Total E-Mail Marketing

E-mail is a powerful marketing communications tool which excels at developing relationships with existing customers and acquiring new customers. This second edition builds on the authors successful formula, describing a practical approach to e-mail marketing for all marketers looking to exploit its potential or take their e-mail to the next level.

Total e-Mail Marketing 2e draws on expertise and latest examples from leading European practitioners to detail practical tips to improve campaign results. Packed with brand new case studies and checklists to get you started or improve on past campaigns, the book covers all aspects of e-mail marketing, including:

• Planning effective, integrated e-mail campaigns and e-newsletters
• How to rapidly build a quality house list and select the best tools to manage it
• Ethical and legal constraints in a fast-moving sector
• Design and write HTML and text format e-mails for maximum response
• Getting through the SPAM filters to maximize deliverability
• Targeting, personalizing, measuring and improving e-mail campaigns
• Integrating emerging technologies like blogs, RSS and mobile messaging
• Practical dos and donts

A vital supplement to the authors book e-Marketing eXcellence, also in its 2nd editon and co-written with PR Smith, this text is relevant to all marketers specializing in e-marketing or not as it offers an integrated campaign perspective and shows how to maximize integrated e-marketing results.

• Completely updated edition of the bestselling e-mail marketing handbook.
• Brand new examples reflect the latest best practice in this fast-moving area.
• Tried-and-tested structure offers an integrated campaign perspective, crucial for all marketers wanting to maximize the benefits of e-mail.

 

The Complete Idiot ’s Guide to Personal Finance in Your 20s and 30s

Start-today strategies for a better financial tomorrow. The Complete Idiot’s Guide‚ to Personal Finance in Your 20s and 30s, Third Edition, clearly explains everything members of this age group need to know to get a handle on their pocketbook and their portfolio, from planning their personal finances to enhancing their current financial plan to getting better returns on their investments. This revised and updated third edition includes completely new material on:

• Internet banking
• Debit and prepaid credit cards
• Online car shopping
• The latest in effective job hunting
• Online college degrees and what they can get you
• Investment strategies for the next decade
• Home-based employment opportunities
• New financial impact of marriage and children
• Home ownership options from building your own to townhouses and condos
• Online mortgage brokers
• All-new websites and resources

 

Competitive Advantage

COMPETITIVE ADVANTAGE introduces a whole new way of understanding what a firm does. Porter's groundbreaking concept of the value chain disaggregates a company into 'activities', or the discrete functions or processes that represent the elemental building blocks of competitive advantage.

Now an essential part of international business thinking, COMPETITIVE ADVANTAGE takes strategy from broad vision to an internally consistent configuration of activities. Its powerful framework provides the tools to understand the drivers of cost and a company's relative cost position.

Porter's value chain enables managers to isolate the underlying sources of buyer value that will command a premium price, and the reasons why one product or service substitutes for another. He shows how competitive advantage lies not only in activities themselves but in the way activities relate to each other, to supplier activities, and to customer activities.

That the phrases 'competitive advantage' and 'sustainable competitive advantage' have become commonplace is testimony to the power of Porter's ideas. COMPETITIVE ADVANTAGE has guided countless companies, business school students, and scholars in understanding the roots of competition. Porter's work captures the extraordinary complexity of competition in a way that makes strategy both concrete and actionable.

 

The Option Trader s Guide To Probability Volatility And Timing

A comprehensive guide that lets you play the options game with confidence

Due to the uncontrollable elements associated with options, many traders find themselves without practical strategies for specific situations.

The Option Trader's Guide to Probability, Volatility, and Timing offers traders a variety of strategies to trade options intelligently and confidently in any given situation. With detail and objectivity, this book sets forth risk assessment guidelines, explains risk curve analysis, discusses exit methods, and uncovers some of the biggest mistakes options traders make.

The Option Trader's Guide provides readers with strategies for trading options as well as expert advice on when to implement those strategies.

 

Roadmap to Strategic HR: Turning a Great Idea into a Business Reality

A practical process for turning human resources into a crucial component of success — from an HR professional who really did it

Roadmap to Strategic HR is a sorely needed prescription for achieving strategic focus in complex organizations. Drawn from the author’s more than 25 years of experience and insights as an HR practitioner at Hallmark and other companies, the book outlines a 10-step, results-oriented plan for making the transition. It helps you integrate top-quality tactical work with innovative internal systems — talent systems, training systems, reward systems, or work processes — that will meet the strategic business demands of your organization.

Easy-to-read, thought-provoking, and packed with real-world examples of what worked and what didn’t at Hallmark, Roadmap to Strategic HR helps you:

• Boil down the reams of research and concepts into a comprehensible plan you can successfully implement.
• Understand the business realities that are driving change, including employees afraid for their jobs, and demanding and scarce customers.
• Compress the multitude of HR activities into five fundamental processes: workforce planning and staffing, learning and development, organization development, performance management, and employee relations.
• Examine each of the five processes through a powerful strategic lens.
• Resolve the tensions between HR specialists and HR generalists.
• Build a real partnership between the frontline managers and HR staff.
• Identify the competencies required of HR professionals who assume the crucial role of “organizational architect.”
• Recognize the roadblocks and political landmines that might lurk along the way.

The connection between people issues and business success is irrefutable. As the author so aptly puts it: “Talent is the engine behind the creation of all value.”

Roadmap to Strategic HR is the most succinct, most practical book available for strengthening the link between people and value — for building a department that drives excellence throughout the organization — and for honing your department’s focus so that it stays locked on the marketplace and the business strategy."