Marketing

From aspiring to expiring copywriters, this book will help you become a more efficient, more confident creative. In other words, you'll make more money. And friends.It's a little about the creative process and a lot about the craft of writing headlines, with over two hundred example ads.If you're looking for "killer headline formulas that can't fail," "data-driven headline conversion hacks," "SEO secrets (Google doesn't want you to know)," or "can't-miss clickbait headlines," you can find everything you need in a search bar. If you want to learn how to come up with a crap ton of ideas and turn them into headlines that bring personality to your writing, click add to cart.Oh, and as much as the title of this book, A Self-Help Guide for Copywriters, was meant to be a little tongue-in-cheek, it's the only book on creativity in advertising that takes on the subject of creative self-doubt. It will help you whack-a-mole self-doubting thoughts before they can even get a word in.Note: This is also a great resource for people who dislike copywriters. Read this book and soon you'll be able to casually point out flaws in their work, making the fragile copywriter in your life feel even more insecure.

NO-CODE er for dig, der er ekspert i alt andet end kode. Du mestrer måske Excel, men ønsker at gøre en større digital forskel. Bogen introducerer dig til 25 måder at bygge software eller automatisere arbejdsgange uden at skrive en eneste linje kode.

Confront the rapidly changing world of B2B sales with this bestselling book by leaders at Miller Heiman, which introduced the world to the influential concept of 'win-win' when it comes to sales.

Alle forholder sig hele tiden på kryds og tværs til virksomheders gøren og laden. Så hvordan kan ledelsen bruge kommunikation til at skabe bedre forretning? Og hvordan kan ledelsen skære igennem de utallige forslag om synliggørelse, politisk indflydelse, forandringsprojekter, sociale medier og kampagner? At balancere i alt dette er den nye strategiske udfordring for topledelsen. Når forretningens kommunikerer giver ledelsen i det private og det offentlige håndfaste anvisninger til, hvordan den skaber strategier på områder, som traditionelt opfattes som "bløde". Bogens mange instruktive modeller og eksempler viser skarpe scenarier og giver råd til, hvordan kommunikationsprocesser kan løfte hele organisationen ved at: - skærpe brandretning og innovation - få sine politiske interesser og relationer udviklet - få succes med forandringer Jesper Højberg Christensen punkterer en række myter og udfordrer blandt andet de paradigmer, hvor man i virksomheden tænker medier i stedet for forretning, discipliner i stedet for integration og central styring i stedet for netværk og empowerment. Jesper Højberg Christensen blev udnævnt til adjungeret professor på CBS den 12. maj 2010. Læs et gratis kapitel fra Når forretningen kommunikerer .

It's time to leapfrog the only hurdle between you and a million-dollar company.More people than ever want to be their own boss, but venturing forward with your own business can be hugely intimidating. Are you investing effort in ideas that have no basis in customer demand? Are you shying away from even considering starting your own business? Noah Kagan knew this feeling all too well, but has since discovered how to banish the one simple thing holding aspiring entrepreneurs back, to become a 7-figure founder.MILLION DOLLAR WEEKEND offers an into-the-deep-end process for overcoming fear and perfectionism and making the business of your dreams a reality. Step-by-step, Noah shows what it takes to oust fear and build the "ask muscle", and shares practical advice that every entrepreneur needs to master. By demystifying what it takes to start a business, turning risk into realistic action and fear into fun, this is the beginning of your journey to successful entrepreneurship.And the best part? You can kickstart this process in a weekend.

Online markedsføring er relevant for alle virksomheder. Der findes i dag mange muligheder for at målrette markedsføringen på nettet mod en given målgruppe, samt at gøre brug af forskellige teknikker og værktøjer for at tilegne en brugbar viden om forbrugerne. Hvis ikke du er i stand til at påvirke de ting, som foregår online omkring din virksomhed, mister du et vigtigt konkurrencemæssigt parameter. Det er derfor afgørende, at du begiver dig ud i den digitale verden, så du skaber de bedste vilkår for, at din virksomhed kan opnå succes.I denne bog vil du lære alt, hvad der er relevant for at kunne arbejde professionelt med online markedsføring.Du lærer, hvordan du skaber positive resultater i din virksomhed gennem flere forskellige redskaber og programmer.Bogen er udformet som en praktisk guide, som du kan have ved hånden, når du begiver dig ud i den digitale verden. I bogen vil du kunne læse og lære om blandt andet:- Online annoncering med Google AdWords- Søgemaskineoptimering- Webanalyse i Google Analytics- Konverteringsoptimering- Sociale medier- Kundeloyalitet og e-mail markedsføring- Strategiske råd om online markedsføring…og meget mere.Denne bog er relevant for alle, der gerne vil arbejde med online markedsføring. Hvis du er ny på området, er bogen et godt udgangspunkt for dit videre arbejde. Efter du har læst bogen, vil du vide, hvordan du kan forbedre din virksomheds online aktiviteter og skabe positive resultater.

This revised and updated edition of the #1 New York Times bestseller will build your business - fast. Whether you've already got an online business or you're itching to start one, this is a recipe for getting more traction and a fast start. Launch is the only guide you'll ever need to achieve online marketing success.

Tværmedial markedskommunikation er virksomhedens samlede erhvervskommunikation. Kommunikationen foregår på tværs af mange forskellige medier og platforme i et samspil mellem offline og online kanaler – derfor kaldes den tværmedial. Markedskommunikation handler om virksomhedens interaktion med både nye og eksisterende kunder samt med alle andre interessenter.Forfatterne af bogen giver en opdateret og letforståelig introduktion til de mange aspekter af dette dynamiske felt. Markedskommunikation er ikke statisk, men et dynamisk vidensfelt, der spænder fra strategi til konkrete kampagner.I denne 2. udgave finder du ny viden samt redigerede og opdaterede kapitler. Der er blandt andet mere fokus på bæredygtighed og hvad det betyder for virksomhedens kommunikation, samt grundige opdateringer af kapitlerne om sociale medier med fokus på at blive endnu mere hands-on.Om forfatterneEZIO PILLON er cand.mag. fra København Universitet. Han er lektor emeritus fra Cphbusiness og ekstern lektor fra Københavns Universitet. Han er konsulent indenfor bl.a. tværmedial markedskommunikation og humanistisk entrepreneurship. NANNA EMILIE GREW er uddannet cand.merc.(kom) fra CBS i 2008. Hun er lektor på Cphbusiness og ekstern lektor på Københavns Universitet og underviser i marketing og kommunikation.

Markedsføring. Teori og praksis er en grundlæggende indføring i centrale begreber, modeller og teorier inden for markedsføring. Digital markedsføring, sociale medier og digitalisering ses som en integreret del af markedsføringsaktiviteterne.Bogen er struktureret som en traditionel markedsføringsplan. Det giver et naturligt flow, som letter forståelsen af indholdet. Bogen har fokus på det indlæringsmæssige og den konkrete brug af teorien i praksis.Bogens forfattere er undervisere, forskere og praktikere, der alle har et skarpt blik for markedsføringspraksis hvordan man i praksis kan arbejde med fagets teorier og modeller.Markedsføring. Teori og praksis er til studerende på diplom-, akademi- og bacheloruddannelserne på de danske erhvervsakademier og handelshøjskoler.

Sidder du med brugere på de sociale medier som er vrede eller frustrerede? Og mangler du redskaber til at håndtere situationen?Ved at læse bogen "Når tasterne taler", får du en forståelse af konflikterne på de sociale medier, hvorfor de opstår og hvordan du kan håndtere dem.Du får også et godt indblik i hvad dine brugere i virkeligheden efterspørger, og hvad der virker når bølgerne går højt i kommentarsporet.Bogen giver dig praktiske og implementerbare redskaber, der har afsæt i solid viden fra det konfliktteoretiske felt, samt det digitale univers.Desuden får du et indblik i DSBs arbejde med vores metoder og den gevinst de har haft ved at arbejde med dem.Det får du: En række praktiske metoder og modeller, som du kan bruge med det samme i dit arbejde med sociale medier - eller skriftlig kommunikation i det hele taget Den konflikteoretiske baggrund for at konflikter opstår så hurtigt på sociale medier Forståelse for blandingen af den skriftlige og mundtlige kommunikation, som er noget særligt for sociale medier En gennemgang af en håndfuld andre tilgange til at arbejde med moderation på sociale medierBogen er skrevet til kommunikationspraktikere og social media managers, som arbejder for virksomheder, organisationer eller medier.Men privatpersoner kan også have glæde af metoderne i bogen.

Endelig !! -en hurtig, nem og sjov bog om basal ledelse.Hvis du vil nå op på øverste trin på lederstigen (med andre ord: .... Hvis du vil ha fat i honningen), så følg PlysManglende forståelse af grundlæggende ledelse giver ofte store udfordringer i selv de mest succesrige virksomheder.Med det for øje bruger ManagementkonsulentRoger E. Allen de elskede Peter Plys historier og figurer til at illustrere vigtige forretningsprincipper, såsom etablering af klare mål og stærkt lederskab, behovet for nøjagtige oplysninger og andre forsømte aspekter af forsigtig forvaltning.Denne bestseller giver læseren en fantastisk, skæv, enkel og inspirerende tilgang til ledelsesmæssige problemstillinger, som kombineres med humoristiske sammenligninger og retorik fra den klassiske børnebog.Peter Plys om ledelse er et "must-read" for alle, der søger en ny, men også alternativ inspiration om ledelsesudvikling.Ved at bruge Peter Plys og hans venners oplevelser og historier til at illustrere emner som målformulering, personaleudvikling, nødvendigheden af præcis information og god kommunikation, præsenteres læseren for grundlæggende ledelsesfunktioner på en overbevisende og fængslende måde. En velskrevet og underholdende international bestseller, der helt gør op med japansk ledelsesform, MBA-guruer m.m.

Great leaders embrace a higher purpose to win. The NetPromoter System shines as their guiding star.Fewmanagement ideas have spread so far and wide as the Net Promoter System (NPS).Since its conception almost two decades ago by customer loyalty guru FredReichheld, thousands of companies around the world have adopteditfrom industrial titans such as Mercedes-Benz and Cummins to techgiants like Apple and Amazon to digital innovators such as Warby Parker andPeloton.Now, Reichheld has raised the bar yet again. InWinning on Purpose, he demonstrates that the primary purposeof a business should be to enrich the lives of its customers. Why? Because whencustomers feel this love, they come back for more and bring their friendsgeneratinggood profits. This is NPS 3.0 and it puts a new take on the age-old GoldenRuletreat customers the way you would want a loved onetreatedat the heart of enduring business success. As the compellingexamples in this book illustrate, companies with superior NPS consistentlydeliver higher returns to shareholders across a wide array ofindustries.But winning on purpose isn't easy. Reichheld alsoexplains why many NPS practitioners achieve just a small fraction of the system'sfull potential, and he presents the newest thinking and best practices fordoing NPS right. He unveils the Earned Growth Rate (EGR): the first reliable,complementary accounting measure that can truly leverage the power ofNPS.With keen insight and moving personal stories, Reichheldadvances the thinking and practice of NPS. Winning onPurpose is your indispensable guide for inspiring customer lovewithin your own teams and using Net Promoter to achieve both personal and businesssuccess.

Jordan Belfortimmortalized by Leonardo DiCaprio in the hit movie The Wolf of Wall Streetreveals the step-by-step sales and persuasion system proven to turn anyone into a sales-closing, money-earning rock star.For the first time ever, Jordan Belfort opens his playbook and gives you access to his exclusive step-by-step systemthe same system he used to create massive wealth for himself, his clients, and his sales teams. Until now this revolutionary program was only available through Jordan's $1,997 online training. Now, in Way of the Wolf, Belfort is ready to unleash the power of persuasion to a whole new generation, revealing how anyone can bounce back from devastating setbacks, master the art of persuasion, and build wealth. Every technique, every strategy, and every tip has been tested and proven to work in real-life situations. Written in his own inimitable voice, Way of the Wolf cracks the code on how to persuade anyone to do anything, and coaches readersregardless of age, education, or skill levelto be a master sales person, negotiator, closer, entrepreneur, or speaker.

In this groundbreaking book Phil Barden reveals what decision science explains about people s purchase behaviour, and specifically demonstrates its value to marketing. He shares the latest research on the motivations behind consumers choices and what happens in the human brain as buyers make their decisions.

Whether presenting a product or principle, service or idea, we all engage in sales. Zig Ziglar presents winning techniques for getting a positive response and establishing dynamic relationships. Readers discover how to:o project warmth, enthusiasm, and integrity o effectively use 100 creative closes o increase productivity and professionalismo overcome the five basic reasons people will not buyo deal respectfully with challenging prospects

SHORTLISTED FOR THE CMI MANAGEMENT BOOK OF THE YEAR INNOVATION AND ENTREPRENEURSHIP AWARDToday's consumers prefer the advantages of access over the hassles of ownership. It's not just internet services like Netflix and Spotify; even industrial firms like GE and Caterpillar are reinventing themselves as solutions providers. Whether you sell software, clothes, insurance, or industrial machines, you need to master the transition to the subscription model.Adapting to the subscription economy takes more than just deciding to sell subscriptions instead of products. You'll have to reinvent your company from the inside out -- from your accounting to your entire IT architecture. No matter how large or small your company, Subscribed gives you a practical, step-by-step framework to rebuild your business around a customer-centric, recurring revenue model.In ten years, we'll be subscribing to everything: information technology, transportation, retail, healthcare, even housing. Informed by insights straight from the servers of Zuora, the world's largest subscription finance platform, Subscribed is the book that explains how this shift really works -- and how business leaders can prepare and prosper.

Hvordan laver man en markedsføringsplan?Hvad kan jeg bruge de sociale medier til?Hvor finder jeg inspiration til at skrive gode nyhedsbreve?Hvordan kan jeg bruge PR i min markedsføring?Disse og mange andre helt grundlæggende spørgsmål finder man svar på i Markedsføringshåndbogen – for små virksomheder. Det er målet med bogen at hjælpe indehavere af mindre virksomheder til at bruge både tid og penge bedst muligt i forhold til markedsføringen.Markedsføringshåndbogen giver de helt basale, hands-on og grundlæggende redskaber, der klæder læseren på til selv at løse opgaverne, men også til at blive en dygtig indkøber, når der skal købes hjælp til de opgaver, man ikke selv har lyst, tid eller kompetencer til at løse.Med Markedsføringshåndbogen – for små virksomheder får man både en praktisk gør-det-selv-bog, et let forståeligt opslagsværk og en kilde til inspiration.

THE NEW YORK TIMES BESTSELLER AS SEEN ON THE HIT TV SHOW 'THE BEAR'Essential lessons in hospitality for every business, from the former co-owner of legendary restaurant Eleven Madison Park.Will Guidara was twenty-six when he took the helm of Eleven Madison Park, a struggling New York City two-star brasserie that had never quite lived up to its majestic room. Eleven years later, EMP was named the best restaurant in the world.How did Guidara pull off this unprecedented transformation? Radical reinvention, a true partnership between the kitchen and the dining room-and memorable, over-the-top, bespoke hospitality. Guidara's team surprised a family who had never seen snow with a magical sledding trip to Central Park after their dinner; they filled a private dining room with sand, complete with mai-tais and beach chairs, to console a couple with a cancelled vacation. And his hospitality extended beyond those dining at the restaurant to his own team, who learned to deliver praise and criticism with intention; why the answer to some of the most pernicious business dilemmas is to give more-not less; and the magic that can happen when a busser starts thinking like an owner.Today, every business can choose to be a hospitality business-and we can all transform ordinary transactions into extraordinary experiences. Featuring sparkling stories of his journey through restaurants, with the industry's most famous players like Daniel Boulud and Danny Meyer, Guidara urges us all to find the magic in what we do-for ourselves, the people we work with, and the people we serve.

Build an authentic, enduring brand by becoming known for what you want to be known for - and skyrocket your career.

This illustrated, extensively updated guide focuses on branded interaction design (BIxD), the brand-oriented design of interactive applications.

Run With Foxes is a must-read collection of real-life stories revealing the messy reality of decision-making in marketing and the secrets of making better decisions.

Business Models for Transforming Customer RelationshipsWhat if there were a way to turn occasional, sporadic transactions with customers into long-term, continuous relationships--while simultaneously driving dramatic improvements in operational efficiency? What if you could break your existing trade-offs between superior customer experience and low cost?This is the promise of a connected strategy. New forms of connectivity--involving frequent, low-friction, customized interactions--mean that companies can now anticipate customer needs as they arise, or even before. Simultaneously, enabled by these technologies, companies can create new business models that deliver more value to customers. Connected strategies are win-win: Customers get a dramatically improved experience, while companies boost operational efficiency.In this book, strategy and operations experts Nicolaj Siggelkow and Christian Terwiesch reveal the emergence of connected strategies as a new source of competitive advantage. With in-depth examples from companies operating in industries such as healthcare, financial services, mobility, retail, entertainment, nonprofit, and education, Connected Strategy identifies the four pathways--respond-to-desire, curated offering, coach behavior, and automatic execution--for turning episodic interactions into continuous relationships. The authors show how each pathway creates a competitive advantage, then guide you through the critical decisions for creating and implementing your own connected strategies.Whether you're trying to revitalize strategy in an established company or disrupt an industry as a startup, this book will help you:Reshape your connections with your customersFind new ways to connect with existing suppliers while also activating new sources of capacityCreate the right revenue modelMake the best technology choices to support your strategyIntegrating rich examples, how-to advice, and practical tools in the form of "workshop chapters" throughout, this book is the ultimate resource for creating competitive advantage through connected relationships with your customers and redefined connections in your industry.

The New Psychology of Selling The sales profession is in the midst of a perfect storm. Buyers have more power more information, more at stake, and more control over the sales process than any time in history.

Inclding chapters on interactive advertising and integrated advertising, this edition contains fifty specially drawn new illustrations of key campaigns. It covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media.

Surprising rules for successful monetization Innovation is the most important driver of growth. Today, more than ever, companies need to innovate to survive. But successful innovation measured in dollars and cents is a very hard target to hit.