This field manual is a CX leader’s practical guide for starting a new or improving an existing customer experience management program. Whether you are brand new to a customer experience management role, or a veteran, this book offers you valuable frameworks, ideas, and examples for building your CX program that improves operational efficiency and customer intimacy. … Read More
Critical thinking is now needed more than ever. This accessible and engaging book provides the necessary tools to question and challenge the discourse that surrounds us – whether in the media, the classroom, or everyday conversation. Additionally, it offers readers a deeper understanding of the foundations of analytical thought. Informal Logical Fallacies: A Brief Guide … Read More
This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do, how consumers behave and how loyalty programs really affect loyalty. How Brands Grow presents decades of research in a style that is written for marketing … Read More
Following the success of international bestseller How Brands Grow: What Marketers Don’t Know, How Brands Grow Part 2 takes readers further on a journey to smarter, evidence-based marketing. How Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance – fundamentals that provide a consistent roadmap for brand growth, and improved … Read More
This book offers a considered voice on the advertising chaos that colours our rapidly changing media environment in a world of fake news, fast facts and seriously depleted attention stamina. Rather than simply herald disruption, Karen Nelson-Field starts an intelligent conversation on what it will take for businesses to win in an attention economy, the … Read More
We tend to isolate the things we know in the domain we learned it. For example: What does the inertia of a rolling stone have to do with perseverance and being open-minded? How can the ancient process of steel production make you a more creative and innovative thinker? What does the replication of our skin … Read More
The old saying goes, “To the man with a hammer, everything looks like a nail.” But anyone who has done any kind of project knows a hammer often isn’t enough. The more tools you have at your disposal, the more likely you’ll use the right tool for the job — and get it done right. … Read More
In this essential guide, Meghan Casey outlines a step-by-step approach for doing content strategy, from planning and creating your content to delivering and managing it. Armed with this book, you can confidently tackle difficult activities like telling your boss or client what’s wrong with their content, getting the budget to do content work, and aligning … Read More
In today’s complex commercial environments, marketing has become a central aspect of every successful business. Businesses need flexible, effective means of gaining commercial traction by managing their relationships with audiences, stakeholders and competitors. They require effective marketing and branding that move beyond the standard forms of brand orientation and commercial interaction. New marketing models must … Read More
‘The Elements of Style’ (1918), by William Strunk, Jr., is an American English writing style guide. It is the best-known, most influential prescriptive treatment of English grammar and usage, and often is required reading and usage in U.S. high school and university composition classes. This edition of ‘The Elements of Style’ details eight elementary rules … Read More
