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OUTMARKET THE COMPETITION

ADVANCED MARKETING TACTICS TO DRIVE GROWTH AND PROFITABILITY

A readable though advanced schematic for more effective sales and marketing.

Investor and entrepreneur Doyle offers both an overview of the world of sales and marketing and a series of in-depth strategies for mastering that world.

Doyle stresses that breaking sales plateaus and growing businesses don’t require any special secret approach. “It requires only that we collect the tools all around us—the tools that every marketer has access to—and deploy them in concert.” In the modern concept of marketing, he notes, people are often told they should be “driven by data.” That information can often seem trivial or “not even statistically significant,” resulting in new laws of marketing that weren’t known to earlier generations. In order to help understand this rapidly changing world, Doyle has developed what he calls the Five-Tactic Marketing Framework. This framework is designed to enhance brand and performance marketing, create what he calls a “Lifetime Value Framework” (using profitability metrics to determine marketing budget instead of a fixed number), and crunch the numbers to determine the allowable costs of industry leads. Doyle returns often to the importance of branding and outreach, noting that branded products tend to sell 20-30% more than generic ones even when the ingredients or services are essentially the same. Doyle’s expertise is evident on every page of his book—that expertise is underscored by graphs, charts, and a large amount of research. His willingness to dig deep into the technical details of marketing might make this volume daunting for beginners, although his insistence that marketing has entered a new world (thanks to things like social media and AI) is dented a bit by the fact that much of his advice—learn about your customers, search out promising leads, emphasize the value of communication, etc.—is fairly commonplace. Even so, marketing wonks will find much of value here.

A readable though advanced schematic for more effective sales and marketing.

Pub Date: Feb. 18, 2025

ISBN: 9781639081035

Page Count: 256

Publisher: Greenleaf Book Group Press

Review Posted Online: Jan. 7, 2025

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ABUNDANCE

Cogent, well-timed ideas for meeting today’s biggest challenges.

Helping liberals get out of their own way.

Klein, a New York Times columnist, and Thompson, an Atlantic staffer, lean to the left, but they aren’t interrogating the usual suspects. Aware that many conservatives have no interest in their opinions, the authors target their own side’s “pathologies.” Why do red states greenlight the kind of renewable energy projects that often languish in blue states? Why does liberal California have the nation’s most severe homelessness and housing affordability crises? One big reason: Liberal leadership has ensnared itself in a web of well-intentioned yet often onerous “goals, standards, and rules.” This “procedural kludge,” partially shaped by lawyers who pioneered a “democracy by lawsuit” strategy in the 1960s, threatens to stymie key breakthroughs. Consider the anti-pollution laws passed after World War II. In the decades since, homeowners’ groups in liberal locales have cited such statutes in lawsuits meant to stop new affordable housing. Today, these laws “block the clean energy projects” required to tackle climate change. Nuclear energy is “inarguably safer” than the fossil fuel variety, but because Washington doesn’t always “properly weigh risk,” it almost never builds new reactors. Meanwhile, technologies that may cure disease or slash the carbon footprint of cement production benefit from government support, but too often the grant process “rewards caution and punishes outsider thinking.” The authors call this style of governing “everything-bagel liberalism,” so named because of its many government mandates. Instead, they envision “a politics of abundance” that would remake travel, work, and health. This won’t happen without “changing the processes that make building and inventing so hard.” It’s time, then, to scrutinize everything from municipal zoning regulations to the paperwork requirements for scientists getting federal funding. The authors’ debut as a duo is very smart and eminently useful.

Cogent, well-timed ideas for meeting today’s biggest challenges.

Pub Date: March 18, 2025

ISBN: 9781668023488

Page Count: 320

Publisher: Avid Reader Press

Review Posted Online: Jan. 16, 2025

Kirkus Reviews Issue: Feb. 15, 2025

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THE CULTURE MAP

BREAKING THROUGH THE INVISIBLE BOUNDARIES OF GLOBAL BUSINESS

These are not hard and fast rules, but Meyer delivers important reading for those engaged in international business.

A helpful guide to working effectively with people from other cultures.

“The sad truth is that the vast majority of managers who conduct business internationally have little understanding about how culture is impacting their work,” writes Meyer, a professor at INSEAD, an international business school. Yet they face a wider array of work styles than ever before in dealing with clients, suppliers and colleagues from around the world. When is it best to speak or stay quiet? What is the role of the leader in the room? When working with foreign business people, failing to take cultural differences into account can lead to frustration, misunderstanding or worse. Based on research and her experiences teaching cross-cultural behaviors to executive students, the author examines a handful of key areas. Among others, they include communicating (Anglo-Saxons are explicit; Asians communicate implicitly, requiring listeners to read between the lines), developing a sense of trust (Brazilians do it over long lunches), and decision-making (Germans rely on consensus, Americans on one decider). In each area, the author provides a “culture map scale” that positions behaviors in more than 20 countries along a continuum, allowing readers to anticipate the preferences of individuals from a particular country: Do they like direct or indirect negative feedback? Are they rigid or flexible regarding deadlines? Do they favor verbal or written commitments? And so on. Meyer discusses managers who have faced perplexing situations, such as knowledgeable team members who fail to speak up in meetings or Indians who offer a puzzling half-shake, half-nod of the head. Cultural differences—not personality quirks—are the motivating factors behind many behavioral styles. Depending on our cultures, we understand the world in a particular way, find certain arguments persuasive or lacking merit, and consider some ways of making decisions or measuring time natural and others quite strange.

These are not hard and fast rules, but Meyer delivers important reading for those engaged in international business.

Pub Date: May 27, 2014

ISBN: 978-1-61039-250-1

Page Count: 288

Publisher: PublicAffairs

Review Posted Online: April 15, 2014

Kirkus Reviews Issue: May 1, 2014

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