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Doornbos S: The Pet Rock Effect

The Pet Rock Effect

People don't buy "things:, they buy meaning: Why stories sell what products alone never can

Deliver measurable business impact by transforming customer advocacy into a strategic driver of growth, retention, and executive influence.Customer Advocacy That Counts is the definitive guide for customer advocacy, customer marketing, and customer experience leaders who need to prove value, secure stakeholder buy-in, and connect advocacy initiatives to business performance.Written by Alison Bukowski, this practical and evidence-based playbook addresses one of the biggest challenges facing advocacy professionals today: demonstrating strategic impact in environments where influence often matters more than authority. Drawing on frameworks, diagnostic assessments, stakeholder management tools, and executive communication templates, Alison Bukowski provides a structured approach to aligning advocacy with organizational priorities. Featuring insights and real-world examples from leaders at Google, Microsoft, Siemens, Adobe, Freshworks, Forrester, and Optum/UnitedHealth Group, the book shows how high-performing advocacy teams translate customer engagement into outcomes that executives understand and support.You'll learn how to: - Measure advocacy impact using meaningful business metrics - Build executive influence without direct authority - Align advocacy programs with revenue and retention goals - Communicate value using leadership-focused business language - Scale customer advocacy with confidence and credibility Customer Advocacy That Counts equips you with the tools, frameworks, and leadership mindset needed to turn customer advocacy into a measurable source of growth and competitive advantage.Themes include: customer advocacy, customer marketing, customer experience, stakeholder management, customer retention, executive influence, business impact measurement, advocacy strategy, revenue growth, customer-led growth

How to Build Influence and Drive Customer Experience Results

Customer Advocacy That Counts

Internal communications teams have often relied on activity counts and engagement scores that describe what was done rather than what changed. This is no longer enough: they need to demonstrate clear evidence of communication effectiveness.Grounded in real-world experience, Measuring the Impact of Internal Communications shows how to measure what truly matters and highlight the outcomes that shape organizational success. It provides a four-stage, twelve-step model built around organizational alignment, meaningful outcomes, credible evidence and continuous improvement. The book explains what meaningful impact looks like inside organizations, how to define outcomes that leaders recognize, how to gather and interpret evidence and how to use insight to influence leadership and strengthen communication effectiveness.Measuring the Impact of Internal Communications includes insights and interviews from leading voices across the communication and research landscape including Kevin Ruck and Mary Welch. By equipping professionals to define, measure, understand and communicate their results effectively, this book shows why and how measurement in internal communication is now essential to business performance, leadership credibility and employee experience in an increasingly connected and data-driven world.

Translating Metrics into Meaningful Organizational Outcomes

Measuring the Impact of Internal Communications

L'Arène De L'Influence

Les 7 Lois De L'Attention

Attention First

The second edition of Strategic Brand Management and Development provides a comprehensive, multi-perspective approach to creating and marketing successful brands, now updated with new content on brand purpose, AI in branding, and expanded case studies including a brand of Indian origin.Readers will gain practical knowledge for developing effective brand strategies through the book's unique combination of managerial, socio-cultural, and psychological perspectives. New features include chapter-opening concept summaries for quick reference, expanded coverage of brand equity models, and new sections on brand purpose and AI in branding. The addition of two in-depth global brand case studies allows readers to see the interconnections between different branding concepts in real-world applications, while updated content on brand activism and aesthetic strategies reflects current industry trends.This textbook is designed for undergraduate and postgraduate students studying brand management, marketing strategy, and consumer behaviour who already possess fundamental marketing knowledge. It is particularly suitable for courses in Strategic Brand Management, Branding, and Brand Design in higher education institutions.Supporting materials include PowerPoint slides with additional content and an updated document with links to sources and examples that can be used in classroom teaching.

An Interdisciplinary Approach to Marketing Successful Brands

Strategic Brand Management and Development

Routledge Studies in Marketing

Contemporary Issues in Inter-Brand Communication

Brand-to-Brand Engagement

The Business of Public Relations is a comprehensive study of public relations as a strategic and socially responsible management discipline. It combines theoretical foundations, strategic planning models and practical tools to foster high-quality relationships and enhance corporate reputation.The book provides readers with a structured and accessible approach to mastering public relations, integrating theoretical insights with practical applications. It introduces a new strategic planning model (SMOPR) that guides readers through the phases of analysis, planning, implementation, and evaluation. Chapter recap questions and detailed checklists reinforce understanding and enable students and professionals to apply key concepts effectively in real-world contexts. It's clear and accessible language, combined with rigorous academic standards, makes it an invaluable resource for bridging the gap between academic knowledge and professional practice.Written primarily for undergraduate students, this textbook is also suitable for postgraduate courses and for practitioners in public relations and corporate communication.

Practical Strategies for Modern Communication

The Business of Public Relations

You can't separate marketing, product, and AI anymore-The Algorithmic Shopper will help you win the next era. Marketing has always relied on human psychology-now that trillion-dollar ecosystem is becoming obsolete. For over a century, companies have tirelessly studied our aspirations and our fears, developing heartfelt brand narratives and sophisticated marketing campaigns that appeal to our emotions. But AI agents-dispassionate digital proxies with perfect memories, programmed to act in their users' best interests-are taking over, creating a fundamental separation between the shopper and the human consumer. A new era, dominated by shoppers without insecurities to cater to, or heartstrings to tug upon, is not just coming; it is already here. The only way to appeal to agentic AI is to be verifiably better-through a superior product, a more transparent supply chain, and cleaner, more accessible data. The pain point we face is profound, but it also presents a remarkable opportunity for a new generation of leaders willing to unlearn the old rules and begin to see the world through the cold, perfectly-rational lens of an AI agent. Author Paul Ferrando Accornero is leading a global conversation at the cutting edge of marketing strategy. In The Algorithmic Shopper, he provides a deeply-researched and accessible playbook for navigating these unprecedented challenges, grounded in real-world examples. This is essential reading for anyone trying to build a business or maintain a brand, from aspiring entrepreneurs, to sales and marketing professionals, to C-suite leaders. Those who grasp our new reality will not merely survive the disruption-they will define the future of commerce.

Rethinking Growth, Strategy, and Brand Power in an AI-First World

The Algorithmic Shopper

A transparent prediction method that goes beyond regression and machine learning in sports In The Relevance Edge: A New Science of Sports Prediction, Mark P. Kritzman, MIT Sloan Senior Lecturer and founding partner of Cambridge Sports Analytics, together with data analytics colleagues and Cambridge Sports Analytics founding partners Megan Czasonis, Cel Kulasekaran, and David Turkington, introduce relevance-based prediction to the world of sports analytics. The method is designed to overcome the limitations of both linear regression and machine learning, and has been adopted in a wide range of fields ranging from finance and investing to health and medicine. Unlike regression's static assumptions or machine learning's opacity and overfitting, relevance-based prediction delivers transparent, adaptive forecasts and flags each prediction's reliability in advance. These benefits, and more, are available because relevance-based predictions are formed as carefully weighted averages of the most relevant historical experiences. The Relevance Edge builds from core concepts to full technical depth across seven chapters, grounding each idea in real case studies: NBA draft prospect evaluation, expected goals analysis of a Barcelona-Real Madrid match, NFL wide receiver prospect assessment with missing data, and World Series pitcher matchup confidence scoring. A dedicated final chapter provides rigorous mathematical treatment alongside profiles of intellectual forerunners who have helped pave the way to more transparent and effective predictions. Readers will also learn: <ul> <li>The fundamental building blocks that determine how relevant one athlete or experience is to another for the purpose of forming a prediction</li> <li>How to measure the task-specific importance of each predictive variable instead of relying on misleading averages</li> <li>How to handle missing data and extreme outliers that standard model-based approaches consistently struggle with</li> <li>Why linear regression and neural networks each fall short when applied to dynamic sports environments</li> <li>Real-world insights from player prediction and in-game decision case studies across basketball, baseball, soccer and American football</li> </ul> Written for professional sports organizations, sports technology companies, sportsbook analysts, and quantitative bettors, The Relevance Edge also serves students and faculty in sports analytics, data science, statistics, and predictive analytics. Professionals in business management, finance, risk analytics, healthcare research, and many other fields will find the methodology directly transferable to their own forecasting challenges.

A New Science of Sports Prediction

The Relevance Edge

Consumer Law and the Circular Economy promotes sustainability in consumer law through the circular economy, detailing how legal frameworks can conserve resources, prevent waste, and hold manufacturers accountable for their products' lifecycle. Focusing on improving the circular economy, the book advocates for responsible economic, environmental, and social change. Identifying the current gaps and challenges in implementing circular economy practices, it suggests policies to align countries with the European Green Deal, contributing to achieving a climate-neutral, resource-efficient, and competitive economy by 2050. The book analyses political and operational barriers, maps resource flows and sustainability in participating countries and evaluates consumer protection policies. It also provides data-driven insights for policymaking, and critiques consumer education efforts across 40 countries. Other topics included are collaborative systems such as the recycling value chain, waste management and upcycling. The topics presented in this book are of interest to researchers in the field of consumer law, economics and sustainability.

Sustainable Policies, Processes and Comparative Practices

Consumer Law and the Circular Economy

Discipline of Banking Press

THE ADVICE-BASED BANKER(TM) Guiding Credit Union Members for LifeMost members don't walk into a credit union because they want a financial product. They walk in because they are trying to make a decision, and they are hoping someone will help them think it through.The difference between a banker members forget and a banker members return to isn't knowledge, credentials, or closing skill. It's a single discipline: the conversation comes before the product.The Advice-Based Banker(TM) is a practitioner's guide for credit union bankers at every level, from the frontline desk to the senior relationship manager, who want to become the person members trust before they act. Written by an executive with thirty years of banking and credit union experience, this book makes the case that advice-based banking is not a soft skill or a philosophy. It is a structured discipline with a clear framework, a repeatable practice, and a measurable career advantage.Inside, you will learn: <ul><li>Why leading with products, even the right products, costs you the relationship before it begins</li><li>The Advice-Based Banker Pyramid and how to move from transactional to trusted across every member interaction</li><li>The five conversations every banker must master, and how to navigate each one with confidence</li><li>How to ask questions that open doors instead of close them</li><li>What it actually means to become someone's banker, and how to earn that standing one conversation at a time</li><li>How to build a reputation for advice that generates the referrals and retention no sales program can replicate</li></ul>This is not theory. The ideas in these pages come from what works in real branches, with real members, under real production pressure.The goal of this book is simple: to help you hear the words every banker quietly hopes for: "I wanted to talk to you before I made this decision."That sentence is the whole game.The Advice-Based Banker(TM) is part of the Discipline of Banking(TM) series published by Discipline of Banking Press, an imprint of Camino De Oro Enterprises, LLC.

Guiding Members For Life

The Advice-Based Banker

Social media is always changing—but your goals aren’t. You need reach, visibility, and real results. Ultimate Guide to Social Media Marketing, Second Edition gives you a clear, actionable plan to grow your brand across today’s major platforms. Written by top marketing experts Eric Butow, Stephanie Garcia, Amanda Robinson, and Roberto Blake, this practical guide covers Facebook, Instagram, LinkedIn, TikTok, YouTube, and more. You’ll learn how to craft a strategy that fits your business, create high-impact content, use video effectively, and track what’s working. It also includes the latest on paid ads, influencer marketing, and AI tools that streamline your workflow—without sounding robotic. Perfect for solopreneurs, marketing teams, or anyone tired of random posting and poor engagement. Key topics include: <ul> <li>social media marketing</li> <li>Facebook ads</li> <li>influencer marketing</li> <li>AI tools; LinkedIn tactics</li> <li>video content</li> <li>content strategy</li> <li>YouTube for business</li> <li>small business growth</li> <li>marketing for beginners</li> </ul> If you’re serious about results—not just reach—this is your guide.

Ultimate Guide to Social Media Marketing

The Pet Rock Effect

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