The goal of every marketer is to create more value for customers. The authors of this new European Edition have aimed to create more value for the reader by building on a classic marketing text with its well-established customer-value framework and complimenting it with an emphasis throughout the book on sustainable marketing, measuring and managing return on marketing, marketing technologies and marketing around the world. To help bring marketing to life this book is filled with interesting examples and stories about real companies, such as Amazon, Google, Uber, ASOS and Lego and their marketing practices. This is the place to go for the freshest and most authoritative insights into the increasingly fascinating world of marketing.
What’s the question every business should be asking itself? According to Jeff Jarvis, it’s What Would Google Do? If you’re not thinking or acting like Google – the fastest-growing company in the history of the world – then you’re not going to survive, let alone prosper, in the Internet age. An indispensable manual for survival and success that asks the most important question today’s leaders, in any industry, can ask themselves: What would Google do? To demonstrate how to emulate Google, Jarvis lays out his laws of what he calls ´´the new Google century”, including such insights as: Think Distributed Become a Platform; Join the Post-Scarcity, Open-Source, Gift Economy; The Middleman Has Died; Your Worst Customers Are Your Best Friends and Your Best Customers Are Your Partners; Do What You Do Best; and Link to the Rest Get Out of the Way; Make Mistakes Well… and More. He applies these principles not just to emerging technologies and the Internet, but to other industries - telecommunications, airlines, television, government, healthcare, education, journalism, and yes, book publishing - showing ultimately what the world would look like if Google ran it. The result is an astonishing, mind-opening book that will change the way listeners ask questions and solve problems. 1. Language: English. Narrator: Jeff Jarvis. Audio sample: http://samples.audible.de/bk/hcuk/000757/bk_hcuk_000757_sample.mp3. Digital audiobook in aax.
Want Market Share? Google It! You know you´ve hit it big when your name becomes a verb - and no one knows that better than Google. In just over 10 years, Google has become the world´s most valuable brand, consistently dominating its category and generating $6 billion in revenue per quarter. How does Google do it? In a word: marketing. You may not think Google does much marketing. Indeed, it doesn´t do a lot of what has traditionally been viewed as marketing. But in today´s digital world, marketing has taken new shape - and Google is at the cutting edge. In Everything I Know about Marketing I Learned from Google, digital marketing expert Aaron Goldman offers 20 powerful lessons straight from Google´s playbook. Taking you deep into the inner workings of the Googleplex (which are simpler than you think), Goldman provides the knowledge and tools you need to build and grow your brand (which is also simpler than you think). Along the way, he shows how Google´s tactics are being used by a wide range of successful corporations, from Apple to Zappos. Key principles include: Tap into the Wisdom of Crowds: Get the signals you need directly from your customers Keep It Simple, Stupid: Craft messages people can grasp in a nanosecond and pass along Don´t Interrupt: Join the conversation - but avoid disrupting it Act Like Content: Provide value, not sales pitches Test Everything: Take no detail of your program for granted; you can always improve Show Off Your Assets: Distribute your brand everywhere The beauty of it all is that these Googley lessons can be applied to every aspect of marketing, in organizations of any size. Whether you run a PR department in a multinational corporation or serve as the sole marketer in a small business, these tactics work. In its mission to ´´organize the world´s information 1. Language: English. Narrator: Wayne Shepherd. Audio sample: http://samples.audible.de/bk/graw/000104/bk_graw_000104_sample.mp3. Digital audiobook in aax.
A penetrating indictment of how today´s largest tech companies are hijacking our data, our livelihoods, our social fabric, and our minds-from an acclaimed Financial Times columnist and CNN analyst ´´Don´t be evil´´ was enshrined as Google´s corporate mantra back in its early days, when the company´s cheerful logo still conveyed the utopian vision for a future in which technology would inevitably make the world better, safer, and more prosperous. Unfortunately, it´s been quite a while since Google, or the majority of the Big Tech companies, lived up to this founding philosophy. Today, the utopia they sought to create is looking more dystopian than ever: from digital surveillance and the loss of privacy to the spreading of misinformation and hate speech to predatory algorithms targeting the weak and vulnerable to products that have been engineered to manipulate our desires. How did we get here? How did these once-scrappy and idealistic enterprises become rapacious monopolies with the power to corrupt our elections, co-opt all our data, and control the largest single chunk of corporate wealth-while evading all semblance of regulation and taxes? In Don´t Be Evil, Financial Times global business columnist Rana Foroohar tells the story of how Big Tech lost its soul-and ate our lunch. Through her skilled reporting and unparalleled access-won through nearly thirty years covering business and technology-she shows the true extent to which behemoths like Google, Facebook, Apple, and Amazon are monetizing both our data and our attention, without us seeing a penny of those exorbitant profits. Finally, Foroohar lays out a plan for how we can resist, by creating a framework that fosters innovation while also protecting us from the dark side of digital technology. Advance praise for Don´t Be Evil ´´At first sight, Don´t Be Evil looks like it´s doing for Google what muckraking journalist Ida Tarbell did for Standard Oil over a century ago. But this whip-smart, highly readable book´s scope turns out to be much broader. Worried about the monopolistic tendencies of big tech? The addictive apps on your iPhone? The role Facebook played in Donald Trump´s election? Foroohar will leave you even more worried, but a lot better informed.´´-Niall Ferguson, Milbank Family Senior Fellow at the Hoover Institution, Stanford, and author of The Square and the Tower
Principles of Marketing Seventh European Edition Philip Kotler, Gary Armstrong, Lloyd C. Harris and Nigel Piercy The goal of every marketer is to create more value for customers. The authors of this new European Edition have aimed to create more value for the reader by building on a classic marketing text with its well-established customer-value framework and complimenting it with an emphasis throughout the book on sustainable marketing, measuring and managing return on marketing, marketing technologies and marketing around the world. To help bring marketing to life this book is filled with interesting examples and stories about real companies, such as Amazon, Google, Uber, ASOS and Lego and their marketing practices. This is the place to go for the freshest and most authoritative insights into the increasingly fascinating world of marketing. Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University. Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. Lloyd C. Harris is Head of Department and Professor of Marketing at Birmingham Business School, University of Birmingham. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals. Nigel Piercy, was formerly Professor of Marketing & Strategy, and Associate Dean, at Warwick Business School. He is now a consultant and management writer. Recent publications include Marketing Strategy and Competitive Positioning, 6th ed. (with Graham Hooley, Brigitte Nicoulaud and John Rudd) published by Pearson in 2016.
Today´s leaders are grappling with the pace and complexity of change, the challenge of supporting healthy collaboration and alignment among teams, and the resulting stress and burnout. The practice of mindful leadership may be one of the most important competencies in business today if leaders are to move beyond fear, anxiety, nagging self-doubt, and the feeling of constant overwhelm.Marc Lesser has taught his proven seven-step method to leaders at Google, Genentech, SAP, Facebook, and dozens of other Fortune 500 companies for over 20 years and has distilled a lifetime of mindfulness and business experience into these chapters. This incredibly practical yet accessible book draws on Marc´s experience as a CEO of three companies, as cofounder of the world-renowned Search Inside Yourself (SIY) program within Google, and as a longtime Zen practitioner.The principles in this book can be applied to leadership at any level, providing listeners with the tools they need to shift awareness, enhance communication, build trust, eliminate fear and self-doubt, and minimize unnecessary workplace drama. Embracing any one of the seven practices alone can be life-changing. When used together, they support a path of well-being, productivity, and positive influence. 1. Language: English. Narrator: Neil Hellegers. Audio sample: http://samples.audible.de/bk/tant/015873/bk_tant_015873_sample.mp3. Digital audiobook in aax.
Software is becoming more and more important across a broad range of industries, yet most technology executives struggle to deliver software improvements their businesses require.Leading-edge companies like Amazon and Google are applying DevOps and Agile principles to deliver large software projects faster than anyone thought possible. But most executives don´t understand how to transform their current legacy systems and processes to scale these principles across their organizations.Leading the Transformation is an executive guide providing a clear framework for improving development and delivery. Instead of the traditional Agile and DevOps approaches that focus on improving the effectiveness of teams, this audiobook targets the coordination of work across teams in large organizations - an improvement that executives are uniquely positioned to lead. PLEASE NOTE: When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio. 1. Language: English. Narrator: Jason Culp. Audio sample: http://samples.audible.de/bk/acx0/100951/bk_acx0_100951_sample.mp3. Digital audiobook in aax.
In Smart Pricing, Wharton professors and renowned pricing experts Jagmohan Raju and Z. John Zhang draw on examples from high tech to low tech, from consumer markets to business markets, and from the U.S. to abroad, to tell the stories of how innovative pricing strategies can help companies create and capture value as well as customers. They teach the pricing principles behind those innovative ideas and practices. Smart Pricing introduces to marketing and product executives, along with corporate strategists, many innovative approaches to pricing, as well as the research and insights that went into their creation. Filled with illustrative examples from the business world, listeners will discover restaurants where customers set the price...learn how Google and other high-tech firms have used pricing to remake whole industries...and understand how executives in China successfully start and fight price wars to conquer new markets. Smart Pricing goes well beyond familiar approaches like cost-plus, buyer-based pricing, or competition-based pricing, and puts a wide variety of pricing mechanisms at your disposal. This book helps you understand them, choose them, and use them to win. 1. Language: English. Narrator: Knighton Bliss. Audio sample: http://samples.audible.de/bk/adbl/002258/bk_adbl_002258_sample.mp3. Digital audiobook in aax.
SEO Beginner´s Guide Learn Basic Search Engine Optimization Strategies in this SEO Audioook We all know that the world of SEO is vast, complex, and shrouded in secrecy. The industry prides itself on that secrecy because revealing the exact formulas for its algorithm would defeat the essence of organic search rankings. However, although the SEO industry is complex and oftentimes confusing, there are basic principles that govern just how search engines like Google operate. And, if you´re just getting started in the SEO field, then understanding these basic principles is paramount. Today´s Search Engine Environment The dramatic evolution of the search engine environment has left a lot of people scratching heir heads. What used to work years ago, no longer applies today. However, the underlying principles of high quality and well-written content still remains. And, without getting into too much technical details, this audiobook explains SEO in simple, almost storybook format and has been written by a seasoned professional and veteran in the field of search engine optimization. This audiobook is an absolute must if you´re a beginner to the SEO field and you´re looking for an understanding of the fundamentals involved with search engine optimization. 1. Language: English. Narrator: Ken Eaken. Audio sample: http://samples.audible.de/bk/acx0/016516/bk_acx0_016516_sample.mp3. Digital audiobook in aax.