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Upside: Profiting from the Profound Demographic Shifts Ahead
Gronbach, Kenneth
(Hardcover)
List Price: $27.95 Our Price: $11.89
Get ready to ride the next generational wave. Demographics not only define who we are, where we live, and how our numbers change, but - for those who can read beyond the raw figures - they open up hidden business opportunities that lie ahead. What will happen when retiring Boomers free up jobs? How will Generation Y alter housing and transportation? Which states will have the most dynamic workforces? Will American manufacturing rebound as Asia's population boom stalls? Upside puts this powerful yet little-understood science to work finding answers. Demographer Kenneth Gronbach synthesizes reams of data to show how generations impact markets and economies, and how to target promising trends.Lively and full of surprises, the book explains: * What each age cohort is likely to buy now and in coming decades * How profits dovetail with consumer numbers * What sectors are likely to grow or lag * How to make sense of the numbers to chart your own path * And more As waves of people are born and age, fortunes and futures are determined. Whether you're an investor, marketer executive, or entrepreneur, Upside helps you spot the potential for profits in ever-shifting demographics.
Fascinate: How to Make Your Brand Impossible to Resist (Revised and Updated)
Hogshead, Sally
(Hardcover)
List Price: $28.99 Our Price: $11.65
Why is Jägermeister the most popular brand nobody likes? Why do women pay more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1000%?And then there’s the most important question of all: How can your brand become impossible to resist? Master marketer Sally Hogshead reveals the surprising answers, providing readers with a framework to fascinating anyone.The word “fascinate” comes from the Latin word fascinare, meaning “to bewitch or hold captive so others are powerless to resist.” Fascination is the most powerful force of attraction, drawing customers into a state of intense focus.This extensively revised and updated edition includes Hogshead’s latest research on the science of fascination. Combining original case studies with award-winning copywriting experience, she gives you the exact words you need to capture the attention of a distracted world.
The Hacking of the American Mind: The Science Behind the Corporate Takeover of Our Bodies and Brains
Lustig, Robert H
(Hardcover)
List Price: $27.00 Our Price: $11.65
The New York Times–bestselling author of Fat Chance reveals the corporate scheme to sell pleasure, driving the international epidemic of addiction, depression, and chronic disease.While researching the toxic and addictive properties of sugar for his New York Times bestseller Fat Chance, Robert Lustig made an alarming discovery - our pursuit of happiness is being subverted by a culture of addiction and depression from which we may never recover.Dopamine is the "reward" neurotransmitter that tells our brains we want more; yet every substance or behavior that releases dopamine in the extreme leads to addiction. Serotonin is the "contentment" neurotransmitter that tells our brains we don’t need any more; yet its deficiency leads to depression. Ideally, both are in optimal supply. Yet dopamine evolved to overwhelm serotonin - because our ancestors were more likely to survive if they were constantly motivated - with the result that constant desire can chemically destroy our ability to feel happiness, while sending us down the slippery slope to addiction. In the last forty years, government legislation and subsidies have promoted ever-available temptation (sugar, drugs, social media, porn) combined with constant stress (work, home, money, Internet), with the end result of an unprecedented epidemic of addiction, anxiety, depression, and chronic disease. And with the advent of neuromarketing, corporate America has successfully imprisoned us in an endless loop of desire and consumption from which there is no obvious escape.With his customary wit and incisiveness, Lustig not only reveals the science that drives these states of mind, he points his finger directly at the corporations that helped create this mess, and the government actors who facilitated it, and he offers solutions we can all use in the pursuit of happiness, even in the face of overwhelming opposition. Always fearless and provocative, Lustig marshals a call to action, with seminal implications for our health, our well-being, and our culture.
Never Lose a Customer Again: Turn Any Sale into Lifelong Loyalty in 100 Days
Coleman, Joey
(Hardcover)
List Price: $28.00 Our Price: $11.65
Award-winning speaker and business consultant Joey Coleman teaches audiences and companies all over the world how to turn a one-time purchaser into a lifelong customer.Coleman's theory of building customer loyalty isn't about focusing on marketing or closing the sale: It's about the First 100 Days® after the sale and the interactions the customer experiences. While new customers experience joy, euphoria, and excitement, these feelings quickly shift to fear, doubt, and uncertainty as buyer's remorse sets in. Across all industries, somewhere between 20%-70% of newly acquired customers will stop doing business with a company with the first 100 days of being a new customer because they feel neglected in the early stages of customer onboarding.In Never Lose a Customer Again, Coleman offers a philosophy and methodology for dramatically increasing customer retention and as a result, the bottom line. He identifies eight distinct emotional phases customers go through in the 100 days following a purchase. From an impulse buy at Starbucks to the thoughtful purchase of a first house, all customers have the potential to experience the eight phases of the customer journey. If you can understand and anticipate the customers' emotions, you can apply a myriad of tools and techniques -- in-person, email, phone, mail, video, and presents -- to cement a long and valuable relationship.
Brand Aid: A Quick Reference Guide to Solving Your Branding Problems and Strengthening Your Market Position
VanAuken, Brad
(Hardcover)
List Price: $29.95 Our Price: $11.39
Branding is more than a great logo. A brand is the essence of an organization - its DNA - impacting its continual success. It is absolutely essential to get it right.Brand managers, marketers, and executives have long turned to this trusted guide to troubleshoot their branding problems. Written by an acknowledged expert with 30 years of experience building world-class brands, Brand Aid covers topics ranging from research and positioning to brand equity management and architecture strategy.Bringing together illuminating case studies, best practices, and the latest research, this edition offers invaluable advice on every aspect of brand management.
Coolfarming: Turn Your Great Idea into the Next Big Thing
Gloor, Peter
(Hardcover)
List Price: $29.95 Our Price: $11.09
What exactly is the "magic of cool"? What makes products like the iPhone cool? (Or, in its own day, the phonograph?) And what if you could make your own ideas cool? What if you could even turn them into the next big thing?Whether you're an entrepreneur or a business leader, what you want most is to be at the head of the pack with the latest, hottest consumer enthusiasm: a product or service that comes across as brilliant, original, and hip; the kind of thing that not only seems cool in and of itself, but makes the lucky consumer who uses it feel cool.Building on the ideas found in the groundbreaking book Coolhunting, consumer trend expert Peter Gloor's Coolfarming moves beyond simply hunting for the latest hot ideas that are already happening and shows you how to get the "next big idea" off the ground for yourself or your company by nurturing innovative, cutting-edge ideas from the ground up."Coolhunting" refers to the process of seeking out and finding the latest trends. Now Coolfarming shows you how to dig deeper and become a part of the initial development phase of what will be the next hot phenomenon, converting creative dreams into cool products by enlisting the help of dedicated and passionate collaborators. You'll learn how to nurture your own Collaborative Innovation Network (COIN), a group of intrinsically motivated people assembled around a common vision.COINs are not new. They have long been found swarming around the genesis of new ideas. An earlier example of a successful COIN was Menlo Park, the research lab where Thomas Edison assembled other creative geniuses responsible for "hot new ideas" such as air conditioning and the light bulb. The rapidly expanding uses of social networking and Google's exponential, innovation-driven growth are other, more current examples.In Coolfarming, you'll discover how to grow your own trends by creating an environment where COINs flourish; then--once a product has become established--extend the creative pool into a Collaborative Learning Network, or CLN, whereby a targeted group of interested people are brought in to learn the basics of the product, make suggestions for improvements, point out deficiencies, and push the idea forward.When this feedback gets incorporated, things get really interesting, expanding the process further outward to a Collaborative Interest Network (CIN) that encompasses thousands or even millions of users, building what hopefully turns into a loyal fan base...and virtually guaranteeing the success of the idea.Featuring real-life examples from Linux to the Twilight series, from Procter & Gamble to Apple, Coolfarming lets you in on the practical, step-by-step processes that will allow you to successfully cultivate the kind of swarm creativity that generates hot new trends. . .and then push them over the tipping point to commercial success.
Aesthetic Intelligence: How to Boost It and Use It in Business and Beyond
Brown, Pauline
(Hardcover)
List Price: $29.99 Our Price: $10.79
Longtime leader in the luxury goods sector and former Chairman of LVMH Moët Hennessy Louis Vuitton North America reinvents the art and science of brand-building under the rubric of Aesthetic Intelligence.In a world in which people have cheap and easy access to most goods and services, yet crave richer and more meaningful experiences, aesthetics has become a key differentiator for most companies and a critical factor of their success and even their survival. In this groundbreaking book, Pauline Brown, a former leader of the world’s top luxury goods company and a pioneer in identifying the role of aesthetics in business, shows executives, entrepreneurs, and other professionals how to harness the power of the senses to create products, services, and experiences that stand out, resonate with their customers, and create long-term value for their businesses. The power is rooted in Aesthetic Intelligence—or “the other AI,” as Brown refers to it.Aesthetic Intelligence can be learned. Indeed, people are born with far more capacity than they use, but even those that are naturally gifted must continue to refine their skills, lest their aesthetic advantage atrophy. Through a combination of storytelling and practical advice, the author shows how aesthetic intelligence creates business value and how executives, entrepreneurs and others can boost their own AI and successfully apply it to business. Brown offers research, strategies and practical exercises focused on four essential AI skills.Aesthetic Intelligence provides a crucial roadmap to help business leaders build their businesses in their own authentic and distinctive way. Aesthetic Intelligence is about creating delight, lifting the human spirit, and rousing the imagination through sensorial experiences.
Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity
Aaker, David A.
(Paperback)
List Price: $30.00 Our Price: $10.79
In this long-awaited book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, co-brands, and brand extensions.Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm's profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.
The Physics of Brand: Understand the Forces Behind Brands That Matter
Keller, Aaron
(Hardcover)
List Price: $32.99 Our Price: $10.79
If your organization wants to better understand customer experience and how it contributes to brand value, The Physics of Brand is the place to start. This book offers a practical framework that shows how brands interact with people in time and space -- to create value for people, brand owners, and society.The authors leave a smile in your mind as they weave neuroscience, micro and macroeconomics and systems thinking into a narrative equally rewarding for general managers, marketers and finance leaders. If you think branding is limited to communication, sales conversions, or logo design, this book will expand your worldview. If you want a more precise method to value brands, this book will light your hair on fire. Through the Time Model, you'll learn why first moments are vital in creating long term brand memories, and you'll find out how to design moments that lead to emotional engagement. You will also learn why time spent with a brand is an important and under-appreciated indicator of brand energy. The Space Model shows how brands operate in the real world of Brand Owners, Brand Handlers, Communities and People. The Jacob's Ladder Model shows how brand signals ladder-up to brand value. These three models provide a new framework to assess the value of brands and provide the tools to design superior customer experiences.The chapters ground the ideas in reality through case studies that include KIND, Smartwool, Patagonia and The Honest Company, with fun detours such as Snoop Dog and Willy Nelson sharing a bucket of KFC in an Amsterdam parking lot. The writing is as friendly as the ideas are elevated. Each chapter includes clear summaries, mind bending thought experiments and pleasant diversions.This book is for leaders who want to improve the customer experience in a measurable way. The Physics of Brand will help you arrive at a rewarding destination. The book presents a brand-new way of thinking.
Stories That Stick: How Storytelling Can Captivate Customers, Influence Audiences, and Transform Your Business
Hall, Kindra
(Hardcover)
List Price: $27.99 Our Price: $10.79
The moment you take control of your stories, you take control of your business and your life.You keep hearing how story is the latest-and-greatest business tool, and that storytelling can do everything - from helping leaders better communicate to motivating sales teams and winning customers away from competitors.But what stories do you need to tell? And how do you tell them?In Stories That Stick, Kindra Hall, professional storyteller and nationally-known speaker, reveals the four unique stories you can use to differentiate, captivate, and elevate:• the Value Story, to convince customers they need what you provide• the Founder Story, to persuade investors and customers your organization is worth the investment• the Purpose Story, to align and inspire your employees and internal customers• the Customer Story, to allow those who use your product or service to share their authentic experiences with others.Telling these stories well is a simple, accessible skill anyone can develop. With case studies, company profiles, and anecdotes backed with original research, Hall presents storytelling as the underutilized talent that separates the good from the best in business. She offers specific, actionable steps readers can take to find, craft, and leverage the stories they already have and simply aren’t telling.Every person, every organization has at least four stories at their disposal. Will you tell yours?
Influence: How Social Media Influencers are Shaping our Digital Future
McCorquodale, Sara
(Hardcover)
List Price: $30.00 Our Price: $10.55
A detailed review of what businesses need to know about influencer strategies, social media and how digital communication works.Digital influencing is one of the most exciting and disruptive new industries, forecast to be worth billions by 2020, but those charged with making this an effective part of their digital strategy rarely understand how this emergent industry works. When it comes to online growth, digital influencers are now consistently outperforming traditional media and brand advertising, even if much of what they do remains a mystery to many people.Sara McCorquodale is the UK's leading authority on the influencer space, and this new book demystifies exactly how digital influence works, interrogates the phenomenon, analyzes its problems, and forecasts its future. A compelling and deeply insightful book, this will be a must-read for anyone whose business success is dependent on prospering online.In Influence, readers will gain a foundation of knowledge into how and why digital communication has become so dominated by influencers, as well as gaining invaluable, never-before-heard insights from the influencers themselves. They will understand how digital trends emerge, the building blocks that make bloggers, vloggers and instagrammers so compelling, and why the context in which influencer marketing emerged is so closely linked to its ongoing success.Thanks to Sara's independent analysis of influencer media and marketing, readers will finish the book with a clear understanding as to the problems now faced by businesses and brands around the world, and how such issues can be identified, tackled and overcome.
Let the Story Do the Work: The Art of Storytelling for Business Success
Choy, Esther
(Hardcover)
List Price: $24.95 Our Price: $10.29
People forget facts, but they never forget a good story. It sounds so simple: Incorporate a story and people will remember your message. But when you get down to crafting one, there's nothing easy about it. Material for stories surrounds us. Yet few people are skilled at sharing personal anecdotes and even fewer know how to link them to professional goals. Whether you want to stand out in the interview process, add punch to a presentation, or make a compelling case for a new initiative, Let the Story Do the Work shows you how to mine your experience for simple narratives that convey who you are, what you want to achieve, and why others should care. Packed with enlightening examples, the book explains how to find the perfect hook, structure your story . . . and deliver it at the right time in the right way.
Marketing to Gen Z: The Rules for Reaching This Vast - and Very Different - Generation of Influencers
Fromm, Jeff
(Hardcover)
List Price: $24.95 Our Price: $10.29
Today's teens are a force to be reckoned with. Businesses focused on Millennials . . . beware! Their successors are right around the corner - promising bigger challenges, but much greater opportunities. Drawn from original quantitative research and interviews, Marketing to Gen Z paints a fascinating portrait of the newest buyers now entering the scene. Having internalized the lessons of the Great Recession, this pivotal generation blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially conscious cohort requires real change, not just tweaks to the Millennial plan. Marketing to Gen Z offers dozens of examples and insights for connecting and conversing, including how to:* Get past the 8-second filter * Avoid blatant advertising and tap influencer marketing * Reflect their values * Understand their language and off-beat humor * Adapt content and social media strategies * Offer the shopping experiences they expect * And more By 2020, Generation Z is expected to comprise 40 percent of all consumers. The time to learn who they are and what they want is NOW.
The Catalyst: How to Change Anyone's Mind
Berger, Jonah
(Hardcover)
List Price: $26.99 Our Price: $9.79
Everyone has something they want to change. Marketers want to change their customers' minds and leaders want to change organizations. Start-ups want to change industries and nonprofits want to change the world. But change is hard. Often, we persuade and pressure and push, but nothing moves. Could there be a better way?This book takes a different approach. Successful change agents know it's not about pushing harder, or providing more information, it's about being a catalyst. Catalysts remove roadblocks and reduce the barriers to change. Instead of asking, "How could I change someone's mind?" they ask a different question: "Why haven't they changed already? What's stopping them?"The Catalyst identifies the key barriers to change and how to mitigate them. You'll learn how catalysts change minds in the toughest of situations: how hostage negotiators get people to come out with their hands up and how marketers get new products to catch on, how leaders transform organizational culture and how activists ignite social movements, how substance abuse counselors get addicts to realize they have a problem, and how political canvassers change deeply rooted political beliefs.This book is designed for anyone who wants to catalyze change. It provides a powerful way of thinking and a range of techniques that can lead to extraordinary results. Whether you're trying to change one person, transform an organization, or shift the way an entire industry does business, this book will teach you how to become a catalyst.
Co-creating Brands: Brand Management from a Co-Creative Perspective
Ind, Nicholas
(Paperback)
List Price: $30.00 Our Price: $9.79
An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs.Traditional approaches to brand management adopt an organizational perspective--the assumption is that the organization designs, produces and sells the brand, making a promise to customers and delivering on it. However, this view is limited. The power of the Internet to connect people and the desire of consumers to focus on experiences means that the brand is not created by the organization, but rather is co-created through the experiences of consumers, the participation of people in online communities and the sharing of ideas and opinions within networks.In this new reality, the task of managers is to connect, listen and participate. The focus of brand management is no longer on the organization but on the intersection between the organization and all its stakeholders. This changing environment must lead to a new brand management paradigm, which the authors call the "co-creation perspective."Written in an accessible style with easy to understand models and international examples, Brand Management looks at how co-created brands create value and how the success of a co-creative approach can be measured. The book outlines the specific leadership approach required to develop a supportive culture--co-creative leaders need to be willing to let go of their brand and allow employees, customers and other stakeholders to help develop it.Along with the positive outcomes of co-creation come situational challenges that will need to be handled differently within different industries. Co-creating Brands details the adjustments that leaders and organizations will need to make and how these challenges can be overcome.
I Am My Brand: How to Build Your Brand Without Apology
Springer, Kubi
(Hardcover)
List Price: $28.00 Our Price: $9.79
Dynamic female brand builder Kubi Springer offers essential advice on how to develop and attain personal brand success.Kubi Springer has worked with some of the biggest brands in the world including Nike, L'Oreal, Blackberry, MTV, Justin Timberlake, Rolls Royce Motor Cars and Aston Martin. In I Am My Brand, she lays out a toolkit for personal brand success. Featuring dynamic female brand builders from around the world, the book is a woven tapestry of personal brand advice with storytelling and support that offers a practical guide for female entrepreneurs, freelancers and executives.Kubi explores the tools used by different women, from across cultures, to build their personal brand, as well as the challenges they faced and their paths to overcoming them. Focused on the skills needed to succeed, their stories--coupled with the author's expertise--will support readers on their own journey to brand success.The book is written in a down-to-earth style, with light entertainment and real life anecdotes, providing insights into how to create, package and grow your personal brand. I Am My Brand is a testament to the power of being a woman and illustrates what it takes to build a powerful female brand in today's male dominated business world.
Leading Loyalty: Cracking the Code to Customer Devotion
Moon, Shawn
(Hardcover)
List Price: $24.99 Our Price: $9.79
Everyone has customers. And in today's highly competitive world, we all want more customer loyalty. The struggle is how do we get it.Loyalty is built one great experience at a time. The difference between good and a great experience often comes down to how our customers feel based on their interactions with us.Leading Loyalty goes beyond the latest rewards program or cutting-edge technology. This book gets to the heart of the challenge many of us face: How do we consistently behave so people feel their experience with us was among the best they've ever had?Filled with real-life examples and practical tools, Leading Loyalty helps you embed the three core loyalty principles -empathy, responsibility, and generosity - into every interaction so you can crack the code to your customers' devotion.
The Social CEO: How Social Media Can Make You A Stronger Leader
Corbet, Damian
(Hardcover)
List Price: $28.00 Our Price: $9.79
Insights into why CEOs need to get social for business success, and how they can become effective social leaders.While business leaders may feel that it's enough to hire social media managers and amend their marketing strategies, Damian Corbet shows why organizations need to do more to succeed in the Social Age--why CEOs need to "get social" to survive.The Social CEO sets out to educate and inspire senior leaders to embrace the Social Age, teaching them the hows and whys of utilizing social media in order to make them stronger leaders. Social CEOs can effectively encourage engagement from their employees as well as other stakeholders and customers; they're better able to communicate their organization's objectives and values, gauge the climate in which they operate and improve their brand image.Offering invaluable contributions from industry-recognized experts in social business, The Social CEO explores the many aspects of leading in the Social Age, such as storytelling, personal branding, managing risk and public relations. With chapters also written by practicing "social CEOs" working across a variety of sectors, from healthcare to sport, the book provides a wealth of insight into how social media can be used to gain a competitive advantage.
Would You Do That to Your Mother?: The "Make Mom Proud" Standard for How to Treat Your Customers
Bliss, Jeanne
(Hardcover)
List Price: $27.00 Our Price: $9.79
Customer experience pioneer Jeanne Bliss shows why “Make Mom Proud” companies outperform their competition. Her 5-step guide to customer experience and culture transformation makes this achievement possible. Bliss urges companies to make business personal to earn ardent fans and admirers, by focusing on one deceptively simple question: "Would you do that to your mother?" “Make Mom Proud” companies give customers the treatment they desire, and employees the ability to deliver it. They turn “gotcha” moments into “we’ve got your back” moments by rethinking business practices, and they enable employees to be part of the solution to fix customer frustrations. Bliss scoured the marketplace seeking companies who excel at living their core values, grounded in what we all learned as kids. She offers a five-step plan for evaluating your current behaviors and implementing actions at every level of the organization.
Brand Now: How to Stand Out in a Crowded, Distracted World
Westergaard, Nick
(Hardcover)
List Price: $23.00 Our Price: $9.45
With the rise of digital media, you'd think it would be easier than ever to be heard. Yet most messages fail to cut through the clutter.Consumers are overwhelmed. Ads alone aren't effective. And you can't just churn out content and connect on every social network. To stand out today, you need to start with your brand.Brand Now uncovers the new rules of branding in our crowded, chaotic world, and strips away complexity to explain the seven dynamics of successful branding.
The Market Driven Organization
Day, George S.
(Paperback)
List Price: $20.95 Our Price: $9.09
This thoughtful and practical guidebook to developing a market-driven organization with many fresh examples, is a solid compilation of the best thinking, practice, and research, written by the world's leading authority on the subject.
Packaging Your Crafts
Sutanto, Viola E.
(Softcover)
List Price: $19.95 Our Price: $9.09
Whether you're selling on Etsy, in retail, or at a fair, your crafts deserve a package that's as appealing as they are. This inspirational guide shows crafters how to get that professional edge - and turn one-time buyers into loyal customers. It discusses specialist terms, standard envelope sizes, and various materials, and offers a wealth of ideas, tutorials, templates, charts, and interviews with the experts.
Press Start: Using Gamification to Power-Up Your Marketing
Griffin, Daniel
(Paperback)
List Price: $30.00 Our Price: $9.09
Do you know someone obsessed with a mobile game like Candy Crush? Have you ever felt a rush when you completed a task… and perhaps another when you crossed it off your to-do list? Or maybe you have that one running-obsessed friend who has to log everything on their fitness app?The fact is, these obsessions and 'highs' affect all of us, and they can be powerful drivers in terms of how we behave. In an increasingly commoditized world, marketers are always looking for new ways to influence or motivate us to be better engaged with their products, services, and brands. This is marketing gamification: the practice of taking the motivational elements of games (like challenges, achievements and teams) and applying them intelligently in real-life situations to improve engagement and performance.With many success stories from the likes of LinkedIn, Delta Airlines, Starbucks, and Duolingo, marketing gamification is already a well-established practice, but many businesses are wary of jumping in without a guide - especially as there have been so many high-profile failures.Written specifically for marketing professionals, Press Start explores the benefits and uses of gamification, and ties together motivational psychology and case studies with popular game mechanics and design principles. More importantly, the book will provide readers with a step-by-step guide for successfully designing their own marketing gamification solutions.
Dealing with an Angry Public
Susskind, Lawrence
(Paperback)
List Price: $18.99 Our Price: $8.89
Some portion of the American public will react negatively to almost any new corporate initiative, as Disney discovered when it announced its plans to build an historical theme park in Virginia. Similarly, government efforts to change policy or shift budget priorities are invariably met with stiff resistance. In this enormously practical book, Lawrence Susskind and Patrick Field analyze scores of both private and public-sector cases, as well as crisis scenarios such as the Alaskan oil spill, the silicone breast implant controversy, and nuclear plant malfunction at Three Mile Island. They show how resistance to both public and private initiatives can be overcome by a mutual gains approach involving face-to-face negotiation, a strategy applied successfully by over fifteen hundred executives and officials who have attended Professor Susskind's MIT-Harvard "Angry Public" seminars. Susskind and Field outline the six key elements of this approach in order to help business and government leaders negotiate, rather than fight, with their critics. In the process, they show how to identify who the public is, whose concerns to address first, which people and organizations must be convinced of the legitimacy of action taken, and how to assess and respond to different types of anger effectively. Acknowledging the crucial role played by the media in shaping public perception and understanding, Susskind and Field suggest a way to develop media interaction which is consistent with the six mutual gains principles, and also discuss the type of leadership that corporate and government managers must provide in order to combine these ideas into a useful whole.
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