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Image of The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

Wiley
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The most updated edition yet of the benchmark guide to marketing and PR, with the latest social media, marketing, and sales trends, tools, and real-world examples of success

This is the fifth edition of the pioneering guide to the future of marketing. The New Rules of Marketing & PR is an international bestseller with more than 350,000 copies sold in over twenty-five languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to directly communicate with buyers, raise visibility, and increase sales. This practical guide is written for marketing professionals, PR professionals, and entrepreneurs who want to grow their businesses and create success. Learn how companies, nonprofits, and organizations of all sizes can leverage web-based content to get timely, relevant information to eager, responsive buyers for a fraction of the cost of big-budget campaigns.

This fifth edition—the most extensively revised edition yet—includes:

  • Dozens of compelling case studies with revisions
  • Real-world examples of content marketing and inbound marketing strategies and tactics
  • A fresh introduction
  • A new chapter on sales and service
  • Coverage of the latest social media platforms, including Periscope, Meerkat, and Snapchat

The New Rules of Marketing & PR is an unparalleled resource for entrepreneurs, business owners, nonprofit managers, and all of those working in marketing or publicity departments. This practical guide shows how to devise successful marketing and PR strategies to grow any business.

David Meerman Scott is a marketing strategist, bestselling author of ten books—including three international bestsellers—advisor to emerging companies such as HubSpot, and a professional speaker on marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two publicly traded US companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies.

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Image of Trust Me, I'm Lying: Confessions of a Media Manipulator

Trust Me, I'm Lying: Confessions of a Media Manipulator

Portfolio
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You've seen it all before. A malicious online rumor costs a company millions. A political sideshow derails the national news cycle and destroys a candidate. Some product or celebrity zooms from total obscurity to viral sensation. What you don't know is that someone is responsible for all this. Usually, someone like me. 

I'm a media manipulator. In a world where blogs control and distort the news, my job is to control blogs-as much as any one person can. 

In today's culture... 
1) Blogs like Gawker, Buzzfeed and the Huffington Post drive the media agenda. 
2) Bloggers are slaves to money, technology, and deadlines. 
3) Manipulators wield these levers to shape everything you read, see and watch-online and off. 

Why am I giving away these secrets? Because I'm tired of a world where blogs take indirect bribes, marketers help write the news, reckless journalists spread lies, and no one is accountable for any of it. I'm pulling back the curtain because I don't want anyone else to get blindsided. 

I'm going to explain exactly how the media really works. What you choose to do with this information is up to you.
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Image of Dear Chairman: Boardroom Battles and the Rise of Shareholder Activism

Dear Chairman: Boardroom Battles and the Rise of Shareholder Activism

HarperBusiness
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A sharp and illuminating history of one of capitalism’s longest running tensions—the conflicts of interest among public company directors, managers, and shareholders—told through entertaining case studies and original letters from some of our most legendary and controversial investors and activists.

Recent disputes between shareholders and major corporations, including Apple and DuPont, have made headlines. But the struggle between management and those who own stock has been going on for nearly a century. Mixing never-before-published and rare, original letters from Wall Street icons—including Benjamin Graham, Warren Buffett, Ross Perot, Carl Icahn, and Daniel Loeb—with masterful scholarship and professional insight, Dear Chairman traces the rise in shareholder activism from the 1920s to today, and provides an invaluable and unprecedented perspective on what it means to be a public company, including how they work and who is really in control.

Jeff Gramm analyzes different eras and pivotal boardroom battles from the last century to understand the factors that have caused shareholders and management to collide. Throughout, he uses the letters to show how investors interact with directors and managers, how they think about their target companies, and how they plan to profit. Each is a fascinating example of capitalism at work told through the voices of its most colorful, influential participants.

A hedge fund manager and an adjunct professor at Columbia Business School, Gramm has spent as much time evaluating CEOs and directors as he has trying to understand and value businesses. He has seen public companies that are poorly run, and some that willfully disenfranchise their shareholders. While he pays tribute to the ingenuity of public company investors, Gramm also exposes examples of shareholder activism at its very worst, when hedge funds engineer stealthy land-grabs at the expense of a company’s long term prospects. Ultimately, he provides a thorough, much-needed understanding of the public company/shareholder relationship for investors, managers, and everyone concerned with the future of capitalism.

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Crystallizing Public Opinion

Ig Publishing
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A seminal work on how public opinion is created and shaped, Edward Bernays’s 1923 classic Crystallizing Public Opinion set down the principles that corporations and government have used to influence public attitudes over the past century.

A primer on the then new profession of "public relations counsel," Crystallizing elucidates the "instruments and techniques" that PR professionals use to mold public opinion on behalf of their client's interests. By adapting the ideas that Bernays put forth in this book, governments and advertisers have been able to "regiment the mind like the military regiments the body."

The first ever book ever written about the public relations industry, this all-new edition of Crystallizing Public Opinion features an introduction by Stuart Ewen, author of PR! A Social History of Spin, All Consuming Images: On the Politics of Style in Contemporary Culture, and Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture.
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Image of Social Media: How to Skyrocket Your Business Through Social Media Marketing! Master Facebook, Twitter, YouTube, Instagram, & LinkedIn

Social Media: How to Skyrocket Your Business Through Social Media Marketing! Master Facebook, Twitter, YouTube, Instagram, & LinkedIn

CreateSpace Independent Publishing Platform
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A Book That Actually Teaches You How to Market Your Business in Today’s Online World?

Yes - You can dramatically increase your client base with this amazing book!

In this Expanded 2nd Edition of Social Media: How to Skyrocket Your Business Through Social Media Marketing! Master Facebook, Twitter, YouTube, Instagram, & LinkedIn, you'll be taken through a step-by-step process on how to market your products and services on many popular sites and platforms:

  • Facebook
  • Twitter
  • Instagram
  • YouTube
  • LinkedIn
  • Pinterest
  • Google+
  • and Tumblr!

Social media marketing plays a huge role in modern business management. In this insightful book, you’ll learn to build brand awareness, authority, and loyalty. You can increase your inbound website traffic, conversion rates, and market your products and services very inexpensively!

Let Social Media take you by the hand and teach you many powerful methods of social media marketing, including up-and-coming options. With this thorough and insightful book, you have all the knowledge you need at your fingertips to thrive in the business world of today – and tomorrow!

Don’t wait another minute to grow your business to its truest potential – Read Social Media: How to Skyrocket Your Business Through Social Media Marketing! Master Facebook, Twitter, YouTube, Instagram, & LinkedIn Today!

You’ll be so glad you gained this essential knowledge!

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Image of Badass: Making Users Awesome

Badass: Making Users Awesome

O'Reilly Media
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Note for ebook customers: The design and layout of this book play a key role in conveying the author's message. When creating the ebooks, we've tried to keep the look and feel of the print edition, but this means that not all e-reading devices will support the files. The EPUB format is optimized for iPad. The Mobi files are optimized for Kindle Fire tablets and phones and for Kindle reading apps.

Imagine you’re in a game with one objective: a bestselling product or service. The rules? No marketing budget, no PR stunts, and it must be sustainably successful. No short-term fads.

This is not a game of chance. It is a game of skill and strategy.

And it begins with a single question: given competing products of equal pricing, promotion, and perceived quality, why does one outsell the others?

The answer doesn’t live in the sustainably successful products or services. The answer lives in those who use them.

Our goal is to craft a strategy for creating successful users. And that strategy is full of surprising, counter-intuitive, and astonishingly simple techniques that don’t depend on a massive marketing or development budget. Techniques typically overlooked by even the most well-funded, well-staffed product teams.

Every role is a key player in this game. Product development, engineering, marketing, user experience, support—everyone on the team. Even if that team is a start-up of one. Armed with a surprisingly overlooked science and a unique POV, we can can reduce the role of luck. We can build sustainably successful products and services that rely not on unethical persuasive marketing tricks but on helping our users have deeper, richer experiences. Not just in the moments while they’re using our product but, more importantly, in the moments when they aren’t.

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Image of Cutlip and Center's Effective Public Relations (11th Edition)

Cutlip and Center's Effective Public Relations (11th Edition)

Pearson
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Cutlip & Center offers students the gold standard in public relations, providing the most up-to-date reference in the market.

This edition features several new chapters, examples, and information on how social media and globalization are shaping PR.
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Image of Pitch Perfect: How to Say It Right the First Time, Every Time

Pitch Perfect: How to Say It Right the First Time, Every Time

HarperBusiness
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During the pivotal moments of our lives, results are often determined not only by our actions but also by our words. Saying the right thing the right way can make the difference between sealing the deal or losing the account, advancing your career or suffering a demotion.

In these moments, it’s important to be pitch perfect—to use precisely the right tone to convey the right message to the right person at the right time. In Pitch Perfect, the renowned media coach Bill McGowan shows you how to craft just the right message. Along the way, McGowan lays out his Seven Principles of Persuasion, which are as easy to learn, implement, and master as they are effective. The right language—both verbal and nonverbal—can make you more confident, persuasive, and certain. It can stir people to listen closely to your every word and to remember you long after you’ve left the room.

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Image of Brand Identity Breakthrough: How to Craft Your Company's Unique Story to Make Your Products Irresistible

Brand Identity Breakthrough: How to Craft Your Company's Unique Story to Make Your Products Irresistible

Identity Books
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Amazon #1 Bestseller in Public Relations and Selling for Small Business

Does your business have a story to tell? It should! Every new product can be unique in its industry. Does yours stand out from the crowd?

After a life of exploring the way people exchange value in over 35countries, Diehl teaches business owners how to have conversations about brand strategy. In Brand Identity Breakthrough, you will learn how todevelop a strong business identity by combining your personality andvalues with the functionality of your products to become irreplaceableto your audience.

Whether you lead a growing company, or are just starting a business, Brand Identity Breakthrough will give you a smarter way to think aboutnew product development and business model generation. With undeniable,well-organized logic, it will show you how anyone can sell more, and athigher prices, so long as they give customers exactly what they want.

* Learn how to build a unique selling proposition for your product
* Learn the best methods for how to sell a product to customers, no matter what you offer.
* Overcome the sales learning curve, and sell products in both physical and online marketplaces.


Table of Contents

Section I: Why Identity Matters
This section will help you learn to see your own value, the value of your business, and the value of your products or services from theperspective of your customers. Only then can you begin to fashion youridentity appropriately. If you can train yourself to think like yourcustomers, you can get a much better idea of what value you should befocused on creating.

1. Can You Tell a Good Story?
2. When Good Ideas Fail
3. Why Entrepreneurs Fail to See Their Own Value
4. Why Others Fail to See Your Value

Section II: Creating Your Brand Identity
We don't always know what makes our own ideas valuable. Failedentrepreneurs are often very close to getting the results they want.They just can't see the bigger picture of how everything in their brandidentity could fit together as one cohesive story. In being so close toyour own business, you forget what things look like to an outsider, andyou can't present your business in a way which will appeal to what theyare specifically looking for. Time to move beyond functionaldescriptions of your business, and focus on profound change.

5. Uncovering Your Core Values
6. Developing a Unique Selling Proposition
7. Crafting Your Personality Profile
8. Knowing Your Target Audience

Section III: Telling Your Story to the World
Communication is happening in every shared moment, and in ways thatare not always obvious. It happens in the way your hair falls on a given day. It happens in how straight you are standing, or the way you walkinto a room. The clothing you wear tells a significant story about whoyou are. There are so many other things we take for granted about themessages we send out to the world. By learning how to be a bettercommunicator, you will gain access to a wide new world of opportunitieswhich are only available if you know how to talk in a way that makesothers want to listen.

9. How to Sell Who You Are
10. How to Speak with Clarity, Authority, & Authenticity
11. How to Display Your Character Through Writing
12. How to Educate Your Audience

Section IV: Brand Identity Case Studies
Case Study #1: From Consultant to Concierge with Productized Services
Case Study #2: Pre-Seeding a Two-Sided Marketplace for Launch
Case Study #3: Turning a Charitable Project into a Profitable Movement
Case Study #4: Skyrocketing a Personal Brand through Narrative Focus
Case Study #5: Embracing Personality in a Technical Niche

Section V: Resources for Prospective Entrepreneurs
Appendix 1: Entrepreneurial Terms Defined
Appendix 2: 50 Useful Starting Questions for New Entrepreneurs
Appendix 3: Making Money Online
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Image of Assessing and Evaluating Department of Defense Efforts to Inform, Influence, and Persuade: Desk Reference

Assessing and Evaluating Department of Defense Efforts to Inform, Influence, and Persuade: Desk Reference

RAND Corporation
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The U.S. Department of Defense has struggled to assess the progress and effectiveness of its information operations. Best practices across sectors can guide the assessment of these activities and ensure that they help meet national security goals.
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