Marketing & Advertising Audiobooks | Business & Economics

[German] - Touchpoints: Auf Tuchfühlung mit dem Kunden von heute

"TOUCHPOINT Management - Kundenloyalität im Zeitalter des Social Web Das Social Web hat die Art, wie wir Business machen, für immer verändert. Viele neue 'Momente der Wahrheit' zeigen dem Kunden heute, was die Versprechen eines Unternehmens taugen. Anne M. Schüller, die Expertin für kundenfokussiertes Management, stellt in diesem Hörbuch die beiden wichtigsten operativen Instrumente des Touchpoint Managements vor: das Kundenkontaktpunkt-Management und das Mitarbeiterkontaktpunkt-Management. Sie zeigt pointiert und verständlich, wie Unternehmen einerseits die wachsende Zahl der Offline- und Online-Touchpoints, der Kundenkontaktpunkte, verknüpfen, um Geld zu verdienen, und wie sie andererseits Kunden und Mitarbeiter mit ihren Ideen und Meinungen aktiv involvieren, um Exzellenz zu erreichen. Das Buch zum Hörbuch war ein monatelanger Bestseller in Deutschland, Österreich und der Schweiz und wurde zum Mittelstandsbuch des Jahres gekürt. Außerdem erhielt es den Deutschen Trainerbuchpreis 2012 und wurde als Testsieger in der Kategorie Businesspraxis ausgezeichnet."

Anne M. Schüller (Author), Gilles Karolyi, Sabina Godec (Narrator)

Audiobook

Going Social: Excite Customers, Generate Buzz, and Energize Your Brand with the Power of Social Medi

"If you’re not social, it’s like you’re not even there. That’s how critical social media marketing has become. Businesses everywhere are struggling to adapt, but transitioning from traditional marketing to online engagement is fraught with questions, such as: How much is a Facebook “like” worth? How can you effectively engage online influencers? What are the best dashboards for monitoring multiple social channels simutaneously? How do you keep it all going around the clock? For more than a decade, author Jeremy Goldman has helped companies inject “social” into their processes. In Going Social, he explains the ins-and-outs of platforms such as Facebook,Twitter, LinkedIn, Google+, Foursquare, Instagram, Pinterest, and others. The digital landscape offers unprecedented opportunities to breathe new life into brands, spread the word about products, and magnify loyalty. Featuring insights from entrepreneurs, social media directors, community managers, bloggers, and other experts, Going Social is an indispensable guide to connecting with customers in the brave new social frontier."

Jeremy Goldman (Author), Joe Geoffrey (Narrator)

Audiobook

New Rules for Business: Groundswell Expanded and Revised Edition; Content Rules; The Now Revolution

"LEARN THE NEW RULES FOR BUSINESS...3 GREAT BOOKS TEACH YOU HOW TO MAKE SOCIAL MEDIA WORK FOR YOU! Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts? It's an unstoppable groundswell that affects every industry -- yet it's still utterly foreign to most companies running things now. When consumers you've never met are rating your company's products in public forums with which you have no experience or influence, your company is vulnerable. In Groundswell, Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity. To market your business, reach new customers, and create long-lasting loyalty, you need one indispensable element: CONTENT. Whether it’s bite-sized tweets that allow you to forge relationships on Twitter, blog posts that give your readers must-have advice, ebooks or white papers that engage (and don’t bore), videos that share the human side of your company, interactive webinars that deliver a valuable learning experience, or podcasts that can be downloaded and listened to on the fly (and more!) . . . now more than ever, content rules! Learn how to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business. In The Now Revolution, renowned marketers and social media experts Jay Baer and Amber Naslund offer an effective seven-part plan to harness the power of the social web and adapt to the new era of instantaneous business. Customers aren’t going to wait for your next polished press release to decide if they like you and your products or services. Instead, they’re choosing between you and your competition every second of every day—and talking about it online. Keeping up with them requires shifts that will make your business faster, smarter, and more social."

Amber Naslund, Ann Handley, CC Chapman, Charlene Li, Jay Baer, Josh Bernoff (Author), Ann Handley, Erik Synnestvedt, Josh Bernoff (Narrator)

Audiobook

Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World

"Good public relations is no longer just icing—it’s a strategic imperative more important to your competitive success than even advertising or marketing. This is true whether you’re a century-old multibillion-dollar corporation or a penniless startup. In Rethinking Reputation, public relations guru Fraser Seitel and John Doorley, founder of the Academy for Communication Excellence and Leadership at Johnson & Johnson, examine a fascinating new set of case studies—including the BP oil spill and the launch of CitySlips—to glean the PR dos and don’ts for the new media world, covering both standard reputation maintenance and crisis management. They also show start-up companies and entrenched organizations how to use the power of word-of-mouth to jump-start business like never before. This is a wake-up call from two industry legends—for public relations professionals as well as entrepreneurs, CEOs, and anyone else tasked with representing their organization to the world. These new media lessons include: *Remember that research is cheaper, and more critical, than ever. *Don’t let the perfect be the enemy of the good—launch your idea before someone else does. *Don’t get so excited about social media that you forget about traditional media. *In a crisis, you are never offstage. *Never lie, never whine, and never try to predict the future!"

Fraser P. Seitel, John Doorley (Author), Sean Pratt (Narrator)

Audiobook

Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty

"Organizations are forever pouring creative energy into their branding strategies, tweaking their logos and websites, and building identities that range from warm and fuzzy to ultracool and edgy. But many forget that a brand, at its heart, is a promise to deliver results. If your brand experience fails to live up to that promise, customers will take their business elsewhere. Brand Real is a unique business strategy guide for making a brand’s promise stand up at every customer touchpoint. Packed with proven, repeatable management practices, the audiobook shows you how to establish a sound, simple brand platform while avoiding the needless complexity that has tripped up many promising companies. Author Larry Vincent presents cautionary tales from brands that have sputtered and failed, as well as instructive practices from brand giants such as Four Seasons, Apple, Google, Southwest Airlines, Flickr, and many others. With Brand Real you’ll learn how to connect the outward-facing elements of your brand logos, advertising, imagery, communications directly to the core elements of business strategy, and forge a powerful and lasting connection with your customers."

Laurence Vincent (Author), Joe Geoffrey (Narrator)

Audiobook

Hello Again: Nine decades of radio voices

"14 November 2012 marks the ninetieth anniversary of the BBC's first ever broadcast and the beginning of the British love affair with radio. This fascinating book takes as its starting point those early, tentative programmes broadcast from Marconi House on the Strand, and follows the story of those magical radio voices through the years of economic depression, war and austerity, to the swinging Sixties and up to the digital era. Above all, it celebrates the great, the forgotten and the notorious voices of radio from the last nine decades, and the programmes they made famous: Marion Cran in the 1920s, who pioneered the first gardening programme; Lord Haw Haw, whose sinister catchphrase 'Germany calling' punctuated broadcasts throughout the Second World War; the Goons and Kenneth Horne, comedy greats of the 1950s; John Peel, Alan Freeman, Kenny Everett and other heroes of Radio Caroline and the pirate stations; all the way up to Eddie Mair, Fi Glover and Danny Baker, the much-loved voices of today. The result is a wonderful blend of insight, history and nostalgia that will appeal to radio's many aficionados."

Simon Elmes (Author), Simon Elmes (Narrator)

Audiobook

My First Time: Top Ad Creatives Talk about Their First Commercial (Ad or Site) and What They Learned

"All you've heard about the crazy world of advertising doesn't even come close. From the top ad people all over the world—the ones who create the best television commercials and ads: the ones you love, the ones you remember, the ones you wish you had thought of yourself—come their own stories, in their own words, about the first work they ever did … and lived to talk about, barely. They talk about the zaniness and craziness; they talk about the good guys and the bad girls, and vice versa; they talk about things you think can only happen on television or in the movies but actually happened to these people. You may not believe what you hear, but in the ad world, you may not believe what you see, either. Here are some of the top creative leaders whose stories you'll hear: Mark Fitzloff (Partner, Co-Executive Creative Director, Wieden & Kennedy, Portland) Susan Credle (Chief Creative Officer, N.A., Leo Burnett) Janet Kestin (Co-Founder, SWIM, Canada) Wayne Best (Co-Founder, COG NYC) Carlos Vaca (President, Chief Executive Officer, BBDO Mexico) Roger Baldacci (EVP, Executive Creative Director, Arnold Worldwide) R. Vann Graves (EVP, Executive Creative Director, McCann Worldgroup, New York) Robert Clifton, Jr. (Former Executive Creative Director, Burrell Communications) Rob Strasberg (Co-CEO, Chief Creative Officer, DONER) David Baldwin (Lead Guitar, Baldwin &) William Rosen (Consulting Partner, VSA Partners) Matt Eastwood (Chief Creative Officer, DDB, New York) Marcus Rebeschini (Chief Creative Officer, Asia, Young & Rubicam) Kevin McKeon (Executive Creative Director, StrawberryFrog, New York) Kevin Roddy (Chairman/Chief Creative Officer, Riney, SF, Chairman, The One Club) Gerry Human (Executive Creative Director, Ogilvy & Mather, London) Jamie Barrett (Partner, Executive Creative Director, Goodby, Silverstein & Partners) Dom Maiolo (Executive Creative Director, Leo Burnett, Chicago) Darren Moran (Former Chief Creative Officer, draftfcb, New York)"

Phil Growick (Author), Mike Chamberlain, Nicole Vilencia (Narrator)

Audiobook

Who Do You Want Your Customers to Become

"Who do you want your customers to become? According to MIT innovation expert and thought leader Michael Schrage, if you aren’t asking this question, your strategic marketing and innovation efforts will fail. In this latest HBR Single, Schrage provides a powerful new lens for getting more value out of innovation investment. He argues that asking customers to do something different doesn’t go far enough—serious marketers and innovators must ask them to become something different instead. Even more, you must invest in their capabilities and competencies to help them become better customers. Schrage’s primary insight is that innovation is an investment in your client, not just a transaction with them. To truly innovate today, designing new products or features or services won’t get you there. Only by designing new customers—thinking of their future state, being the conduit to their evolution—will you transform your business. Marketing executives, brand managers, strategic innovators, and entrepreneurs alike should understand how successful innovation rebrands the client and not the product. A requisite question for its time, Who Do You Want Your Customers To Become will liberate you and your team from ‘innovation myopia’—and turn your innovation efforts on their head."

Michael Schrage (Author), Erik Synnestvedt (Narrator)

Audiobook

The Power of Reputation: Strengthen the Asset That Will Make or Break Your Career

"We judge people in business the same way we judge those in our personal lives. We listen to what they say, watch how they behave, and take note of the results of their actions. Success is ultimately built on a foundation of character, communication, and trust. To accomplish our goals, people must believe in us. The Power of Reputation offers business people an action plan for creating the kind of reputation that generates trust, inspires confidence, and paves the way for lasting success. Listeners will discover how to: • identify and reinforce the values behind their reputation • earn respect by respecting others • engage people through constructive, open communication • build strong connections by personalizing their approach to everything they do Featuring interviews with distinguished business figures and containing instructive real-world examples, this audiobook reveals how to leverage the remarkable power of a reputation rooted in authenticity."

Chris Komisarjevsky (Author), Walter Dixon (Narrator)

Audiobook

Winning the Story Wars: Why Those Who Tell - and Live - the Best Stories Will Rule the Future

"The story wars are all around us. They are the struggle to be heard in a world of media noise and clamor. Today, most brand messages and mass appeals for causes are drowned out before they even reach us. But a few consistently break through the din, using the only tool that has ever moved minds and changed behavior—great stories.With insights from mythology, advertising history, evolutionary biology, and psychology, viral storyteller and advertising expert Jonah Sachs takes listeners into a fascinating world of seemingly insurmountable challenges and enormous opportunity. You’ll discover how:· Social media tools are driving a return to the oral tradition, in which stories that matter rise above the fray · Marketers have become today’s mythmakers, providing society with explanation, meaning, and ritual · Memorable stories based on timeless themes build legions of eager evangelists · Marketers and audiences can work together to create deeper meaning and stronger partnerships in building a better world · Brands like Old Spice, The Story of Stuff, Nike, the Tea Party, and Occupy Wall Street created and sustained massive viral buzzWinning the Story Wars is a call to arms for business communicators to cast aside broken traditions and join a revolution to build the iconic brands of the future. It puts marketers in the role of heroes with a chance to transform not just their craft but the enterprises they represent. After all, success in the story wars doesn’t come just from telling great stories, but from learning to live them."

Jonah Sachs (Author), Jonah Sachs (Narrator)

Audiobook

Instant MBA

"The benefits of a Master of Business Administration (MBA) degree can be massive: fast-track career advancement, a big fat wage packet, the whole high-flying top-notch executive lifestyle. But studying for an MBA isn't something to decide to do lightly - it's a big investment to take a year or more out of your career path or commit endless week-ends to a part-time version, and for many the cost of either of these options is prohibitive. "Instant MBA" is the must-have guide to making the most of yourself and your career prospects, whether you're studying for an MBA or just out to improve your prospects while you work."

Nicholas Bate (Author), Rodrigo Davies (Narrator)

Audiobook

Guerrilla Selling: Unconventional Weapons and Tactics for Increasing Your Sales

"Sales consultants Bill Gallagher, PhD, and Orvel Ray Wilson team up with the bestselling author of Guerrilla Marketing and Guerrilla Marketing Attack, Jay Conrad Levinson, to create the ultimate guide to selling. Today's increasingly competitive business environment requires new skills and commitment from salespeople, and this book presents unconventional ideas that are easy and exciting for entrepreneurs at every level."

Bill Gallagher, Jay Conrad Levinson, Orvel Ray Wilson (Author), Edward Lewis (Narrator)

Audiobook

Marketing & Advertising Audiobooks in Business & Economics