Why does trust collapse in times of crisis? And when, instead, does it become a driver of growth, generating value? Through a sociological interpretation of the thought of John Maynard Keynes, Padua introduces the innovative concepts of Economy of Trust and Nominal Economy within the context of the 2008 financial crisis.

Explains how all institutions have to turn their relationship with stakeholders into a 'social' one, which involves designing new Trust and Engagement strategies. A specific indication on how to build and measure value out of these strategies is offered by the innovative 'Value for Engagement Model'.

THE RIGHT PHRASE FOR EVERY SITUATION . . . EVERY TIMEYou've heard it a million times: "The customer is always right." But let’s face it--sometimes the customer is misinformed, confused, or downright difficult. The ability to handle such customers is what separates the serious professional from the average employee.Perfect Phrases for Customer Service, second edition, provides the language you need for everyday customer service situations--and includes simple, eff...

Why PR is more important than advertising or marketing - and how to harness its power to get new customers and protect your reputation in today's media-saturated 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 relatio...

Milton Friedman is one of the most famous economists in history. His writings and theories on everything from capitalism and freedom to deregulation and welfare have inspired movements, influenced government policies, and changed the course of America’s economic history.Now, acclaimed Friedman biographer Dr. Lanny Ebenstein brings together twenty of Friedman’s greatest essays in his new book, The Indispensable Milton Friedman: Essays on Politic...

What do brands like Apple, Diesel, Abercrombie & Fitch and Virgin have in common and what differentiates them from other brands? These brands are able to maintain a relationship with their clients that goes beyond brand loyalty. This gives a complete analysis of Lifestyle Brands, that inspire, guide and motivate beyond product benefits alone.

So much to read, so little time? This brief overview of Contagious tells you what you need to know—before or after you read Jonah Berger's book.Crafted and edited with care, Worth Books set the standard for quality and give you the tools you need to be a well-informed reader.This short summary and analysis of Contagious includes:Historical contextChapter-by-chapter overviewsDetailed timeline of key events

Twenty-first century tools and tactics to get the word outYou want to get the word out to buyers about all the great things your business has to offer. Too bad a big-bucks marketing campaign just isn't in your budget right now. The Complete Idiot's Guide® to Target Marketing is full of clever, practical, and easy-to-use strategies to help you get your message out to the right people, at the right time, and in the right place. You'll learn:...

The way businesses buy from one another has changed profoundly in recent years. Markets have evolved, disruptive technologies have sprung up and buyers’ expectations have changed. But despite this, the fundamentals of business-to-business marketing have remained constant: today’s corporate decision-makers still need to know who you are, what you do and why you matter to them. In Business-to-Business Marketing, Mark Eardley and Charlie Stewart review the basic rules of B2B marketing. They o...

Marketing and product development best practices for a fragmented economyThe rules for marketing and product development have changed forever. You no longer control where and how consumers receive marketing messages. The consumer is in charge, with ever-growing choices and a shrinking decision window. Therefore, it is crucial to understand what drives customer behavior to design products, marketing, and experiences that will succeed. Laddering explains how...

More Than MoneyJamey Stegmaier knows crowdfunding. He's a veteran of seven successful Kickstarter campaigns (and counting) that have raised over $3.2 million, and he's the proprietor of the widely read Kickstarter Lessons blog. In this book he offers a comprehensive guide to crowdfunding, demonstrating that it can be a powerful way for entrepreneurs to grow their businesses by building community and putting their customers first.This book includes ...

Customer Experience is now the key differentiator as consumers and businesses alike decide among competing brands. The authors explore growing trends in Experience Psychology, Social Media and Neuroscience and their impact on Customer Experience that businesses need to understand to gain preference, loyalty and market share.