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Evans P: Referred

Referred

The quiet way lawyers win the clients they want

This concise introductory textbook enables students to understand and apply the key concepts of marketing.

Concepts and Contexts

Introduction to Marketing

Develop culturally intelligent marketing strategies for a digitally connected global marketplace. International Marketing is designed for postgraduate marketing students studying International Marketing and International Marketing Strategy. This textbook equips students with the theoretical frameworks and applied tools required to design, implement and evaluate marketing strategies across borders in an increasingly digital and regulated environment. Sue Ollerhead explores how brands can enter, compete and grow internationally while remaining culturally sensitive, legally compliant and strategically coherent. This book integrates core international marketing theory with practical application, covering market entry strategies, dynamic pricing, cross-border brand positioning and digital platform management. Students examine how organizations adapt products and services to meet local market needs while maintaining universal quality standards, sustainability commitments and ethical responsibility. Legal and regulatory considerations are embedded throughout, alongside discussion of environmental impact, societal expectations and global governance frameworks. Real-world examples from Coca-Cola, Depop and MPesa illustrate how international marketing decisions influence long-term brand performance and customer relationships across diverse markets. This textbook includes: - Guidance on digital international marketing, including market entry, pricing and cross-border brand strategy - Chapter overviews, key learning outcomes, key concept boxes and exercise questions - Online resources including lecture slides and a lecturer's manual with exercise answers - Strategic insights and analysis on operating effectively within international environments

Utilize a Digital Approach in International Marketing Strategies

International Marketing

Discover how to capitalize on what makes your business-and its products-truly valuable to customers In Pay Back: Turning Customer Value into Lasting Revenue, a team of veteran business strategy thought leaders delivers an innovative, pragmatic approach to value that will transform the way you understand competitive advantage and improve your company's financial performance. The authors explain the customer's journey in evaluating what makes a product or service meaningful and unique in the marketplace. They show you how to navigate and translate that evaluation process into sustained revenue. Pay Back offers a step-by-step guide to a continuous process linking product and service investments with realized customer perceptions of value and, ultimately, the firm's financial results. It combines a practical perspective on customer value with a grounded framework you can implement at your own firm. The book offers: <ul> <li>Proven strategies for creating, positioning, and pricing products and services that are meaningful and unique to customers</li> <li>Insightful illustrations of how today's typical interactions between companies and customers unnecessarily waste value, to the detriment of both parties</li> <li>Pricing and monetization techniques that help leaders focus on profitable ways to capture value from different groups of customers </li> </ul> Perfect for company executives who set product and service strategy, Pay Back is also a must-read guide for seasoned business leaders trying to turn around underperforming product lines, as well as MBA students and anyone else with an interest in practical business strategies that deliver results.

Turning Customer Value Into Lasting Revenue

Pay Back

Reviving an Iconic Brand

A Levi's Story

In an era where traditional marketing techniques are losing their effectiveness, businesses must embrace innovative and forward-thinking strategies to maintain a competitive edge. AI-Driven Blue Ocean Strategies offers business managers, marketers, and entrepreneurs a detailed reference on how to leverage artificial intelligence to create and sustain new Blue Ocean strategies. By combining the power of Artificial Intelligence with the principles of Blue Ocean Strategy, this book provides actionable insights on uncovering new market opportunities, developing differentiated value propositions, and ensuring long-term business success.
With contributions from a diverse team of experts, this book presents a robust framework for applying AI in market research, consumer analysis, and trend forecasting. Through real-world case studies, readers will learn how leading companies are using AI-driven approaches to break free from saturated markets and establish new, uncontested market spaces. The authors provide an avenue for discussion of all aspects of how AI is transforming marketing and customer experience, from big data analysis and predictive analytics to content generation and real-time customer interactions.

Ai-Driven Blue Ocean Strategies

From Modern Marketer to Executive Leader

It is 8:14 on a Thursday evening. The founder of a forty-million-dollar company stands alone in his office, holding a pipeline report he cannot explain. Same team. Same product. Same market. And a number that no longer behaves the way it used to.He does not have a sales problem. He has a system problem. He just does not know it yet.Most growth stalls are misdiagnosed. Founders and CEOs reach for more talent, more marketing, more pressure on the team-when the real issue is structural. Revenue is still running on the founder's instincts, a few star performers, and a network of relationships that cannot be handed to anyone else. It works, until it doesn't. And when it stops working, no one in the building can say why.The Revenue Operating System is the cure for accidental revenue.It introduces a category of business infrastructure the way CRM became a category for customer data: a defined, installable system for how a company generates revenue-so that growth becomes predictable, scalable, and no longer dependent on any single person in the room.At its core are five functions every revenue engine must perform, whether anyone has named them or not: Target, Engage, Close, Govern, and Scale. This book takes each one apart and shows how to install it-not as theory, but as the documents, rituals, roles, and operating rhythms that turn a group of talented people into a machine a founder can actually read.You will learn how to: Define an ideal customer profile precise enough to tell you no, not just yes. Build a demand model that works backward from the target instead of forward from hope. Run a pipeline review on evidence rather than optimism, so the forecast survives contact with the quarter. Earn the executive meeting and lead the conversation once you are in the room. Move deals through honest stages that advance on what the buyer has done, not on how the seller feels. Govern the whole engine with a weekly, monthly, and quarterly cadence that surfaces the truth in time to act on it. Scale through marketing, partners, and compensation without breaking what already works.Written for founders, CEOs, and sales leaders of business-to-business companies in the difficult middle-past the first few million in revenue, not yet a machine-this is a practical installation manual, not a motivational read. Every framework is introduced inside a real situation: a deal chased for the wrong reasons, a forecast that collapsed on conversion, a review meeting that looked healthy and still missed. The lessons are drawn from decades of building and rebuilding revenue engines across industries.By the end, you will be able to look at your own revenue engine and see exactly which of the five functions are installed, which are improvised, and which are missing entirely-and you will know, in order, how to build the rest.A company you can read is a company you can scale. This is how you make yours legible.

How to Install a Repeatable Revenue Engine in 90 Days

The Revenue Operating System

Lead Generation Made Simple

How to Attract Qualified Prospects, Build a Profitable Sales Pipeline, Convert More Customers, and Create Consistent Revenue

The companies that win with AI won't be the ones that adopt it. They'll be the ones that rebuild around it.
Your old growth playbook is breaking down. AI is collapsing moats, compressing product cycles, and reshaping how customers buy. Meanwhile, your teams are still executing strategies built for a slower, more stable world. Market-Led Growth shows you how to rebuild-fast.
This is not a book of tactics. It's a blueprint for transforming how your company senses shifts in demand, adapts GTM in real time, and scales with the market-not against it. You'll learn how to decentralize decision-making, embed AI into execution, and move capital, people, and priorities at the speed of market signal. If you're serious about building a company that thrives in the AI era-not just survives it-this is your operating manual.

A new operating system for business in the age of AI

Market-Led Growth

How the World's Best FX Salespeople Become Strategic Advisors

The Currency of Trust

Deliver proven, data-led marketing performance and leadership insight across the modern marketing organization. In the fully updated second edition of Marketing Metrics by Christina Inge, marketing leaders gain the strategic tools needed to build enterprise-grade, data-powered marketing strategies that deliver measurable business results. Written for CMOs, marketing directors and senior analytics leaders, this authoritative guide shows how to translate marketing metrics, data and analytics into informed decision making, stronger governance and clear financial impact. Featuring new content on AI-powered marketing metrics and enterprise analytics capability, this book equips senior professionals with the frameworks and models required to embed measurement into marketing leadership and long-term strategy. You will learn how to: - Implement a data-first marketing strategy aligned with business outcomes - Measure channel, campaign and brand ROI with confidence - Apply AI-powered metrics including predictive customer lifetime value - Build enterprise analytics capability and AI-ready marketing teams &gt;Supported by real-world examples and practical strategic models, this book provides senior marketing leaders with the tools to strengthen accountability, guide investment decisions and deliver measurable marketing performance at scale. Themes include: marketing metrics, marketing ROI, data-driven marketing strategy, AI in marketing analytics, customer lifetime value, marketing leadership

Leverage Analytics, Data and AI to Optimize Marketing Strategies

Marketing Metrics

Referred

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