Strategic Management

The sales culture of the twenty-first century is one where decisions are often made on the fly, calls are not thought out, and communication is based on onscreen ramblings, hitting Òsend,Ó and seeing what happens next. While e-mail has made it easier for salespeople to communicate than ever before, itÕs crucial to your success that your message is clear, concise, and to the point.

Renowned sales guru Stephan Schiffman understands the unique benefits and challenges of using e-mail as a sales tool. E-mail Selling Techniques delivers dependable strategies to help you understand when and how to use e-mail to communicate with a client or prospect.

E-mail Selling Techniques offers essential guidelines for:

• The proper length and format of sales e-mails
• Advice on tone and content
• Tips for writing attention-grabbing subject lines
• Identifying when a phone call might be more appropriate If you rely on computers and portable e-mail devices to do business, Stephan Schiffman will show you how to use technology to your advantage and get the deal done.

′Küng’s book stands out for its focus on concepts, drivers, and dynamics. Its scope and learning are brilliant and dazzling. This updated edition will be a source of insight for students and a tool for industry veterans who seek the perspective of academia.′
– Eli Noam, Columbia Business School

′A landmark contribution to scholarship, Küng’s excellent book provides an empirically rich and analytically sharp-sighted guide to contemporary organizational strategies in a complex and dynamic media environment.′
– Gillian Doyle, University of Glasgow

′In the age of relentless technological disruption, unlimited distribution and non-professionalization, media firms are more dependent than ever on strategic management. Küng articulates the dimensions of media industries to account for an ever-increasing array of challenges and strategies.′
– David Craig, University of Southern California

In this Second Edition of a book many found invaluable for research and teaching, including myself, Küng accomplishes a challenging task: to preserve all the best qualities of the First Edition while both extending the scope and deepening understandings about strategic management theory in application to media industries.′
– Gregory Ferrell Lowe, University of Tampere

With the media industries facing unprecedented change and challenge from top to bottom, it has never been more vital to understand the elements of strategy and how they apply to media organizations.

This new edition:

• Shows innovation, disruption and strategic adaptation in action, with a stronger focus on a case-based approach
• Takes readers deep into case studies on BuzzFeed, The Guardian, Netflix, the New York Times and the BBC
• Explains strategic theory and concepts with insight and clarity
• Shows how to understand change and decision-making within media organizations.

This is the essential guide to change and management in the media industries – ideal for students of media studies, media economics and media management.

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands–they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America’s most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create “identity myths” that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can’t be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty–and outlines a distinctive set of “cultural branding” principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

Sally Hogshead believes the greatest value you can add is to become more of yourself.

Hogshead rose to the top of the advertising profession in her early 20s, writing ads that fascinated millions of consumers. Over the course of her ad career, Sally won hundreds of awards for creativity, copywriting, and branding, and was one of the most awarded advertising copywriters right from start of career, including almost every major international advertising award.

She frequently appears in national media including NBC’s Today Show and the New York Times. Hogshead was recently inducted into the Speaker Hall of Fame, the industry’s highest award for professional excellence. Her advertising work hangs in the Smithsonian Museum of American History.

The science of fascination is based on Hogshead’s decade of research with 250,000 participants, including dozens of Fortune 500 teams, hundreds of small businesses, and over a thousand C-level executives.