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We discuss the role of marketing management as a value-creation process, the essentials of marketing strategy and tactics as the key components of a company's business model, and the process of developing an actionable marketing plan. \u003c\/p\u003e\u003cp\u003ePart Two covers issues pertaining to the development of a marketing strategy that will guide the company's tactical activities. Here we focus on three fundamental aspects of a company's marketing strategy: the identification of target customers, the development of a customer value proposition, and the development of a value proposition for the company and its collaborators. \u003c\/p\u003e\u003cp\u003ePart Three focuses on the marketing tactics, viewed as a process of designing, communicating, and delivering value. We discuss how companies design their offerings and, specifically, how they develop key aspects of their products, services, brands, prices, and incentives. We further address the ways in which companies manage their marketing communication and explore the role of distribution channels in delivering the company's offerings to target customers. \u003c\/p\u003e\u003cp\u003eThe fourth part of the book focuses on managing growth. We discuss strategies used by companies to gain and defend market position and, in this context, address the issues of pioneering advantage and managing sales growth. We further address the process of developing new market offerings and the ways in which companies manage product lines to create market value. We also discuss the key principles of managing product lines and ways in which companies can use product lines to gain and defend market position.\u003c\/p\u003e\u003cp\u003eThe final part of this book provides a set of tools that illustrate the practical application of marketing theory. This part presents two workbooks: a workbook for segmenting the market and identifying target customers and a workbook for developing the strategic and tactical components of a company's business model. \u003c\/p\u003e\u003cp\u003eThe marketing framework outlined in this book applies to a wide range of companies--startups and established enterprises, consumer packaged goods companies and business-to-business enterprises, high-tech and low-tech ventures, online and brick-and-mortar entities, product manufacturers and value-added service providers, nonprofit organizations and profit-driven companies. This book combines theoretical rigor with practical relevance to strengthen the marketing skills of a wide array of business professionals--from those creating novel market offerings to those improving on existing ones, from entrepreneurs launching a new business to managers working in established corporations, and from product managers to senior executives.\u003c\/p\u003e\u003cp\u003e\u003cem\u003eStrategic Marketing Management: The Framework\u003c\/em\u003e is an abbreviated version of a more comprehensive volume, \u003cem\u003eStrategic Marketing Management: Theory and Practice\u003c\/em\u003e, which is intended for readers seeking broader and more in-depth discussion, detailed analysis, and additional perspectives on the topics presented in the current book.\u003c\/p\u003e\u003cdiv style=\"display:none\"\u003eISBN-10: 1936572591\u003cbr\u003eISBN-13: 9781936572595\u003cbr\u003eAuthor: Chernev, Alexander\u003cbr\u003ePublisher: Cerebellum Press\u003cbr\u003e\n\u003c\/div\u003e","brand":"Cerebellum Press","offers":[{"title":"Paperback (Jan 2019)","offer_id":46081612415173,"sku":"9781936572595","price":59.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0708\/6414\/2533\/files\/9781936572595.jpg?v=1776047593"},{"product_id":"the-seven-pillars-of-customer-success-a-proven-framework-to-drive-impactful-client-outcomes-for-your-company","title":"The Seven Pillars of Customer Success: A Proven Framework to Drive Impactful Client Outcomes for Your Company","description":"\u003cp\u003eAs a customer success leader, whose insight do you rely on for success?\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eYour field is still maturing, yet your profession is one of the fastest growing in the world. 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To answer this question, many of us turn to psychology. But it's not enough to understand how we \u003ci\u003ethink\u003c\/i\u003e. We also have to recognize the influence of where and how we \u003ci\u003elive\u003c\/i\u003e. From the ways we bring up children and welcome guests, to the products we buy and how we spend our free time, our culture creates who we are. \u003cp\u003e\u003c\/p\u003e Trailblazing anthropologist Oliver Sweet has spent decades using cultural insights to help businesses, governments, and NGOs achieve their goals--whether he's working with the Gates Foundation to encourage South African men to get HIV tests or helping a pet food company break into a new market in Brazil. Now, in \u003ci\u003eThe Rules That Make Us\u003c\/i\u003e, Sweet shows us how to strengthen our own cultural intelligence. 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With the same rigorous scientific research and accessibility that made his Influence an iconic bestseller, Robert Cialdini explains how to prepare people to be receptive to a message before they experience it. Optimal persuasion is achieved only through optimal pre-suasion. In other words, to change \"minds\" a pre-suader must also change \"states of mind.\" Named a \"Best Business Books of 2016\" by the Financial Times, and \"compelling\" by The Wall Street Journal, Cialdini's Pre-Suasion draws on his extensive experience as the most cited social psychologist of our time and explains the techniques a person should implement to become a master persuader. Altering a listener's attitudes, beliefs, or experiences isn't necessary, says Cialdini--all that's required is for a communicator to redirect the audience's focus of attention before a relevant action. From studies on advertising imagery to treating opiate addiction, from the annual letters of Berkshire Hathaway to the annals of history, Cialdini outlines the specific techniques you can use on online marketing campaigns and even effective wartime propaganda. He illustrates how the artful diversion of attention leads to successful pre-suasion and gets your targeted audience primed and ready to say, \"Yes.\" His book is \"an essential tool for anyone serious about science based business strategies...and is destined to be an instant classic. It belongs on the shelf of anyone in business, from the CEO to the newest salesperson\" (Forbes).\u003cdiv style=\"display:none\"\u003eISBN-10: 1501109804\u003cbr\u003eISBN-13: 9781501109805\u003cbr\u003eAuthor: Cialdini, Robert\u003cbr\u003ePublisher: Simon \u0026amp; Schuster\u003cbr\u003e\n\u003c\/div\u003e","brand":"Simon \u0026 Schuster","offers":[{"title":"Paperback (Jun 2018)","offer_id":46099785908421,"sku":"9781501109805","price":20.89,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0708\/6414\/2533\/files\/9781501109805.jpg?v=1776644739"},{"product_id":"customer-service-training-101-quick-and-easy-techniques-that-get-great-results","title":"Customer Service Training 101: Quick and Easy Techniques That Get Great Results","description":"\u003cp\u003e\u003cstrong\u003eThis invaluable resource is the training manual you need to give your employees the thorough training, review, and--if necessary--overhaul they need in the vitally important area of customer service.\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eIf their interactions with you and your employees were the only things your customers knew about your business, what would they say about it? Would they use descriptions such as \"uninformed,\" \"rude,\" \"hot-tempered,\" \"uncaring\"? For your customer, nothing else represents your business more than your employees; therefore, nothing is more important than arming them with the knowledge and skills they need to find the best solution for every customer. \u003c\/p\u003e\u003cp\u003eUsing scenarios, guidelines, and practice exercises, \u003cem\u003eCustomer Service Training 101\u003c\/em\u003e will train them in: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eCreating positive first impressions\u003c\/li\u003e\n\u003cli\u003eSpeaking and writing effectively\u003c\/li\u003e\n\u003cli\u003eListening attentively\u003c\/li\u003e\n\u003cli\u003eIdentifying needs\u003c\/li\u003e\n\u003cli\u003eMaking customers feel valued\u003c\/li\u003e\n\u003cli\u003eConfidently handling customer complaints\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eYour business plan is sound. Your product is needed. Your growth strategies are ground-breaking, but poor customer service can bring it all to a crashing halt. Equip you and your employees with the necessary skills before it's too late.\u003c\/p\u003e\u003cdiv style=\"display:none\"\u003eISBN-10: 0814438911\u003cbr\u003eISBN-13: 9780814438916\u003cbr\u003eAuthor: Evenson, Renee\u003cbr\u003ePublisher: Amacom\u003cbr\u003e\n\u003c\/div\u003e","brand":"Amacom","offers":[{"title":"Paperback (Dec 2017)","offer_id":46099820740805,"sku":"9780814438916","price":26.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0708\/6414\/2533\/files\/9780814438916.jpg?v=1776645615"},{"product_id":"the-jolt-effect-how-high-performers-overcome-customer-indecision","title":"The Jolt Effect: How High Performers Overcome Customer Indecision","description":"\u003cb\u003eFrom the bestselling co-author of \u003ci\u003eThe Challenger Sale\u003c\/i\u003e, a paradigm-shattering approach to overcoming customer indecision and closing more sales\u003c\/b\u003e \u003cp\u003e\u003c\/p\u003eIn sales, the worst thing you can hear from a customer isn't \"no.\" It's \"I need to think about it.\" When this happens, deeply entrenched business advice says to double down on your efforts to sell a buyer on all the ways they might win by choosing you and your business. But this approach backfires dramatically. Why? Because it completely gets wrong the primary driver behind purchasing decision-making: once purchase intent is established, customers no longer care about \u003ci\u003esucceeding\u003c\/i\u003e. What they really care about is \u003ci\u003enot failing.\u003c\/i\u003e\u003cbr\u003e \u003ci\u003e\u003cbr\u003e \u003c\/i\u003eFor years, sales expert Matthew Dixon has been busting longstanding business myths. Now in \u003ci\u003eThe JOLT Effect\u003c\/i\u003e, he and co-author Ted McKenna turn their trademark analysis and latest research to the vital and growing problem of customer indecision--and offer a shocking new approach that turns conventional wisdom on its head. Drawing on a brand-new, first-of-its-kind study of more than two and a half million sales conversations from across industry, they reveal the surprising truth that high-performing sales reps grasp and their average-performing peers don't: only by addressing the customer's fear of failure can you get indecisive buyers to go from verbally committing to actually pulling the trigger. \u003cp\u003e\u003c\/p\u003e Packed with robust data, counterintuitive insights, and practical guidance, \u003ci\u003eThe JOLT Effect\u003c\/i\u003e is the playbook for any salesperson or sales leader who wants to close the gap between customer intent and action--and close more sales.\u003cdiv style=\"display:none\"\u003eISBN-10: 0593538102\u003cbr\u003eISBN-13: 9780593538104\u003cbr\u003eAuthor: Dixon, Matthew, McKenna, Ted\u003cbr\u003ePublisher: Portfolio\u003cbr\u003e\n\u003c\/div\u003e","brand":"Portfolio","offers":[{"title":"Hardcover (Sep 2022)","offer_id":46099895582917,"sku":"9780593538104","price":31.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0708\/6414\/2533\/files\/9780593538104.jpg?v=1776646364"},{"product_id":"blueprint-for-customer-obsession","title":"Blueprint for Customer Obsession","description":"\u003cp\u003eCustomer Obsession is the secret sauce that has fueled the success of some of the world's most beloved and successful brands, including Amazon.com, Apple, Costco, Trader Joe's, and Zappos. The phrase was popularized by Amazon.com to describe the extreme approach to prioritizing customers that has established the company as a model of customer experience excellence to be emulated. That obsessive emphasis on prioritizing customers is also credited as a key factor in Amazon's rise to become one of the most dominant companies across the globe. Other companies like Costco, Trader Joe's, and Zappos that are legendary for their customer experience excellence have a similarly extreme approach to prioritizing customers even though they didn't initially refer to themselves as Customer Obsessed. They're also known for industry leading business results.\u003c\/p\u003e\u003cp\u003eYet very few companies have achieved the level of customer experience excellence that earns them the right to be called Customer Obsessed. This book, Blueprint for Customer Obsession, lays out the eight habits and practices that distinguish Customer Obsessed companies from their \"Customer Focused\" or \"Customer Centric\" peers and makes the secret sauce of Customer Obsession accessible to business leaders worldwide. Blueprint for Customer Obsession demonstrates with concrete examples that Customer Obsession is not just a slogan, a catchphrase, or a rallying cry. It is a handbook for any leader that wants to engineer a Customer Obsession transformation in their company or business unit.\u003c\/p\u003e\u003cp\u003e Marbue Brown is an accomplished customer experience executive with a track record of thought leadership and signature business results at some of the most iconic companies on the planet, including JP Morgan Chase, Amazon.com, Microsoft Corporation, and Cisco Systems. As a CX leader, he guided the Chase Consumer Bank to record performance in the JD Power Retail Banking Study, NPS and branch satisfaction. He transformed the Andon Cord mechanism at Amazon.com from a primarily manually activated system to a primarily automated system, triggered by machine learning and statistical models. The Andon Cord is one of the most significant programs Amazon.com uses to personify its Customer Obsession culture. Marbue devised and codified the NSAT Improvement Approach at Microsoft, which business units and subsidiaries used to dramatically improve CX. He co-authored landmark articles about customer experience measurements that are widely cited in industry. He is a sought-after speaker and published author on customer experience, business strategy and economic policy.\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cdiv style=\"display:none\"\u003eISBN-10: 1662858507\u003cbr\u003eISBN-13: 9781662858505\u003cbr\u003eAuthor: Brown, B. A. 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