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Attract, engage, and inspire your customers with an «Optimize and Socialize» content marketing strategy Optimize is designed to give readers a practical approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement. Companies, large and small, will benefit from the practical planning and creative content marketing tactics in this book that have been proven to increase online performance across marketing, public relations, and customer service. Learn to incorporate essential content optimization and social media engagement principles thereby increasing their ability to acquire and engage relevant customers online. Optimize provides insights from Lee Odden, one of the leading authorities on Content and Online Marketing. This book explains how to: Create a blueprint for integrated search, social media and content marketing strategy Determine which creative tactics will provide the best results for your company Implement search and social optimization holistically in the organization Measure the business value of optimized and socialized content marketing Develop guidelines, processes and training to scale online marketing success Optimize offers a tested approach for a customer-centric and adaptive online marketing strategy that incorporates the best of content, social media marketing, and search engine optimization tactics.

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Learn the relationship-building secrets that lead to lifelong clients, repeat customers, and endless referrals In today's commoditized marketplace, no matter what product or service you sell, there's probably someone somewhere able to offer it cheaper, faster, and maybe even better. So how do you differentiate yourself from your competitors? The Connectors shows that the only thing that truly sets you apart is the quality of your relationships with your clients and customers. Everyone knows that relationships are important in business. Yet most people would admit that their relationships could be better—but don’t spend time working on the underlying skills. This book explains how to develop better, more profitable connections—as illustrated proven by some of the world’s most successful professionals. Even if you're not a “people person,” you can dramatically grow your business or your career through a few simple approaches to relationship-building. The Connectors presents a five-step methodology that lead to lifelong clients, repeat customers, and endless referrals. Inside, you'll learn how to: Stop networking and start truly connecting Create an avalanche of referrals and an army of happy customers Become a «connector,» even if you’ve never been a «people person» Find your social IQ—and improve it Put relationship-building principles to work daily Focus on others and reap the rewards yourself Ask the right questions—and sell without selling Differentiate yourself through the impact you have on others In The Connectors, Maribeth Kuzmeski, founder of Red Zone Marketing, LLC, and consultant to Fortune 500 firms, shows you how to build profitable, long-lasting business relationships.

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Written through the eyes of retail and technology executives, Branded! explores retailers who are successfully implementing social media and mobility strategies. Market-leading retailers are engaging technology-savvy customers though social media and mobility. Branded! reveals how these digital communication channels are an extension of a retailer's culture and strategy resulting in building brand equity. Comprehensive reviews of Starbucks, Zappos, Wet Seal, Macy's, 1-800-Flowers.com, JCPenney, Pizza Hut and Best Buy are featured. Branded!: Provides a clear review of social media as well as the rapid changes in the development and use of mobility. Demonstrates why retailers cannot 'wait and see', and must move rapidly Shows how each company's social media and mobility initiatives are based on the individual personality of the company. Discusses sophisticated analytic tools that enable retailers to measure their performance and make informed decisions on the data

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It’s not the best companies that prevail in the marketplace, but rather the best brands. The goal of business strategy is not just to be better, but different. Learn how to build a differentiating value proposition by clearly and carefully defining your brand boundaries: Calling, Competencies, Customers, and Culture. Positioning for Professionals shows how a well-defined value proposition can help professional service firms create their own success instead of copying the success of others, including such concepts as: How and why professional service brands become homogenized Why standing for everything is the same as standing for nothing Why there’s no such thing as full service Deep and narrow as a strategic imperative Why it’s better to be a profit leader than a market leader Differentiation and price premiums How to map your brand on the matrix of relevance and differentiation How to define a value proposition that will make your firm intensely appealing to the customers who want you for what you do best Based on the proven premise that the most profitable business strategy is not to aim at the center of the market, but rather at the edges, Positioning for Professionals is written for leaders, managers, and other senior executives of service companies in with a particular emphasis on professional service firms.

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The benefit to my own company's fortunes, having worked with Anthony,has been a steadily expanding client roster, a leg up on my competition, and the ability to comfortably walk through any door knowing that the prospect who sits in judgment of my service needs me at least as much as I need them.—Rob Katz, CEO, Medical Eyeglass Center «My time with Anthony Belli played an immeasurably important role in mytransformation from an engineer to hardcore, street-smart sales professional. Countless milestones later, I received [my company's] highest lifetime career achievement honor. Thank you, Anthony, for helping me write my own script in life.»—Michael Burton, Principal Technical Consultant, St. Jude Medical Cardiac Rhythm Management «Having myself grown up in an ethnic, blue-collar Boston community,the legitimacy of a 'street-smart' way of doing things intrigued me. Anthonycreates in the customer's mind a perceived value beyond product features,benefits, and price while building a sustainable relationship that few othersalespeople successfully accomplish . . . The lessons he teaches can, inmany instances, be applied to any profession, whether in sales or not.»—From the Foreword by Joe Mandato, DM, Fellow, Advanced Leadership Initiative, Harvard University When you start out with nothing in life, each and every mistake, misplay, andmissed opportunity can cost you dearly. But that lack of a safety net can hone your judgment and create precision radar for opportunity in a way that no cushy upbringing can. The Street-Smart Salesman shows how growing up poor teaches pricelesslessons that can make you a fortune in sales and business. Strategies include: Channeling fear and stress into high-performance sales Creating irresistible value propositions: Blazing a trail from the head to the heart to the wallet Understanding that all prospects lie—and how to get to the truth

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Understand the next level of marketing The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, such as S. C. Johnson Kotler is one of the most highly recognized marketing gurus, famous for his «4 P's of Marketing» In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.

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This cutting edge and comprehensive book—with contributions from the star faculty of Cornell University's School of Hotel Administration—offers the latest thinking on the best practices and strategies for hospitality management. A must for students and professionals seeking to enter or expand their reach in the hospitality industry, The Cornell School of Hotel Administration on Hospitality delivers the authoritative advice you need to: Develop and manage a multinational career and become a leader in the hospitality industry Maximize profits from franchise agreements, management contracts, and leases Understand and predict customer choices, and motivate your staff to provide outstanding service Manage hospitality businesses and the real estate underlying the businesses Control costs, coordinate branding strategy, and manage operations across multiple locations

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Sales managers have the most difficult job in the business world. They are responsible not just for revenue, but also for the hiring, coaching, training, and deployment of the employees who must generate it. Before the advancements that inspired Scientific Selling, sales managers had few tools to help them succeed at these disparate yet essential tasks. Today, however, the scientific approaches described in this book allow sales managers to more effectively measure, refine, and improve every aspect of the sales environment. Using easily-understood examples, graphics, charts, and explanations, Scientific Selling describes how to: Predictably improve sales results. Attract and retain top sales performers. Sharply decrease employee turnover. Spend sales training dollars more wisely. Better target sales coaching efforts. Move into consultative selling more quickly. And much more. Scientific Selling features over a dozen case studies illustrating exactly how scientific measurement and testing have improved sales performance within different kinds of sales groups inside multiple industries.

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Businesses can do well by doing good – Kotler, Hessekiel, and Lee show you how! Marketing guru Philip Kotler, cause marketing authority David Hessekiel, and social marketing expert Nancy Lee have teamed up to create a guide rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Businesspeople who mix cause and commerce are often portrayed as either opportunistic corporate «causewashers» cynically exploiting nonprofits, or visionary social entrepreneurs for whom conducting trade is just a necessary evil in their quest to create a better world. Marketing and corporate social initiatives requires a delicate balancing act between generating financial and social dividends. Good Works is a book for business builders, not a Corporate Social Responsibility treatise. It is for capitalists with the hearts and smarts to generate positive social impacts and bottom-line business results. Good Works is rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses Explains how to balance social and business goals Author Philip Kotler is one of the world's leading authorities on marketing; David Hessekiel is founder and President of Cause Marketing Forum, the world's leading information source on how to do well by doing good; Nancy Lee is a corporate social marketing expert, and has coauthored books on social marketing with Philip Kotler With Good Works, you'll find that you can generate significant resources for your cause while achieving financial success.

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Practical tips on using the web to boost your business, no matter what business you're in Everyone in business knows they need to embrace the web, but not everyone knows how to do it or where to start. No matter what industry you're in, the web offers efficiencies and solutions for sales, marketing and customer service, and many other business functions. For businesspeople, small business owners, and marketers, Web Marketing That Works offers proven tactics, road-tested by the authors, and easy-to-use templates for boosting your Google search rankings, using social media to build relationships, developing an effective online marketing strategy, mastering the art of inbound marketing, and much more. Features insider advice and proven tactics for small business owners and marketers who want to tap into the power of the web Covers web strategy, execution, content marketing, and social media Includes 33 free, downloadable templates Written by the founders of Bluewire Media, one of Australia's top web marketing firms Every business, large or small, can benefit from the web. If you're not already using the web to boost your business, you're falling behind the competition. Web Marketing That Works shows you how to get ahead—starting right now.

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