Managing and protecting a company's brand is one of the most important jobs of the chief marketing officer, the chief executive officer, and the board. It used to be that marketers' greatest challenge was convincing a consumer to try their product and stick with it--beer, apps, cars, what have you. But the challenges facing brands have gotten far more complex, and the stakes have grown higher when marketing in the #FakeNews Era. Leaders must now address a highly polarized marketplace, in which consumers are energized by their tribal affiliations to take action for or against brands based on their perceived values, beliefs, and biases. They also face grim potential consequences--ranging from share loss to job loss--when things go wrong. Should your brand take social and political stands or keep quiet? What are the benefits and risks of weighing in versus sitting on the sidelines? Is embracing brand purpose good for business or wasteful self-indulgence? Can a CEO's misbehavior in a taxi cab one day bring a PR crisis the next? What happens when the public calls you out on a political position you didn't even mean to take? This book tackles questions like these, outlining how a company must carefully navigate the waters of the #FakeNews Era, where moral scrutiny and consumer outrage abound. Here you'll find strategic and tactical guidance on how to prepare yourself for what may lie ahead, because you won't have time to puzzle it out when you get that dreaded late-night call from PR.
New Career & Business Collection Materials
Marketing in the #fakenews era : new rules for a new reality of tribalism, activism, and loss of trust / Peter Horst.
The rules of book marketing are changing and the traditional rules of book marketing no longer apply. A new era of marketing books is upon us….an approach in which authors are authenticity engaging their audiences. But how do you start? Today’s mega-success authors are no longer writers, but they are entrepreneurs who expertly work a strategy which leverages the power of social media, search engine optimization (SEO), advertising, speaking, bookstore signings and a combination of other program that are incredibly rewarding to the author. Every author wants a roadmap, or a step-by-step guide for a successful book launch. To book marketing professionals in large publishing houses this is the Holy Grail, so they can repeat the success of their last book launch campaign. With this system, you will no longer have the guesswork associated with which marketing programs to run for a successfully launch of your book. Bryan Heathman has managed hundreds of book marketing campaigns and scientifically created a repeatable 15-week system to promote non-fiction books. Bryan’s approach to book marketing in this book was inspired by running massively successful campaigns which have resulted in New York Times best sellers, Wall Street Journal best sellers, Amazon #1 best sellers. This book isn’t like most marketing books, which list a hundred things to do when marketing a book. This approach is distilled into a manageable system of a 15-week burst of activity, which when completed in a scheduled time-frame are proven to produce the results you desire for a successful book launch. Trust the system and eliminate the guesswork as you work towards your #1 best-selling book.
The franchise fix : the business systems needed to capture the power of your food franchise / Aicha Bascaro.
CannaBiz : big business opportunities in the new multibillion-dollar marijuana industry / Neev Tapiero.
"CannaBiz is the only book at the moment that is for the retailer and also for growers/producers/suppliers of marijuana, and everything in between. As there are dozens of (new) opportunities in this emerging industry such as providing security and courier services; making concentrates and edibles; growing and distribution and sales, and many more, this book sheds light on all of the business opportunities available in this industry that emerges as it becomes more legal and/or regulated everywhere in North America. This book will help anyone hoping to get in on the business side of the action while it's still an open playing field!"-- Provided by publisher.
"One of the nation's leading venture capitalists offers surprising revelations on who is going to be leading innovation in the years to come Scott Hartley first heard the terms fuzzy and techie while studying political science at Stanford University. If you majored in the humanities or social sciences, you were a fuzzy. If you majored in the computer sciences, you were a techie. This informal division has quietly found its way into a default assumption that has mistakenly led the business world for decades: that techies are the real drivers of innovation. But in this brilliantly contrarian book, Hartley reveals the counterintuitive reality of business today: it's actually the fuzzies-not the techies-who are playing the key roles in developing the most creative and successful new business ideas. They are often the ones who understand the life issues that need solving and offer the best approaches for doing so. They also bring the management and communication skills that are so vital to spurring growth. Hartley looks inside some of today's most dynamic new companies, reveals breakthrough fuzzy-techie collaborations, and explores how such collaborations work to create real innovation"-- Provided by publisher.
"Often the decision between a customer choosing you over someone like you is your ability to know exactly what to say, when to say it, and how to make it count. Phil M. Jones has trained more than two million people across five continents and over fifty countries in the lost art of spoken communication. In Exactly What to Say, he delivers the tactics you need to get more of what you want."-- Provided by publisher.
The 1-page marketing plan : get new customers, make more money, and stand out from the crowd / Allan Dib.
To build a successful business, you need to stop doing random acts of marketing and start following a reliable plan for rapid business growth. Traditionally, creating a marketing plan has been a difficult and time-consuming process, which is why it often doesn't get done. In The 1-Page Marketing Plan, serial entrepreneur and rebellious marketer Allan Dib reveals a marketing implementation breakthrough that makes creating a marketing plan simple and fast. It's literally a single page, divided up into nine squares. With it you'll be able to map out your own sophisticated marketing plan and go from zero to marketing hero. Whether you're just starting out or are an experienced entrepreneur, The 1-Page Marketing Plan is the easiest and fastest way to create a marketing plan that will propel your business growth.
The power of a positive team : proven principles and practices that make great teams great / by Jon Gordon.
Jon Gordon doesn't just research the keys to great teams, he has personally worked with some of the most successful teams on the planet and has a keen understanding of how and why they became great. In The Power of a Positive Team, Jon draws upon his unique team building experience as well as conversations with some of the greatest teams in history in order to provide an essential framework, filled with proven practices, to empower teams to work together more effectively and achieve superior results.Utilizing examples from the writing team who created the hit show Billions, the National Champion Clemson Football team, the World Series contending Los Angeles Dodgers, The Miami Heat and the greatest beach volleyball team of all time to Navy SEALs, Marching bands, Southwest Airlines, USC and UVA Tennis, Twitter, Apple and Ford, Jon shares innovative strategies to transform a group of individuals into a united, positive and powerful team.Jon not only infuses this book with the latest research, compelling stories, and strategies to maintain optimism through adversity he also shares his best practices to transform negativity, build trust (through his favorite team building exercises) and practical ways to have difficult conversations designed to make a team more positive, cohesive, stronger and better.The Power of a Positive Team also provides a blueprint for addressing common pitfalls that cause teams to fail including complaining, selfishness, inconsistency, complacency, unaccountabilitywhile offering solutions to enhance a teams creativity, grit, innovation and growth.This is a book meant for teams to read together. Its written in such a way that if you and your team read it together, you will understand the obstacles you will face and what you must do to become a great team. If you read it together, stay positive together, and take action together you will accomplish amazing things TOGETHER.
SYOB, start your own business / by The Staff of Entrepreneur Media, Inc. ; edited by Jennifer Merritt.
Whether you're looking to earn extra money or are ready to grow your side hustle, "Start Your Own Business" is the first step toward entrepreneurship. The team at Entrepreneur is uniquely qualified to guide a new generation of bold individuals like you looking to make it happen on their own terms. Coached by business experts, practicing business owners, and thriving entrepreneurs, "Start Your Own Business" uncovers what you need to know before taking the plunge, securing finances, launching your venture, and growing your business from startup to household names. -- From publisher's description.
Executive toughness : the mental-training program to increase your leadership performance / Jason Selk.
"Toughening up to get what you want in business"-- Provided by publisher.
Talking to "crazy" : how to deal with the irrational and impossible people in your life / Mark Goulston.
Adaptive space : how GM and other companies are positively disrupting themselves and transforming into agile organizations / Michael J. Arena.
Co-active coaching : The proven framework for transformative conversations at work and in life / Henry Kimsey-House, Karen Kimsey-House, Phillip Sandhal, and Laura Whitworth.
This extensively revised 4th edition now offers leaders, managers and other business professionals practical guidance for embracing coaching as a core competency to drive greater workplace engagement. The flexible Co-Active Coaching model showcased in the book has stood the test of time as a transformative communication process that co-workers and teammates, managers, teachers, and students can use to build strong and collaborative relationships. In this highly-anticipated new edition, the authors capture their broader experience in applying the Co-Active approach to leadership and human development. The book reflects today's reality of how coaching has moved beyond its initial focus on life skills to become an integral aspect of successful leadership development. It provides the latest terminology and a variety of fresh coaching examples drawn from the authors' first-hand experiences with thousands of international coaching trainees and clients. The power-packed on-line Coach's Toolkit has been expanded to include more than 35 exercises, questionnaires, checklists to make these proven principles and techniques accessible and practical. Full of thoughtful exercises, relevant examples and concrete advice, this text is clear, direct, easy to read, and inspiring. The only book life coaches, business coaches and health coaches will ever need to build stronger relationships and healthier communication.
Making it in Manhattan : the beginner's guide to surviving & thriving in the world of fashion / Caroline Vazzana.
If you're enrolled in an MBA or executive education program, you've probably encountered a powerful learning tool: the business case. But if you're like many people, you may find interpreting and writing about cases mystifying and time-consuming. In The Case Study Handbook, Revised Edition, William Ellet presents a potent new approach for efficiently analyzing, discussing, and writing about cases. Early chapters show how to classify cases according to the analytical task they require (making a decision, performing an evaluation, or diagnosing a problem) and quickly establish a base of knowledge about a case. Strategies and templates, in addition to several sample Harvard Business School cases, help you apply the author's framework. Later in the book, Ellet shows how to write persuasive case-analytical essays based on the process laid out earlier. Examples of effective writing further reinforce the methods. The book also includes a chapter on how to talk about cases more effectively in class. Any current or prospective MBA or executive education student needs this guide.-- Provided by publisher.
Patent it yourself : your step-by-step guide to filing at the U.S. Patent Office / David Pressman and David E. Blau.
For over 30 years, Patent It Yourself has guided hundreds of thousands of inventors through the process of getting a patent, from start to finish. Patent attorneys David Pressman and David E. Blau provide the latest information, forms, and clear instructions to help you: conduct a patent search the right way, evaluate your idea's commercial potential, prepare a patent application, market and license your invention, etc. The 19th edition covers the latest implications of the first-to-file rules created by the America Invents Act.
The non-technical founder : how a 16-year old built a $100,000 software company without writing any code / Josh MacDonald.