Four books that might interest you
In collaboration with GetAbstract, we’re once again introducing four new books in the field of marketing. This time: «More Focus, Motivation, and Success with OKR,» «The Practical Guide for the Modern Field Sales Force,» «Chief Behavioral Officer,» and «Influencer.».
More focus, motivation and success with OKR
Basics and Best Practices.
- Author: Erno Marius Obogeanu-Hempel and André Daiyû Steiner
- Publisher: Wiley-VCH, 2021
- Pages: 378
- ISBN: 9783527510689
The Objectives and Key Results method, or OKR for short, does not reinvent the wheel, but it sure gets it moving. The authors of this book explain in detail what is behind the method and how it can best be introduced and implemented. Practical examples and checklists help to implement OKR in your own company. Negative examples and counter-arguments make clear where pitfalls lurk and obstacles might arise. A very helpful, comprehensive handbook for anyone who wants to get to know OKR or perfect it.
The practical book for the modern sales force
Design acquisition, consulting, sales and development processes in a customer-centric manner.
- Author: Ralf Koschinski
- Publisher: Wiley-VCH, 2021
- Pages: 288
- ISBN: 9783527510887
Even in the online age, sales representatives are not obsolete. But they need new skills and a new focus: namely, the value that their offering creates for customers. In a practical and compact way, Ralf Koschinski describes how sales representatives can structure their processes and profitably combine offline and online activities. His manual provides a wealth of checklists and tips that can be implemented directly. A helpful guide for personal development as a salesperson and a valuable working aid in day-to-day business, especially in B2B sales.
Chief Behavioral Officer
How to use the psychological insights of behavioral economics to increase business success.
- Author: Dominik Imseng
- Publisher: Vahlen Verlag, 2021
- Pages: 180
- ISBN: 9783800666263
Companies should not only ask themselves how they can make their offer better or cheaper. They should also ask themselves how their customers make decisions and how they can be influenced, advises Dominik Imseng. Findings from behavioral economics, which the book summarizes in a compact and comprehensible way, can help here. None of this is really new, but it is brought to the point in an entertaining way with many examples. Of course, all these manipulation techniques are ethically questionable. After all, buyers can also learn from the book how marketing seeks to manipulate them.
Influencer
The ideology of advertising bodies.
- Author: Ole Nymoen and Wolfgang M. Schmitt
- Publisher: Suhrkamp Verlag, 2021
- Pages: 192
- ISBN: 9783518076408
Many a feature article has been written about the influencer as a phenomenon of our time in recent years. However, influencer analysis has probably never seen such an arsenal of experts as the authors offer: from Marx and Adorno to Simone de Beauvoir and Eva Illouz. This not only works well, but is even highly entertaining for long stretches. Only rarely does a comparison miss the mark; criticism of capitalism and cultural pessimism then seem a bit sweeping. Otherwise, this book is teeming with clever quotes for clever conversations.
