Найти книгу: "The Advertising Solution"

Distilling the wisdom of the world’s greatest advertisers, direct marketing expert Craig Simpson delivers an education on direct marketing and advertising copy that creates brand awareness, sells products, and keeps customers engaged. Walks readers through time-tested methods of creating effective ad copy that increases profits. Dissects the principles of legendary marketers like Robert Collier, Claude Hopkins, John Caples, and David Ogilvy.

Учебное пособие состоит из 13 разделов и 10 приложений, в которых представлены аутентичные тексты рекламной тематики на английском языке, грамматический и лексический справочный материал, направленный на развитие аналитических, переводческих и коммуникативных умений студентов в области рекламного бизнеса.

Resolving conflict in the workplace? No problem! Working your way through a conflict in the office can present unexpected challenges, but there's no need to feel unprepared – Workplace Conflict Resolution Essentials For Dummies has you covered! In the book, you'll find practical, expert guidance on various approaches to negotiating and mediating a successful resolution for you and your team. You'll get coverage of negotiation techniques, mediation methods and solutions for managers and employees dealing with workplace conflict, and tons of tips on building and maintaining successful teams to work through existing conflicts and help avoid future disturbances. Encouraging colleagues to work together toward a common goal is an essential skill that all successful business professionals must possess. Rather than resorting to arguments, surrendering, running away or filing a complaint, this resource shows you how to address uncomfortable conflict in the workplace head-on, giving you the tools and advice you need to restore peace, prevent conflicts from ever starting in the first place, and maintain better productivity while boosting morale. Offers clear instruction for addressing conflicts, resolving disputes and restoring peace and productivity to the workplace Helps you find a solution and explore positive means for resolving conflicts Illustrates how working through problems within your team makes the workplace the positive environment it should be Provides guidance on developing the key negotiation and mediation skills you need to create a harmonious workplace Whether you're new to managing professionals, working your way up the corporate ladder or just want to brush up on your knowledge base, Workplace Conflict Resolution Essentials For Dummies has everything you need to ensure your workplace environment is positive and productive!

For more than twenty years, management expert Bruce Tulgan has been asking, “What are the most difficult challenges you face when it comes to managing people?” Regardless of industry or job title, managers cite the same core issues—27 recurring challenges: the superstar whom the manager is afraid of losing, the slacker whom the manager cannot figure out how to motivate, the one with an attitude problem, and the two who cannot get along, to name just a few. It turns out that when things are going wrong in a management relationship, the common denominator is almost always unstructured, low substance, hit-or-miss communication. The real problem is that most managers are “managing on autopilot” without even realizing it—until something goes wrong. And if you are managing on autopilot, then something almost always does. The 27 Challenges Managers Face shows exactly how to break the vicious cycle and gain control of management relationships. No matter what the issue, Tulgan shows that the fundamentals are all you need. The very best managers hold ongoing one-on-one conversations that make expectations clear, track performance, offer feedback, and hold people accountable. For every workplace problem—even the most awkward and difficult—The 27 Challenges Managers Face shows how to tailor conversations to solve situations familiar to every manager. Tulgan offers clear approaches for turning around bad attitudes, reducing friction and conflict, improving low performers, retaining top performers, and even addressing your own personal burnout. The 27 Challenges Managers Face is an indispensable resource for managers at all levels, one anyone managing anyone will want to keep on hand. One challenge at a time, you’ll see how the most effective managers use the fundamentals of management to proactively resolve (nearly) any problem a manager could face.

Develop the skills and capabilities quickly becoming essential in the new marketing paradigm The Rise of the Platform Marketer helps you leverage the «always-on» consumer to deliver more personalized engagements across media, channels, and devices. By managing these interactions at scale throughout the customer lifecycle, you can optimize the value of your customers and segments through strategic use of Connected CRM (cCRM). This book shows you how to take advantage of the massive growth and proliferation of social and other digital media, with clear strategy for developing the new capabilities, tools, metrics, and processes essential in the age of platform marketing. Coverage includes identity management, audience management, consumer privacy and compliance, media and channel optimization, measurement and attribution, experience design, and integrated technology, plus a discussion on how the company as a whole must evolve to keep pace with marketing's increasingly rapid evolution and capabilities. The expansion of digital platforms has created addressability opportunity through search, video, display, and social media, offering today's foremost opportunity for competitive advantage. This book outlines the capabilities and perspective required to reap the rewards, helping you shift your strategy to align with the demands and expectations of the modern consumer. Develop the tools, metrics, and processes necessary to engage the modern consumer Gain a deep understanding of Connected Customer Relationship Management Leverage trends in technology and analytics to create targeted messages Adjust your company's structure and operations to align with new capabilities The new era of marketing requires thorough understanding of cCRM, along with the knowledge and innovative forethought to thrive in the ever-expanding digital audience platform environment. The Rise of the Platform Marketer gives you an edge, and helps you clear a path to full implementation.