One of the top marketing challenges that marketing managers and executives face today is to better understand social media and its promise as a marketing platform. The social media ecosystem, including traditional platforms such as Facebook and Twitter and upstarts such as Instagram and Snapchat, have evolved significantly over the past 10 years; so much so that keeping pace with the latest social media platforms can seem like herding cats. Inside, the authors provide a timeless perspectiv...

This book serves as a concise guide for businesses seeking to enter the U.S. market from an international perspective. The book examines how the United States is positioned in the global marketplace, the potential for businesses entering the U.S. market, and marketing trends and applications, with an emphasis on small- to medium-sized enterprise (SME) market expansion. Chalked full of success stories, readers will develop an understanding of American markets and the American consumer, mark...

The new American Dream is doing work you love with the freedom and income to live the life you want. Thanks to the Internet, anyone can launch a business with little or no start-up capital or technical expertise.The rules have changed. The American Dream is no longer the "corner office." It's a successful lifestyle business you can run from your home, the beach, or wherever you desire. In this book, lifestyle entrepreneurship expert Scott Fox teaches weary corporat...

A practical guide to the new economy that is transforming the way we live, work, and play.Uber. Airbnb. Amazon. Apple. PayPal. All of these companies disrupted their markets when they launched. Today they are industry leaders. What’s the secret to their success?These cutting-edge businesses are built on platforms: two-sided markets that are revolutionizing the way we do business. Written by three of the most sought-after experts on platform businesses, ...

A primer on the future of PR, marketing and advertising — now revised and updated with new case studies"Forget everything you thought you knew about marketing and read this book. And then make everyone you work with read it, too." —Jason Harris, CEO of MekanismMegabrands like Dropbox, Instagram, Snapchat, and Airbnb were barely a blip on the radar years ago, but now they're worth billions—with hardly a dime spent on traditional marketing. N...

Peter Cappelli confronts the myth of the skills gap and provides an actionable path forward to put people back to work.Even in a time of perilously high unemployment, companies contend that they cannot find the employees they need. Pointing to a skills gap, employers argue applicants are simply not qualified; schools aren't preparing students for jobs; the government isn't letting in enough high-skill immigrants; and even when the match is right, prospective employ...

The guide to creating engaging web content and building a loyal following, revised and updatedBlogs, YouTube, Facebook, Twitter, Google+, and other platforms are giving everyone a "voice," including organizations and their customers. So how do you create the stories, videos, and blog posts that cultivate fans, arouse passion for your products or services, and ignite your business? Content Rules equips you for online success as a one-stop source on the art ...

If you need the best practices and ideas for launching new ventures-but don’t have time to find them-this book is for you. Here are nine inspiring and useful perspectives, all in one place.This collection of HBR articles will help you: Zero in on your most promising prospects Set a clear direction for your start-up Test and revise your assumptions along the way Tackle risks that could sabotage your efforts Carve out opportunities in emerging...

The small business guru behind Duct Tape Marketing shares his most valuable lesson: how to get your customers to do your best marketing for you.The power of glitzy advertising and elaborate marketing campaigns is on the wane; word- of-mouth referrals are what drive business today. People trust the recommendation of a friend, family member, colleague, or even stranger with similar tastes over anything thrust at them by a faceless company.Most busine...

**NATIONAL BESTSELLERThe book that started the guerilla marketing revolution, expanded and completely updated for the twenty-first century.**Jay Levinson's Guerrilla Marketing revolutionized marketing strategies for the small-business owner with his take-no-prisoners approach to finding clients. Based on hundreds of solid and effective ideas, Levinson’s philosophy has given birth to a new way of learning about market share and how to gain it. In this completely upd...

Praise for The IKEA Edge“A very good book from a talented business leader [that links] values, culture, and the achievement of business and social objectives together. I have read it now three times and learned something from every passage.”—Michael Spence, recipient of the Nobel Memorial Prize in Economic Sciences, 2001“With Anders Dahlvig’s recommendations, we could solve many of the world’s problems by persuading the big ...

A practical introduction to the necessity of competitive intelligence for smarter business decisions-from a leading CI expert and speakerIn Competitive Intelligence Advantage, Seena Sharp, founder of one of the first Competitive Intelligence firms in the US, provides her expert analysis on the issues and benefits of CI for today's businesses. CI is critical for making smarter business decisions and reducing risks when formulating strategies, leading to more profits and few...