high grammatical standards and a strong emphasis on form are adequately preparing students who aspire to use English in professional contexts as a means to ‘get their job done’.Abbreviations Introduction 1 The Role of English in the Global Community 2 BELF 3 The Use of English in the Bosnian Context 4 Business Communication in B&H from the BELF Perspective 5 Conclusions and Implications Appendices References Index

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Affiche du document Selling Products Online — Selling Products Online
1h34min30
Marketing et communication
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126 pages. Temps de lecture estimé 1h34min.
So you’ve come up with a winning idea for a product to sell online. What now? How do you turn your idea into a successful e-commerce business?"As a business focused on aiding SMEs in South Africa, partnering with Heavy Chef, which shares a similar vision, is truly remarkable. The book offers countless insightful ideas, making it an essential tool for every SME's arsenal." – Brendon Williamson, managing director of PayfastSelling Products Online is the book for you. Brought to you by Heavy Chef and Payfast, this practical 10-step guide is designed to support you on every step of your e-commerce journey and will show you how to: Find your customers. Set up your e-commerce store. Take online payments. Sell on existing platforms. Attract more customers. Fulfil online orders. Manage stock. Serve your customers. Make a profit. Build your team. Heavy Chef sat down with some of South Africa’s pre-eminent entrepreneurs to fill these pages with real, practical advice from experts who’ve beaten their own paths to success in e-commerce. You’ll hear from the brains behind some of South Africa’s most-loved brands, including Faithful to Nature, Payfast, SnapScan, Yuppiechef, and many more. They’ll answer all your questions about selling products online in concise “bites” – as if you’re sitting down to coffee with them. Go on. Tuck in.

Selling Products Online
1h34min30
Marketing et communication
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126 pages. Temps de lecture estimé 1h34min.
So you’ve come up with a winning idea for a product to sell online. What now? How do you turn your idea into a successful e-commerce business?"As a business focused on aiding SMEs in South Africa, partnering with Heavy Chef, which shares a similar vision, is truly remarkable. The book offers countless insightful ideas, making it an essential tool for every SME's arsenal." – Brendon Williamson, managing director of PayfastSelling Products Online is the book for you. Brought to you by Heavy Chef and Payfast, this practical 10-step guide is designed to support you on every step of your e-commerce journey and will show you how to: Find your customers. Set up your e-commerce store. Take online payments. Sell on existing platforms. Attract more customers. Fulfil online orders. Manage stock. Serve your customers. Make a profit. Build your team. Heavy Chef sat down with some of South Africa’s pre-eminent entrepreneurs to fill these pages with real, practical advice from experts who’ve beaten their own paths to success in e-commerce. You’ll hear from the brains behind some of South Africa’s most-loved brands, including Faithful to Nature, Payfast, SnapScan, Yuppiechef, and many more. They’ll answer all your questions about selling products online in concise “bites” – as if you’re sitting down to coffee with them. Go on. Tuck in.

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Affiche du document Si tu n'es pas le premier, tu es le dernier - Stratégies de vente pour dominer le marché — Si tu n'es pas le premier, tu es le dernier - Stratégies de vente pour dominer le marché
Grant Cardone
1h09min45
Marketing et communication
93 pages. Temps de lecture estimé 1h10min.
Une crise peut vous appauvrir... ou vous enrichir. Cela ne dépend que de vous !La crise de 2008 et la pandémie le montrent bien : quand la situation économique se dégrade, il est plus difficile de vendre ses produits ou ses services. Les erreurs deviennent coûteuses et la faillite menace ceux qui ne s'adaptent pas suffisamment vite.Pourtant, il est toujours possible de séduire de nouveaux clients et de ravir des parts de marché à ses concurrents. Grant Cardone, entrepreneur multimillionnaire, partage dans cet ouvrage ses meilleures tactiques commerciales. Valables dans tous les contextes et secteurs, celles-ci vous permettront notamment de :• réactiver vos contacts ;• convertir les invendus ;• lancer des campagnes marketing efficaces ;• agir avec un objectif de domination et non de compétition.Ce livre énergique, aux vérités souvent percutantes, vous donnera l'envie de dépasser vos rivaux, mais surtout de vous dépasser. Soyez-en assuré : vous sortirez des crises plus fort que jamais !1. Quatre réponses aux contractions économiques2. Réactivation de la base de pouvoir3. Réactivation des anciens clients4. Le moyen le plus efficace pour progresser et dominer5. Convertir l'invendu6. Multiplier par l'entremise des clients actuels7. Livrer la marchandise à un niveau " waouh "8. L'importance du prix9. Activer la deuxième vente pour augmenter les profits10. La proposition à valeur ajoutée11. Avoir l'air affamé12. Elargir le profil de client acceptable13. Campagnes commerciales efficaces14. Reconditionner pour augmenter les profits15. Le programme dynamique pour progresser et dominer16. Une attitude de progression et de domination17. Votre plan de liberté financière18. La compétence la plus importante pour progresser et dominer19. L'attitude déraisonnable20. Comment assurer sa position (conclusion)

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Affiche du document L'Art de l'enchantement - Comment influencer les coeurs, les esprits et les actes — L'Art de l'enchantement - Comment influencer les coeurs, les esprits et les actes
Guy Kawasaki
1h52min30
Marketing et communication
150 pages. Temps de lecture estimé 1h52min.
" Pour créer une entreprise aussi magique qu'Apple, lisez ce livre ! " Steve Wozniak, cofondateur d'Apple" Croire en une idée qui offre au client quelque chose d'absolument unique est d'une importance capitale, mais c'est aussi tout un art, dont ce livre capture l'essence même. Le lecteur trouvera ici quantité de conseils inestimables pour permettre à son entreprise d'exploiter son potentiel. "Richard Branson, fondateur de Virgin GroupS'asseoir au volant d'une voiture ou toucher l'écran d'un produit high-tech peut être une expérience inoubliable. Tout dépend de ce qui a été vendu au client : un produit ou un rêve ? Un service ou de l'émotion ? La différence tient en un mot : enchantement.Riche de son parcours dans les entreprises les plus créatives, Guy Kawasaki révèle comment susciter autant d'enchantement qu'Apple ou Nintendo. Grâce à ses tactiques psychologiques et à ses astuces pratiques, vous découvrirez comment :• fournir les meilleurs produits et services ;• créer la confiance et ainsi fidéliser durablement ;• charmer vos clients, vos collègues et même vos amis ;• être aimé et faire aimer votre entreprise, plus que vous n'auriez pu l'imaginer.En mettant de la magie dans le monde du business et du marketing, vous convertirez les cyniques en croyants et les échecs en succès. À vous d'enchanter !

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Affiche du document C'est ça, le marketing - On ne vous verra pas tant que vous n'aurez pas appris à voir — C'est ça, le marketing - On ne vous verra pas tant que vous n'aurez pas appris à voir
Seth Godin
2h12min00
Marketing et communication
176 pages. Temps de lecture estimé 2h12min.
On ne vous verra pas tant que vous n'aurez pas appris à voirCela fait un quart de siècle que Seth Godin inspire des millions d'entrepreneurs, de leaders et de fans. Dans ce livre, pour la première fois, il propose l'essentiel de son savoir marketing sous une forme accessible et atemporelle. Au coeur de son approche, il y a une grande idée : les bons marketeurs n'utilisent pas les consommateurs pour résoudre le problème de leur entreprise . ils se servent du marketing pour résoudre les problèmes des êtres humains. Ils ne se contentent pas de faire du bruit . ils veulent améliorer le monde. Un marketing authentiquement puissant trouve sa source dans la générosité, l'empathie et l'émotion. Découvrez comment identifier le plus petit public viable.Créez la confiance sur votre marché et obtenez la permission de vous connecter avec lui.Adoptez le langage de vos fans.Trouvez le courage de créer et relâcher la tension.Et surtout, donnez à votre public les outils et les histoires qui lui permettent d'atteindre ses objectifs.

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Affiche du document Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces — Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces
6h51min00
Marketing et communication
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548 pages. Temps de lecture estimé 6h51min.
Explores the ways in which marketers can learn about customers through big data and other sources to create an enhanced customer experienceFeatures cutting-edge research based on theory and rigorous research methodologyProvide insights for marketing theory and practiceFeatures the full proceedings from the 46th Academy of Marketing Science (AMS) Annual Conference“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” Jeff Bezos, Founder and CEO of Amazon.com This proceedings volume explores the ways in which marketers can learn about customers through big data and other sources to create an enhanced customer experience. Consumers today do not simply demand engaging online or offline experiences anymore; they increasingly focus on one seamless experience throughout their journey across virtual and real spaces. While shopping in a physical store, consumers are checking their smart phones for customer reviews and competitive information, and catching a Pokémon or two at the same time. Online experience is no longer only about price shopping and convenience, and offline is no longer only about SKUs. Individual channels matter less and less; it is the omni-channel experience that is becoming main-stream. Marketers need to keep pace and continually adapt and contribute to the changing consumer landscape. Through countless touchpoints across different channels and media, marketers today can learn more about their customers and are better equipped than ever to provide them with a desired augmented experience: easy, fun, engaging, and efficient. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) Annual Conference held in New Orleans, Louisiana, this volume provides ground-breaking research from scholars and practitioner from around the world that will help marketers continue to engage their customers in this new landscape. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.Chapter1. The Effect of Narrative on Advertising Persuasiveness: The Moderating Role of Concreteness Language: An Abstract.- Chapter2. A Signalling Approach to Enchance the Advertising Effectiveness of Customer-Ideated New Products: An Abstract.- Chapter3. What Really Drives Customer – Brand Relationships? Evidence from An Emerging Market: An Abstract.- Chapter4. Attachment Styles and Brand Relationships: An Abstract.- Chapter5. When Good Brands Do Bad: The Sequel: An Abstract.- Chapter6. Brand Association and Emotional Confidence: Determinants of Brand Loyalty: An Abstract.- Chapter7. A Conceptual Framework of Erasmus Students as Advocates of a Country Brand: An Abstract.- Chapter8. CSR Communication of Hotels and Consumer Responses Towards It: An Abstract.- Chapter9. Social Responsibility in Adventure Tourism: Analysis of Companies in the Central Region of Portugal.- Chapter10. All by Myself! The Sustainable Liability on Responsible Fashion: An Abstract.- Chapter11. The Evolution of the Impact of Religion and Life Satisfaction on Environmental Concern: An Abstract.- Chapter12. Ethical Perceptions on Cigarette Marketing: An Abstract.- Chapter13. Firm Loyalty to Consumers (FLC) and Relationship Marketing: A Conceptual Framework: An Abstract.- Chapter14. Co-Creation in a Marketing Classroom: An Abstract.- Chapter15. Antecedents of Tourism Destination Loyalty: The Role of Destination Image, Satisfaction, and Identity Salience: An Abstract.- Chapter16. What is the Role of the Relationship in CRM? Exploring the Gaps between Intended and Actual Behavior: An Abstract.- Chapter17. Special Session: Reviewing the Reviewers: Insights on How to Read, Interpret, and Respond to Reviewers: An Abstract.- Chapter18. Dire Straits, Sad Planet: How Facial Emotion, Anthropomorphism and Issue Proximity Affect Green Communication.- Chapter19. Advertising Design in Food Marketing: Comparing the Effectiveness of Sensory, Functional and Symbolic Ad Content for Product Evaluation: An Abstract.- Chapter20. Understanding the Viability of Three Types of Approach of Advertising in Emerging Markets.- Chapter21. In the Conflict between Heart and Mind: Involvement and Aspiration Matter: An Abstract.- Chapter22. Talking About my Generation: The Influence of Age on Counterfeit Luxury Consumption in the GCC Countries: An Abstract.- Chapter23. Understanding the Luxury Consumption during Weddings in Southern India: An Abstract.- Chapter24. The Role of Proactive and Reactive Corporate Social Responsibility as an Extrinsic Cue in Mitigating Consumers’ Privacy Concerns: An Abstract.- Chapter25. Optimal Advertising Strategies for Multinational Enterprises Facing a Product-Harm Crisis: An Abstract.- Chapter26. The Effects of Food Related Retail Ambient Scents on Healthy/Unhealthy Food Purchases: An Abstract.- Chapter27. The Effects of Retail Ambient Music and Noise on Food Purchases: An Abstract.- Chapter28. It's All in the Mix: How Music and Light Affect Shoppers' In-Store Behavior: An Abstract.- Chapter29. Consumer Engagement through Live Customer Service: An Abstract.- Chapter30. Consumers’ Willingness to Try a Robotic Shopping Assistant: The Role of Imagery: An Abstract.- Chapter31. A ZMET Study of Real Meanings on Virtual Experiences in Young Consumers: An Abstract .- Chapter32. Special Session: Does Marketing Have the Right Answers? Questions of Growth, Measurement, Insight, and Heart: An Abstract.- Chapter33. The Relationship between Collectivism and Seeking Product-Related Information on Social Networking Sites: An Abstract.- Chapter34. A Framework and Call for Scholarship on ‘The Dark Side of Social Media’: An Abstract.- Chapter35. Enriched Digital Catalogues: A Multi-Studies Approach: An Abstract.- Chapter36. Exploring the Young People’s Cognitive Structure and Switching Intention toward Social Networking Sites: An Abstract.- Chapter37. Overcoming the Rejection of Changing Sales Force Technologies through Managerial Support: An Abstract.- Chapter38. What Salespeople Don’t Say: A Review of Literature on Nonverbal Communication of Salespeople: An Abstract.- Chapter39. Value in Sales Interactions: A Study from the Buyer’s Perspective: An Abstract.- Chapter40. The Impact of Psychological Ownership on Betrayal in the Sharing Economy: An Abstract.- Chapter41. The Influence of Men’s Body Dissatisfaction in Appearance-Related Behaviors: The Moderator Role of Public Self-Consciousness: An Abstract.- Chapter42. Big Data Infused Service Encounters: Augmenting Emotional Labor and Improving Organizational Outcomes: An Abstract.- Chapter43. Exploring the Influence of Supervisor Support, Fit, and Job Attractiveness on Service Employee Job Resourcefulness: An Abstract.- Chapter44. Help Me, Help You: The Consumer’s Perceptions of “Green” Credit Cards: An Abstract.- Chapter45. “Buy Me, I’m Green”: The Effects of Verbal and Visual Claims on Consumer Responses to Environmental Products: An Abstract.- Chapter46. Modern Marketing-Research Techniques and Policymaking in Wyoming’s State Budgeting: An Abstract.- Chapter47. The Hedonic and Utilitarian Value of Volunteering as an Act of Symbolic Consumption: An Abstract.- Chapter48. Individual Differences in Reactions to Aggression in Advertising, Knowledge Structures’ Perspective: An Abstract.- Chapter49. Nutrition Labelling on Menus: Who Notices and Uses this Information?.- Chapter50. Investigating the Impact of Conflicting Roles of Work and School on Service Providers: An Abstract.- Chapter51. Enhancing the Customer Experience: Understanding UK Consumers’ M-Shopping Adoption Intention.- Chapter52. Sharing in Real and Virtual Spaces: A Motivational and Temporal Screen-Sharing Approach.- Chapter53. Exploring the Impact of Self-Service Technologies on Retail Shoppers: An Abstract.- Chapter54. Special Session: May the Odds be Ever in Your Favor: An Abstract About Improving Your Odds and Successfully Navigating the Academic Job Market.- Chapter55. Virtual Car Information in Real Spaces Right in Your Face: Assessing the System Acceptance of Head-Up Display: An Abstract.- Chapter56. Monsters in Our World: Rethinking Narrative Transportation in Pokémon Go’s Mixed Reality: An Abstract.- Chapter57. An Investigation of the Effect of Nostalgia Proneness and Consumer Innovativeness on Acceptance of Retro Products.- Chapter58. The Impact of Existential Anxiety on Attitude toward Product Innovation: An Abstract.- Chapter59. Marketing Secrets: A Conceptual Model and Quasi-Experimental Study: An Abstract.- Chapter60. Digitally Engaged Services: A Multi-Level Perspective on Technology Readiness and Value Co-Creation Behaviour in Higher Education: An Abstract.- Chapter61. How to Design an Online Digital Marketing Course that Helps Improve Student Participation.- Chapter62. Integrating Customer Journey Mapping and Integrated Marketing Communications for Omnichannel and Digital Marketing Education: An Abstract.- Chapter63. Mood and Luxury Perception: A Tale of Two Genders: An Abstract.- Chapter64. Support for a Motivation-Based Typology of Unsolicited Customer Feedback).- Chapter65. Causes and Control of Vagueness in Construct Definition and Item Construction: An Abstract.- Chapter66. Using the Evaluative Space Grid to Better Capture Manifest Ambivalence in Customer Satisfaction Surveys: An Abstract.- Chapter67. The Impact of Product Shadows in Ad Frames on Product Volume Perceptions and Consumer Willingness to Pay: An Abstract.- Chapter68. How Visual Sensory Cues Influence Reactions on Social Media: An Abstract.- Chapter69. Vertical vs. Horizontal Packaging Design: Investigating the Effects of Packaging Form on Consumers' Perception of Utilitarian Food Products: An Abstract.- Chapter70. Mobile Marketing: A Consumer Behaviour Perspective: An Abstract.- Chapter71. Valuing Authenticity: Exploring the Role of Consumer Traits in Restaurant Choice: An Abstract.- Chapter72. The Effects of Visual Context on Construal Level in Online Shopping: An Abstract.- Chapter73. Portuguese and French Validation of Need for Drama (NFD) Scale in Consumer Behavior: An Abstract.- Chapter74. Changed to: The Online Shopping Experience (OSE): Expanding an Existing Framework: An Abstract.- Chapter75. Physical Shopping Value in a Digitalized Setting: An Abstract.- Chapter76. A Dual Process Perspective on Congruent and Incongruent Placements as an Advertising Tactic: An Abstract.- Chapter77. Effects of Video Manipulation on Believability and Consumer Attitudes in Direct-To-Consumer Pharmaceutical Advertising: An Abstract.- Chapter78. Magazine Advertising: High on Drugs: An Abstract.- Chapter79. An Abstract: Brand Orientation as Antecedent to Brand Value: Construct Redefinition and Conceptual Model.- Chapter80. Place Brand Communities: From Terminal to Instrumental Values - An Abstract.- Chapter81. What Kind of Product Do I Expect From This Brand? The Imagery Effects of Brand Logo Symmetry on Product Design: An Abstract.- Chapter82. Discovering Surrogate Branding Via Online Image Development, a Case from India: An Abstract.- Chapter83. Social Customer Relationship Management and Company Intervention: A Strategy to Build Trust: An Abstract.- Chapter84. What Drives Green Product’s Consumption in Vietnam? A Moderating and Mediating Effects Analysis: An Abstract.- Chapter85. Fast Moving Consumer Goods (FMCGs) and Emerging Markets: Consumer Convergence, MNCs, and Globalization: An Abstract.- Chapter86. Exploring the Structure of Chinese Consumers’ Attitudes toward Genetically Modified Foods: An Abstract.- Chapter87. The Influence of Brand Loyalty and Nutrition in Soft Drink Consumption of South African Children.- Chapter88. Packaging Texture and Shape as Enhancers for Brand Positioning: The Moderating Role of Need for Touch (NFT): An Abstract.- Chapter89. The Mediating Role of the Affect and Cognition in the Influence of Celebrities on Brand Relationship Management: An Abstract.- Chapter90. “Since When”? Brand Heritage’s Signaling Effects: An Abstract.- Chapter91. A Look into the (not so) Bright Side of Life: An Exploration of the Negative Service Encounter and its Effect on the Next Customer: An Abstract.- Chapter92. An Abstract: Comparative Attributions in an Industry-Wide Service Failure.- Chapter93. Transforming Consumer Well-Being through Service Ecosystems: The Case of Disruptive Events: An Abstract.- Chapter94. Say No to Your Consumer, He Will Like It (Or at Least the Taste of It)! An Abstract.- Chapter95. Thermal Spas Internet Marketing: An Analysis of Portuguese Thermal Spas’ Websites.- Chapter96. Just a Mental Problem - Acceptance and Barriers of Using Ethnographic Methods for Product Innovations for SMEs in B2B Markets: An Abstract.- Chapter97. The Contingency Factors on the Relationship between New Product Preannouncements and Firm Value: An Abstract.- Chapter98. Salespeople’s Linchpin Role: Salesperson Relational Incongruity and Its Impact on Sales Performance and Customer Ownership: An Abstract.- Chapter99. An Integrated Perspective for Reappraising Effects of Word-of-Mouth Communication of Negative Corporate Publicity and Consumer Status: An Abstract.- Chapter100. Reappraising the Role of Word-of-Mouth Communication as Both Antecedent and Outcome in Relationship Marketing: An Abstract.- Chapter101. A Meta-Analysis of Deceptive Advertising: An Abstract.- Chapter102. Internet of Things (IoTs) and Marketing: Conceptual Issues, Applications, and a Survey: An Abstract.- Chapter103. Elementary, My Dear Watson: The Use of Artificial Intelligence in Marketing Research: An Abstract.- Chapter104. A Platform Approach in Servitization: How Platform Openness can be Used to Control Solution Networks: An Abstract.- Chapter105. Enhancing Customer Experience in the Sharing Economy: An Abstract.- Chapter106. Influence of Store Managers’ Climate of Concern for Employees on FLE Commitment, Customer Word of Mouth, and Store Traffic Growth: An Abstract.- Chapter107. How Shelf Space Allocation of Terroir Products Improve the Financial Performance of Grocery Stores?.- Chapter108. Female Consumers, Advertisements and Age-Based Differences: An Abstract.- Chapter109. ‘Pax Advertisinia’- A New Era of Unstereotyping of Women in Advertising: An Abstract.- Chapter110. Perceived Brand Luckiness: Scale Development and Validation: An Abstract.- Chapter111. Consumer Evaluation of Brand Alliances under Distraction: An Abstract.- Chapter112. Life Stories and Marketing: Application on Child Socialization of Socially Responsible Consumption: An Abstract.- Chapter113. How Augmented Reality Affects Advertising Effectiveness: An Abstract.- Chapter114. Consumer Overconsumption: A Conceptual Model of its Antededents and Consequences: An Abstract.- Chapter115. The Use of Rhetoric and Emotional Appeals in Fitness Ads: An Abstract.- Chapter116. Cuteness Makes the Sale? How Consumer Responses are Affected by Message Framing and Crowding.- Chapter117. Exploring the Link and Relevance of Playfulness to Identity: An Abstract.- Chapter118. O Creativity, Where Art Thou? The Impact of Fear on Creativity Perception: An Abstract.- Chapter119. Unpacking the Account Executive Performance, its Antecedents, and Relational Outcomes: An Abstract.- Chapter120. Abstract Thinking and Salesperson Entrepreneurial Orientation: An Abstract.- Chapter121. Learning from External Network and A Firm’s New Product Innovation: An Abstract.- Chapter122. The Impact of Absorptive Capacity onto Customer Participation in New Product Development: An Abstract.- Chapter123. Validating Satisfaction as a Mediator between Quality Constructs in Ongoing Supplier Relationships: An Abstract.- Chapter124. Guanxi and Organizational Performance: A Cost-Benefit Perspective: An Abstract.- Chapter125. Understanding Consumers’ High-Risk Consumption Behavior of Pharmaceuticals: A Qualitative Exploratory Study.- Chapter126. Internet Addiction and Its Impact on Consumer’s Buying Behavior: A Conceptual Framework: An Abstract.- Chapter127. Conspicuousness of Consumption Determines When Brands Benefit Most From Offering Ethical Attributes: An Abstract.- Chapter128. A Physiological Exploration of Visual Social Media Marketing: An Abstract.- Chapter129. The Linguistics of Brand Interactivity: Communicating Brand Personality, Sentiment, and Emotionality on Facebook: An Abstract.- Chapter130. Understanding the Influence of Consumer Embeddedness in Online Communities: An Abstract.- Chapter131. Wine Qualities and Consumer Satisfaction: An Abstract.- Chapter132. First Thoughts on the Impact of Anthropomorphism on Showrooming Behavior: An Abstract.- Chapter133. Limiting Negative Effects of Interruptions in Commercial Interaction by Salespeople Explanations: An Abstract.- Chapter134. The Role of Negative Online Reviews as Informants and Recommenders: An Abstract.- Chapter135. I Can See You... But Should I Trust You? Moderating Effect of Product Review Modality on Valence: An Abstract.- Chapter136. Frontline Frustration: The Experience of Point-of-Sale Cause Marketing from the Cashier and Customer Perspectives: An Abstract.- Chapter137. An Abstract: The Value of Sustainability: A Three Dimensional Approach for Assessing Explicit and Implicit Effects of Brand Sustainability.- Chapter138. Ethical Labeling – How Retailers Can Increase Their Brand And Store Image by Selling Ethical Labeled Private Label Products: An Abstract.- Chapter139. Managing Stereotypes in the Classroom: What Stereotypes Exist and How Do We Respond? An Abstract.- Chapter140. Using Marketing History in the Modern Classroom: An Abstract.- Chapter141. Emergence of Generative Learning Based Market Orientation from Micro-Macro Level Interactions.- Chapter142. Composition and Compensation: Effect on the Value of New Product Introductions: An Abstract.- Chapter143. Cause Placement: Initial Empirical Findings: An Abstract.- Chapter144. Special Session: Better Food, Better Life, Applying Marketing to Achieve Social Change: An Abstract.- Chapter145. An Abstract: Healthy Food Promotion with an App?.- Chapter146. An Abstract: Understanding Food Routines: Focus on Interactions Between Food Waste and Healthy Eating with Practice Theories.- Chapter147. An Abstract: Do We Need to Emply a Full Mix? 4P versus 1P.- Chapter148. An Abstract: Transitioning Understanding to Behavioral Change.- Chapter149. Best Practices for Inside Sales Professionals: An Historical Analysis.- Chapter150. Exploring the Role of Technology in Promoting CRM Capabilities in Direct-Selling Marketing Channels: An Abstract.- Chapter151. Examining Consumers’ Reactions and Firms’ Responses to Price Mistakes: An Abstract.- Chapter152. You Deserved That: The Roles of Purchase Effort and Loyalty in Explaining Price Inequality Outcomes.- Chapter153. You Get What You Pay For – Physical Placebo Effects of Price Discounts: An Abstract.- Chapter154. Differentiating Customer Engagement and Customer Participation in Services Marketing: An Abstract.- Chapter155. Family Vacation Travel - An Application of the Theory of Reasoned Action: An Abstract.- Chapter156. "Intercultural Accommodation and Service Quality Perceptions: What Accommodating Factors Really Matter to Ethnic Minority Consumers: An Abstract.- "Chapter157. R&D Information Disclosure in the Service-Providing Sector: An Abstract.- Chapter158. The Efficacy of Crowdsourcing for Early-Stage New Product Development: An Abstract.- Chapter159. Manipulating Context Dependence Changes Susceptibility to the Social Eating Environment: An Abstract.- Chapter160. If it Smells Like Sweat is that Still a Sensory Experience? Sensory Marketing and the CrossFit Phenomenon: An Abstract.- Chapter161. A Glass Wide Open: How Glass Shape Influences Extraversion and Happiness: An Abstract.- Chapter162. Measuring Attitudes towards Customer Surveillance: An Abstract.- Chapter163. An Abstract: Immersive Virtual Environments: A Whole New World.- Chapter164. Understanding Consumer-Generated Content about Luxury Brands Using Big Data: An Abstract.- Chapter165. An Abstract: Consumer’s Acceptance of Food Innovations - Effects on Product Perception and Consumer Behavior.- Chapter166. Front-Line Service Roles Engagement and Subjective Well-Being of Socially-Disadvantaged Employees: An Abstract.- Chapter167. Humor and International Ads: The Impact of Culture and Emotions on Advertising Effectiveness in France, USA, and China: An Abstract.- Chapter168. Managing Stakeholder Interests in A Non-Profit Setting: Who Matters Most?: An Abstract.- Chapter169. Can Green Consumer Expectations Match Heirloom Seed Farmers’ Values?.- Chapter170. Positioning and Planning of Sustainability Initiatives: An Abstract.- Chapter171. The Role of Label-Flavor Color Congruence on Consumer Judgements of Appropriateness and Visual Appeal: An Abstract.- Chapter172. Tales of Food Labelling: Experimental Studies on the Effects of Advertisings and Warnings on Food Labels in Brazilian Context: An Abstract.- Chapter173. An Abstract: Feel the Grip and Smell the Freedom: Assessing the Impact of Sensory Packaging on Implicit and Explicit Brand Knowledge.- Chapter174. User-to-Brand Social Media Behavior Directed at Brands and its Impact on Electronic Word-of-Mouth and Purchase Intentions: An Abstract.- Chapter175. How Can the Ratings be so Different? Reasoning to Identify Factors Explaining Airbnb’s Satisfaction Rating Advantage over Hotels: An Abstract.- Chapter176. Customer-To-Customer Interactional Justice: A New Challenge For Service Recovery Via Social Media.- Chapter177. Negative eWOM in Social Media and Stock Evolution: An Abstract.- Chapter178. The Role of Audience Comments in YouTube Vlogs: An Abstract.- Chapter179. Small Wineries’ Entrepreneurial Marketing Practices and Social Media Use: An Abstract.- Chapter180. Is Your Sales Manager Attractive? Examining the Impact of Attractiveness on Credibility: An Abstract.- Chapter181. Sales Managers’ Ethical Leadership and Salesperson Outcomes: The Role of Emulation Intentions: An Abstract.- Chapter182. Person-Supervisor Fit in Sales: An Application of Self Determination Theory: An Abstract.- Chapter183. One for Me, One for You: Exploring Consumers’ Motivations to Share Referral Coupons: An Abstract.- Chapter184. Consumer Perceived Probability of Food Waste and Attitudes towards Sales Promotions: An Abstract.- Chapter185. Mobile In-Store Advertising: Exploring the Effects of Location-Based Mobile Promotions on Shopping Behavior: An Abstract.- Chapter186. How to Simplify Consumers’ Product Choice: An Exploration of Different Information Sources at the Point of Sale: An Abstract.- Chapter187. Are Those Immersive Online Ads Really Effective? Consumers’ Responses to 360 degree Video Ads in Different Media Platforms: An Abstract.- Chapter188. Developing a Typology of Native Advertising: An Abstract.- Chapter189. Towards an Analytical Framework to Understand Consumer Disengagement with Digital Advertising: An Abstract.- Chapter190. Unpacking Effects in Consumer Judgments: An Abstract.- Chapter191. Induction of Construal-Level Mindset via Experience of Surprise: An Abstract.- Chapter192. Exploring the Role of Attitudinal vs. Situational Ambivalence in Consumer Choice: An Abstract.- Chapter193. A Review of the Cognitive and Affective Country-of-Origin’s Effects and their Influence on an Organisational Attribution of Blame Post a Crisis Event: An Abstract.- Chapter194. The Impact of Power Distance Belief and Psychological Distance on Decision-Making: An Abstract.- Chapter195. Conceptualising Beauty in Consumer Research: A Framework and Research Agenda: An Abstract.- Chapter196. Innovation in Retail Business Models: How Adding Bricks to Clicks Affects Shoppers’ Purchase Intention: An Abstract.- Chapter197. Anonymity, Anxiety, and Abandonment: How Product Packaging and Location Impact the Shopper: An Abstract.- Chapter198. Internet Killed the Radio Star? An Abstract.- Chapter199. Evaluating the Effectiveness of Brand Communication on Implicit and Explicit Brand Knowledge in Virtual Spaces – The Case of Sports Sponsorship Exposure in Video Games: An Abstract.- Chapter200. Spatial Effect of Country-Level Factors on Export Competitiveness from Emerging Market: An Empirical Study of Spatial Effect in Export Trade of Agricultural Business from Emerging Markets: An Abstract.- Chapter201. E-Commerce Corporations (ECCs) Internationalization: A Case Exploration: An Abstract.- Chapter202. International Marketing and the Migrant-Owned Enterprise: Research Propositions: An Abstract.- Chapter203. Investigating Relationship Dependence in International B2B Channel Relationships: An Abstract.- Chapter204. Storytelling in Business-to-Business Advertising: An Abstract.- Chapter205. Effects of B2B Customers' Perceived Benefits on Willingness to Disclose Information in an Online Exchange: An Abstract.- Chapter206. Examining Sales and Purchase Approaches in Complex Business Relationships: An Abstract.- Chapter207. Making Money with Paid Content: Empirical Investigations on Consumers’ Reactions to Free-to-Fee Switches and Preview Characteristics: An Abstract.- Chapter208. Marketing Ploy or Strategic Initiative: An Investigation of Deceptive Advertising: An Abstract.

Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces
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Explores the ways in which marketers can learn about customers through big data and other sources to create an enhanced customer experienceFeatures cutting-edge research based on theory and rigorous research methodologyProvide insights for marketing theory and practiceFeatures the full proceedings from the 46th Academy of Marketing Science (AMS) Annual Conference“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” Jeff Bezos, Founder and CEO of Amazon.com This proceedings volume explores the ways in which marketers can learn about customers through big data and other sources to create an enhanced customer experience. Consumers today do not simply demand engaging online or offline experiences anymore; they increasingly focus on one seamless experience throughout their journey across virtual and real spaces. While shopping in a physical store, consumers are checking their smart phones for customer reviews and competitive information, and catching a Pokémon or two at the same time. Online experience is no longer only about price shopping and convenience, and offline is no longer only about SKUs. Individual channels matter less and less; it is the omni-channel experience that is becoming main-stream. Marketers need to keep pace and continually adapt and contribute to the changing consumer landscape. Through countless touchpoints across different channels and media, marketers today can learn more about their customers and are better equipped than ever to provide them with a desired augmented experience: easy, fun, engaging, and efficient. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) Annual Conference held in New Orleans, Louisiana, this volume provides ground-breaking research from scholars and practitioner from around the world that will help marketers continue to engage their customers in this new landscape. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.Chapter1. The Effect of Narrative on Advertising Persuasiveness: The Moderating Role of Concreteness Language: An Abstract.- Chapter2. A Signalling Approach to Enchance the Advertising Effectiveness of Customer-Ideated New Products: An Abstract.- Chapter3. What Really Drives Customer – Brand Relationships? Evidence from An Emerging Market: An Abstract.- Chapter4. Attachment Styles and Brand Relationships: An Abstract.- Chapter5. When Good Brands Do Bad: The Sequel: An Abstract.- Chapter6. Brand Association and Emotional Confidence: Determinants of Brand Loyalty: An Abstract.- Chapter7. A Conceptual Framework of Erasmus Students as Advocates of a Country Brand: An Abstract.- Chapter8. CSR Communication of Hotels and Consumer Responses Towards It: An Abstract.- Chapter9. Social Responsibility in Adventure Tourism: Analysis of Companies in the Central Region of Portugal.- Chapter10. All by Myself! The Sustainable Liability on Responsible Fashion: An Abstract.- Chapter11. The Evolution of the Impact of Religion and Life Satisfaction on Environmental Concern: An Abstract.- Chapter12. Ethical Perceptions on Cigarette Marketing: An Abstract.- Chapter13. Firm Loyalty to Consumers (FLC) and Relationship Marketing: A Conceptual Framework: An Abstract.- Chapter14. Co-Creation in a Marketing Classroom: An Abstract.- Chapter15. Antecedents of Tourism Destination Loyalty: The Role of Destination Image, Satisfaction, and Identity Salience: An Abstract.- Chapter16. What is the Role of the Relationship in CRM? Exploring the Gaps between Intended and Actual Behavior: An Abstract.- Chapter17. Special Session: Reviewing the Reviewers: Insights on How to Read, Interpret, and Respond to Reviewers: An Abstract.- Chapter18. Dire Straits, Sad Planet: How Facial Emotion, Anthropomorphism and Issue Proximity Affect Green Communication.- Chapter19. Advertising Design in Food Marketing: Comparing the Effectiveness of Sensory, Functional and Symbolic Ad Content for Product Evaluation: An Abstract.- Chapter20. Understanding the Viability of Three Types of Approach of Advertising in Emerging Markets.- Chapter21. In the Conflict between Heart and Mind: Involvement and Aspiration Matter: An Abstract.- Chapter22. Talking About my Generation: The Influence of Age on Counterfeit Luxury Consumption in the GCC Countries: An Abstract.- Chapter23. Understanding the Luxury Consumption during Weddings in Southern India: An Abstract.- Chapter24. The Role of Proactive and Reactive Corporate Social Responsibility as an Extrinsic Cue in Mitigating Consumers’ Privacy Concerns: An Abstract.- Chapter25. Optimal Advertising Strategies for Multinational Enterprises Facing a Product-Harm Crisis: An Abstract.- Chapter26. The Effects of Food Related Retail Ambient Scents on Healthy/Unhealthy Food Purchases: An Abstract.- Chapter27. The Effects of Retail Ambient Music and Noise on Food Purchases: An Abstract.- Chapter28. It's All in the Mix: How Music and Light Affect Shoppers' In-Store Behavior: An Abstract.- Chapter29. Consumer Engagement through Live Customer Service: An Abstract.- Chapter30. Consumers’ Willingness to Try a Robotic Shopping Assistant: The Role of Imagery: An Abstract.- Chapter31. A ZMET Study of Real Meanings on Virtual Experiences in Young Consumers: An Abstract .- Chapter32. Special Session: Does Marketing Have the Right Answers? Questions of Growth, Measurement, Insight, and Heart: An Abstract.- Chapter33. The Relationship between Collectivism and Seeking Product-Related Information on Social Networking Sites: An Abstract.- Chapter34. A Framework and Call for Scholarship on ‘The Dark Side of Social Media’: An Abstract.- Chapter35. Enriched Digital Catalogues: A Multi-Studies Approach: An Abstract.- Chapter36. Exploring the Young People’s Cognitive Structure and Switching Intention toward Social Networking Sites: An Abstract.- Chapter37. Overcoming the Rejection of Changing Sales Force Technologies through Managerial Support: An Abstract.- Chapter38. What Salespeople Don’t Say: A Review of Literature on Nonverbal Communication of Salespeople: An Abstract.- Chapter39. Value in Sales Interactions: A Study from the Buyer’s Perspective: An Abstract.- Chapter40. The Impact of Psychological Ownership on Betrayal in the Sharing Economy: An Abstract.- Chapter41. The Influence of Men’s Body Dissatisfaction in Appearance-Related Behaviors: The Moderator Role of Public Self-Consciousness: An Abstract.- Chapter42. Big Data Infused Service Encounters: Augmenting Emotional Labor and Improving Organizational Outcomes: An Abstract.- Chapter43. Exploring the Influence of Supervisor Support, Fit, and Job Attractiveness on Service Employee Job Resourcefulness: An Abstract.- Chapter44. Help Me, Help You: The Consumer’s Perceptions of “Green” Credit Cards: An Abstract.- Chapter45. “Buy Me, I’m Green”: The Effects of Verbal and Visual Claims on Consumer Responses to Environmental Products: An Abstract.- Chapter46. Modern Marketing-Research Techniques and Policymaking in Wyoming’s State Budgeting: An Abstract.- Chapter47. The Hedonic and Utilitarian Value of Volunteering as an Act of Symbolic Consumption: An Abstract.- Chapter48. Individual Differences in Reactions to Aggression in Advertising, Knowledge Structures’ Perspective: An Abstract.- Chapter49. Nutrition Labelling on Menus: Who Notices and Uses this Information?.- Chapter50. Investigating the Impact of Conflicting Roles of Work and School on Service Providers: An Abstract.- Chapter51. Enhancing the Customer Experience: Understanding UK Consumers’ M-Shopping Adoption Intention.- Chapter52. Sharing in Real and Virtual Spaces: A Motivational and Temporal Screen-Sharing Approach.- Chapter53. Exploring the Impact of Self-Service Technologies on Retail Shoppers: An Abstract.- Chapter54. Special Session: May the Odds be Ever in Your Favor: An Abstract About Improving Your Odds and Successfully Navigating the Academic Job Market.- Chapter55. Virtual Car Information in Real Spaces Right in Your Face: Assessing the System Acceptance of Head-Up Display: An Abstract.- Chapter56. Monsters in Our World: Rethinking Narrative Transportation in Pokémon Go’s Mixed Reality: An Abstract.- Chapter57. An Investigation of the Effect of Nostalgia Proneness and Consumer Innovativeness on Acceptance of Retro Products.- Chapter58. The Impact of Existential Anxiety on Attitude toward Product Innovation: An Abstract.- Chapter59. Marketing Secrets: A Conceptual Model and Quasi-Experimental Study: An Abstract.- Chapter60. Digitally Engaged Services: A Multi-Level Perspective on Technology Readiness and Value Co-Creation Behaviour in Higher Education: An Abstract.- Chapter61. How to Design an Online Digital Marketing Course that Helps Improve Student Participation.- Chapter62. Integrating Customer Journey Mapping and Integrated Marketing Communications for Omnichannel and Digital Marketing Education: An Abstract.- Chapter63. Mood and Luxury Perception: A Tale of Two Genders: An Abstract.- Chapter64. Support for a Motivation-Based Typology of Unsolicited Customer Feedback).- Chapter65. Causes and Control of Vagueness in Construct Definition and Item Construction: An Abstract.- Chapter66. Using the Evaluative Space Grid to Better Capture Manifest Ambivalence in Customer Satisfaction Surveys: An Abstract.- Chapter67. The Impact of Product Shadows in Ad Frames on Product Volume Perceptions and Consumer Willingness to Pay: An Abstract.- Chapter68. How Visual Sensory Cues Influence Reactions on Social Media: An Abstract.- Chapter69. Vertical vs. Horizontal Packaging Design: Investigating the Effects of Packaging Form on Consumers' Perception of Utilitarian Food Products: An Abstract.- Chapter70. Mobile Marketing: A Consumer Behaviour Perspective: An Abstract.- Chapter71. Valuing Authenticity: Exploring the Role of Consumer Traits in Restaurant Choice: An Abstract.- Chapter72. The Effects of Visual Context on Construal Level in Online Shopping: An Abstract.- Chapter73. Portuguese and French Validation of Need for Drama (NFD) Scale in Consumer Behavior: An Abstract.- Chapter74. Changed to: The Online Shopping Experience (OSE): Expanding an Existing Framework: An Abstract.- Chapter75. Physical Shopping Value in a Digitalized Setting: An Abstract.- Chapter76. A Dual Process Perspective on Congruent and Incongruent Placements as an Advertising Tactic: An Abstract.- Chapter77. Effects of Video Manipulation on Believability and Consumer Attitudes in Direct-To-Consumer Pharmaceutical Advertising: An Abstract.- Chapter78. Magazine Advertising: High on Drugs: An Abstract.- Chapter79. An Abstract: Brand Orientation as Antecedent to Brand Value: Construct Redefinition and Conceptual Model.- Chapter80. Place Brand Communities: From Terminal to Instrumental Values - An Abstract.- Chapter81. What Kind of Product Do I Expect From This Brand? The Imagery Effects of Brand Logo Symmetry on Product Design: An Abstract.- Chapter82. Discovering Surrogate Branding Via Online Image Development, a Case from India: An Abstract.- Chapter83. Social Customer Relationship Management and Company Intervention: A Strategy to Build Trust: An Abstract.- Chapter84. What Drives Green Product’s Consumption in Vietnam? A Moderating and Mediating Effects Analysis: An Abstract.- Chapter85. Fast Moving Consumer Goods (FMCGs) and Emerging Markets: Consumer Convergence, MNCs, and Globalization: An Abstract.- Chapter86. Exploring the Structure of Chinese Consumers’ Attitudes toward Genetically Modified Foods: An Abstract.- Chapter87. The Influence of Brand Loyalty and Nutrition in Soft Drink Consumption of South African Children.- Chapter88. Packaging Texture and Shape as Enhancers for Brand Positioning: The Moderating Role of Need for Touch (NFT): An Abstract.- Chapter89. The Mediating Role of the Affect and Cognition in the Influence of Celebrities on Brand Relationship Management: An Abstract.- Chapter90. “Since When”? Brand Heritage’s Signaling Effects: An Abstract.- Chapter91. A Look into the (not so) Bright Side of Life: An Exploration of the Negative Service Encounter and its Effect on the Next Customer: An Abstract.- Chapter92. An Abstract: Comparative Attributions in an Industry-Wide Service Failure.- Chapter93. Transforming Consumer Well-Being through Service Ecosystems: The Case of Disruptive Events: An Abstract.- Chapter94. Say No to Your Consumer, He Will Like It (Or at Least the Taste of It)! An Abstract.- Chapter95. Thermal Spas Internet Marketing: An Analysis of Portuguese Thermal Spas’ Websites.- Chapter96. Just a Mental Problem - Acceptance and Barriers of Using Ethnographic Methods for Product Innovations for SMEs in B2B Markets: An Abstract.- Chapter97. The Contingency Factors on the Relationship between New Product Preannouncements and Firm Value: An Abstract.- Chapter98. Salespeople’s Linchpin Role: Salesperson Relational Incongruity and Its Impact on Sales Performance and Customer Ownership: An Abstract.- Chapter99. An Integrated Perspective for Reappraising Effects of Word-of-Mouth Communication of Negative Corporate Publicity and Consumer Status: An Abstract.- Chapter100. Reappraising the Role of Word-of-Mouth Communication as Both Antecedent and Outcome in Relationship Marketing: An Abstract.- Chapter101. A Meta-Analysis of Deceptive Advertising: An Abstract.- Chapter102. Internet of Things (IoTs) and Marketing: Conceptual Issues, Applications, and a Survey: An Abstract.- Chapter103. Elementary, My Dear Watson: The Use of Artificial Intelligence in Marketing Research: An Abstract.- Chapter104. A Platform Approach in Servitization: How Platform Openness can be Used to Control Solution Networks: An Abstract.- Chapter105. Enhancing Customer Experience in the Sharing Economy: An Abstract.- Chapter106. Influence of Store Managers’ Climate of Concern for Employees on FLE Commitment, Customer Word of Mouth, and Store Traffic Growth: An Abstract.- Chapter107. How Shelf Space Allocation of Terroir Products Improve the Financial Performance of Grocery Stores?.- Chapter108. Female Consumers, Advertisements and Age-Based Differences: An Abstract.- Chapter109. ‘Pax Advertisinia’- A New Era of Unstereotyping of Women in Advertising: An Abstract.- Chapter110. Perceived Brand Luckiness: Scale Development and Validation: An Abstract.- Chapter111. Consumer Evaluation of Brand Alliances under Distraction: An Abstract.- Chapter112. Life Stories and Marketing: Application on Child Socialization of Socially Responsible Consumption: An Abstract.- Chapter113. How Augmented Reality Affects Advertising Effectiveness: An Abstract.- Chapter114. Consumer Overconsumption: A Conceptual Model of its Antededents and Consequences: An Abstract.- Chapter115. The Use of Rhetoric and Emotional Appeals in Fitness Ads: An Abstract.- Chapter116. Cuteness Makes the Sale? How Consumer Responses are Affected by Message Framing and Crowding.- Chapter117. Exploring the Link and Relevance of Playfulness to Identity: An Abstract.- Chapter118. O Creativity, Where Art Thou? The Impact of Fear on Creativity Perception: An Abstract.- Chapter119. Unpacking the Account Executive Performance, its Antecedents, and Relational Outcomes: An Abstract.- Chapter120. Abstract Thinking and Salesperson Entrepreneurial Orientation: An Abstract.- Chapter121. Learning from External Network and A Firm’s New Product Innovation: An Abstract.- Chapter122. The Impact of Absorptive Capacity onto Customer Participation in New Product Development: An Abstract.- Chapter123. Validating Satisfaction as a Mediator between Quality Constructs in Ongoing Supplier Relationships: An Abstract.- Chapter124. Guanxi and Organizational Performance: A Cost-Benefit Perspective: An Abstract.- Chapter125. Understanding Consumers’ High-Risk Consumption Behavior of Pharmaceuticals: A Qualitative Exploratory Study.- Chapter126. Internet Addiction and Its Impact on Consumer’s Buying Behavior: A Conceptual Framework: An Abstract.- Chapter127. Conspicuousness of Consumption Determines When Brands Benefit Most From Offering Ethical Attributes: An Abstract.- Chapter128. A Physiological Exploration of Visual Social Media Marketing: An Abstract.- Chapter129. The Linguistics of Brand Interactivity: Communicating Brand Personality, Sentiment, and Emotionality on Facebook: An Abstract.- Chapter130. Understanding the Influence of Consumer Embeddedness in Online Communities: An Abstract.- Chapter131. Wine Qualities and Consumer Satisfaction: An Abstract.- Chapter132. First Thoughts on the Impact of Anthropomorphism on Showrooming Behavior: An Abstract.- Chapter133. Limiting Negative Effects of Interruptions in Commercial Interaction by Salespeople Explanations: An Abstract.- Chapter134. The Role of Negative Online Reviews as Informants and Recommenders: An Abstract.- Chapter135. I Can See You... But Should I Trust You? Moderating Effect of Product Review Modality on Valence: An Abstract.- Chapter136. Frontline Frustration: The Experience of Point-of-Sale Cause Marketing from the Cashier and Customer Perspectives: An Abstract.- Chapter137. An Abstract: The Value of Sustainability: A Three Dimensional Approach for Assessing Explicit and Implicit Effects of Brand Sustainability.- Chapter138. Ethical Labeling – How Retailers Can Increase Their Brand And Store Image by Selling Ethical Labeled Private Label Products: An Abstract.- Chapter139. Managing Stereotypes in the Classroom: What Stereotypes Exist and How Do We Respond? An Abstract.- Chapter140. Using Marketing History in the Modern Classroom: An Abstract.- Chapter141. Emergence of Generative Learning Based Market Orientation from Micro-Macro Level Interactions.- Chapter142. Composition and Compensation: Effect on the Value of New Product Introductions: An Abstract.- Chapter143. Cause Placement: Initial Empirical Findings: An Abstract.- Chapter144. Special Session: Better Food, Better Life, Applying Marketing to Achieve Social Change: An Abstract.- Chapter145. An Abstract: Healthy Food Promotion with an App?.- Chapter146. An Abstract: Understanding Food Routines: Focus on Interactions Between Food Waste and Healthy Eating with Practice Theories.- Chapter147. An Abstract: Do We Need to Emply a Full Mix? 4P versus 1P.- Chapter148. An Abstract: Transitioning Understanding to Behavioral Change.- Chapter149. Best Practices for Inside Sales Professionals: An Historical Analysis.- Chapter150. Exploring the Role of Technology in Promoting CRM Capabilities in Direct-Selling Marketing Channels: An Abstract.- Chapter151. Examining Consumers’ Reactions and Firms’ Responses to Price Mistakes: An Abstract.- Chapter152. You Deserved That: The Roles of Purchase Effort and Loyalty in Explaining Price Inequality Outcomes.- Chapter153. You Get What You Pay For – Physical Placebo Effects of Price Discounts: An Abstract.- Chapter154. Differentiating Customer Engagement and Customer Participation in Services Marketing: An Abstract.- Chapter155. Family Vacation Travel - An Application of the Theory of Reasoned Action: An Abstract.- Chapter156. "Intercultural Accommodation and Service Quality Perceptions: What Accommodating Factors Really Matter to Ethnic Minority Consumers: An Abstract.- "Chapter157. R&D Information Disclosure in the Service-Providing Sector: An Abstract.- Chapter158. The Efficacy of Crowdsourcing for Early-Stage New Product Development: An Abstract.- Chapter159. Manipulating Context Dependence Changes Susceptibility to the Social Eating Environment: An Abstract.- Chapter160. If it Smells Like Sweat is that Still a Sensory Experience? Sensory Marketing and the CrossFit Phenomenon: An Abstract.- Chapter161. A Glass Wide Open: How Glass Shape Influences Extraversion and Happiness: An Abstract.- Chapter162. Measuring Attitudes towards Customer Surveillance: An Abstract.- Chapter163. An Abstract: Immersive Virtual Environments: A Whole New World.- Chapter164. Understanding Consumer-Generated Content about Luxury Brands Using Big Data: An Abstract.- Chapter165. An Abstract: Consumer’s Acceptance of Food Innovations - Effects on Product Perception and Consumer Behavior.- Chapter166. Front-Line Service Roles Engagement and Subjective Well-Being of Socially-Disadvantaged Employees: An Abstract.- Chapter167. Humor and International Ads: The Impact of Culture and Emotions on Advertising Effectiveness in France, USA, and China: An Abstract.- Chapter168. Managing Stakeholder Interests in A Non-Profit Setting: Who Matters Most?: An Abstract.- Chapter169. Can Green Consumer Expectations Match Heirloom Seed Farmers’ Values?.- Chapter170. Positioning and Planning of Sustainability Initiatives: An Abstract.- Chapter171. The Role of Label-Flavor Color Congruence on Consumer Judgements of Appropriateness and Visual Appeal: An Abstract.- Chapter172. Tales of Food Labelling: Experimental Studies on the Effects of Advertisings and Warnings on Food Labels in Brazilian Context: An Abstract.- Chapter173. An Abstract: Feel the Grip and Smell the Freedom: Assessing the Impact of Sensory Packaging on Implicit and Explicit Brand Knowledge.- Chapter174. User-to-Brand Social Media Behavior Directed at Brands and its Impact on Electronic Word-of-Mouth and Purchase Intentions: An Abstract.- Chapter175. How Can the Ratings be so Different? Reasoning to Identify Factors Explaining Airbnb’s Satisfaction Rating Advantage over Hotels: An Abstract.- Chapter176. Customer-To-Customer Interactional Justice: A New Challenge For Service Recovery Via Social Media.- Chapter177. Negative eWOM in Social Media and Stock Evolution: An Abstract.- Chapter178. The Role of Audience Comments in YouTube Vlogs: An Abstract.- Chapter179. Small Wineries’ Entrepreneurial Marketing Practices and Social Media Use: An Abstract.- Chapter180. Is Your Sales Manager Attractive? Examining the Impact of Attractiveness on Credibility: An Abstract.- Chapter181. Sales Managers’ Ethical Leadership and Salesperson Outcomes: The Role of Emulation Intentions: An Abstract.- Chapter182. Person-Supervisor Fit in Sales: An Application of Self Determination Theory: An Abstract.- Chapter183. One for Me, One for You: Exploring Consumers’ Motivations to Share Referral Coupons: An Abstract.- Chapter184. Consumer Perceived Probability of Food Waste and Attitudes towards Sales Promotions: An Abstract.- Chapter185. Mobile In-Store Advertising: Exploring the Effects of Location-Based Mobile Promotions on Shopping Behavior: An Abstract.- Chapter186. How to Simplify Consumers’ Product Choice: An Exploration of Different Information Sources at the Point of Sale: An Abstract.- Chapter187. Are Those Immersive Online Ads Really Effective? Consumers’ Responses to 360 degree Video Ads in Different Media Platforms: An Abstract.- Chapter188. Developing a Typology of Native Advertising: An Abstract.- Chapter189. Towards an Analytical Framework to Understand Consumer Disengagement with Digital Advertising: An Abstract.- Chapter190. Unpacking Effects in Consumer Judgments: An Abstract.- Chapter191. Induction of Construal-Level Mindset via Experience of Surprise: An Abstract.- Chapter192. Exploring the Role of Attitudinal vs. Situational Ambivalence in Consumer Choice: An Abstract.- Chapter193. A Review of the Cognitive and Affective Country-of-Origin’s Effects and their Influence on an Organisational Attribution of Blame Post a Crisis Event: An Abstract.- Chapter194. The Impact of Power Distance Belief and Psychological Distance on Decision-Making: An Abstract.- Chapter195. Conceptualising Beauty in Consumer Research: A Framework and Research Agenda: An Abstract.- Chapter196. Innovation in Retail Business Models: How Adding Bricks to Clicks Affects Shoppers’ Purchase Intention: An Abstract.- Chapter197. Anonymity, Anxiety, and Abandonment: How Product Packaging and Location Impact the Shopper: An Abstract.- Chapter198. Internet Killed the Radio Star? An Abstract.- Chapter199. Evaluating the Effectiveness of Brand Communication on Implicit and Explicit Brand Knowledge in Virtual Spaces – The Case of Sports Sponsorship Exposure in Video Games: An Abstract.- Chapter200. Spatial Effect of Country-Level Factors on Export Competitiveness from Emerging Market: An Empirical Study of Spatial Effect in Export Trade of Agricultural Business from Emerging Markets: An Abstract.- Chapter201. E-Commerce Corporations (ECCs) Internationalization: A Case Exploration: An Abstract.- Chapter202. International Marketing and the Migrant-Owned Enterprise: Research Propositions: An Abstract.- Chapter203. Investigating Relationship Dependence in International B2B Channel Relationships: An Abstract.- Chapter204. Storytelling in Business-to-Business Advertising: An Abstract.- Chapter205. Effects of B2B Customers' Perceived Benefits on Willingness to Disclose Information in an Online Exchange: An Abstract.- Chapter206. Examining Sales and Purchase Approaches in Complex Business Relationships: An Abstract.- Chapter207. Making Money with Paid Content: Empirical Investigations on Consumers’ Reactions to Free-to-Fee Switches and Preview Characteristics: An Abstract.- Chapter208. Marketing Ploy or Strategic Initiative: An Investigation of Deceptive Advertising: An Abstract.

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Affiche du document Réussir son discours — Réussir son discours
Charles Yao Kouassi
2h55min30
Marketing et communication
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234 pages. Temps de lecture estimé 2h55min.
L'ouvrage présente d'abord le concept de discours, dans ses définitions, ses caractéristiques et ses règles basiques. Il donne, par ailleurs, quelques clefs et des conseils pour mieux comprendre et aborder l'élaboration du discours. Dans la deuxième partie où la pratique et l'exemple tiennent une grande place, il est fait présentation des dispositions à prendre et actes à poser avant, au cours et pour la rédaction du discours. La troisième partie est consacrée à des conseils en vue de la déclamation du discours. L'auteur a enfin jugé utile de mettre à la disposition des lecteurs quelques modèles de discours en vue de s'en inspirer. Découvrez toute la collection Harmattan Côte d'Ivoire en cliquant ici !

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Affiche du document Innovations et marketing agroalimentaires — Innovations et marketing agroalimentaires
Stéphane Lebatto
2h30min00
Marketing et communication
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200 pages. Temps de lecture estimé 2h30min.
Cet ouvrage méthodologique et très pratique présente de façon concrète les différentes dimensions de la confiance initiale et de la proximité alimentaire recherchées par les mangeurs et favorisant l'acceptabilité des innovations alimentaires par ceux-ci. Découvrez dans cet ouvrage, les méthodologies et les techniques d'identification des facteurs à même de favoriser le succès des innovations alimentaires.

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Affiche du document #Share — #Share
Caroline K. Muñoz
1h10min30
Marketing et communication
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94 pages. Temps de lecture estimé 1h10min.
The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power.Each day, millions of consumers venture online to search and exchange product information, seek out, and share opinions.Electronic word-of-mouth (eWOM) communication has been shown to influence consumer actions across a variety of industries. A significant portion of eWOM occurs on social media platforms. Social word of mouth (sWOM)—a subset of eWOM—has incredible reach with the potential to influence over 4.6 billion active social media consumers.The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power. Our goal in writing this book is to bring together industry best practices and academic research to help you construct social media content thatspeaks with your brand voice,stimulates engagement,inspires consumers to #share,and complies with industry and federal guidelines.

#Share
Caroline K. Muñoz
1h10min30
Marketing et communication
Youscribe plus
94 pages. Temps de lecture estimé 1h10min.
The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power.Each day, millions of consumers venture online to search and exchange product information, seek out, and share opinions.Electronic word-of-mouth (eWOM) communication has been shown to influence consumer actions across a variety of industries. A significant portion of eWOM occurs on social media platforms. Social word of mouth (sWOM)—a subset of eWOM—has incredible reach with the potential to influence over 4.6 billion active social media consumers.The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power. Our goal in writing this book is to bring together industry best practices and academic research to help you construct social media content thatspeaks with your brand voice,stimulates engagement,inspires consumers to #share,and complies with industry and federal guidelines.

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Affiche du document Marketing of Consumer Financial Products — Marketing of Consumer Financial Products
Ritu Srivastava
1h12min00
Marketing et communication
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96 pages. Temps de lecture estimé 1h12min.
This book uses insights from services marketing to illustrate how financial service providers should utilize service marketing concepts to provide customers with quality, satisfaction, and memorable experience.Marketing has been traditionally goods oriented with a business to customer focus. However, it is established that financial service organizations also need a focused marketing strategy in the business to consumer space.This book uses insights from services marketing to illustrate how financial service providers should utilize service marketing concepts to provide customers with quality, satisfaction, and memorable experience. This book is particularly useful to managers in financial organizations, executives enrolled in a management course, faculty and post graduate students of a management course.

Marketing of Consumer Financial Products
Ritu Srivastava
1h12min00
Marketing et communication
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96 pages. Temps de lecture estimé 1h12min.
This book uses insights from services marketing to illustrate how financial service providers should utilize service marketing concepts to provide customers with quality, satisfaction, and memorable experience.Marketing has been traditionally goods oriented with a business to customer focus. However, it is established that financial service organizations also need a focused marketing strategy in the business to consumer space.This book uses insights from services marketing to illustrate how financial service providers should utilize service marketing concepts to provide customers with quality, satisfaction, and memorable experience. This book is particularly useful to managers in financial organizations, executives enrolled in a management course, faculty and post graduate students of a management course.

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Affiche du document Technical Marketing Communication — Technical Marketing Communication
Heidi L. Everett
1h05min15
Marketing et communication
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87 pages. Temps de lecture estimé 1h05min.
This book is written to help professionals take action. Each chapter describes concepts and tips that apply to a variety of industries. This book is especially beneficial to the following readers:Marketing professionals promoting technical features and benefits of products or services will gain insight into technical communication and how to integrate complex information into promotional efforts.Managers working with writers and designers will learn terminology and principles that will help you evaluate marketing materials and provide detailed feedback.Technical communicators working on marketing projects will gain an understanding of principles and best practices you can integrate with your previous training.Entrepreneurs, non-profit employees, and freelancers who want to develop marketing and promotional materials will gain tips and best practices that you can immediately.After reading this comprehensive, yet concise guide, you will be equipped to engage in every aspect of technical marketing and promotion – including planning, writing, designing, and delivery.

Technical Marketing Communication
Heidi L. Everett
1h05min15
Marketing et communication
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87 pages. Temps de lecture estimé 1h05min.
This book is written to help professionals take action. Each chapter describes concepts and tips that apply to a variety of industries. This book is especially beneficial to the following readers:Marketing professionals promoting technical features and benefits of products or services will gain insight into technical communication and how to integrate complex information into promotional efforts.Managers working with writers and designers will learn terminology and principles that will help you evaluate marketing materials and provide detailed feedback.Technical communicators working on marketing projects will gain an understanding of principles and best practices you can integrate with your previous training.Entrepreneurs, non-profit employees, and freelancers who want to develop marketing and promotional materials will gain tips and best practices that you can immediately.After reading this comprehensive, yet concise guide, you will be equipped to engage in every aspect of technical marketing and promotion – including planning, writing, designing, and delivery.

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Affiche du document Le Guide du copywriting : pages de vente, newsletters, sites web, réseaux sociaux... — Le Guide du copywriting : pages de vente, newsletters, sites web, réseaux sociaux...
Sélim Niederhoffer
6h13min30
Marketing et communication
Livres audio
498 pages. Temps de lecture estimé 6h13min.
ÉCRIRE MIEUX POUR VENDRE PLUS Si l'humain n'a désormais plus que huit secondes d'attention, comment capter celle de votre lecteur ou de votre client potentiel ? Boîte mail qui déborde, smartphone qui enchaîne les notifications : comment sortir du lot pour faire entendre votre message et vendre votre offre ? C'est la mission du copywriter ! À la croisée de la rédaction commerciale, de la publicité, du SEO et du storytelling, les compétences du copywriter sont de plus en plus recherchées, car elles ont une influence décisive dans la réussite d'un projet. Sélim Niederhoffer partage ici ses conseils concrets pour vous aider à devenir copywriter professionnel ou pour faire votre propre copywriting. 1. Attirez l'attention et sortez du lot : découvrez et copiez-collez les structures de 27 titres qui tuent et qui feront toujours cliquer, quel que soit votre domaine ! 2. Rédigez votre page de vente facilement : utilisez les cinq structures de base, ou la Super Structure pour mener votre lecteur du début à la fin de votre message et pour lui donner envie d'acheter. 3. Ne soyez plus jamais bloqué face à une page blanche : le copywriter n'attend pas l'inspiration. 4. Découvrez les sept techniques anti-blocage des meilleurs rédacteurs. 5. Améliorez votre style et vendez plus : 50 techniques pour rendre vos pages de vente, e-mails, sites internet, vidéos de vente et articles plus impactants et convaincants.

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Affiche du document Réaliser un diagnostic organisationnel — Réaliser un diagnostic organisationnel
Hugues Marchat
1h56min15
Marketing et communication
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155 pages. Temps de lecture estimé 1h56min.
Aujourd’hui, seules les entreprises bien organisées survivent ! Face à une concurrence débridée et des marges qui se réduisent de jour en jour, seule une optimisation des processus peut garantir la maîtrise des coûts de fonctionnement, et contribuer à la pérennité de l’entreprise. Mais avant d’entreprendre une démarche d’amélioration de son organisation, encore faut-il en repérer les dysfonctionnements et poser le bon diagnostic. C’est tout l’enjeu de cet ouvrage ! Destiné au dirigeant, au manager d’équipe ou au consultant externe, il permet de conduire une démarche de diagnostic organisationnel de A à Z, de façon logique, exhaustive et structurée. Agrémenté de documents immédiatement opérationnels, ce livre constitue la boîte à outils indispensable, complète et modulable, pour diagnostiquer efficacement son organisation. PRÉPARER LE DIAGNOSTICPrendre en compte le prédiagnosticPrendre en compte le plan stratégique PILOTER LE DIAGNOSTICAnalyser les organigrammesAnalyser les fonctionsAnalyser les processusAnalyser les modes de managementAnalyser le système relationnelAnalyser le système de motivation FAIRE LE BILAN DU DIAGNOSTICFaire le diagnostic organisationnelDéfinir les axes de solution

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