Four books that might interest you
In collaboration with GetAbstract, we’re once again presenting four new books in the field of marketing. This time: *Innovator’s Playbook*, *B2B – or not to be?*, *The Art of the Good Argument*, and *Brandtelling*.
Innovator's Playbook
Develop products and services that customers love.
- Author: Nathan Baird
- Publisher: Wiley-VCH, 2021
- Pages: 320
- ISBN: 9783527510603
Most innovations flop. This could be dismissed as a systemic risk, but Nathan Baird disagrees. He sees mistakes in craftsmanship, false ambition and inexperience as the causes of failure. What goes wrong in the early stages of an innovation project cannot be fixed later. Baird covers the entire innovation process in his book, but pays particular attention to the beginning. A recommended read for all innovation managers and product developers.
B2B - or not to be?
The path to sales success and profitable growth.
- Author: Manfred Aull
- Publisher: Springer Gabler, 2020
- Pages: 215
- ISBN: 9783658294069
If you want to be successful in B2B sales, you have to proceed systematically and in a structured manner and always stay on the ball. Manfred Aull, himself a successful salesman for many years, explains in detail and in a practical manner how this can be achieved. In addition, he provides the reader with a wealth of techniques and tools, such as emotionally intelligent negotiation or the tabular target customer radar. Sales employees and managers can use the book as a comprehensive guide for their work.
The art of the good argument
- Author: Anthony Weston
- Publisher: Reclam Publishing House, 2020
- Pages: 159
- ISBN: 9783150112861
Anyone who wants to convince others needs good arguments. This is especially true at a time when debates are becoming increasingly irrational and aggressive. The author uses numerous examples to show how arguments should be structured, what distinguishes good arguments from bad ones, and what kind of argument is most likely to work in which context. Even if you have heard much of this before, there is still something surprising. A practical and entertaining book for all who want to convince skillfully.
Brandtelling
Storytelling that connects brands and people.
- Author: Matthias M. Mattenberger
- Publisher: Campus Verlag, 2021
- Pages: 224
- ISBN: 9783593513799
Economic success is no longer enough these days. Customers and employees expect companies to assume social responsibility. And that's exactly what can be conveyed most easily through stories, says Matthias M. Mattenberger. He explains the importance of films, stories and narratives for companies in an entertaining and clear way. He gives many examples and leads the reader step by step to his own brand story. The book is interesting for everyone who wants to use storytelling for their marketing and wants to implement the first steps with little time.
